PPC in 2023: A Checklist for Successful Paid Advertising of Your Staffing Agency
Wondering how to pay to play in driving more candidates and client leads?
This 3-part series of blog posts shares essential strategies to help you get the most out of your PPC budget. First, let’s talk about PPC and your staffing firm’s website.
Effective PPC Starts With Your Website
Your ads are only as strong as your website. So, ask yourself: Is your site designed to convert?
PPC can lead people to your website and will encourage conversions, but it’s your website that’s meant to convert. If your site isn’t set up for success, your paid ad performance will not be up to par.
What does it take to design a website that converts?
Simply put, Conversion Rate Optimization – CRO. A site that is designed to convert will answer the following questions when someone arrives at the site (through PPC or other means):
- What does your company do?
- How do you do it?
- Can you do it for me?
- Am I in the right place?
Then, it will clearly show them what to do next (typically through calls-to-action).
A high-converting webpage will contain these features:
Page header/banner clearly stating what you do. (If you must be clever, keep it in the subheads.)
- Primary and secondary CTAs
- High commitment – Request talent
- Low commitment – View our specialties
- Social proof (case studies & testimonials)
- Explainer video
- Relatable images
- Repeated CTAs
CRO can help you attract, convert, and retain employers and job seekers. It’s a great way to get the most out of your website, even if you are not using a PPC campaign.
Bonus Content: Lunch with Haley Archives: Turning Your Staffing Website into a Sales Engine
Enhance Post-Click Data Tracking With Google Analytics 4
One way to gauge a PPC campaign’s effectiveness is with post-click data tracking: tracking what people (who are driven to your website by a PPC ad) do on your site once they arrive.
Historically, we’ve captured this information in Universal Analytics, but it’s sunsetting on July 1st – and this data will not migrate to the new GA4. One big change with GA4 is that the data retention maxes out at 14 months. (The user has to update this setting manually; it defaults to 2 months!).
Our advice? Don’t wait until July to make the switch. The new interface may be challenging for some users to acclimate to; use this time now to familiarize yourself with it.
Benefits of GA4:
- Improved customer journey tracking
- Improved User Engagement data
- Control over what personal data your site collects
- Easier goal and event setup
- Several new visualizations and reporting features / better custom reports
Up Next: 5 Essential Strategies for Successful Paid Advertising: Part 2 – Custom Landing Pages & Ad Channels
Don’t want to wait for the next post in this series to publish? Download the entire PPC in 2023 Checklist for free!
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