© 2016. Haley Marketing Group. 1.888.696.2900 1
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© 2016. Haley Marketing Group. 1.888.696.2900 2
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?
© 2016. Haley Marketing Group. 1.888.696.2900 3
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
© 2016. Haley Marketing Group. 1.888.696.2900 4
Types of PPCTypes of PPCTypes of PPCTypes of PPC
• Remarketing
• Search Engine Marketing (SEM)
• Social Media• Facebook, Instagram, Twitter,
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.
© 2016. Haley Marketing Group. 1.888.696.2900 5
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.
© 2016. Haley Marketing Group. 1.888.696.2900 6
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
© 2016. Haley Marketing Group. 1.888.696.2900 7
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
© 2016. Haley Marketing Group. 1.888.696.2900 8
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
© 2016. Haley Marketing Group. 1.888.696.2900 9
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
© 2016. Haley Marketing Group. 1.888.696.2900 10
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
• Great for reaching candidates
• Comprehensive targeting options
• Extensive targeting – valuable for reaching prospects/employers
• High advertising cost
• Target based on #hashtags or profile details
• Lower competition
• Ad is focused on the “visual” (not copy)
© 2016. Haley Marketing Group. 1.888.696.2900 11
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
© 2016. Haley Marketing Group. 1.888.696.2900 12
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
© 2016. Haley Marketing Group. 1.888.696.2900 13
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.
© 2016. Haley Marketing Group. 1.888.696.2900 14
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.
© 2016. Haley Marketing Group. 1.888.696.2900 15
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?
© 2016. Haley Marketing Group. 1.888.696.2900 16
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
© 2016. Haley Marketing Group. 1.888.696.2900 17
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
Direct Mail
SEO
Lea
ve
site
Interest
© 2016. Haley Marketing Group. 1.888.696.2900 18
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?
© 2016. Haley Marketing Group. 1.888.696.2900 19
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?
© 2016. Haley Marketing Group. 1.888.696.2900 20
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?
@haleymarketing
www.facebook.com/HaleyMarketing/
© 2016. Haley Marketing Group. 1.888.696.2900 21
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
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