Digital Advertising Metrics for Recruiters
Nicole • August 6, 2021
Digital Advertising is a fantastic way to get in front of your perfect audience. However, choosing the right digital advertising metrics to track and measure is crucial to your campaign’s success and value. If you aren’t tracking advertising efforts correctly, you’ll never know what’s working and what channels to focus your advertising spend on.
Don't forget to use designated landing pages in your Shazamme website technology platform to assist convert and track quality conversions.
Determining your core Return on investment (ROI) goals means you’ll be able to measure data that tells the story of how your target audience interacted with your ads and if there we successful conversions.
Here are a selection of the key metrics to track that will help you measure success and determine ROI:
CPA – Cost Per Acquisition
How much does it cost you to acquire a new lead on any given channel?
Knowing the cost to acquire a client for your business is the basis of your marketing budget, so it’s crucial data to add to your ROI analysis. Combined with other ad data, this will determine whether your business will make a profit.
Ideally, you’ll want to get a sense for which mix of ad channels (Search, Facebook, Display) work best for your business. Then you’ll be able to better optimize your ad budget going forward.
Here’s the formula for CPA:
CPA is a simple but valuable formula. Knowing how much it costs to acquire a new lead is key to understanding your ad ROI.
However, we still don’t know the actual value of your client’s customers. The next thing we’ll discuss is LTV, which is essential for further ROI analysis.
LTV – Lifetime Value
Do you know the lifetime value of your customers? You should!
Why? Because this will give you a number that represents an approximation of the revenue a new customer brings in, with all associated costs factored in.
If you know your LTV, you’ll be able to compare it directly to the cost of acquiring a new client through your digital ad campaign.
Here’s the formula you can use to determine your LTV.
CR – Campaign Revenue
Now that we understand how to calculate and analyze the lifetime value of your customers, we’ll be able to track the revenue generated by your digital advertising campaign. As you can see below, you just need to multiply your campaign’s conversions by LTV and closing ratio (50% would be .5).
Why include closing ratio? Obviously, every new lead you generate isn’t going to become a customer, so you’ll need to factor in how often you are able to close new leads to estimate campaign revenue correctly.
ROAS – Return on Advertising Spend
ROAS is an illuminating metric to use for ad campaigns, and a lot of marketers use it interchangeably with ROI itself. However, there are significant differences between the two. What is the difference between ROI and ROAS?
Tim Mayer, CMO of Trueffect explains:
So advertising ROAS is much more focused on the results from specific campaigns, while ROI incorporates the bigger picture relative to the business. This means that it’s much easier for you to be tracking and analyzing advertising efforts with ROAS! You know the cost and you can calculate the revenue.
Setting your own benchmarks and campaign goals based on past performance is the best way to proceed with your advertising efforts.
Want to skip all this confusing jargon and let the experts handle your digital advertising? Contact us today!
The Ultimate Recruitment Marketing Strategy
We Just Broke Our Industry-Leading Core Web Vitals Record – 82%! A Deep Dive Into Our Latest Performance Enhancements We’re proud to share an exciting performance milestone: 82% of all websites built on our platform now pass Google’s Core Web Vitals assessment—a record-breaking achievement that reflects our continued investment in performance optimization and modern web standards. What Are Core Web Vitals? Core Web Vitals are a set of performance metrics defined by Google that measure real-world user experience across three key areas: Loading performance (Largest Contentful Paint – LCP) Interactivity (First Input Delay – FID) Visual stability (Cumulative Layout Shift – CLS) Passing Core Web Vitals means a website loads quickly, responds fast to user input, and doesn’t shift or jitter as it loads—making for a smooth and frustration-free user experience. What’s Behind the 82% Pass Rate? This milestone didn’t happen by chance. Our engineering and platform teams have rolled out several advanced technical improvements that directly contribute to this success. Here’s what’s new: ? Smarter Caching We’ve implemented an enhanced caching strategy that significantly reduces load times. Pages are now cached more intelligently—balancing freshness with speed—ensuring visitors experience faster page loads without sacrificing content accuracy. ? Back-Forward Cache (bfcache) Support We now support bfcache, a browser-level optimization that allows users to navigate back and forward between pages almost instantly. This improvement enhances the browsing experience by reducing perceived wait time and increasing session fluidity . ⚡ Performance-First Build Enhancements The platform’s build system has been optimized with a strong focus on real-user performance metrics. Updates include: Smaller JavaScript bundles for faster execution Image optimization through next-gen formats like WebP Prioritized loading for critical above-the-fold content Lazy loading for non-essential assets These changes ensure faster loading experiences across desktop and mobile environments. What This Means for You As a client using our platform, here’s what you can expect: Improved SEO potential due to better Core Web Vitals scores Higher user engagement from faster, smoother interactions Reduced bounce rates thanks to quicker load and response times Future-proof performance as browsers and algorithms evolve We take care of these technical optimizations behind the scenes so you can focus on delivering great content and user experiences. What’s Next? Our work doesn’t stop here. We are continuously testing, refining, and deploying backend improvements to ensure your websites stay ahead of performance standards. Expect more updates focused on accessibility, responsiveness, and technical SEO in the coming months. Thank you for building with us—and here’s to even faster, more optimized sites ahead!
