© 2016. Haley Marketing Group. 1.888.696.2900 1 · PDF file•Affordability (better...

© 2016. Haley Marketing Group. 1.888.696.2900 1

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MATT LOZARSOCIAL MEDIA ADVISOR

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TODAY’S TODAY’S TODAY’S TODAY’S AGENDAAGENDAAGENDAAGENDA

•Introduction to PPC

•Understanding Campaign Types:•Remarketing

•SEM

•Social

•Audience Targeting

•What Campaign is Right for You?

•How Does PPC Fit With the Rest

of Your Marketing?

•Evaluating Results

•Leveraging Landing Pages

PPC OverviewPPC Overview

PPC (pay-per-click) advertising is a method of affordable online marketing.

This form of advertising allows staffing firms to find, target and engage audiences across many

platforms and outlets.

What is PayWhat is PayWhat is PayWhat is Pay----PerPerPerPer----Click (PPC) Advertising?Click (PPC) Advertising?Click (PPC) Advertising?Click (PPC) Advertising?


Why Should You Consider Online Advertising?Why Should You Consider Online Advertising?Why Should You Consider Online Advertising?Why Should You Consider Online Advertising?

The average time adults spend online is 11 ½ hours a day (all connected devices).

85% of searches for services or products happen online.

54.5% of people can’t identify paid ads.

Can PPC Really Help Your Firm?Can PPC Really Help Your Firm?Can PPC Really Help Your Firm?Can PPC Really Help Your Firm?

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

aren’t getting new clients/candidates.

We often have “hard-

to-fill” jobs.

We staff in a niche industry.

We need candidates.We want to branch into a

new geographic market.

Our return website visits are low.

Understanding PPCUnderstanding PPC


Types of PPCTypes of PPCTypes of PPCTypes of PPC

• Remarketing

• Search Engine Marketing (SEM)

• Social Media• Facebook, Instagram, Twitter,

LinkedIn

Remarketing OverviewRemarketing Overview

Types of PPC: RemarketingTypes of PPC: RemarketingTypes of PPC: RemarketingTypes of PPC: Remarketing

Remarketing (also called retargeting) 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.


Types of PPC: RemarketingTypes of PPC: RemarketingTypes of PPC: RemarketingTypes of PPC: Remarketing

• Over 2 million websites, videos & apps participate.

• Including staffing industry sites!

•Brand exposure

•Affordability (better ROI!)

•Advertising to only interested audience

•Audience targeting based upon their visit

•Customized messaging

•Staying top-of-mind!

Remarketing BenefitsRemarketing BenefitsRemarketing BenefitsRemarketing Benefits

Advertising Cycle With RemarketingAdvertising Cycle With RemarketingAdvertising Cycle With RemarketingAdvertising Cycle With Remarketing

Step 3

Step 2

Step 1Prospects and candidates search the Internet

for your staffing services and jobs.

They benchmark and compare firms before making a decision.

Without Remarketing:

Did they forget you?

With Remarketing:

You remind them of your services as they visit other websites.


Remarketing Case StudyRemarketing Case StudyRemarketing Case StudyRemarketing Case Study

Goal: Stay top-of-mind with prospects, clients & talent

Audience: Previous visitors to the website located in target geographic area

Results:

A Regional Healthcare Staffing Firm

• Ads were displayed ≈33,000 a month

• Average cost per impression: $0.006

Be mindful of messaging.•Tell people what action they should take.

•Remind them of your services.

All ads should be branded to your

firm.

Catch the attention of your audience

with bold designs.

Keys to a Successful Remarketing CampaignKeys to a Successful Remarketing CampaignKeys to a Successful Remarketing CampaignKeys to a Successful Remarketing Campaign

Search Engine Marketing OverviewSearch Engine Marketing Overview


Search Engine Marketing (or SEM) is a cost-

effective way to be noticed by your target audience

in your target market who are searching for

staffing services.

Types of PPC: SEMTypes of PPC: SEMTypes of PPC: SEMTypes of PPC: SEM

Why Should You Consider SEM?Why Should You Consider SEM?Why Should You Consider SEM?Why Should You Consider SEM?

1.2 trillion searches globally on Google annually

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)

• Targeted results for relevant searches

• SPEED of results

• Scalable campaigns

• Tailor campaign ads based on user

behavior

• Places your name in front of your

target audience

Benefits of SEM AdsBenefits of SEM AdsBenefits of SEM AdsBenefits of SEM Ads


SEM: Where Does it Appear?SEM: Where Does it Appear?SEM: Where Does it Appear?SEM: Where Does it Appear?

ADS

Organic Search

Results

How Does SEM Work?How Does SEM Work?How Does SEM Work?How Does SEM Work?

