PPC For Staffing: How to generate sales leads and recruit niche talent with Pay-Per-Click Advertising

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1 PPC For Staffing: How to generate sales leads and recruit niche talent with Pay-Per-Click Advertising Presented by Jenny Keller 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

2 Should You Consider PPC? Does your firm suffer from one of these problems? We can t find new clients We have low brand recognition Our social posts don t reach many people We have great website traffic, but we aren t getting new clients/candidates 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! Types of PPC Remarketing (often thought of as display ) Pay-Per-Click (PPC) (traditional search engine ads) Social (Facebook, LinkedIn, etc.) What is Remarketing? 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

3 What Types of Companies Allow Ads? Over 1 million websites, videos & apps participate. Including staffing industry sites! 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! 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?

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. Remarketing A Recruiting Case Study Regional IT Recruiting Firm Goal: Keep company top-of-mind with potential candidates at an affordable price Audience: Previous visitors to job seeker pages Results: Ads were displayed 25,000 a month Average cost per impression: $0.009 Remarketing A Sales Case Study General Staffing Firm in the Pacific Northwest Goal: Stay top-of-mind with prospects & clients Audience: Previous visitors to employer pages located in target geographic area Results: Ads were displayed 64,000 a month Average cost per impression: $

5 Keys to a Successful Remarketing Campaign 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 costeffective way to be noticed by your target audience in your target market who are searching for staffing services. Where Does It Appear?

6 Why? 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 Targeted results for relevant searches SPEED of results Scalable campaigns Tailor campaign ads based upon user behavior How Does PPC Work? Search Prospect completes search Auction is triggered Auction Winner s Ad is Displayed Prospect driven to website

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 PPC A Case Study in Recruiting 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: $ % 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 Regional General Staffing Firm Goal: Lead generation Audience: Potential clients Results: Ads were displayed 8,000 times a month Average cost per impression: $ % of all visitors requested information about services

8 Is Google the Only Player? No! But they are the most popular comscore. (2014, April 15). comscore March 2014 U.S. Search Engine Rankings What is Social PPC? 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. Discover Prospect (candidate/client) finds your firm 2. Explore Are you right for them? 3. Buying Decision Decides to take advantage of your services/resources 4. Engage Engages with you, and their friends and peers after working with you 4. Engage 1. Discover Social Life Cycle 3. Buying Decision 2. Explore

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. Number one reason? Infinite Organic Reach Doesn t Exist 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!

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 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 Sample Promoted Content Social PPC Audience Growth Regional Recruiting Firm Goal: Increase audience size on Facebook Audience: Previous applicants Results: 238% increase in Facebook fans 2,383% increase in website visitors from Facebook

11 Social PPC Increased Engagement & Reach Regional Recruiting Firm Goal: Increase engagement & reach on Facebook Audience: Previous applicants in target locations Results: 60% Increase in engagement 3,157 % Increase in post reach Don t Forget Your Destinations! Great Content Paired with Ads Landing Pages A Case Study General recruiting firm targeting prospects introduced landing pages to their PPC campaign. The Results? 33% increase in conversions (over no landing page) 68% improvement in number of prospect conversions

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. How Does PPC Fit With My Other Online Marketing? Content Marketing Website Job Board Remarketing PPC Paid Social Media Social Media SEO Inbound Marketing

13 What Type of PPC Should You Consider? Ask Yourself 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? 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. Questions? Sales. Marketing. Recruiting. What works? Hundreds of ideas. All for staffing. All for free QUESTIONS:

14 Coming Next: Haley Marketing Show n Tell Tuesday, June 17 th, 2:00 EDT Reserve your seat: