ppc for staffing - lunch with haley · remarketing (often thought of as ... how does ppc work?...

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



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



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



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


5/15/2014



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



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



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


• 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


• 12% of all visitors requested information about services

5/15/2014



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



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

• LinkedIn

• Twitter

• But there are many other networks to consider!

#lunchwithhaley

5/15/2014



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



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

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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



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

Email

PPC

Content Marketing

Inbound Marketing

Job Board

Website

5/15/2014



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

[email protected]

@JennyAtHaley @haleymarketing

www.facebook.com/HaleyMarketing/

Sales. Marketing. Recruiting. What works?

Hundreds of ideas. All for staffing. All for free.

www.haleymarketing.com/ideaclub

1.888.696.2900

Questions?

5/15/2014



Coming Next:Haley Marketing Show n’ Tell

Tuesday, June 17th, 2:00 EDT

Reserve your seat: www.lunchwithhaley.com

ppc for staffing - lunch with haley · remarketing (often thought of as ... how does ppc work?...

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