Slides - Lunch with Haley

Transcription

PRESENTED BY
JENNY KELLER
MATT LOZAR
SOCIAL MEDIA ADVISOR
SOCIAL MEDIA ADVISOR
#LunchWithHaley
ASK QUESTIONS
GET ANSWERS
POST COMMENTS
ENGAGE OTHERS
TELL US WHAT YOU THINK
@haleymarketing
© 2016. Haley Marketing Group. 1.888.696.2900
1
TODAY’S AGENDA
•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 Overview
What is PayPay-PerPer-Click (PPC) Advertising?
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.
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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?
We often have “hardto-fill” jobs.
Our social posts don’t reach
many people.
We can’t find new clients.
Our return website visits are low.
We need candidates.
We have
low brand recognition.
We want to branch into a
new geographic market.
We staff in a niche industry.
We have great website traffic, but
aren’t getting new clients/candidates.
Understanding PPC
3
Types of PPC
• Remarketing
• Search Engine Marketing
(SEM)
• Social Media
• Facebook, Instagram, Twitter,
LinkedIn
Remarketing Overview
Types 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.
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Types of PPC: Remarketing
• Over 2 million websites, videos & apps participate.
• Including staffing industry sites!
Remarketing Benefits
•Brand exposure
•Affordability (better ROI!)
•Advertising to only interested audience
•Audience targeting based upon their visit
•Customized messaging
•Staying top-of-mind!
Advertising Cycle With Remarketing
Step 1
Prospects and candidates search the Internet
for your staffing services and jobs.
Step 2
They benchmark and compare firms before
making a decision.
With Remarketing:
Step 3
Without Remarketing:
Did they forget you?
You remind them of
your services as they
visit other websites.
5
Remarketing Case Study
A Regional Healthcare Staffing Firm
Goal:
Stay top-of-mind with prospects, clients & talent
Audience:
Previous visitors to the website located in target
geographic area
Results:
• Ads were displayed ≈33,000 a month
• Average cost per impression: $0.006
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.
Catch the attention of your audience
with bold designs.
Search Engine Marketing Overview
6
Types of PPC: SEM
Search Engine Marketing (or SEM) is a costeffective way to be noticed by your target audience
in your target market who are searching for
staffing services.
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)
Benefits of SEM 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
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SEM: Where Does it Appear?
ADS
Organic Search
Results
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 Firms
• Recruit niche talent
• Target & reach new sales prospects
• Advertise new staffing services
• Recruit for hard-to-fill jobs
• Branch into new markets
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SEM PPC Case Study - 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.)
Keys to a Successful SEM Campaign
• 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
Social PPC Overview
9
Types 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?
• 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 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)
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Facebook 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 ReRe-Recruiting
An Introduction Into ReRe-Recruiting
• 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
11
ReRe-Recruiting Case Study
Regional Recruiting Firm in the South
Goal:
Drive more traffic to the Job Board
Audience:
Previous applicants, website visitors, geographic
targeting
Results:
22,599 impressions
328 clicks (≈$0.25 CPC)
An 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 Study
National Recruiting Firm
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!
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Audience Targeting Overview
Types of PPC: Audience Targeting
What Can We Do to Target Audiences?
• Email match
• Demographics
• Geography, Job Titles, Interests, Education, etc.
• Exclusion Targeting
Audience 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.
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What Campaign is Right for You?
Think About Goals – Not Advertising!
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.
14
Talent Acquisition
Need to recruit hard-to-find talent?
Struggling to reactivate your candidates?
• 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.
Prospect Acquisition
Looking to increase your staffing leads?
• 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.
Staying TopTop-OfOf-Mind
Looking to increase company awareness and
stay top-of-mind?
• 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
15
Using PPC to Maximize Social Media
Campaigns
How 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 – 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
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Social PPC Case Study – 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
How Does PPC Fit With the Rest of Your
Marketing?
PPC – a Valuable Puzzle Piece
How can PPC drive more business?
Social Media
Advertising
Interest
Email
Your
Website
Direct Mail
Search Engines
External Websites
Social Media
Leave site
SEO
Conversion:
(Apply, Request for info,
Request an Employee, etc.)
Remarketing
Ads
Sales Lead:
(Didn’t convert but now we
are target them)
17
PPC: How to Evaluate ROI
How 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 For
How do you measure success in PPC
campaigns?
• PPC campaigns take time to evolve.
• Metrics to evaluate will vary based on campaign type.
• Reach/Impressions
• Clicks/Prospects Driven to Website
• Website Engagement
18
Landing Pages: Top Asset or a Liability?
How 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 Mind
If you are investing in PPC – make
sure your destination looks
great in mobile. Why?
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.
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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
Landing Page Best Practices
No navigation
Succinct headlines
Clear branding
Simple form
Clear CTA button
Concise copy
Additional information
presented in creative
manner
Testimonial builds
credibility
Any questions?
1.888.696.2900
[email protected]
@haleymarketing
www.facebook.com/HaleyMarketing/
20
Coming Next:
HaleyMail Concierge Demo
Tuesday, May 24 at 2 PM EST
Social Proof – The key to winning today's
staffing clients and candidates
Thursday, June 23 at 2 PM EST
Reserve your seat: www.lunchwithhaley.com
21

Slides - Lunch with Haley

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