McDonald’s

Google Search Campaigns

McDonald’s, in the midst of a nationwide hiring push to support the expansion of their drive-thru services, approached my team at NAS to address underperforming Google AdWords campaigns that were struggling to solicit job applications. With a focus on improving engagement and efficiency in their recruitment efforts, McDonald’s needed a strategic overhaul of their search campaigns, which were geo-targeted across the United States. My team was tasked with optimizing these campaigns to better capture the attention of potential candidates.

Challenges and Objectives: McDonald’s was facing significant challenges in generating job applications during an expansion period. Their search campaigns were not yielding the desired results in terms of candidate engagement, and the cost-efficiency of their recruitment ads was lacking. The objectives were clear:

  • Improve the Google AdWords campaign’s performance to solicit more applications.
  • Focus on geo-targeting to ensure the campaigns were reaching the right candidates in the right locations.
  • Enhance the Google Quality Score to reduce costs and improve ad relevancy.
  • Create a more efficient lead funnel to drive higher-quality traffic and conversions.

Strategic Approach and Campaign Improvements:

  1. Streamlining Campaign Structure:
    • I restructured the existing Google AdWords campaigns by creating tightly organized ad groups and focusing on specific, high-performing keywords relevant to McDonald’s positions. This restructuring ensured better targeting, reduced keyword overlap, and eliminated inefficiencies in traffic allocation.
  2. Improving Google Quality Score:
    • To improve the overall performance and ROI, I concentrated on improving the Google Quality Score, which directly impacts ad placement and CPC. By aligning keywords more closely with the ad copy and ensuring relevant, well-optimized landing pages, I enhanced the user experience and improved the relevancy of the ads.
  3. Leveraging Brand Authority:
    • I utilized McDonald’s strong brand presence in the ad content. This helped attract a wider pool of candidates by making the ads more compelling and aligning them with the brand’s authority and trusted image.
  4. Enhancing Ad Content and Extensions:
    • I optimized ad copy to communicate clear, concise messaging with strong calls to action, making it easy for candidates to understand the job opportunities.
    • Multiple site links and ad extensions were added, providing potential candidates with more options to explore different job roles, learn about the benefits, and apply directly for the most relevant positions. This enhanced user experience, took up more real estate on Google’s results pages, and increased the likelihood of application submissions.
  5. Geo-Targeting and Localized Campaigns:
    • I refined the geo-targeting strategy to ensure that the ads were being shown to job seekers in specific locations where McDonald’s was looking to hire. This increased the relevance of the ads and helped ensure that candidates were located in areas where the hiring need was most pressing.

Key Results and Achievements:

  • Click-Through Rate (CTR) and Clicks vs. Cost:
    • Over the span of four years, McDonald’s saw an astounding 1,496.5% improvement in clicks versus cost. The campaigns became significantly more efficient, driving a large volume of clicks at a lower cost per click (CPC). This was a direct result of improved targeting, ad relevance, and overall campaign optimization.
  • Increase in Quality Traffic and Conversions:
    • By improving ad relevancy and streamlining the lead funnel, the campaigns attracted higher-quality traffic, leading to more qualified job applications. The enhanced landing pages and clear calls to action contributed to a more efficient conversion process.
  • Better Budget Utilization:
    • The restructured campaigns allowed McDonald’s to make better use of their ad spend, significantly reducing wasted clicks and focusing resources on the most impactful areas, thereby achieving higher returns on their investment.

Conclusion: Through the strategic optimization of McDonald’s Google AdWords campaigns, we were able to turn around their recruitment efforts during a crucial expansion phase. By focusing on improving the Google Quality Score, reorganizing ad groups, leveraging brand authority, and enhancing ad content and extensions, we created a more effective lead funnel that drove higher engagement from job seekers. The results were transformative, with McDonald’s seeing a 1,496.5% increase in clicks versus cost, significantly improving the overall performance and cost-effectiveness of their campaigns. This success not only helped McDonald’s meet their hiring objectives but also set the foundation for more sustainable, long-term recruitment growth.

Copyright © 2024 Brian Kirby.