The number of clicks on a display ad is typically one of the most regarded metrics in measuring a display campaign’s success; however, this metric is usually one of the least significant. If clicks and CTR  are the only ways you determine that a display campaign is working, then you are selling your display campaigns short.

Clicks

viewability_2Clicks are only one way in which users engage in your brand’s message. Digital technology has vastly improved and continues to be able to provide better insights into display advertising effectiveness. One way into how you can actually better measure success is through viewability and interaction.

Whilst a click is instantaneous, you can actually measure a user’s pattern of hovering over an ad (consuming the message). You can also measure how long a user views the ad, and how well they interact with the ad.

Responsive Reach Media Ads

Another way you can measure display marketing effectiveness is through the use of various types of creative units such as Responsive Reach Media ads (RRM). These ads often contain a video asset – but can combine all sorts of elements within an ad unit.

For example, imagine a florist serving an interactive ad. It allows users in an ‘engaged’ audience to be able to scroll through various bridal bouquet options. Imagine an auto dealer serving a different vehicle based on weather using a weather widget. The possibilities are endless!

One of the best things about digital marketing is that everything can be measured and reported on. Metrics can be provided on how long a user views a video, how long they interact with various elements of an RRM ad, and more. Social widgets allow users to be able to visit engage in your brand in other ways than just through your website.

Solutions

Display marketing is most effective within a multi-channel digital marketing approach, which is another reason why looking at the click metric can undermine success.

Different marketing solutions should be utilized to create multiple touch points with your ideal customers anywhere alone the path to purchase. Check out this great interactive tool from Think with Google: Journey to Online Purchase.

This tool allows you to illustrate how various touch points (a paid search ad, email marketing, content, etc.) facilitate the process of a potential customer actually converting.

thinkingTake a step back and consider what you want your potential customers to do

How does somebody research your product or service? How do they find your company? Why would they choose to purchase from you than from a competitor? How do you get a customer to come back to your company?

Where to Focus

Paid search is one way to convert users with intent. Organic search often facilitates the initial research process. Display ads – leveraging audience targeting – can reach users at various points through the process when coupled with relevant messaging. Remessaging and remarketing can bring users who have shown interest back to your site causing them to reengage. Why not use your own data to your advantage? Using your attribution model reports in Google Analytics will allow you to map out each channel’s effectiveness. Here’s an overview: Attribution modeling.

If you only ever focused on clicks, but never on what users actually did on your website once they arrived, you’d be missing the plot out of the story. For example, if you have an outstanding CTR of 0.13% but a bounce rate of 85% on your landing page, average time spent on page 0:30 seconds – what is the likelihood that your campaign is effective? It is certainly bringing people through the door, but people are jumping out the window thereafter!

Prior to running a display campaign – you must decide what you want your users to do once they land on your site? Do you want them to consume your content, sign up for a newsletter, or purchase something online?

Make sure you have a concrete goal in mind. It’s okay to have several goals, but these have to be somewhat easy to accomplish. Furthermore, your site should be easy to navigate.

What to Consider

Consider looking at your reach. Look at your ‘reach & frequency’ reports in Google Analytics under Audience and add a segment with paid traffic to determine whether users are really interested in your brand. The biggest compliment a visitor can provide is a return visit and continual visits because they keep re-engaging and facilitating the beginning of a new sales cycle.

Site Traffic lift should also help you gauge if your display advertising is effective. This shows that the users who were shown the ad were interested enough to visit your site. Consider measuring view-through conversions. A simple pixel can be on your site pages that will collect data about users who viewed your display ad, didn’t click, but proceed to visit your website anyways.

Don’t Give Up

Continue experimenting with different creative messages, different types of display ads, and your brand messaging. You will see what works and to also reengage your audience. In the ever-changing online marketing space, you can’t put all of your focus on clicks . You have to look at your audience’s entire story.

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Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.

SUCCESS STORIES

Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.

SUCCESS STORIES

Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.

SUCCESS STORIES

Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.

SUCCESS STORIES

Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.

SUCCESS STORIES

Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.

SUCCESS STORIES