Search

• Prospect completes search

Auction

• Auction is triggered

Winner’s Ad is

Displayed

• Prospect is driven to your website

Uses of SEM PPC for Staffing FirmsUses of SEM PPC for Staffing FirmsUses of SEM PPC for Staffing FirmsUses of SEM 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


SEM PPC Case Study SEM PPC Case Study SEM PPC Case Study SEM PPC Case Study ---- Recruiting Recruiting Recruiting Recruiting

Large Metro-Market Recruiting Firm

Goal: Raise brand awareness and recruit talent locally

Audience: Potential candidates

Results: • Ads were displayed ≈14,000 times a month

• Average cost per impression: $0.02

• 31% of all candidates completed a goal (completed

application, visited contact page; visited job board; spent 2+

minutes on the website, etc.)

• Be strategic and focused

• Understand the market & competition

• Don’t “set it and forget it”

• Make changes based on data

• Be strategic in how (and what!) you test

• Leverage advanced advertising features

Keys to a Successful SEM CampaignKeys to a Successful SEM CampaignKeys to a Successful SEM CampaignKeys to a Successful SEM Campaign

Social PPC OverviewSocial PPC Overview


Types of PPC: SocialTypes of PPC: SocialTypes of PPC: SocialTypes of PPC: Social

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.

Why Should You Consider Social PPC?Why Should You Consider Social PPC?Why Should You Consider Social PPC?Why Should You Consider 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.

Types of Social PPCTypes of Social PPCTypes of Social PPCTypes of Social PPC

• Facebook

• Great for reaching candidates

• Comprehensive targeting options

• LinkedIn

• Extensive targeting – valuable for reaching prospects/employers

• High advertising cost

• Twitter

• Target based on #hashtags or profile details

• Instagram

• Lower competition

• Ad is focused on the “visual” (not copy)


Facebook Advertising OptionsFacebook Advertising OptionsFacebook Advertising OptionsFacebook Advertising Options

• Promoted Content• Blog post, eBook

• Boosted Post• Job Fair, Networking Event

• Ads• Increase # of Page Fans,

Drive Individuals Back to

Your Site, Etc.

An Introduction Into ReAn Introduction Into ReAn Introduction Into ReAn Introduction Into Re----RecruitingRecruitingRecruitingRecruiting

An Introduction Into ReAn Introduction Into ReAn Introduction Into ReAn Introduction Into Re----RecruitingRecruitingRecruitingRecruiting

• What Is Re-Recruiting? • Returning website visitors are 2X as

likely to convert than new visitors

• Campaign with attention-grabbing

images and text to create an emotional

connection

• Target contacts in your ATS and also

website visitors


ReReReRe----Recruiting Case StudyRecruiting Case StudyRecruiting Case StudyRecruiting Case Study

Goal: Drive more traffic to the Job Board

Audience: Previous applicants, website visitors, geographictargeting

Results: 22,599 impressions

328 clicks (≈$0.25 CPC)

Regional Recruiting Firm in the South

An Introduction Into Social RecruitingAn Introduction Into Social RecruitingAn Introduction Into Social RecruitingAn Introduction Into Social Recruiting

• Similar principles to the

Re-Recruiting campaign

• Target job titles

• Send them back to your Job

Board

• Cost vs. Effectiveness of

Re-Recruiting

Social Recruiting Case StudySocial Recruiting Case StudySocial Recruiting Case StudySocial Recruiting Case Study

Goal: Find new job candidates and send them to the Job Board

Audience: Numerous cities and job titles

Results*: 13,840 impressions

214 clicks (≈$0.21)

*All Since May 1!

National Recruiting Firm


Audience Targeting OverviewAudience Targeting Overview

Types of PPC: Audience TargetingTypes of PPC: Audience TargetingTypes of PPC: Audience TargetingTypes of PPC: Audience Targeting

What Can We Do to Target Audiences?

• Email match

• Demographics• Geography, Job Titles, Interests, Education, etc.

• Exclusion Targeting

Audience Targeting ExamplesAudience Targeting ExamplesAudience Targeting ExamplesAudience Targeting Examples

Facebook:• Promote your strategic staffing eBook to an email list of

prospects and employers.

• Advertising a top nursing job to nurses in your

ATS + friends of these nurses who also work in

the nursing field.

Google:• Target your prospects by their email addresses so your

ad will always come up when they search for staffing services.


What Campaign is Right for You?What Campaign is Right for You?

Think About Goals Think About Goals Think About Goals Think About Goals –––– Not Advertising!Not Advertising!Not Advertising!Not Advertising!

• 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?

Ask Yourself…

Next Steps…Next Steps…Next Steps…Next Steps…

• Match your goals to PPC opportunities.

• Launch a campaign…But remember, a watched pot never boils (collectsufficient data before making campaign changes!).

• Let your campaign evolve.

• Still not sure where to turn? Give Haley Marketing a call.


Talent AcquisitionTalent AcquisitionTalent AcquisitionTalent Acquisition

• Re-Recruiting• Go get those people you haven’t talked to for months, years

• Social Recruiting• Use a targeted campaign to find and reach hard-to-find candidates.

• SEM Campaigns• Target individuals who are actively searching for a job opportunity.

Need to recruit hard-to-find talent?

Struggling to reactivate your candidates?

Prospect AcquisitionProspect AcquisitionProspect AcquisitionProspect Acquisition

• SEM Campaigns• Target prospects actively looking for a partner to meet their staffing

needs.

