FD Recruitment  –  www.fdrecruitment.com
Google is teeming with huge opportunities for Recruitment Agencies, are you missing out?
Google Adwords Search Advertising

22 – Dec – 2017

1

Your Business, Needs and Goals

FD Recruitment is a Recruitment Consultancy based in Borehamwood London specialising in Senior Finance roles placed In Greater London and South East areas.

To aid their continued growthFD Recruitment needs to increase the Client Enquiries / Leads they receive from their website.

Website address:

  • www.fdrecruitment.com

Marketing objectives

  • Client –  Increase client enquiries.
  • Client –  Increase marketing list.

Target Industry/s

  • Finance

Competition

  • Highly competitive

Target Location/s

  • Greater London
  • Hampshire
  • Hertfordshire
  • Surrey
  • Berkshire
  • Buckinghamshire
  • Kent
  • East Sussex
  • West Sussex
  • Oxfordshire

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

Client – Google Searches
Google searches made each month by Clients searching for your specific services.

 

Industry/s / Role/s:
  • Finance
  • – Finance Director
  • – Finance Controllers
  • – Finance Managers
  • – Finance CFOs 
Location/s:
  • Greater London
  • Hampshire
  • Hertfordshire
  • Surrey
  • Berkshire
  • Buckinghamshire
  • Kent
  • East Sussex
  • West Sussex
  • Oxfordshire
Search Engine/s:
  • Google.co.uk

8,000 – 10,000

Service Searches Per Month

£7.32

Average Cost Per Click

£1,400 – £2,400

Recommended monthly click budget

4

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.

£100 – £200

Recommended monthly click budget

5

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.

6

FD Recruitment’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 – 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

7

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.

Minimum Recommended
Total
Investment /Month

£1,800 
/Month

(£1,400 Click Spend £400 Management Fee)

£3,000 
/Month

(£2,400 Click Spend £600 Management Fee)
Setup Fee One-off £700 £900
Avg. Position 1.5 1.2
Impressions /Month 8,000 – 10,000 8,000 – 10,000
Clicks /Month 191 328
Enquiries /Month
(Est. based on avg.
4% and target 8%
conversion rate)		 8 – 15 13 – 26

 

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* The values in this table are estimations based upon our initial research, the values that your live campaigns receive will differ.

Average results we achieve in Less Than 3 Months

%

Increase in Candidate Applications and / or Client Enquiries

%

Increase in Google Visibility and Traffic

%

Increase in Marketing List Signup Rate