AEO for Recruitment Websites: What Is Answer Engine Optimization? As job seekers increasingly turn to AI-powered tools like ChatGPT and Google’s AI Overviews to find opportunities, traditional SEO is no longer enough. Welcome to the era of Answer Engine Optimization (AEO) —a strategic approach that ensures your recruitment website gets found and featured in AI-generated responses. In this guide, we’ll explain what AEO is, why it’s crucial for recruitment sites, and how to optimize your job listings and content for visibility in the age of AI. What Is Answer Engine Optimization (AEO)? Answer Engine Optimization is the process of structuring and writing your content in a way that helps AI-based answer engines understand, extract, and display it as direct answers to user queries. Unlike traditional search engines that rank and list multiple results, answer engines aim to give users an immediate answer —often from a single source. This includes showing job postings, company info, or application tips directly in search summaries or AI chat responses. Why AEO Matters for Recruitment Websites Here’s why recruitment website owners should care: Job seekers now use AI tools to search for roles, companies, and hiring advice —not just search engines. Answer engines pull from websites that provide clean, clear, and structured information. Your visibility depends on how well AI tools can understand your job listings and content. In short, optimizing your site for answer engines helps your job postings reach more candidates, faster —without relying on paid job boards. How AI-Powered Answer Engines Work These engines extract answers from well-structured, high-quality content. They analyze your: Job descriptions Hiring guides and FAQs Company profiles Schema markup and page structure The better your content is organized and formatted, the more likely AI tools are to present it as a trusted source in response to job-related queries. AEO Tips for Recruitment Website Owners Here’s how to optimize your site for answer engines: 1. Use Clear Job Titles and Descriptions Avoid vague titles. Use commonly searched roles like “Marketing Coordinator” or “Warehouse Assistant,” and include required skills, location, salary (if possible), and benefits clearly. 2. Structure Your Pages with Schema Markup Use JobPosting schema on every job listing. This helps AI tools and search engines understand that your page contains a job opportunity, its details, and how to apply. 3. Create FAQ Sections Answer common questions like “What is the application process?”, “Is remote work available?”, or “How long does hiring take?” These are the types of queries AI tools prioritize. 4. Include Company Profiles and Culture Pages Highlight workplace culture, diversity, values, and benefits in structured formats. AI engines prefer detailed, people-focused content when summarizing employers. 5. Optimize for Natural Language Write content as if you're answering someone’s question. For example: “What does a warehouse assistant do?” “How do I apply for a marketing job in Manchester?” This helps your site appear in AI-generated results for those queries. Benefits of AEO for Recruitment Sites Implementing AEO can: Increase organic visibility in AI summaries and answer boxes Drive more qualified traffic to job listings and hiring pages Reduce dependency on third-party job boards Position your brand as a trusted employer Final Thoughts The job search journey is changing. Candidates now ask AI tools for recommendations, company insights, and application guidance. If your recruitment website isn’t optimized for these answer engines, you’re missing out on a powerful source of organic traffic. With AEO, you ensure your site doesn’t just show up—it shows up with the right information, in the right place, at the right time. Now is the moment to future-proof your recruitment strategy.
This post is about the latest statistics recruiters must understand to improve their digital marketing strategies.
