13. GOOGLE ADWORDS PAY PER CLICK (PPC)
@googledave
@phcreative
#IORevents
Why use Google Adwords?
1. Target people who are already
searching for jobs or have jobs to
fill
2. Only pay for it when they click into
your website
3. Spend as little or as much as you
want from £1 to £1000’s per day
4. Local, regional and global targeting;
control where your ad’s are seen
5. Track ROI metrics – see the profit it
can bring to you business
http://www.ph-creative.com/blog/posts/2012/november/using-
google-adwords-for-recruitment.aspx
15. SOMERFIELD ROI GOOGLE ADWORDS
@googledave
@phcreative
#IORevents
The numbers
1. 170 Applications per month
2. 5-8 hires per month
3. Average £69 per hire
17. SO MANY UPDATES SO LITTLE TIME
@googledave
@phcreative
#IORevents
18. OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the darkside!
@googledave
@phcreative
#IORevents
22. OVER 200 FACTORS INFLUENCE YOUR SEO
@googledave
@phcreative
#IORevents
Relevancy (on page SEO)
• Focus on your users, give them what they want
• Freshness of content – how often do you change yours?
• Content strategy, evolves, purposeful, hot topics, contagious
• Don’t spam, keyword stuff
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action
Experience (Google Panda)
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’
23. SEO AND PPC ATTRACT MORE CANDIDATES
@googledave
@phcreative
#IORevents
25. WHO WOULD YOU WANT
BEHIND THE DOOR?
• Your target audience
• Where are they, ‘which pub’?
• Strategic partners
• Your customers
• Influencer networks
• Who influences them?
• Who else and why?
• Who would you, buy a beer?
@googledave
@phcreative
#IORevents
26. • A good conversationalist, listens most of the time,
that’s how, when you talk, you know what to say
• # Who are you listening to?
• Be interested in others, not yourself!
• Don’t broadcast sales messages
• Make friends, build trust and help others
• 80 / 20 rule
• Remember… ‘Givers Gain’
PROBABLY THE BEST SOCIAL NETWORKING ADVICE!
@googledave
@phcreative
#IORevents
31. GOOGLE + BUILD TARGET AUDIENCES
@googledave
@phcreative
#IORevents
32. Making Connections on Google +
• Search by keywords
• people, locations
• Business and occupations
• Brands and interest
• Demographic filters
• Age, looking for, male, female
• Education, employer
Allows you to
• Discover influencers
• Assess who follow them
• Assess who the follow
• Levels of engagement
http://findpeopleonplus.com/
GOOGLE + BUILD TARGET AUDIENCES
@googledave
@phcreative
#IORevents
33. WHY YOU NEED USE GOOGLE+
Get your content read and ranking faster
• Faster indexing of your content – make it relevant
to your candidates
• Extended circles, means you influence your
followers and theirs
Authorship Tag = Identity
• Have you set yours up?
AuthorRank is coming!
• How authoritive and interesting are you to your
audience?
• Share-ability of authors content
• Number of people in your circles and how many
you are in
• Engagement levels of your content
@googledave
@phcreative
#IORevents
38. YOUR BIT – PERSONA MAPPING
Background and role
1) Typical Age, education
2) Their Role/Job Title & Level?
Characteristics
1) What are their key business pains?
2) Who do they look to for trusted information online? Their influencers?
3) Where are they online?
• What social media channels would they actively use
• Who would follow on twitter?
• What websites would they visit regularly?
Message
1) What ‘pain killers can you provide to them?
2) Why should they choose your business?
3) How do you overcome the objections they would have to using you?
4) What are your key messages?
@googledave
@phcreative
#IORevents
59. Got a question?
@googledave
@phcreative
Pages Content Traffic Device
Landing pages Copy / Message Organic Desktop
Data Capture Call to action PPC Tablet
Live chat Promotion Social media Smartphone
Sales funnels Colours Affiliate SMART TV
Shopping cart Social proof Geography Google Glass
Template style Video W'end v W'day Voice search
Squeeze pages Images New & repeat
Interactive/Flash Long v's short Demographics
Dynamic Buttons Behavioural
Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
Sir Richard…. Would you mind
DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
It wasn’t that long ago – we had BIG PHONES – nah, they’ll never catch on!Just think of what marketers cold do with these things!Contact lenses next!!