Just been running a couple of PPC campaigns on Adwords targetting Java and .Net professionals to upload their Resumes to our site but it doesn't seem the landing pages I've got are very effective - though it's only been tested over 25 clicks each. Got only 3 Resumes from the 25 clicks for each campaing (Cost per conversion works out very high). Can anyone give suggestions as to how to improve these pages: For Java: http://www.camotechnologies.com/programs/resume_submission_java2.php?cid=7e5084340505e7e9e7f288c19eee20f4 For .Net: http://www.camotechnologies.com/programs/resume_submission_net2.php?cid=7e5084340505e7e9e7f288c19eee20f4 (Not allowed as yet to post live links, so you'll have to copy and paste them.) Looking for some suggestions out your experience in designing landing pages.
I would analyze several things about them. One there isn't very much information on the ad itself. You require a resume or a decently long description on the form. I would drop this and make it more of a lead capturing style where you just want their name, email, city. state, level of coding ability and thats it. Once you have their email you will be able to contact them at your leisure to get the rest of thier info. Plus you can have it say on the thank you page that the applicant should send you their resume within a certain period of time. The thank you page could have a applicant ID and an email to send it to. I have been in the insurance and mortgage lead business since '97, so if there is one thing I know, its how to capture potential leads. Also do you have your Google tracking code on all your pages or just your landing page? They may be veiwing your privacy policy and other pages and then contacting you. Unelss you have the google tracking code on all your pages, these signups would not be recorded. Just my suggestions.
Thanks for the feedback. I've got the tracking code only on the conversion pages not on all the other pages. Doesn't google still track visitors though using sessions or something of the sort. Maybe I should try eliminating the Resume and description field. About the ad copy, do you think I should give more info. Some people say you shouldn't give too much info and others say give as much info as possible. That's something am not really sure about cos I don't want to limit my audience to any one category of jobseekers by stating the job profiles on the page itself. Do you also think I should change the message itself, do you think it's appealling enough?
You need to have your google tracking code on a page for it to track your conversions. If they are going to another form on your site and submitting their info, thats not going to show up in your google tracking stats. I would say a little more info, but most importantly people: Love to see bullet points and quick paragraphs Love to read how its going to benefit them Want to know exactly what they are getting I don't think that ad does that. Don't get me wrong, its nice, it just could be better. And lastly, "some people" are right about the cons of too much information. You don't want big paragraphs, you just want some little ones, some bullets, and really ask for the sale at the end. Also doesn't hurt to stress they have no obligation or anything to lose.
Following leads is an awesome idea. Try to get the email and then send a vacancy mentioning that they have to upload the resume to apply . This one probably works the best for job sites. You can also try putting up a success story to encourage uploading . Or describe a high paying vacancy to create urgency . If you have a large database of employers , then mention the number like "Over 3000 employers searching our database to find the right candidate, You could be next to work with a fortune 500!". Or if you have a huge company where you can recruit , like you mentioned fortune 500 , then put up a name there . Or mention the number of vacancies open right now with you . Hope that makes sense . Regards jeet
Really good pointers. My ad could definitely be better. Thanks for the input. Going to work on some variations right away. Btw, what kind of conversion percentage do you think is considered good? Right now it's around 12% for me on my campaigns, which works out quite expensive when you calculate cost per conversion. Is it possible to get 25-30% conversions on click-throughs?
That varies so drastically from industry to industry. If you are getting 12% I would say you are on the lower end, but still do very well. I could easily see a number around 20-25%. 1 in 4 seems very realistic.
If you are not able to lift the conversion rate , then consider dropping the click rate . For example your google ad "Low travelling cost " . Almost all interested in travelling will click that . Change to : "Low flying cost" . Now those interested in Air travelling only will click that . And if your page is about booking flight tickets then you don't want people using other mediums to click your ad , specially when you pay per click . Regards jeet