Ad Performance Report Nov 2022

HR Recruitment Campaign
November 2022 Ad Performance Report
CITY OF CHANDLER
December 19, 2022

Objective
Foster awareness nationwide to City of 
Chandler job opportunities and drive 
prospective employees in targeted industries 
to the recruitment microsite
Showcase Chandler’s lifestyle and culture while 
promoting a wide range of employment 
opportunities using multiple digital marketing 
tactics

Executive 
Summary
November 2022
This initial month of the campaign provides an 
excellent baseline for future performance. 
Multiple platforms are already exceeding 
industry benchmarks.
•
PPC: Double the industry average click 
through rate (11.86% vs. 5.93%) 
•
Targeted Display: Exceeds the employment 
industry average click through rate (0.18% 
vs 0.14%)
•
Facebook: Nearly double industry average 
click through rate (.88% vs. .47%)
•
YouTube: Double the average full video view 
rate (60% vs. 25-30%)

Executive 
Summary
November 2022
Continued…
Addressable Display was not pacing to align with 
estimated impression goals. Therefore, targeting 
was modified to extend beyond Arizona and into 
previously identified regional areas (State of 
California; Seattle WA, Portland OR, etc.). This 
increases the number of people reached in this 
highly targeted tactic, ultimately increasing 
impression delivery. 
YouTube impression performance was less than 
estimated, likely due to the platform's delivery 
algorithm needing more time to learn the 
campaign. We are confident this will resolve as 
the campaign progresses.

NOVEMBER 2022
/  © 2022 Davidson Belluso
5
OVERVIEW
Pay-Per-Click
•
Fantastic number of clicks and high CTR
•
Generated 265 potential leads from home 
page “Apply Today”
•
Slightly higher interest with Females and 
ages 25-54
•
CTR exceeds Career and Employment 
benchmark of 5.93%* 
*Wordstream

/  © 2022 Davidson Belluso
6
Top Keywords By Clicks
Top Ad Groups By Clicks
Top Regions By Clicks
Pay-Per-Click (Continued)
NOVEMBER 2022

/  © 2022 Davidson Belluso
7
•
Fantastic number of clicks and average CTR
•
Exceeded impression estimate by 48,940 impressions
•
Higher interest with Females and ages 25-44
•
The Out-of-State retargeting ads had a large number of clicks for a small amount of impressions 
Targeted Display
NOVEMBER 2022

/  © 2022 Davidson Belluso
8
Impressions: 292,079
Clicks: 415
CTR: 0.14%
General A
Impressions: 295,215
Clicks: 439
CTR: 0.15%
General B
Impressions: 30,206
Clicks: 245
CTR: 0.81%
Out-of-State
Targeted Display (Continued)
NOVEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
9
IT
Public Works
Police
Planning & Dev
•
IT ads had the most clicks followed by Public Works
•
Public Works and Planning & Development ads had the highest engagement rate (CTR)
•
Under impression estimate by 262,448 impressions. These will be made up in 
December as the target audience has expanded beyond Arizona to compensate for this 
highly targeted tactic. No additional recommended changes at this point.
Addressable Display
NOVEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
10
•
Amazing View Rate at over 60% 
•
Higher interest with Males, and equal interest among age ranges
•
Under impression estimate by 79,791 impressions. These will be made up in December 
as the platform's delivery system algorithm learns and optimizes the campaign. No 
recommended changes at this point.
YouTube
NOVEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
11
•
Fantastic number of clicks and high CTR
•
General A ad had the most engagement (CTR)
•
Higher interest with Females and slightly higher with ages 45-64
Facebook/Instagram
NOVEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
12
Impressions: 405,523
Reach: 123,139
Clicks: 3,818
CTR: 0.94%
General A
Impressions: 227,029
Reach: 81,477
Clicks: 1,772
CTR: 0.78%
General B
Impressions: 170
Reach: 38
Clicks: 4
CTR: 2.35%
Out-of-State
Facebook/Instagram (Continued)
NOVEMBER 2022

/  © 2022 Davidson Belluso
13
•
Strong performance overall with IT and Planning 
& Development ads garnering the most clicks
LinkedIn
NOVEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
14
Programmatic Audio (Spotify)
NOVEMBER 2022

/  © 2022 Davidson Belluso
15
•
PPC was the largest traffic source to the 
site followed by Facebook and Display
•
Paid campaigns provided the vast majority 
of the traffic, but people went directly to 
the site as well
•
Google PPC provided the most form clicks
for the month (3,018), followed by 
Behavioral Display (1,225) 
Google Analytics
NOVEMBER 2022

/  © 2022 Davidson Belluso
16
•
Public Works & Utilities ads 
had the most visitors of the 
four job categories
•
Visitors spend the most time 
with the Police Department 
careers page
Google Analytics
NOVEMBER 2022

/  © 2022 Davidson Belluso
17
•
Phoenix drove the most traffic to the site 
followed by Chandler, Tempe and Los Angeles
Google Analytics
NOVEMBER 2022

Davidson Belluso
2375 E. Camelback Rd., Suite 600
Phoenix, AZ 85016
davidsonbelluso.com
Thank You
Shannon Goodman
Account Executive
765.430.7622
shannon@davidsonbelluso.co
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