ppc for staffing - lunch with haley · remarketing (often thought of as ... how does ppc work?...
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5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 1
Presented by
Jenny Keller ( @JennyAtHaley )
PPC For Staffing:How to generate sales leads and recruit niche talent with Pay-Per-Click Advertising
Agenda Today
• What is Pay-Per-Click (PPC) advertising?
• Why do staffing firms use PPC?
• Types of PPC
• Potential impact of PPC on your firm
• What type of PPC is best for you?
• How PPC fits with your other marketing
#lunchwithhaley
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 2
Should You Consider PPC?
•We can’t find new clients
•We have low brand recognition
•Our social posts don’t reach many people
•We have great website traffic,
#lunchwithhaley
Does your firm suffer from one of these problems?
•We often have “hard-to-fill” jobs
•We work in a niche industry
•We need candidates
•We want to branch into a new geographic market
If you answered “Yes,” consider PPC!
but we aren’t getting new clients/candidates
Types of PPC
Remarketing(often thought of as “display”)
Pay-Per-Click (PPC)(traditional search engine ads)
Social(Facebook, LinkedIn, etc.)
#lunchwithhaley
What is Remarketing?
#lunchwithhaley
Remarketing is online advertising that targets previous visitors to your
website that is displayed on other websites throughout the Internet.
A user visits your
website.
Google places a
“cookie” in this user's browser to show
they've visited your browser.
The user leaves your
website and navigates through other websites
on the Google Display Network.
The “cookie” triggers
your ad to be shown. This gives you
another chance to advertise to this user.
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 3
What Types of Companies
Allow Ads?• Over 1 million websites, videos & apps participate.
• Including staffing industry sites!
#lunchwithhaley
What are the Benefits of Remarketing?
• Brand exposure
• Affordability (better ROI!)
• Advertising to only interested audience
• Audience targeting based upon their visit
• Customized messaging
• Staying top-of-mind!
#lunchwithhaley
Your Audience Without Remarketing
• Prospects and candidates search the Internet
for your staffing services and jobs.
• They benchmark and compare firms before
making a decision.
• Did they forget about you?
#lunchwithhaley
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 4
Your Audience With Remarketing
• Employers and job seekers search for staffing
services and jobs.
• They benchmark and compare firms before
making a decision.
• You remind them of your services
as they visit other websites.
#lunchwithhaley
Remarketing – A Recruiting Case Study
#lunchwithhaley
Goal: Keep company top-of-mind with potential candidates
at an affordable price
Audience: Previous visitors to job seeker pages
Results:
Regional IT Recruiting Firm
• Ads were displayed ≈25,000 a month
• Average cost per impression: $0.009
Remarketing – A Sales Case Study
#lunchwithhaley
Goal: Stay top-of-mind with prospects & clients
Audience: Previous visitors to employer pages
located in target geographic area
Results:
General Staffing Firm in the Pacific Northwest
• Ads were displayed ≈64,000 a month
• Average cost per impression: $0.005
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 5
Keys to a Successful Remarketing
Campaign
#lunchwithhaley
• Be mindful of messaging.
• Tell people what action they should take.
• Remind them of your services.
• All ads should be branded to your firm.
• One size doesn’t fit all!
• Evaluate your business needs – and adjust
your campaign accordingly.
What is PPC?
Pay-Per-Click (or PPC) is a cost-
effective way to be noticed by
your target audience in your
target market who are searching
for staffing services.
#lunchwithhaley
Where Does It Appear?
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 6
Why?
#lunchwithhaley
64.6% of search engine clicks are driven by
paid search ads
41.1% of clicks are the top 3 listings on a search results
page (usually ads)
54.5% of people can’t identify paid ads
WordStream (2012, July 17). The War on 'Free' Clicks: Think Nobody Clicks on Google Ads? Think Again!
Benefits of PPC
#lunchwithhaley
• Targeted results for relevant searches
• SPEED of results
• Scalable campaigns
• Tailor campaign ads based upon user behavior
How Does PPC Work?
#lunchwithhaley
Search
• Prospect completes search
Auction
• Auction is triggered
Winner’s Ad is
Displayed
• Prospect driven to website
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 7
Uses of PPC for Staffing Firms
• Recruit niche talent
• Target & reach new sales prospects
• Advertise new staffing services
• Recruit for hard-to-fill jobs
• Branch into new markets
#lunchwithhaley
PPC – A Case Study in Recruiting
#lunchwithhaley
National Travel Nursing Recruiting Firm
Goal: Raise brand awareness and recruit
niche talent nationally
Audience: Potential travel nurses
Results: • Ads were displayed ≈27,500 times a month
• Average cost per impression: $0.02
• 109% of all visitors completed a goal (visited contact page; visited
job board; spent 2+ minutes on the website, etc.)
