The best thing about marketing on the web is that you can track your results. This means you can better manage your budget because you know what's working and what's not right away. This post is part of a series discussing 10 web marketing tips your healthcare staffing agency should do right now.
6. How to run Pay Per Click (PPC) Ads for Your Healthcare Staffing Agency. Google AdWords allows anyone to easily create an account. Unfortunately, this is more in their interest than yours. If you don't know some of the basics or how to write an effective ad you'll find yourself blowing through your budget without a positive return very quickly. If you follow these few tips, however, you can run a cost-effective campaign that produces real results.
How your staffing agency can get started with Google Ad Words
- First things first. Go here to create a Google Ad Words account for your staffing company and enter your billing info.
- Name Your AdWords Campaign. This may seem basic. However, take the time to give it some thought. You want to ensure the title is relevant to the campaign and something you can easily recall when you come back later and you are managing several ads. This also helps if you switch your ads to different regions or change up your message based on the time of year. For example, naming a campaign “Chicago Nurse Recruiting” lets you know that the campaign is for a nurse recruiting effort in Chicago. If you come back later you can reuse this ad in another region and start by simply changing the name to "Seattle Nurse Recruiting."
- Specify Location. The Locations section ensures your ad appears only for Google searchers in the city you're targeting.
- Choose AdWords Networks and Devices. These settings help you control your AdWords costs. By default, Google checks the “Display Network” checkbox. If you keep this checked your ad will show up in Google's AdSense network. You don't want this to happen. This setting will chew through your budget in no time due to a large number of impressions and clicks from mostly unrelated websites. Trust me. Uncheck this box. It's better to have your ads appear on websites related to what you’re selling. Therefore, select the "relevant pages you manage" option.
- Consider Mobile. If you know you are getting traffic from mobile devices, Google allows you to chose ads that will be seen on mobile devices and even choose the specific mobile carriers.
- Setting Your Budget. Google charges you according to the number of clicks your ad receives and the current rates. With PPC Ads, you can be sure that, over a month, your average daily spend doesn’t exceed what you specified. You should always decide on your maximum budget before running any ads.
- Ad Extensions. Ad extensions offer you some additional ad options. You can choose to have your physical address displayed below your ad when someone located near your business searches for any of your campaign keywords. If you’ve already registered with Google Places (and if not you really should) your address will automatically appear in the ad. Ad Extensions also allows you to add extra links to your website within your ad and display a click to call phone number for mobile users.
- Advanced Settings. This area allows you to specify date ranges for your campaign and even choose specific days and times of day for your ads to display. You can choose to have your ads rotate evenly or have the most-clicked ads show more often.
Writing Good Ads
Learning to write good pay-per-click (PPC) ads takes practice. First you need to learn and study the fundamental rules.
- Headline – 25 characters or less
- Description Lines – 35 characters or less per line
- Display URL – 35 characters or less
- Landing Page URL – 1,024 characters or less
Remember that character count always includes spaces and punctuation marks.
- Don't cheat. Don't try to get tricky to make your ad more attractive. Don't add unnecessary punctuation or CAPITALIZING EVERYTHING. Most likely these efforts will backfire on you and could cause your ad to be rejected.
- Practice. At first it's very tough to work within the character limits, especially if your product or service is complex. Often times, synonyms or industry lingo acronyms for words that are too long can really help.
- Make it interesting. You ad might be descriptive and accurate, but is it boring? If so, it won’t cause anyone to click it.
- Create strong headlines. Use this to grab attention. Don’t simply use this for your website URL or brand name. Tell people what benefit they’ll get from your service.
- Clear expectations. Clearly state what the visitor can expect to find after clicking on the ad. Most importantly, make sure that's what they get when they click. For example, don't advertise a referral bonus offer and then lead them to your home page that says nothing about this offer.
- Remember your target audience. Are you marketing to nurses, doctors or allied health techs? The lingo in your ad copy should resonate with your audience.
- Make good offers. You can attract clicks with a compelling offer – for example, “$500 Sign On Bonus.”
- Relevancy. There should be a clear match between your ad copy and the keywords you’re bidding on. If you’re bidding on the search term “Dallas Nursing Jobs” do your best to incorporate that keyword into your ad copy.
- Call to action (CTA). CTA terms such as “learn how,” “find out more,” and “get hired today” give readers the notion of urgency and the expectation of receiving exactly what they're looking for.
- Test. There's no way to know which message will be most effective without testing. Run similar ads and see which one is getting the most clicks. Use the data to refine your ads.
Pay Per Click ads are one of the most effective ways to promote your business and control your budget. With a basic understanding and following these tips you can be up and running a successful web ad campaign for your healthcare staffing agency. Google is only one place to run PPC ads on the web but it's a great place to start.
Although getting started can be relatively easy, many heatlhcare staffing agencies want better results from more advanced ad techniques. In addition, many staffing companies don't have the time to dedicate to running an effective ad campaign online. Staffing Robot can help you manage and run a results based ad campaign for your staffing agency. We'll identify your goals, target market/audience, and keywords in order to identify the right ad campaign strategy for you. If you're interested in learning more about PPC ads contact us and we'll get you started right away.
Next post – Creating Good Content for the Web
Creating good, interesting and relevant content is challenging for some healthcare staffing agencies. In the next post in this series will discuss several methods for consistently generating good content that will resonate with your audience.