Google For Jobs Is Live and Looks To Become Top Search Choice For Hiring

Google has introduced Google For Jobs in the United States and is collaborating with other companies in order to roll out an interface that will likely be the most search way of searching for employment in the future.  Google will be collaborating with Monster, Jobs.net, Care.com, Local Job Network, Jobing, Jora, Facebook, Linkedin, Careerbuilder, Glassdoor, Ziprecruiter and others.  From all indication it looks like Google will be collaborating with the dominant employment sites instead of competing directly with them.

The service will allow you to type in the particular job you are interested in and thereafter turn on the alerts and receive notifications when a job that meet your criteria becomes available.

According to Google’s release which you can read in full here:

“Starting today in desktop and mobile, when you search for “jobs near me”, “teaching jobs”, or similar job-seeking queries, you’ll see in-depth results that allow you to explore jobs from across the web.  For many people, a job needs to satisfy some key criteria, like commute time, job specialties they’ve honed or the hours they have available to work.  For many jobs, you’ll also see reviews and ratings for the employer from trusted sites right alongside the job description, and if you’re signed in, for some jobs you’ll see how long it will take to commute to the job from home.  We’ll continue to add filters and information in the future.  Looking for jobs is a personal and complex journey, and one that we’re trying to support in this new search experience.”

Once you find an applicant finds a job that they believe they are compatible with, Google will direct you to the job site in order to begin the application process. For jobs that appeared on multiple sites, Google will link you to the one with the most complete job posting.

For employers, you can post on any of the sites that are collaborating with Google or use their integration guide which you can review here.  In being consistent with their press release about it being a collaboration, employers will not be able to post positions directly through Google.

https://falconconsultingandmarketing.com/google-jobs-live-looks-become-top-search-choice-hiring/

What To Do To Keep Your PPC Online Marketing Gleaming

Pay-per click advertising (PPC) is one of the most effective ways to drive traffic to your site and increase your conversion rates.  For most, you will receive the fastest return on investment (ROI) and you can measure your results pretty easily.  This online marketing feature can be vital for start-ups and other companies who have not invested in long term search engine optimization (SEO).  Google AdWords is the leading platform for online marketers. Adwords is a system whereby keywords and search terms are bidded on by companies and ads are shown to your potential customers in search results.

While most digital marketing agencies use a formulaic system to manage your Adwords campaigns, there are some other ways to keeping your Adwords marketing up-to-date to keep up with the competition.

The one thing that all owners and marketing executives should keep in mind is that search marketing is ever changing.  As a result light to dramatic changes need to be addressed in your current campaign. The reason for the fluctuations is because customer language changes and your competitors are always trying to adjust to societal norms that may reflect on the language that is being used.  Just like life itself, your advertising is alive and constantly changing.  Because of this you should address keywords and search terms accordingly in order to stay on top.

Here are some other tips you should use in order to stay current with your PPC marketing:

1. Advertising during business hours- if your business is only open during traditional hours such as from 9 a.m.  through 5 p.m. then you should advertise accordingly.  You will be losing a considerable amount of money if you do not have someone picking up the phone when your customers are looking at your ad.  In the long term, it may affect your business if you have customers calling your business and you do not have a customer service team available to manage queries from potential buyers.

2. Rotate ads to keep them fresh- if you look at the ad customizer feature you have the option to rotate your ads.  By rotating your ads, you will keep them fresh and customers won’t be bored by stale content. You should be aware that customers who are looking to buy your product or service are keeping up with your ads in order to get an idea to purchase immediately.  Because of this you should always remain vigilant in updating content so your customer base believes you care about what you put out online.

Using these little tweaks will help your business grow.  If you need assistance with managing your pay per click campaign then using a digital marketing agency with knowledge on the management side would be helpful for your organization.  They will be able to maximize your budget by adjusting to changes in your niche.

https://falconconsultingandmarketing.com/keep-ppc-online-marketing-gleaming/

How To Use Social Media To Recruit The Best Employees

Employee recruiting has certainly hit the digital age.  With online sites such as Linkedin, Facebook, Twitter and Google out there, employers have a tremendous opportunity to reach qualified candidates for positions with low marketing budgets.  Linkedin in particular is a strong flatform for finding experienced candidates.  With a membership of close to 500 million, it is the go to place of finding like minded professionalsthat may want to transition into a new business culture.  So how do you make your business attractive to these candidates?  Here are some tips that we have seen through time that have worked.

1. Participate in groups that share your company’s goals-  Being active and engaged in groups will spark communication with people who are in your field and may be highly qualified.  By being constantly in the medium, your company will be a thought leader and once you do have an available opening candidates will be inclined to apply for positions with your organization.

