Many recruitment agencies who are at a lost of what to do to ensure that their agencies stays afloat are searching online for marketing methods and strategies to create more sales and business.
Many a time, they will be bombarded with advertisements and articles on pay-per-click advertisement and some of them who are not very sure with this type of advertisement platform yet will venture into it hopping for some magic to happen and sad to say that most of them are not finding great or any returns in their investments in the pay-per-click advertisement platform.
The current more popular pay-per-click advertisement platforms are:
1) Google Adwords
2) Facebook Advertising
3) Linkedin Ads
4) Yahoo! Search Marketing (Also know as Overture,formerly under GoTo.com before acquired by Yahoo), updated as of 2018, don’t waste time on it, I do not think Yahoo will eventually suvive.
There are still a few other players coming up but the above are more popular and acceptable in the market, overall, regardless of which platform you will be using, the concept is about the same, that is – You will only pay based on per click, regardless of whether the user is potentially a genuine customer or not.
That means you only pay when someone click on your advertisement.
You will have to bid for the top spot usually by the price you are willing to pay, some platform such as Google adword (They have renamed it as Google ads) will also be based on your “quality score” to determine your advertisement placement position and the cost per click.
Determine The Objectives of PPC (Pay-per-click)
Many times, advertiser has the belief and impression that by placing the advertisement in the Pay-per-click media, they will be able to bring the visitors to their website and convert them into a sales, with this mindset, it is sad to share that most advertisers who are expecting good returns will be in for a big surprise.
In general, most of the advertisers who are looking to generate good sales will not have a great ROI because the cost and the sales generated are usually not good.
As such, many advertisers will face a situation where after placing the advertisement for a while, they will conclude that PPC (Pay-per-click) is not a great platform to generate sales.
Marketing and Branding
If you notice that many players in the PPC are actually BIG players and they are constantly putting their brand name and advertisements in PPC and their agenda usually are to create the awareness to the public so that people will continue to recognize their brand for a long time.
The big players know that by constantly exposing their ads and brands in the internet PPC campaign, they are able to secure a firm market share in the long term, hence even with a huge budget for the PPC campaign and with almost a negative returns, they are very willing to do so because their agenda is very different.
Hence, whether PPC (Pay-per-click) can really help recruitment agencies will really determine by the objectives of the agencies, if they are seeking for a quick sales in a short-term, many will be pretty disappointed but if they were to use it as an awareness and branding perspective, then the rewards will be better in the long term.
In summary, PPC (Pay-per-click) can be great for sales, only and when you know what you are doing.
It is also a great avenue to branding and positions your recruitment agency as more exposure means more people recognized you as a brand. (Provided you have a great brand to be remembered)
In the game of PPC (Pay-per-click), do ensure you know the rules of the game as failure to understand them will lead to wastage of advertisement cost and also a low click-through ratio.
Good luck on your PPC (Pay-per-click) campaign!