The past few weeks have been jam-packed with conversations - on stages, in boardrooms, over breakfast and even in Ubers - with some seriously smart recruitment leaders. Everyone had bold goals, ambitious plans, and one thing in common: they want their websites, brands, and tech to actually drive results. And while the businesses varied, the questions I kept hearing were almost identical: “How can we make our recruitment website and marketing actually work for us?” “How do we track ROI and know what’s really working?” “What should we be doing today to stand out and grow our brand online?” These aren’t fluffy questions - they’re the signs of a recruitment agency that’s ready to evolve, not just exist. So, here’s what I’ve been sharing with those wanting to stay ahead of the game: 1. Your Website Can’t Be a Static Brochure If your recruitment website still functions like a set-and-forget digital flyer, it’s time to change that—fast. In 2025, it should be your agency’s hardest-working asset. A tool that attracts, converts, and engages 24/7. That means content that speaks to both employers and candidates, job listings that drive SEO, are easy to find and apply to, and a design that reflects who you really are. Plus, if you’re not updating your site frequently, search engines will start pushing you down in rankings—fresh, relevant content is key. With a no-code platform like Shazamme, you're in full control—no dev team needed. 2. You Can’t Improve What You’re Not Tracking It amazes me how many agencies have no clear picture of what’s working on their website. If you’re not tracking engagement, conversions, or even where your traffic is coming from, you're flying blind. Shazamme clients get real-time data and analytics that make it simple to spot what’s working - and what’s not. Because "gut feel" is not a strategy. 3. Your Brand is Your Superpower Let’s stop treating branding like a design exercise. Your brand is your first impression, your value proposition, and your employer story all rolled into one. It’s what makes a client click “book a call” and a candidate hit “apply.” If your brand message is unclear, inconsistent, or uninspiring - fixing it is the fastest way to improve trust and traction online. 4. If You Don’t Know AEO - You are Already Behind Google is changing, and traditional SEO is no longer enough. Answer Engine Optimisation (AEO) is the future of search. If your website content isn’t structured to provide clear, concise answers to the questions your audience is asking – especially in AI-driven search – you’re invisible where it counts. The smartest agencies are already adapting. Are you? Do you know how? Shazamme can help. The top agencies I see winning aren’t the ones with the fanciest budgets - they’re the ones taking action . They're reviewing their websites monthly. They’re testing new landing pages. They’re measuring campaign results. They're showing up boldly and consistently . So, if you’re asking yourself those same questions and want the tools and strategy to answer them confidently - you're not alone, and you’re in the right place. Subscribe to GRIT – My bi-weekly round-up of recruitment marketing insights, tough truths, and the real-world advice you actually need to grow. Because staying competitive isn’t about having all the answers - it's about asking the right questions, learning fast, and taking action. Want to chat more? Let’s talk! I’m giving away 10 x FREE 30 minute Website Audits. Get live performance insights, competitor comparisons, honest feedback, and a tailored checklist of quick wins — all personalised to your goals. Only 10 spots available – first in, best dressed! Book Now! https://www.shazamme.com/free-30-min-website-audit You've got this. Nicole
Slow, Expensive, and Hard to Manage Recruitment Websites driving you crazy? Let’s face it - traditional recruitment websites often feel like they were built during the dial-up era. Slow load times, eye-watering development costs, and content updates that require an advanced degree in HTML (or a very patient IT team). But we’re here to tell you it doesn’t have to be this way. Recruitment websites can be fast, affordable, and delightfully easy to manage - especially with Shazamme. The Problem with Traditional Recruitment Website Platforms Many traditional website platforms weren’t built with recruiters in mind. They’re generalist tools designed for “everyone,” which means they rarely serve the unique needs of staffing agencies and talent acquisition teams. Want to update a job board layout? That’ll be two tickets to your dev team and a three-day wait. Want to personalise a landing page for a niche campaign? Get ready to wrestle with code. And let’s not forget the cost. Custom development, third-party integrations, and ongoing maintenance can make your website budget look like it’s training for a marathon. The Impact: Candidates and Clients Are Clicking Away Here’s a stat to stress over: 53% of mobile users abandon a site that takes longer than 3 seconds to load (Google, 2023). In recruitment, speed isn’t just nice to have - it’s a competitive edge. A sluggish site can cost you qualified candidates and curious clients faster than you can say “refresh.” Add to that a lack of agility, and you’ve got a digital presence that’s more of a liability than an asset. With evolving job markets and talent demands, agencies need websites that keep up - not ones that hold them back. The Shazamme Fix: Click, Drag, Hire Enter Shazamme. We designed our platform to tackle these exact challenges. Our click-and-drag website builder is tailored specifically for the recruitment industry. No code. No stress. Just beautifully designed, lightning-fast websites that can be updated in minutes - not weeks. Here’s how we flip the script: Speedy Load Times : Shazamme sites are optimised for performance across devices. Because no one has time for buffering. Drag-and-Drop Simplicity : Want to move a widget? Add a video? Update a blog? It’s easier than making a cup of coffee. Budget-Friendly : Say goodbye to bloated dev fees and surprise invoices. Our flexible pricing models work for firms of all sizes. Built-In Recruitment Features : From AI-powered chatbots to ATS integrations, our platform was made for hiring pros. Let’s Talk Results Clients who switch to Shazamme don’t just get better websites - they get better outcomes. Agencies report: Up to 40% faster page load times 25% increase in time spent on site And, most importantly, more applications and inbound inquiries Oh, and did we mention our customer support team is actually... helpful? With live chat and hands-on onboarding, we’re your recruitment tech sidekick (minus the cape). Final Thoughts Recruitment websites don’t have to be a headache. With the right platform, they can be your strongest digital asset - one that attracts top talent, supports your brand, and scales as you grow. Still stuck with a site that loads slower than a Monday morning? Let’s fix that. Book a free website analysis with Shazamme and see just how simple recruitment websites can be. Because in 2025, “easy to manage” shouldn’t be a dream - it should be your new normal. Think your website isn’t performing at its best potential? Let us tell you what the issue might be. Register for Shazamme’s FREE 30 minute website audit now! http://www.shazamme.com/free-30-min-website-audit
