performance marketing overview€¦ · performance marketing overview 2 our data services provide...
TRANSCRIPT
Performance
Marketing
Overview
Recruiting
Performance Marketing Overview 2
Our data services
provide targeting insights and measure the results of your campaign.
Our digital
marketing services
are powered by our data so you reach the right drivers at the right time.
Our industry-leading
media and events
give you insider knowledge and branding power.
Performance Marketing Overview 3
Audience Built by Data
How do we build our audiences?
... with DATA
Owner-Operators
Behavioral
Data
Applicant
Data
Equipment
Data
Performance Marketing Overview 4
1.1MMCompany
Drivers
65.7kTeams
17.6kDealer
Contacts
1.6MMTotal Audience
Truck Driver Recruiting Audience
320KOwner-
Operators
47KStudents
37KTeams
35KFlatbed
33KReefer
32KTanker
27KLease
Purchase
*Audience data powered by RigDig® Business Intelligence , and Driver Applicant Database
Performance Marketing Overview
Truck
Driver
State of
Georgia
License
Class
OTR Experience
General Truck Driver Target
VS
2-3years
Your Specific Driver Target
Performance Marketing Overview 6
Customize Your Audience By:
Driver Type
OTR Experience
Driving Record
Location
Type of Haul Online Behavior
More
Audience Built by Data
LicenseClass
2-3years
Performance Marketing Overview 7
WebsiteTraffic
PhoneCalls
Short FormSubmissions
Measurable Outcomes
Align To Your Desired Outcome:
Long FormApplications
Brand Awareness
Social Engagement
More
Multi-CarrierApplications
How Do You Connect
With Your Audience?
Performance Marketing Overview 9
Performance Marketing CampaignRandall-Reilly utilizes digital capabilities in a performance marketing campaign to get your ads in front of a custom
audience. As the campaign runs, budget is allocated to the best performing channels if more than one channel is used.
Targeted Display
FacebookAdvertising
YouTubeVideo Marketing
NetworkLeads
Search EngineMarketing
Performance Marketing Overview 10
Targeted DisplayGoogle's, Yahoo's, and Bing's display networks give you an opportunity
to target a specific audience or geographic location.
Geo-TargetingKeep your ads reaching
the right locations by
targeting regions, states,
zip codes, truck stops, or
even routes.
Tagged AudienceYou can reach users
interacting with our highly-
respected and credible
brands through different
display networks.
Keyword TargetingUse keywords to target
contextual websites and
users performing
relevant searches.
Performance Marketing Overview 11
Facebook AdvertisingOur exclusive audience data amassed from our proprietary platforms,
EDA and RigDig, can be matched and executed through paid
advertising campaigns on Facebook.
Benefits of Facebook Advertising:
1 2 3 4
Build your
social media
presence
Create additional
touch points for
campaigns
Support
conversion-based
campaigns
Promote
your
content
Performance Marketing Overview 12
YouTube Video MarketingVideo is the most compelling content you have your disposal. Using
our tagged audience, you can utilize YouTube’s advertising options to ensure your videos are found by the right people.
Benefits of YouTube Marketing:
1 2 3
Build conversion-
based campaigns
Create lasting
impressions with drivers
Increase organic search
around your brand
Performance Marketing Overview 13
Network LeadsEvery month, more than 7,000 applications are generated by our
network of recruiting websites. You can filter these applications by your hiring criteria and find drivers to fill your empty trucks.
Benefits of Network Leads:
1 2 3 4
Access to every
lead our 100
recruiting
websites generate
All leads are within
hiring criteria
Receive more
quality leads
Only pay for the
leads you need
Performance Marketing Overview 14
Network Leads
7,000+Applications per month
2-3years
Driver Type Location OTR Experience License Class
Type of Haul Driving Record Online Behaviors More
Filter by
Performance Marketing Overview 15
Search Engine MarketingSearch engines are the number one tools for drivers in search for jobs.
By targeting the correct keywords, you can connect to these drivers. Randall-Reilly provides industry insight and SEM expertise and will
filter your search campaigns by our tagged audience.
Benefits of SEM:
1 2 3 4
Drive
conversion-
based
campaigns
Connect to
drivers in the
research phase
Produce phone
calls and short
forms from
interested drivers
Capture
traffic around
your brand
How does it all work together?
Performance Marketing Overview 17
Search Engine Marketing
Contact a recruiter
FormConversions
Facebook Lead Ads
TruckDriver
Texas
18
Display Ads
Get QuoteYour display ad featuring your product
FormConversions
Your Landing Page
Truck Driver
Texas
19
TexasTruck Driver OTR Experience License Class
Sample Form Conversion Campaign
The Power of Data in Digital Marketing | 2018 20
2-3years
Your Audience Built by Data
Google SearchFacebookYouTube
Form Conversions
Who is your target driver?