Digital and social media marketing can be used effectively in many ways to recruit truck drivers. Recruiters can use Facebook and Google Advertising to reach both passive and active job searchers. Once campaigns have generated enough data, the recruiter retargets ads to reach unconverted leads. Alone, these strategies serve a unique purpose in converting new drivers but together they form a comprehensive recruiting strategy.
What is Facebook Advertising?
With 57% of drivers using social media to find their next job, advertising on Facebook offers an opportunity to reach a vast majority of drivers.
Just how big is Facebook? As the largest social media platform with over 1.7 billion active monthly users and a trillion page views a month, Facebook offers a potential reach of 44% of the internet.
Advertisements on Facebook appear in three places: the right side of the homepage, the homepage newsfeed, and on the mobile newsfeed. These ads are triggered by factors including the audience’s online behaviors/ interests, geographic location, and other identifiable factors making Facebook Ads perfect for searching out the ideal driver.
What are Google Ads?
Google Ads is a search network including Google’s search engine and affiliate advertising network with over 3.5 billion daily searches, 180 billion searches a month and a potential reach of 90% of internet users. Over 95% of truckers now have a smart phone, meaning the internet and Google are right in their pockets. Advertisements on Google Ads appear in the first three spots on the search results page. The advertiser bids on specific keywords to help trigger their ad for the desired keyword.
What’s the Difference: Passive vs. Active
The biggest difference between the two advertising networks is how the ads are triggered. On Facebook, advertisements are triggered by the user’s online behaviors and interests. While Google advertising relies on keywords submitted into the search query. Google ads target those who are actively searching while Facebook targets those who are passively interested.
Retargeting is the practice of serving ads based on prior engagement with either a website or previous ads. Site-based retargeting is the most frequently used method of retargeting. (Other forms include search retargeting, email retargeting, and CRM retargeting.) Site-based retargeting is the practice of serving display ads to people who visit your website after they leave. Retargeted display ads are an effective method to fully convert previously engaged leads.
Retargeting through Facebook Ads is also a highly successful strategy. Facebook Ads offers multiple methods to retarget potential drivers using Custom Audiences.
Using the Facebook Pixel, advertisers can retarget previous website visitors or those who only viewed certain pages. Custom Audiences can also be used to retarget people from within the Facebook advertising frame. To retarget possible leads, Custom Audiences are built off those who have opened a Lead Generation form but did not submit it.
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