2. Engage with current employees to gain trust- it is always a great idea to communicate and have communication with current employees.  Current employees are a tremendous way of finding good candidates as they have their own networks of school chums and colleagues from previous employment that they still communicate with.  Showing that there is a culture promoted by employees makes your business look like it has a great work environment that some candidates covet.

3. Share content that shows that your business is a thought leader- finding a great candidate is one thing.  Most people would like to know whether your business is reputable enough to join.  Creating and sharing interesting and relevant content through your social media platforms may be the tipping of the scale in having a potential employee join your organization.  It is also a positive idea to share posts that embodies your company’s culture.  Not only will that breed goodwill but also promotes employee engagement.

4.  Create an attractive company page on Linkedin- once you have completed a page, it can be found on the search results.  It will thereafter be the easiest way for candidates to see your page, culture and job openings that are available.  It is important to highlight your company’s values and goals.

5.  Be proactive- many experienced people are contacted by staffing professionals and other businesses via social media.  It is important to stand out of the crowd.  The best way of doing this is by being personal.  Try not using template emails to prospective recruits.  Instead be as personable as you would like your company to be.  Most people engage when they believe they are not being hit with a generic sales pitch and it is important for you to stand out from the crowd.

Social media is becoming the pre-eminent way of finding new talent.  However it is not the only strategy that you should be using. Some businesses may find it easier and efficient to use traditional media as well as online job posting boards such as Craigslist and Monster.  The key is finding the right balance that will assist you in attracting the best candidates for your position.  Don’t cut off all of your options when looking for your next star employee.

https://falconconsultingandmarketing.com/how-to-use-social-media-to-recruit-the-best-employees/

Google Ranked as Best Global Brand According To New Report

BrandZ which is the world’s largest brand equity database holding data from over 650,000 consumers and professionals across 31 countries, comparing over 23,000 brands has released their annual list of Top 100 Global Brands.  According to the report, Google has topped the list for the second year in a row beating out Apple which held the top spot for 5 consecutive years prior.  You can read the report here.  Besides Apple, Google has beat out perennial competitors such as Microsoft, Amazon and McDonalds.  The value of Google has also increased with their estimates calculating the worth of the company to be $245,581 billion.

The impact that a brand has on future purchases or the perception about a product is what is considered brand equity.  The word equity indicates that an asset has been procured. In brand equity, the asset is intangible and is measured in terms of the value attributed by a consumer or potential consumer to the product or service. Brand equity is thus overall transferred into consumer goodwill and propensity to prefer or buy a branded product or service.

In determining the worth of your brand, you should determine whether national sales are going up and at what rate.  The size of the business, how much growth there is for it, and composition of your market also affects your overall worth.

According to a report by Search Engine Journal:

“Google’s growth could perhaps be attributed to greater interest in the company’s products and services. Over the past year Google has doubled down on its self-driving car project, introduced a virtual assistant, and released critically acclaimed consumer products with Google Home and the Pixel phone.”

If you are interested in growing your overall brand, you should consider using a digital marketing agency to assist you with your goals.  At Falcon Consulting & Marketing we have helped many companies assess their overall brand and increase exposure and brand equity.

Falcon Consulting & Marketing is a digital marketing agency headquartered in New York City.  We assist small and medium sized businesses one client at a time.

https://falconconsultingandmarketing.com/google-ranked-as-best-global-brand/

Which Social Media Platform Fits Your Business?

For most marketing execs, it is important to stay in touch with your customers and engage new ones.   It is important to do so for many reasons but the two most important that seem to come to mind is for branding and customer service purposes.  The best way to do is through using your options via social media.  Social media networks are tremendous resources for all size businesses looking to enhance their image.

All of the social media platforms are free to use however, they also have a paid advertising function.  This becomes important for businesses that want to spread more awareness of their brand or are running a new marketing campaign that may or may not have some sort of discount or promotion attached to it. One important aspect that every marketing specialist should look into is what social media platform they should invest their time with.  It is not always the best idea to sacrifice your time and money in some social media platforms that will not get you the results that you are anticipating.  Therefore, in order to be successful you should become familiar with the social media platforms that are available to your company.  By understanding the medium, you can decide on whether the audience fits your company’s culture and whether you would like to proceed in spending time nurturing an online presence with the specific network.

You have to decide what type of exposure and how many clicks you will receive on the particular platforms.  At the end of the day, you are trying to reach the most amount of prospective customers with the least amount of advertising dollars.  The exposure you will potentially achieve will result in customer knowledge and retention.  This “branding” exposure will also lead to longevity of your company in the long run.

