Pay-Per-Click

CHALLENGE

The Boeing Company, the world’s largest technology company, soughtto further increase the number of applicants received through theirCareers site: boeing.com/employment/careers. This Careers page wasstrategically developed by JWT INSIDE to integrate Boeing’s employerbrand and highlight critical-needs positions. Boeing has thousands ofhighly technical openings across the nation.

Serving position-specific ads – which have the highest click throughand conversion rates - with this level of geo-specific precision, wasdifficult to achieve through traditional online advertising methods.

SOLUTIONPay per click (PPC) advertising offered the right mix of geo-targetingcapabilities, user-targeting capabilities, and a proven ROI. Marketresearch shows that many qualified applicants reside in the marketswhere Boeing’s openings are located. We were able to specificallytarget each city so that budgetary funds could be maximized byserving position-specific ads to local candidates. We also implementeda national campaign targeting more general keywords and jobdisciplines to cast a wider net and take advantage of Boeing’s abilityto provide relocation.

We worked with Google to develop a comprehensive strategy to bestserve Boeing’s needs. We first researched several hundred keywords tobe used in the campaign based on the job openings listed on Boeing’sCareers website. Then, we collaborated with Google to expand thelist to several thousand keywords. Job specific ads were sent directlyto the job description page while broader ads delivered traffic to theBoeing Careers homepage. The campaign was scheduled for 90 daysand during that time we continually monitored and optimized thecampaign to ensure success.

RESULTS The PPC advertising campaign achieved remarkable results. The PPCcampaign delivered up to a 1,930% greater ROI as compared totraditional advertising tactics. PPC offered the lowest cost-per-leadand the highest volume of leads tracked to date. In short, PPCadvertising was the lowest cost advertising method employed byBoeing, yet it delivered the greatest amount of traffic to the BoeingCareers site – over 14,500 prospects were delivered to theboeing.com/careers page during the course of the campaign.

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

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Search Engine Marketing