reaching job seekers on the search engines

Presented by Kevin Hawkins

Caroline Slomski

Reaching Job Seekers on the Search Engines…

Reaching Job Seekers on the Search Engines…

…through Search Engine Marketing

Natural Search

Organic Search

Non-Paid Search

Non-Paid Listings

Search Engine Optimization (SEO)

Sponsored Search

Sponsored Links

Paid Search

Paid Listings

Pay Per Click

Search Engine Marketing (SEM)

Search Engine Popularity

Pew Internet, December 2008

Search Engine Popularity with Job Seekers

This represents 10% of the American Workforce Population

Search Engines Mean More Than Just Google

Only 8% of searchers go past page 3 in the results (iProspect, April, 2008)

Job boards spend millions of dollars every year on search engine optimization

Get on page 1 with Search Engine Marketing

Hard economic times are leading to budget scrutiny. Paid search is performance-based and, therefore,

highly accountable.

eMarketer, Jan. 2009

Why Aren’t More Employers Using SEM?

Cost per click too high

Click through rate too low

Budget wrongly allocated

Low quality score

Campaign management

Campaign optimization

Standardized reporting

NAS SmartClicks Solution

Keyword Research

Monthly Reporting

Bid Monitoring

Ongoing Optimization

Budget Management

Creative Copywriting

SEM and Your Sourcing Strategy

Immediate HiringNeeds

Ongoing HiringNeeds

Strategic Initiatives

Hard-to-FillHigh Volume

PipeliningAttritionGrowth

BrandingDiversityMilitary

SEM and Your Sourcing Strategy

SEM and Your Sourcing Strategy

Your messagehere

SEM and Your Sourcing Strategy

Cost Effective

Flexible

Targeted

Relevant

Measurable

Pay-per-ClickMaximum Cost-per-ClickDaily/Monthly BudgetsFree Impressions Keyword-specific

GeographicTime of DayDay of Week

Quick Campaign SetupNo Long-Term ContractsConstant Optimization

Matched to searcher needsImmediate accessClicks

ImpressionsBudgetConversions

The Benefits of SEM

SEM in Action

NAS SmartClicks Process

Define Campaign

Create AdGroups

Select Keywords

Write Ad Text

Identify LandingPage

Launch Campaignand Optimization

• Certified Google AdWords Professionals• Quality control and constant optimization

• Ad copy• Keywords• Bidding strategy• Landing page

• Regular reporting and recommendations for campaign improvement

• Lowest cost per click for the highest return on investment

NAS SmartClicks Commitment

Impressions

NAS SmartClicks Results

Click-thru-Rate

NAS SmartClicks Results

Cost-per-Click Click-thru-Rate

Impressions

NAS SmartClicks Results

Click-thru-Rate Cost-per-Click Click-thru-Rate

Click-thru-Rate increased 5% over just three weeks. The CTR increase is not onlyproviding more traffic to the client’s site, but it is yielding a lower CPC yet higher pageranking for the client’s ad.

Other Search Engine Marketing Opportunties

Content Network

Mobile

Video

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Personal Travel sites

Fashion sitesNews sites

Interior Design sites

Get spring fashion trends

Read up on decorating

hints

Look for hotels near

Disney World

Find careerrelated news

What is the Content Network?

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Mass Media Niche Media

Thousands of Sites

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Scans a page, interprets its content and serves the most relevant ads by keyword subject

Recipe for Roasted Garlic Pasta Sauce

Relevant ads Targeted in real-time

Reach Millions as they Read Content Online

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Mobile Search

Video Exposure

Questions