Ad Performance Report Dec 2022

HR Recruitment Campaign
December 2022 Ad Performance Report
CITY OF CHANDLER
January 13, 2022

Executive 
Summary
December 2022
The campaign continued to deliver at a high 
level. Multiple platforms exceeded industry 
benchmarks:
•
PPC: Nearly double the industry average 
click through rate (10.21% vs. 5.93%)
•
Targeted Display: Exceeds the employment 
industry average click through rate (0.17% 
vs 0.14%)
•
Facebook: Double industry average click 
through rate (.99% vs. .47%)
•
YouTube: Exceeds the average full video 
view rate (38% vs. 25-30%)

Executive 
Summary
December 2022
Continued…
Several portions of the campaign saw 
improvements over the previous month:
•
PPC: Potential leads from home page “Apply 
Today” increased by 46%
•
Targeted Display: Ad clicks increased by 31% 
and the monthly impression estimate was 
exceeded by 275,788
•
Facebook: Ad clicks increased by 2% and CTR 
by .11%
•
LinkedIn: Ad clicks increased by 48%
•
Addressable Display: Target expansion was 
successful; Impressions quadrupled
•
YouTube: Impressions more than doubled

DECEMBER 2022
/  © 2022 Davidson Belluso
4
OVERVIEW
Pay-Per-Click
•
Clicks remained high, but there was a 
drop from November most likely due to 
the holidays
•
Generated 387 potential leads from home 
page “Apply Today”, compared to 265 in 
November
•
Slightly higher interest with Females and 
ages 25-54
•
CTR exceeds Career and Employment 
benchmark of 5.93%*
*Wordstream

/  © 2022 Davidson Belluso
5
Top Keywords By Clicks
Top Ad Groups By Clicks
Top Regions By Clicks
Pay-Per-Click (Continued)
DECEMBER 2022

/  © 2022 Davidson Belluso
6
Impressions: 396,636
Clicks: 601
CTR: 0.15%
General A
Impressions: 403,435
Clicks: 616
CTR: 0.15%
General B
Impressions: 38,217
Clicks: 223
CTR: 0.58%
Out-of-State
Targeted Display
DECEMBER 2022
•
Clicks increased by 331 and CTR remained steady
•
Exceeded impression estimate by 275,788 impressions
•
Higher interest with Females and ages 65+ but solid interest from all 
age ranges
•
The Out-of-State retargeting ads again had a large number of clicks 
for a small amount of impressions
•
The General A & B ads performed fairly equal
OVERVIEW

/  © 2022 Davidson Belluso
7
Targeted Display (Continued)
DECEMBER 2022

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8
IT
Public Works
Police
Planning & Dev
•
Planning & Development ads had the higher clicks and CTR
•
Made up for impression shortfall in November by expanding 
audience beyond Arizona (November impressions 175,052)
Addressable Display
DECEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
9
•
View Rate was above the average of 25-30%
•
Higher interest again with Males, and higher with ages 45-64
•
10,441 impressions short of making up the shortfall from November. We will 
make these up in January as the platform algorithm learns the campaign.
YouTube
DECEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
10
•
Clicks increased by 101 in December and CTR by .11%
•
General B ad moved ahead of the General A ad for the highest 
engagement with the most clicks and higher CTR
•
Slightly higher interest with Males and ages 55+, but with a lot 
of interest from all ages
Facebook/Instagram
DECEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
11
Impressions: 249,376
Reach: 64,660
Clicks: 2,381
CTR: 0.96%
General A
Impressions: 324,119
Reach: 61,335
Clicks: 3,303
CTR: 1.02%
General B
Impressions: 550
Reach: 77
Clicks: 11
CTR: 2.00%
Out-of-State
Facebook/Instagram (Continued)
DECEMBER 2022

/  © 2022 Davidson Belluso
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•
48% increase in overall clicks
•
The Police Dept. ad had the most clicks, 
but all ads were strong
LinkedIn
DECEMBER 2022
OVERVIEW

/  © 2022 Davidson Belluso
13
Programmatic Audio (Spotify)
DECEMBER 2022
•
Improvement in Completion Rate (98.30% vs 
97.68%) and increase in clicks by 4.

/  © 2022 Davidson Belluso
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•
PPC was the largest traffic source to 
the site followed by Display and 
Facebook
•
Paid campaigns provided the 
majority of the traffic, but people 
went directly to the site as well
•
Google PPC provided the most form 
clicks for the month (2,559), followed 
by Behavioral Display (2,472) and 
LinkedIn (473)
Google Analytics
DECEMBER 2022

/  © 2022 Davidson Belluso
15
•
Public Works & Utilities ads 
had the most visitors of the 
four job categories followed 
closely behind by Police 
Department
•
Visitors spend the most time 
with the Information 
Technology careers page
Google Analytics
DECEMBER 2022

/  © 2022 Davidson Belluso
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•
Phoenix drove the most traffic to the site (after 
undermined) followed by Tempe, Chandler and 
Los Angeles.
Google Analytics
DECEMBER 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.com