Welcome to the last post in my 3-part series that shares essential strategies to help you get the most out of your PPC budget.
Missed these earlier posts?
5 Essential Strategies for Successful Paid Advertising: Part 1 – Enhancing Your Website
5 Essential Strategies for Successful Paid Advertising: Part 2 – Custom Landing Pages & Ad Channels
Build Personas of Your Ideal Candidates and Clients
A candidate is more than just someone that needs a job, and a client is more than just a company that needs to hire. Each audience has its own subsets and differences because their interests, needs, motivations, etc., vary widely and continually fluctuate. While we won’t get into the fact that changing market demand is a major factor when running paid ads, this section summarizes why building an audience profile of your ideal candidate and client can give your ads a competitive edge.
Build a better understanding of their current needs:
All PPC traffic – whether a candidate or client – must move through the four stages of AIDA: Awareness, Interest, Desire, Action. You don’t always know which stage they are in when they come upon your ad, but our recommendation is to develop a strategy that speaks to audiences within a specific stage.
Bonus Content: Want to Drive More Staffing Sales? AIDA Makes It Easy
Craft more relevant messaging:
The more you know about your target audience, the more likely your message will resonate and stick with them. Messaging is delivered through the words, images and video components of your ads… and we all know how important it is to make a good first impression!
Leverage more precise targeting options:
As you’ll learn more about in the final section below, personas give you a head start on identifying the right channel to advertise in. The PPC experts at Haley Marketing consider a user’s intent (to act), and then match them up with the channel that mimics that level of intent. You’ll find channels function on a scale when it comes to their user’s level of intent; Google can connect with high-intent users, whereas Facebook has a more passive reach.
More FREE resources on PPC:
[InSights] A PPC Crash Course for Staffing and Recruiting (podcast)
What do staffing companies need to know about Pay Per Click Advertising?
Top Facebook PPC Terms You Need To Know!
Read this glossary of the most popular Facebook PPC terms to understand how Facebook advertising campaigns are measured – so you know how well they’re working for you.
Find more of our blogs and articles about PPC marketing for staffing.
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