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PPC.2 - Search: The New Black
(May 23, 2006) You'll notice that we've included a recent press release from Oodle. They're entering the UK market. According to Oodle, search is the new black. As they say in San Francisco, "Well, if ya gotta know, black is actually the new black."
Oodle makes the following case for the value they deliver:
As we've tried to say, there are relatively few of these (mostly, they're technical contract workers who use Net-Temps or Dice). Most other job hunters, when desperate, are just the kind of folks that recruiters are not looking to engage. Oodle is approaching the pay per click game as if the hiring authorities were actually interested in getting the right targeted click.
We can guarantee that no recruiter who places an online ad wants just one click. With a little thought, most hiring authorities would agree that a single click based on instant desire is the operating definition of "active job hunter". When they say that they're looking for "passive candidates", the bare minimum requirement is "at least a moment's consideration".
So, who buys pay per click advertising? Here's a sample of the smart customers who use TopUSAJobs:
In other words, the proven models for PPC, in the existing job advertising industry, are wholesale models. The people who need to buy traffic are the people who are selling traffic to their end users. It isn't really about the job hunter at all (except in bulk). And, that is what makes this market really different.
Search Engines may be a great place to develop a brand. You could argue that that's exactly what TopUSAJob's 60 customers do each day. They're paying for traffic, not buyers.
The wikipedia definition of PPC is worth reviewing.
We've been researching and updating the blogroll. It currently contains 131 listings. The most interesting recent discovery is Advanced Online Recruiting Techniques, a down and dirty, nuts and bolts technique blog for sourcers. Well worth dipping into.
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