www.imperativepeople.com
Google is teeming with huge opportunities for Recruitment Agencies, are you missing out?

Google Adwords Audit / Proposal

14 – Jan – 2019

Recruitment Adwords

1

Your Business, Needs and Goals

Imperative People is a Recruitment Consultancy based in Befordshire specialising in mainstream IT roles placed within London and the Home Counties.

To aid their continued growth Imperative People needs to increase the Client Enquiries / Leads they receive from their website.

Website address:

  • www.imperativepeople.com

Marketing objectives

  • Increase client enquiries.
  • Increase marketing list.

Roles

  • Network / Networking

  • IT infrastructure

  • Software development

  • 2nd and 3rd line infrastructure 

  • Java & Php

Competition

  • Highly competitive

Target Location/s

  • London and the Home Counties
  • Bedfordshire and surrounding areas
  • UK

Budget

  • £1,500-2,000 per month]

2

Why Google Paid Advertising Works
I Thought No One Clicked On Ads?
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

Adwords Audit
Our team have manually audited your Google Adwords campaigns, below we have highlighted key factors and have listed target benchmarks based on accounts that perform best.

Report data based on: Last 90 days

Account Overview

Active Campaigns [xx]
Active Ad Groups [xx]
Active Text Ads [xx]
Active Keywords [xx]
Clicks – Per Month (Avg.) [xx]
Conversions – Per Month (Avg.) [xx]
Cost Per Conversion £[xx]
Spend – Per Month (Avg.) £[xx]
Cost Per Click (Avg.) £[xx]
Click Budget – Per Month £[xx]

Click Through Rate (CTR) – Search

%

Target

%

Your Result

%

Your Result

What does it mean?

low CTRs indicate poorly targeted campaigns that lose clicks to competitors. Low click-through rates hurt Quality Scores and limit results.

Quality Score

Target

Your Result

Your Result

What does it mean?

Higher Quality Scores will increase your impressions and lower your costs. With an average score lower than 7 you’re missing out on high-quality leads for new business.

Conversion Rate

%

Target

%

Your Result

%

Your Result

What does it mean?

A low conversion rate means either quality of the traffic being sent to your website is too low or that your landing pages are not optimised properly.

Actions taken in last 30 days

Your Result

What does it mean?

By spending more time in your account, your key metrics and results would all improve. Neglected accounts with fewer regular optimisations will be losing ground to competitors.

Negative Keywords

Target

Your Result

Your Result

What does it mean?

Utilising more negative keywords will save you from wasting your click budget on irrelevant searches.

# of Active Text Ads

Target

Your Result

Your Result

What does it mean?

Writing more targeted ads will go a long way toward improving your results across the board.

Avg. # of Text Ads Per Ad Group

Target

Your Result

Your Result

What does it mean?

Split testing multiple ad copy veriations is essential for continued account progression.

Impression Share

%

Share lost to budget

What does it mean?

A high percentage means the keywords you are targeting don’t have enough daily budget to cover all searches. An increase in daily budget will increase clicks and conversions.

%

Share lost to Ad Rank

What does it mean?

A high percentage means you are bidding too low for the keywords you are targeting. An increase in bidding approach will increase clicks and conversions.

# of Landing Pages

Target

Your Result

Your Result

What does it mean?

A lower number of landing pages means you’re not effectively targeting your best keywords and potential customers.

Google’s Suggested Bids

Listed below are 10 keywords from your account that provide you with some of the best opportunities for campaign growth. Keywords were reviewed and selected with relevancy and search volume in mind.
Keyword Monthly
Searches		 Google’s
Suggested Bid
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]
[insert keyword] [xx] £[xx]

Budget Suitability

For success using Adwords it’s imperative you are working within the correct budget range and cost per clicks for your market.

Your Current Average Cost Per Click

Minimum Avg. Bid - For Your Most Important Targeted Keywords

MINIMUM - Recommended Daily Budget Based On Suggested Avg. Bid

Google's Recommended - Daily Budget

Your Current Daily Budget

Your Current Daily Budget

What does it mean?

When your daily budget is too low and it’s used up quickly and on too few clicks, you will be missing out in lead / sales opportunities.

PPC Best Practices

Your campaigns will suffer if you’re not following PPC best practices, always ensure you properly target your PPC advertising efforts.

Q

Remarketing (Display & Search)

Requires Optimisation
R

Remarketing (Display & Search)

Optimised
Q

Geo Targeting

Requires Optimisation
R

Geo Targeting

Optimised
Q

Ad Scheduling

Requires Optimisation
R

Ad Scheduling

Optimised
Q

Mobile Bid Adjustments

Requires Optimisation
R

Mobile Bid Adjustments

Optimised
Q

Language Targeting

Requires Optimisation
R

Language Targeting

Optimised
Q

Modified Broad Match Type

Requires Optimisation
R

Modified Broad Match Type

Optimised
Q

Negative Keywords

Requires Optimisation
R

Negative Keywords

Optimised
Q

Conversion Tracking

Requires Optimisation
R

Conversion Tracking

Optimised
Q

Using All AdWords Ad Extensions

Requires Optimisation
R

Using All AdWords Ad Extensions

Optimised
Q

A/B Split Testing All Ad Groups

Requires Optimisation
R

A/B Split Testing All Ad Groups

Optimised

How we can help…

We now have insight into your business and current Google Adwords setup, we know precisely what is needed to increase the leads / sales you are gaining from you Google Ads and website.