• LinkedIn Campaigns• Target individuals based upon their job title, industry, companies

and location.

Looking to increase your staffing leads?

Staying TopStaying TopStaying TopStaying Top----OfOfOfOf----MindMindMindMind

• Remarketing Campaign Ideas:

• General Campaign to Appeal to All of Your Website Visitors

• Targeted Campaign to Appeal to Employers and Prospects

• Targeted Campaign to Appeal to Talent

Looking to increase company awareness and stay top-of-mind?


Using PPC to Maximize Social Media Using PPC to Maximize Social Media

CampaignsCampaigns

How PPC Helps Your Social MediaHow PPC Helps Your Social MediaHow PPC Helps Your Social MediaHow PPC Helps Your Social Media

Why Paid Advertising?• Organic reach is decreasing

Relying on Only Paid or Only

Organic Limits Your Results

• When used together, your results take off

• Both methods help increase the results for

the other.

Social PPC Case Study Social PPC Case Study Social PPC Case Study Social PPC Case Study –––– Audience GrowthAudience GrowthAudience GrowthAudience Growth

Goal: Increase audience size on Facebook

Audience: Previous applicants

Results:

Regional Recruiting Firm

• 238% increase in Facebook fans

• 2,383% increase in website visitors from Facebook


Social PPC Case Study Social PPC Case Study Social PPC Case Study Social PPC Case Study –––– Increased Engagement & ReachIncreased Engagement & ReachIncreased Engagement & ReachIncreased Engagement & Reach

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

How Does PPC Fit With the Rest of Your How Does PPC Fit With the Rest of Your

Marketing?Marketing?

PPC PPC PPC PPC –––– a Valuable Puzzle Piecea Valuable Puzzle Piecea Valuable Puzzle Piecea Valuable Puzzle Piece

How can PPC drive more business?

Your

Website Conversion:(Apply, Request for info,

Request an Employee, etc.)

Sales Lead:(Didn’t convert but now we

are target them)

Remarketing

Ads

Search Engines

External Websites

Social Media

Social Media

Advertising

Email

Direct Mail

SEO

Lea

ve

site

Interest


PPC: How to Evaluate ROIPPC: How to Evaluate ROI

How to Evaluate CampaignsHow to Evaluate CampaignsHow to Evaluate CampaignsHow to Evaluate Campaigns

•Don’t just look for results –look for the right results.

•Every campaign’s success will vary.

•Analyze data from multiple sources.

Key Metrics to Look ForKey Metrics to Look ForKey Metrics to Look ForKey Metrics to Look For

• PPC campaigns take time to evolve.

• Metrics to evaluate will vary based on campaign type. • Reach/Impressions

• Clicks/Prospects Driven to Website

• Website Engagement

How do you measure success in PPC

campaigns?


Landing Pages: Top Asset or a Liability?Landing Pages: Top Asset or a Liability?

How Landing Pages Impact Your SuccessHow Landing Pages Impact Your SuccessHow Landing Pages Impact Your SuccessHow Landing Pages Impact Your Success

• Directs people to take the next step.

• Delivers additional information that supports

ad messaging.

• Quickly (and clearly) delivers messaging.

• Narrows focus and removes clutter.

• Allows for easier testing.

• Impacts your ad quality scores.

Keep Your Target Audience in MindKeep Your Target Audience in MindKeep Your Target Audience in MindKeep Your Target Audience in Mind

Mobile matters �� make your staffing

website mobile friendly!

• 55% of emails are opened on mobile devices.

• 30% of visits to staffing job boards

are on mobile devices.

If you are investing in PPC – make

sure your destination looks

great in mobile. Why?


Landing Pages Landing Pages Landing Pages Landing Pages –––– A Case StudyA Case StudyA Case StudyA Case Study

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.

Landing Page Best PracticesLanding Page Best PracticesLanding Page Best PracticesLanding Page Best Practices

No navigation

Clear branding

Concise copy

Testimonial builds credibility

Succinct headlines

Simple form

Clear CTA button

Additional information presented in creative manner

Any questions?

[email protected]

@haleymarketing

www.facebook.com/HaleyMarketing/


Coming Next:

HaleyMailHaleyMailHaleyMailHaleyMail Concierge Demo Concierge Demo Concierge Demo Concierge Demo Tuesday, May 24 at 2 PM EST Tuesday, May 24 at 2 PM EST Tuesday, May 24 at 2 PM EST Tuesday, May 24 at 2 PM EST

Social Proof Social Proof Social Proof Social Proof –––– The key to winning today's The key to winning today's The key to winning today's The key to winning today's staffing clients and candidatesstaffing clients and candidatesstaffing clients and candidatesstaffing clients and candidatesThursday, June 23 at 2 PM EST Thursday, June 23 at 2 PM EST Thursday, June 23 at 2 PM EST Thursday, June 23 at 2 PM EST

Reserve your seat: www.lunchwithhaley.com

© 2016. Haley Marketing Group. 1.888.696.2900 1 · PDF file•Affordability (better...

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