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Advice for Employers and Recruiters

Coke Bypasses Job Boards by Running Pay-Per-Click Ads Through Google AdWords

Steven Rothberg AvatarSteven Rothberg
December 4, 2006


The Coca-Cola Company, maker of Coke and other leading consumer products, is running pay-per-click recruitment advertising through Google AdWords. Rather than paying flat rates for job posting ads targeted to college students seeking internships or college graduates looking for entry level career opportunities, Coke is paying per click.
Coca-Cola Google AdWords ad


When a visitor to CollegeRecruiter.com or any other site on which the ads run clicks on the Coca-Cola recruitment ad, Coca-Cola pays Google for the click and then Google shares that revenue with CollegeRecruiter.com or whatever site the visitor was on when they clicked on the Coca-Cola ad. The amount paid per click varies considerably, but Coke is paying at least $0.10 per click as that’s the minimum cost but is likely paying somewhere in the neighborhood of $0.25 per click.
Let’s assume that the cost per click is $0.25. If 10 percent of those clicks turn into resumes (applications) at the Coke site, then the cost per per resume is $2.50. If Coke hires even five percent of those applicants, then the cost per hire is a mere $50. Let’s compare that to the typical real cost of a job posting ad. On CollegeRecruiter.com, the cost of a job posting ad for 60 days is $175. That’s pretty typical for a niche site. While some employers fail to hire anyone from a job posting ad and others hire multiple people, for the sake of discussion let’s assume that employers hire one candidate for each paid job posting ad. If that’s the case, then the cost per hire for a job posting ad is $175. So by purchasing pay per click advertising, Coke is reducing is cost per hire from $175 to $50. Pretty smart.
I’ve long been an advocate of pay for performance advertising. We purchase most of our advertising through the pay for performance affiliate program that we launched way back in 1998 and we sell pay for performance advertising to some of our clients through our pay per lead program and through Google AdWords. As job postings become more and more of a commodity product, it is inevitable that more and more employers will opt to purchase their recruitment advertising on a pay for performance basis and more and more job boards will follow our lead in not only offering those products, but encouraging their adoption.

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