Below is a list of the most critical elements we will work on as a priority for you.

R

Budget

The current daily budget of £5 is too small for the cost per clicks associated for your most important keywords. When the budget is too low your ads will not be seen when your targets are searching and you will not gain enough clicks and traffic to the website to gain the enquiries you need or expect.

R

Audience Targeting

The campaign is targeting both candidates and clients with the same ads and landing pages. This means neither target type ends up getting an experience that most suits their needs, this results in lower conversion rates. 

R

Quality Score

Google recognises that your keywords, ads and landing pages are not providing its searchers with a high quality and relevant experience, for this reason they downgrade your ads and make you pay more than your competitors.

R

Keywords

Your click budget is being wasted due to your ads being shown for searches that are not relevant to your offering, such as:

  • companies that sponsor visa to indian it engineers in uk
  • it manager job description
R

Bid Adjustments

It’s important that your campaign is setup in a way that it bids more for segments of time or target audience that are more important to us and less for those that are less important, this allows us to gain better results for the same budget.

R

Keyword Segmentation

There are too many keywords in each ad groups, creating more ad groups allows the adverts to be more relevant which results in more enquiries.

[xx]
Candidate – Google Searches
Google searches made each month by Candidates searching for your specific roles.
Industry/s / Role/s:
  • [industry]
  • [industry]
  • [industry]
  • [industry]
Location/s:
  • [Town]
  • [County]
  • [Region]
  • [England]
  • [Wales]
  • [Scotland]
  • [UK]
  • [International]
Search Engine/s:
  • [Google.co.uk]
  • [Google.com]
  • [Google.ie]
  • [Bing.com]

[XX,000 – XXX,000] 

Job Searches Per Month

[£X.XX]

Average Cost Per Click

[£X.XX] – [£X.XX]

Recommended monthly click budget

Google Search Term Sample
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.
[search term]
[search term]
[search term]
[xX]
Client – Google Searches
Google searches made each month by Clients searching for your specific services.
Industry/s / Role/s:
  • [industry]
  • [industry]
  • [industry]
  • [industry]
Location/s:
  • [Town]
  • [County]
  • [Region]
  • [England]
  • [Wales]
  • [Scotland]
  • [UK]
  • [International]
Search Engine/s:
  • [Google.co.uk]
  • [Google.com]
  • [Google.ie]
  • [Bing.com]
[XX,000 – XXX,000]
Service Searches Per Month
[£X.XX]
Average Cost Per Click
[£X.XX] – [£X.XX]
Recommended monthly click budget
Google Search Term Sample
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.
[search term]
[search term]
[search term]
[xx]
Google Display Network
The Google Display Network is a collection of third party websites and apps that accept Google AdWords ads. The Google Display Network allows us to target very specific groups of people by only triggering our adverts when they are consuming content that relates to our offering.
  • 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.
[XX,000 – XXX,000]
Recommended monthly click budget
[xx]
Retargeting

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 adverts can be shown across all major online platforms including Google search pages, most Social platforms as well as millions of third party websites.

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.

[XX,000 – XXX,000]
Recommended monthly click budget
[xx]
Continued Improvements
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.
[xx]
[client]’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 / Write and build using your CMS]]
  • [Define conversion goals, configure in Google Analytics and install tracking code on your website]
  • [Gradual campaign rollout]
  • [Remarketing Adverts – write, design and implement]
[xx]
Budget / Result Projections
Generally speaking your budget needs to be a reflection of two major factors, how competitive your target market is, and the exposure you require. If you choose a budget that’s too small, you will not gain enough website visits to deliver the volume of applications / enquiries required to produce a reasonable ROI.

Below we have advised on what a minimum and recommended budget would be for your situation.

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Minimum Recommended
Total
Investment /Month		 £[x,xxx]
/Month(£[xxx] Click Spend £[xxx] Management Fee)		 £[x,xxx]
/Month(£[xxx] Click Spend £[xxx] Management Fee)
Setup Fee One-off £[xx] £[xx]
Avg. Position [x.x] [x.x]
Impressions /Month [x,xxx] [x,xxx]
Clicks /Month [x,xxx] [x,xxx]
[Applications / Enquiries] /Month
(Est. based on avg.
[4]% and target [12]%
conversion rate)		 [xx – xx] [xx – xx]
[link] Subscribe [link] Subscribe
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Flexible Fee Structure
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…