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

Snap.hr connects top tier developers (plus designers, data scientists and product managers) directly with hiring start ups, enterprise and top tech companies.

To aid their continued growth Snap need to increase the Candidate Registrations they receive from their website.

Website address:

  • snap.hr

Marketing objectives

  • Increase candidate registrations.

Roles

  • Software Developers (primary)
  • Designers
  • Data Scientists
  • Product Managers

Competition

  • Highly competitive

Target Location/s

  • London and surrounding areas

Click Budget

  • £4,000

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

Current Active Campaigns 17
Current Active Ad Groups 95
Current Active Ads 266
Current Active Keywords 533
Clicks – Per Month (Avg.) 4472
Conversions – Per Month (Avg.) 349
Cost Per All Conversions £7.60
Spend – Per Month (Avg.) £6789
Cost Per Click (Avg.) £1.52

Click Through Rate (CTR) – Search

%

Target

%

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

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

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

What does it mean?

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

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

What does it mean?

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

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
Q

Geo Targeting

Requires Optimisation
Q

Ad Scheduling

Requires Optimisation
Q

Mobile Bid Adjustments

Requires Optimisation
R

Language Targeting

Optimised
Q

Modified Broad Match Type

Requires Optimisation
Q

Negative Keywords

Requires Optimisation
Q

Conversion Tracking

Requires Optimisation
R

Using All AdWords Ad Extensions

Optimised
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

Account Optimisation

Your campaigns are not getting optimised on a regular enough basis to ensure continued improvements. For instance, multiple campaigns are active without gaining clicks in over 30 days. A lack of management leads to wasted budget and missed candidate applications.

R

Conversion Tracking

We have identified an issue with your current conversion tracking setup, this needs fixing so that candidate applications can be monitored properly.

R

Dynamic Search Ads

The current approach with Dynamic Search Ads means your campaigns have less control than when they should and should not be shown.

R

International Searchers

A signification portion of the budget is being spent on searches made by people outside of the UK. If these are correct target locations then a different approach would be needed.  

R

Time Targeting

Campaigns are not optimised to maximise on the highest converting times of the day.

R

RLSA (Remarketing Lists for Search Ads) Targeting

RLSA is not taking advantage of bid adjustments or more behavioural targeting.

R

Keywords

Budget is being wasted on terms such as snapchat jobs, snap coach, snappy snaps, snap trips, snap care, snap chat. The campaign has several old school broad match keywords being used.

R

Display Network

Budget is being wasted on ads that are not converting.

R

Quality Score

Low quality scores are making high cost per click keywords more expensive to target.

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.

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…