Once you have decided on the particular platforms that you will engage in, it is important to post at optimal times.  Let’s face it.  There is alot of content out there.  In order to get the most exposure it is important to post at the right time.  With a platform such as Facebook and its 1.8 billion followers, it can be easy to not stand out in the pack.  We have seen that posting between 1-3 p.m. is generally a good starting point.  It has also been researched that the most optimal time to post is Thursdays from 1 to 3 p.m.

Another consideration that should be taken into account is who you are targeting with your posts.  It is important that you are engaging with a targeted audience instead of a non-specific general audience. This is important because advertising to a targeted audience will allow your business to grow with customers who are more likely to purchase your product or service.  It is important that your marketing team has done research into the demographics of your clientele and then attempt to reach them.  Choosing the right platform is certainly part of the research that your team should do as different social networks cater towards certain demographics more than others.

If you are not sure where to start go to the ones that you are most familiar with.  In the event that you are in need of assistance, you should look for assistance by choosing a digital marketing agency that can fulfill your goals.  Falcon Consulting & Marketing is a digital marketing agency headquartered in New York City that can assist any business reach their full potential.  We work with one client at a time reach their revenue goals.

https://falconconsultingandmarketing.com/social-media-platform-fits-business/

Website Builder Introduced By Google

Google is coming to the aid of small businesses.  According to a recent announcement by Google, 60% of small businesses globally do not have a website and will integrate a single page website builder which will be geared for small businesses.   The tool which Google will call “Website” will be free to use and will have a simple integration and user interface.  They are stating that owners will be able to create and edit websites in a matter of minutes and will be able to do it even on your mobile phone.

According to Google, 60% of small businesses worldwide do not have their own website. Google will be assisting to decrease that amount with the introduction of the new Google My Business extension which is a website builder.

Website will be incorporated through Google My Business and owners will have to register your listing with it.  Google will then automatically pull the information from your listing to create the website.  You will thereafter be able to personalize your website with themes, photos, and text.  If you already have a listing with Google My Business, click “Manage location”, and then select Website from the menu in order to create one.  Whenever you update your Google My Business listing, your website will be automatically revised as well.

The options with the feature will be extremely limited in nature.  However it will assist companies initiate an online presence that is necessary in today’s business environment.

https://falconconsultingandmarketing.com/website-builder-introduced-google/

Mobile Search Advertising Revenue Now Make Up More than 1/2 in US

According to the Interactive Advertising Bureau (IAB), mobile search advertising has hit a new all time high and is now more than half (51%) of all ad revenue spent in the digital realm.  Overall, digital advertisements have hit an all-time high as well.  Altogether $72.5 billion dollars have been spent on digital advertising in 2016.

Here are the important statistics we have gleaned from the report:

•  Video revenue increased 145% to $4.2 billion
• Social media advertising increased 50% to $16.3 billion
• Retail, representing 21.3 percent of internet ad spend in 2016, Financial Services at 13.3 percent, and automotive at 12.5 percent, continue to have the largest category share, with Media (5.2%) picking up speed, up 13 percent over 2015
• Desktop search advertising was down 13% to $17.8 billion while mobile search advertising has increased 77% to $36.6 billion.

IAB 2016 Full Year Report 
Comparison of 2016 and 2015 Data
(in millions)

	Full Year 2015		Full Year 2016
	%	$	%	$
Revenue (Ad Formats)
Search	34.4%	$20,481	24.5%	$17,756
Classifieds and Directories	4.6%	$2,757	3.2%	$2,345
Lead Generation	2.9%	$1,756	2.7%	$1,989
Mobile	34.7%	$20,677	50.5%	$36,641
Display-related
– Digital Video Commercials	7.1%	$4,236	6.8%	$4,898
– Ad banners / display ads	13.0%	$7,745	10.2%	$7,377
– Sponsorships	1.1%	$649	0.6%	$422
– Rich media	2.1%	$1,251	1.5%	$1,093
Total display-related	23.3%	$13,881	19.0%	$13,790
Revenue (Pricing Models)
Impression-based	33.5%	$19,942	34.6%	$25,085
Performance-based	64.9%	$38,644	64.0%	$46,432
Hybrid	1.6%	$965	1.4%	$1,004

“Mobile, social, video, and programmatic trends combine to redefine the digital landscape, providing unprecedented access for advertisers to reach consumers,” said David Silverman, partner, PwC US. “Digital audio, generating $1.1 billion in 2016 speaks to the continued evolution of new formats that enable marketers to find audiences at home, behind their desks, or wherever they are.”

As we have reported in the past, there has been a shift in how users are connecting online.  With an increase of users using mobile to connect, we expect ad budgets to adapt to the usage of their prospective customers as well as higher ad rates.

https://falconconsultingandmarketing.com/mobile-search-advertising-revenue-now-make-up-more-than-12-in-us/