Staffing Agency PPC Agency

What is PPC Management for Staffing Agencies?

The act of creating and optimizing paid ads campaigns for staffing agencies is known as staffing agency PPC management. Despite that simple explanation, let's explore it further.

A PPC advertising firm for staffing agencies often begins by getting to know you and your needs before providing expert PPC management. This information helps determine the next steps, since the way you'd approach paid advertising for a local staffing agency is much different from how you'd handle it for nationwide staffing agency ecommerce site.

Local staffing agencies, for example, are often only looking for contact form submissions or calls. To accomplish this, paid ads can drive traffic to a landing page or sales funnel that is optimized. If those digital assets don't yet exist, or need substantial improvement, we recommend you start with Google Local Service Ads or Facebook Lead Forms.

In contrast, ecommerce-focused staffing agencies are most likely to be interested in online sales. This can be accomplished through PPC advertising that increases traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale staffing agency paid ads campaigns, it's important to understand what metrics will be used. For some staffing agencies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

To be successful with paid advertising, your staffing agency should utilize multiple advertising plans and marketing tools. For example, the best staffing agency PPC advertising plans will include plans to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make money online or through qualified leads for your staffing agency.
• Utilize third-party attribution software to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Engage users in story creation, email collection, and user generated content.
• Place ad creatives across various ad placements and media formats to see which performs best.

Tips for Managing Paid Ads for Staffing Agencies

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for staffing agencies and other industries.

Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.

1.) Keyword Research Tips

In the context of paid advertising, you'll find keyword research for staffing agencies mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, Bing and Google only show ads based on what people search for that your staffing agency is targeting.

A search for "nearby staffing agency" on a search engine, for example, might lead someone to a staffing agency website in their area. Knowing to target that exact phrase wouldn't require in-depth keyword research.

However, what if the exact match keyword isn't generating enough search volume and the staffing agency needs to expand their advertising reach? The solution would require keyword research.

After discussing options, the next step might involve the PPC advertising manager talking with the staffing agency about what products / services they want to target more often and where. A broader keyword targeting plan than exact matches might also be necessary.

Suppose the PPC manager discovers that there is high traffic volume for "nearby staffing agencies" or even "staffing agency services." The first phrase is targeting a type of business or organization in the area. If the service is extensive, the second phrase might result in a more lucrative opportunity.

You can also benefit from keyword research when building out negative keyword lists. Negative keywords are used to stop your paid advertising from showing in search queries that you know won't bring in job seekers.

For example, someone looking for "free services from staffing agencies" or "how to advertise to staffing agencies" isn't likely to convert with your staffing agency. Your paid advertising may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

2.) Audience Research Tips

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram for staffing agency paid advertising campaigns. Google Ads and Bing Ads also offer audience targeting options.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

Staffing agency paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers for staffing agencies eagerly took advantage of.

As time went on, data privacy and machine learning both had an impact on custom audiences.

Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices. Even ad attribution reporting was affected.

For most staffing agency-focused advertising companies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Although many staffing agency paid ads agencies still rely on custom audiences, the trend is shifting toward broad targeting. You can see it for yourself. Every few months Facebook rolls out upgrades that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within staffing agency ad campaigns to squeeze a little extra performance.

3.) Landing Page Creation & Optimization Tips

An important factor in the success of your staffing agency paid advertising campaign is the landing page.

When we take on the management of a paid ads campaign for staffing agencies, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Do you have a lead form I can use right away?
• Are the call to actions easily noticeable?
• How fast does the page load?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors. Here is a great write-up about what makes a high converting landing page.

Until you have a landing page that follows best practices, don't spend money on paid advertising. If you want to create an effective landing page, you should never consider it finished. You can refine your sales pitch by running A/B tests on the landing page every few months.

4.) Funnel Tips

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

One of our clients promotes an online fitness challenge that you can even join from your home. We built multiple sales funnels within Click Funnels while managing their website advertising. Here are some of the funnels we made:

• To increase awareness and capture email addresses, we used squeeze pages.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your staffing agency aren't limited to these. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.

5.) CRO Tips

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services, but the average conversion rate is between 1-3%.

Here's a basic scenario that illustrates conversion rates' impact.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate. This means for every 100 website visitors you sell 1 product or service.
3. Your average cost per click (CPC) is $1.00, meaning you spend $1.00 per person who visits your site.
4. To sell 1 product or service, you need 100 clicks from paid ads, which would cost you $100. This is known as your cost per acquisition (CPA).
5. Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in paid advertising you get one dollar in return.

For most staffing agencies, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.

Paying an advertising firm to improve campaign settings, the ad creatives, and the landing page experience improves the situation.

The conversion rate might increase from 1% to 2% as a result of these improvements. That means for every 100 visits to your website you now sell 2 products. There is a double return on ad spend here! Selling those products or services might actually be profitable now, assuming you have strong margins.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid advertising.

6.) Ad Creation Tips

There is no doubt that creating an effective ad creative is one of the most important aspects of Facebook Ads, or even Google Display Ads.

When you run Facebook Ads or Instagram Ads for staffing agencies, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

An understanding of how to capture someone's attention in a split second is essential.

To do this, you need to build out awesome ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

It doesn't happen by repeating the same ad creative every time. Even the best ad becomes boring over time. Change things up often, even if you are only targeting local people.

Unless you experiment with new advertising creatives, you will suffer from "ad fatigue." It occurs when your target audience has seen your ad so many times that they instinctively scroll by it without interacting with it.

Avoid this situation at all costs. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

Pricing for Staffing Agency PPC Management

Our PPC ads management service fees are determined by the amount of time you wish us to spend on your campaigns every month. Below is the starting cost for our PPC management services, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.

Types of Paid Ads for Staffing Agencies

There are numerous ways to run paid advertising for your staffing agency. The following are some of the most common paid advertisements options for staffing agencies.

1.) Local Business Ads

You can use nearly any advertising platform to run local ads for your staffing agency. One platform may be more effective for your local staffing agency than another. To find out which option works best for you, you should try all of the options available. Let's talk about a few nearby advertising choices.

Google is going to offer two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals. Even nearby stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Plumbers, electricians, roofers, and heating installers often use Google Local Service Ads.

You can also use Facebook Ads to target people in your local area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions. We often rely on local Facebook Ads for all types of staffing agencies.

2.) Social Media Marketing

A social media ad is pretty much any online advertisement you see on a social networking site.

The trick to social media ads is keeping the ad creatives fresh. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

The best part of social media marketing is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. It's quite the opposite when you run search engine advertising since you only get to show them when someone searches for what your staffing agency offers.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

3.) Search Ads

You should invest in search advertising if you know people are looking online for your products or services.

There are some people out there who refer to this as staffing agency Search Engine Marketing, or SEM for short. There are different ways to explain search ads (not to be confused with SEO), which are advertisements displayed on search engines' search results pages.

If you have been running search advertising on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

4.) Display Ads

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local area news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

To get started with display ads, you just need a set of ad creatives in different image sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

5.) Retargeting Ads

Your staffing agency website, landing page, or sales funnel won't convert everyone on the first visit.

It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

6.) Shopping Ads

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your staffing agency through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

With these tools, you can provide Google Ads with an accurate list of all your product data, including title, SKU, image, price, and availability. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

7.) Video Ads

You can run video ads on Instagram, Facebook, YouTube, and other social networking websites.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

Facebook Ads is required if you want to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

Your staffing agency paid ads campaigns should definitely incorporate video creatives if you have the budget to support them.