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Google Adwords for recruitment #2

September 12th 2011

Jasper Ditton

Head of Digital at Marketecture, helping clients to achieve their business and marketing objectives using digital marketing channels. Starting as a developer, Jasper moved to strategic and operational client services roles 5 years ago and has worked with some of the UK's largest brands and a huge variety of public sector, B2B and B2C clients.

Over the weekend we received 35 clicks at a cost of £44.07. The most successful advert (served 96.14%) was:

Graduate Marketing Job
Want to work for an award-winning marketing agency in Manchester?
www.marketecture.co.uk

The most popular keywords were "marketing jobs" (30 clicks, £1.23 av. cost-per-click, 0.45% click-through rate) and "marketing vacancies manchester" (3 clicks, £1.29 CPC, 1.69% CTR). However, the more targetted were "account executive" and "account executive manchester" (1 click, £1.52 CPC, 1 click £1.87 CPC) with click-through rates of 2.33% and 2.56% respectively.

We received 3x enquiries with CVs from 3 suitable candidates. As we promoted the page using social media with the same email/phone call-to-action for both, looking at the covering letter, only 1x can be traced back definitely to the Adwords campaign.

This leads to a current cost-per-lead of £14.69 - £44.07.

The next step will be to change the focus to cut the more generic keywords and perhaps experiment with putting the salary details on the adverts.