Date: November 24, 2010

Author: JT

Tags: , , , ,

2 Comments »

Need Work–Try Running an Ad Campaign

Through 2009 and into 2010, I delivered a series of presentations, called, Job Search Brownbag, sponsored by Ann Arbor SPARK.  The presentations discussed a series of tactics available to job seekers and how to combine them into a cohesive Search for Work strategy.

The original presentation (embedded below) discussed tactical items like business cards, resumes, dedicated websites, social media, and networking events.

Since then, a new option has become available.  Actually it’s not completely new, but it’s increasingly acceptable for job seekers with the introduction of LinkedIn’s DirectAds.  Using advertisements like Google AdWords anyone could run an add for themselves.  Personally, I know of no one who actually has though.  Until now.

This past week, I took advantage of a LinkedIn DirectAds $100 advertising promotional coupon.  Already considering running a Google AdWords campaign, this let me try it in a more focused environment, basically for free.

Perhaps the biggest fear for those on a tight budget (e.g. ‘job seeker’), is how much this may cost.  Not to fear.  You can set a daily budget, say $10, and decide whether you want to pay based on CPM ($/thousand impressions) or on a per-click basis.

The first day, I ran the ad using a per-thousand rate.  The add was delivered to over 8000 viewers in just a few hours at a ‘bid’ rate of ~$3.50 per thousand, or ~$28.  But no one clicked.

Running the campaign for 4 more days, I opted to pay on a per-click basis of about $3.50/click.  With a daily budget of $30/day, there were 80,772 impressions, 27 actually clicked, leading to 4 contacts (they reached out to me).  That works out to about $3.47 per click, or about $23.40/lead.

A new tool you can use.  Expensive? Only You can decide.

LinkedIn suggests a well-written and constructed advertisement should achieve 0.025% click through rate, or better, to your landing page.  I was pleased to see a 0.033% CUR.  When creating an ad campaign you are allowed to create up to 10 variations of your advertisement.  Two of mine are included in this article.

LinkedIn rotates the advertisements letting you see which ones get clicked on more often (e.g. are more successful).  As the statistics become clear, LinkedIn DirectAds automatically starts to show the more-successful ads more frequently, diminishing how often the less-effective ads are displayed.  For the individual, this lets you see which ad copy is more well-received.

Running a personal advertising campaign may be an expensive proposition.  Even so, it is yet one more tool available to job seekers.  What impact the timing of my ad campaign may have had, running it the week leading up to a major holiday (Thanksgiving, here, in the US), I’m not sure .  I’ll try again in about 10 days, then again in mid-January.

If you have run your own advertising campaign(s), with Google, Yahoo!, LinkedIn, or elsewhere, I encourage you to share your experiences.  This is a new topic to most and published examples are few.

2 Responses to “Need Work–Try Running an Ad Campaign”

  • Rachel November 25, 2010 at 3:35 am

    Wow. This is something I never would have thought about. Thanks for the info!

  • Patrick Schutte November 25, 2010 at 9:46 am

    Great info, J.T. Thanks for sharing! I’ll try this out myself…some Google Ads too…

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