Google Ads Audit / Proposal
22 – 6 – 21
1
Fosway Group is an HR Industry Analyst based in the UK working globally with Corporates, Vendors and Investors.
To aid their continued growth Fosway Group’s goal is to increase their exposure on Google and other search engines for searches related to their offering.
Website address:
- www.fosway.com
Marketing objectives
- Increase client enquiries
- Increase marketing list
- Increase organic traffic
- Increase exposure on Google and other search engines
Target Audiences
- Corporates
- Vendors
- Investors
Competition
- Medium to high competition
Target Location/s
- UK
- Global
2
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!
Intent
Those searching on Google already have the intent to find your roles or services.
Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.
Direct Relationships
Candidates / Clients are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).
Instant ROI
Your adverts go live quickly and start delivering results immediately.
Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.
It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.
3
UK – Opportunity
Google searches made each month by people searching for your topics related to your specific services.
- UK Only
- Google.co.uk
41,000+/-
£2.58+/-
£2,400 – £6,300
Note: This is based on all keywords, the click budget can be reduced by reducing the target keyword list.
The following is a small initial sample of search terms based on the information we have found about your business on your website. Before we build our campaign we will perform search term research that analyses thousands of potential search terms.
hr consultants
procurement processes
hr systems
hr consulting
hr trends
hr analytics
cloud hr
hr data
procurement analysis
hr tools
hr technology
hr strategies
hr data analytics
ai in hr
hr tech
procurement insights
hr ai
talent acquisition trends
hr surveys
procurement trends
digital learning trends
hr data system
hr research
corporate learning trends
HR Analytics platform
HR Industry Analytics
hr market research
insights hr
insights hr tool
remote working trends
4
- Create all types of ads – text, image, interactive and video ads.
- Place those ads on websites that are relevant to what you’re selling.
- Show those ads to the people who are likely to be most interested.
- Manage and track your budget, campaigns and results as you go.
Keyword Targeting
We use keywords to trigger your ads to be shown to people who are visiting or have visited websites with content that’s contextually relevant to those keywords.
Placement Targeting
We create placement campaigns which only serve your adverts to specific predefined websites, web-pages, apps, or individual ad units.
Topic Targeting
We can choose to display our ads alongside the top content topics being consumed across the Display Network. When you associate your brand with the right content, you can connect with the specific audience who consume that content.
5
Reconnect with the 95%+ of website visitors that leave without contacting you!
Candidates and clients rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.
Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.
Advert messaging and design
We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.
6
To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.
- Research to identify new advertising opportunities and markets
- Keyword analysis and optimisation
- Click through rate and quality score optimisation
- Cost Per Click monitoring to help you receive the cheapest possible price
- Advert content performance optimisation and split testing
- Advert design developments (if applicable)
- Daily budget management including impression, share and lost budget
- Google Analytics and conversion tracking analysis
- Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.
7
Fosway Group’s – Approach and Quick Wins
Below are our suggestions on how to kick-off your campaign to maximise the initial results.
- Full review of past Pay-Per-Click campaigns
- Full target market and search term research
- Analyse your website and provide conversion improvement recommendations
- Campaign specific landing pages – advise on the creation
- Define conversion goals, configure in Google Analytics and install tracking code on your website
- Remarketing Adverts – write, design and implement
8
Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.
| Monthly Click Budget (paid directly to the advertising platforms) |
Initial Setup Fee (One off) |
Monthly Management Fee |
| Up to £1,000 | £600 | £300 |
| £1,001 to £1,500 | £700 | £400 |
| £1,501 to £2,000 | £800 | £475 |
| £2,001 to £3,000 | £900 | £600 |
| £3,001 to £4,000 | £1,025 | £750 |
| £4,001 to £5,000 | £1,150 | £900 |
| £5,001 to £6,000 | £1,275 | £1,050 |
| 6,001 to £7,000 | £1,400 | £1,200 |
| £7,001 to £8,000 | £1,525 | £1,350 |
| £8,001 to £9,000 | £1,650 | £1,500 |
| £9,001 to £10,000 | £1,775 | £1,650 |
Average results we achieve in Less Than 3 Months
Average Cost Per Client Enquiry
Average Client Enquiries /Month
%
Increase in Candidate Applications and / or Client Enquiries
%
Increase in Google Visibility and Traffic
%
Increase in Marketing List Signup Rate
Recruitment Traffic is proud to be…