PPC – A Case Study in Selling
#lunchwithhaley
Goal: Lead generation
Audience: Potential clients
Results:
Regional General Staffing Firm
• Ads were displayed ≈8,000 times a month
• Average cost per impression: $0.04
• 12% of all visitors requested information about services
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 8
Is Google the Only Player?
No! But they are the most popular…
#lunchwithhaley
comScore. (2014, April 15). comScore March 2014 U.S. Search Engine Rankings
What is Social PPC?
#lunchwithhaley
Social PPC is the promotion of content or the
placement of ads on social networks to increase
engagement, reach prospects, and grow a
company’s social presence.
Social Media: 4 Stages
1. DiscoverProspect (candidate/client) finds your firm
2. ExploreAre you right for them?
3. Buying DecisionDecides to take advantage of your
services/resources
4. EngageEngages with you, and their friends and
peers after working with you
#lunchwithhaley
1. Discover
2. Explore
3. Buying Decision
4. EngageSocial Life
Cycle
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 9
Why Social PPC?
• Your target audience doesn’t know about you.
• Your clients/candidates have forgotten about you.
• There are always opportunities to brand.
• Turn your existing clients/candidates into brand
ambassadors.
#lunchwithhaley
Number one reason?
Infinite Organic Reach Doesn’t Exist
#lunchwithhaley
Social networks limit reach:• Intentionally
Users limit your reach:• Unintentionally
socialmediatoday. (2014, March 24). Your Facebook Page's Organic Reach Is ABout to Plummet
Popular Platforms for Social PPC
• Best Locations for Staffing Firms:• Facebook
• But there are many other networks to consider!
#lunchwithhaley
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 10
Facebook PPC - Opportunities
• Promote content to specific audiences, demographics and interests
• Increase fan base & target previous applicants
• Turn your “fans” into your brand ambassadors
#lunchwithhaley
Sample – Page Likes Ad Sample – Promoted Content Sample – Traditional Ad
LinkedIn PPC - Opportunities
• Content promotion to specific audience or entire follower base
• Lead generation! Target based upon (exclusions, too):
• Location, Company, Title (by category), Seniority, Industry, School,
Skills, Group, Gender, Age
#lunchwithhaley
Sample – Promoted Content
Social PPC – Audience Growth
Goal: Increase audience size on Facebook
Audience: Previous applicants
Results:
#lunchwithhaley
Regional Recruiting Firm
• 238% increase in Facebook fans
• 2,383% increase in website visitors from Facebook
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 11
Social PPC – Increased Engagement & Reach
#lunchwithhaley
Goal: Increase engagement & reach on Facebook
Audience: Previous applicants in target locations
Results:
Regional Recruiting Firm
• 60% Increase in engagement
• 3,157 % Increase in post reach
Don’t Forget Your Destinations!
Great Content Paired with Ads
#lunchwithhaley
Landing Pages – A Case Study
#lunchwithhaley
The Results?• 33% increase in conversions (over no landing page)
• 68% improvement in number of prospect
conversions
General recruiting firm targeting prospects
introduced landing pages to their PPC campaign.
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 12
How to Gauge Campaign Success
Track Your Campaigns!
• Don’t just look for results –
look for the right results.
• Every campaign’s success
will vary.
• Analyze data from multiple
sources.
#lunchwithhaley
How Does PPC Fit With My
Other Online Marketing?
Remarketing
#lunchwithhaley
Social MediaSEO
Paid Social
Media
PPC
Content Marketing
Inbound Marketing
Job Board
Website
5/15/2014
© 2014. Haley Marketing Group. All Rights Reserved.
1.888.696.2900 | www.haleymarketing.com 13
What Type of PPC Should You Consider?
•What goal do you have?
•Is this a sales, branding, or recruiting goal?
•What markets are you looking to focus on?
•Are you looking to specialize in an industry niche?
#lunchwithhaley
Ask Yourself…
Next Steps…
• Match your goals to PPC opportunities.
• Launch a campaign… But remember, a watched pot never
boils (collect sufficient data before making campaign
changes!).
• Let your campaign evolve.
• Still not sure where to turn? Give Haley Marketing a call.
#lunchwithhaley
#lunchwithhaley
QUESTIONS:
1.888.696.2900
jkeller@haleymarketing.com
@JennyAtHaley @haleymarketing
www.facebook.com/HaleyMarketing/
Sales. Marketing. Recruiting. What works?
Hundreds of ideas. All for staffing. All for free.
www.haleymarketing.com/ideaclub
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Questions?
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