< Back l Next > (Pay Per Click continued)
Search engines offer paid locations called sponsored links. These links appear at the top and to the right of search results, which are pay per click (PPC) locations. This means that companies who are advertising in these positions only pay when a user clicks on their link. Pay per click advertising has evolved from search engine to social networking sites such as Facebook and sometime soon Twitter.
From a Wall Street Journal article:
- United Parcel Service Inc. launched a search-marketing campaign last fall to recruit truck drivers for the winter holiday season. Search-engine users who entered phrases such as ’seasonal jobs’ or ‘part-time jobs’ were likely to see an ad directing them to UPSjobs.com. From there, job hunters could review a list of openings at the delivery company, watch a video about working there and apply for positions.
- UPS says it received more than 150,000 applications from the campaign, at an average cost 75% to 80% cheaper than print ads. ‘We’re cutting newsprint wherever we can and trying to move more to online media,’ says Matthew Lavery, corporate work-force planning manager. “Google is outperforming other online media.’
Benefits of Pay-Per-Click Advertising include:
- Budget Control – Spend as little or as much as you want, you can set a limit of how much to spend per day
- Flexibility – Change budget, keywords, try new landing pages
- Pay for Performance – you only pay when someone clicks on the link
- Measurable Results – How many clicks? You will know
- Access Social Networks – Target passive candidates based on their profile
- Behavioral Targeting – access those truly passive candidates based on online interactions
- Theresa Hastings, Internet Account Coordinator
in the news...
Microsoft, Yahoo! Agree on Internet search partnership
Microsoft finally persuaded Yahoo to surrender control of the Internet's second most popular search engine and join it in a daunting battle - taking on the overwhelming dominance of Google in the online advertising market. Here's a view from Computerworld on what it could all mean:The Microsoft-Yahoo deal is aimed straight at Google. But expect the law of unintended consequences to kick in, and for Google to benefit from it at least as much as do Microsoft and Yahoo. Because of the deal, the greatest threat to Google's Internet domination -- the federal government -- may lose much of its ammo.
Under the terms of the deal, Microsoft's Bing will power Yahoo's search, and Yahoo will sell search advertising for both companies. The deal will help both companies by increasing revenue and reducing costs. Essentially, it combines two small also-rans and turns them into one larger also-ran.
No matter what Microsoft and Yahoo do, they're not catching up to Google. Google is simply too dominant. They may eat around the edges, but they're not going to cut dramatically into Google's search market share.
Google has recently been in the cross-hairs of the U.S. Justice Department, which has been looking at Google's potential anticompetitive actions. Now, though, Google can say that when it comes to search, there is competition. There's no real threat to Google, of course, but the company can certainly argue that a Microsoft-Yahoo combination means that Google can't wield any kind of anti-competitive power when it comes to search.
Google has a lot more to fear from federal regulators than it does from Microsoft and Yahoo. So the Microsoft-Yahoo deal may be one in which everyone wins. Microsoft and Yahoo increase their revenue and cut their costs. And Google gets a "Get Out of Jail Free" card from the feds.
Online Job Demand Holds Steady in July, The Conference Board Reports
- Online job demand, which has been basically flat since February, edged up by 700 in July.
- States: Larger States in the South continue to show modest strength while the trend is still down in the West.
- Occupations: Advertised vacancies in Sales and related occupations increase in July, but for every online advertised vacancy, there are 4 unemployed workers seeking jobs in this field.
Online advertised vacancies inched up by 700 to 3,295,500 in July, according to The Conference Board Help-Wanted Online Data Series (HWOL)T released August 3rd. Nationally, online job demand has been relatively flat over the last several months after sharp declines in December 2008 and January 2009. Nationally, there were over four unemployed looking for work for every online advertised vacancy, as the number of unemployed increased even as the number of advertised vacancies held steady.
"Online job demand has held relatively steady at around 3.3 million advertised vacancies per month for the last six months," said Gad Levanon, Senior Economist at The Conference Board. The monthly number of advertised vacancies in 2009 continues to average about 1.2 million below the monthly average of 4.5 million in 2008. "While we are not seeing declines, the sluggish nature of labor demand is another indication that the path torecovery is likely to remain a long haul," he said.
