A d v a n c i n g
E m p l o y e e
E n g a g e m e n t
Pay-Per-Click Search Engine Marketing
CHALLENGE
The Boeing Company, the world’s largest technology company, sought to further increase the number of applicants received through their Careers site: boeing.com/employment/careers. This Careers page was strategically developed by JWT INSIDE to integrate Boeing’s employer brand and highlight critical-needs positions. Boeing has thousands of highly technical openings across the nation. Serving position-specific ads – which have the highest click through and conversion rates - with this level of geo-specific precision, was difficult to achieve through traditional online advertising methods.
SOLUTION Pay per click (PPC) advertising offered the right mix of geo-targeting capabilities, user-targeting capabilities, and a proven ROI. Market research shows that many qualified applicants reside in the markets where Boeing’s openings are located. We were able to specifically target each city so that budgetary funds could be maximized by serving position-specific ads to local candidates. We also implemented a national campaign targeting more general keywords and job disciplines to cast a wider net and take advantage of Boeing’s ability to provide relocation.
We worked with Google to develop a comprehensive strategy to best serve Boeing’s needs. We first researched several hundred keywords to be used in the campaign based on the job openings listed on Boeing’s Careers website. Then, we collaborated with Google to expand the list to several thousand keywords. Job specific ads were sent directly to the job description page while broader ads delivered traffic to the Boeing Careers homepage. The campaign was scheduled for 90 days and during that time we continually monitored and optimized the campaign to ensure success. RESULTS The PPC advertising campaign achieved remarkable results. The PPC campaign delivered up to a 1,930% greater ROI as compared to traditional advertising tactics. PPC offered the lowest cost-per-lead and the highest volume of leads tracked to date. In short, PPC advertising was the lowest cost advertising method employed by Boeing, yet it delivered the greatest amount of traffic to the Boeing Careers site – over 14,500 prospects were delivered to the boeing.com/careers page during the course of the campaign.
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