A good caregiver’s personal values run as deep as a well.
Such a person shows true compassion for their client, and their relationship goes beyond punching a time clock.
And yet how do you find a good one?
Pay-per-click ads can be used to find good caregivers. This article is an outline of a recent Savvy Senior Marketing webinar, “How to Find Caregivers with Facebook and Google Ads.”
Facebook vs. Google Employment Ads
In recent months, Facebook has severely restricted its targeting method for employment ads. Facebook’s strength for years has been selecting an audience based on user interests. To comply with laws prohibiting discrimination, it disallows these selectors in employment ads:
Age and gender
You would expect this, since this clearly violates long-standing federal law.
However, you would not expect Facebook to eliminate the very interest groups that you want to target. These are:
Caregiving, home care, elderly, as well as some of the major home care companies.
Facebook also disallows zip code selection for your ads.
Why would a home care company not want to specify people interested in caregiving?
Instead, the home care company is left with only the generic interest groups pertaining to job seeking.
Ouch!
You are thus throwing the net out very, very wide to catch nearly everyone out there.
Not good.
Facebook may be going beyond what is asked to comply with the law. But marketing-wise I don’t see how this will work. One of the principles of advertising is to properly target your audience.
Go too broad and it’s like pouring wine into the ocean.
Facebook is also struggling with changing its back-end programming in its battle with the Apple iOS14 operating system in its mobile phones and computers. This has to do with a restriction of Facebook’s cookie placements on websites. As a result there are glitches in Facebook’s ad platform as engineers work out a solution. These problems were verified by inside information that I have obtained recently.
Google is looser with employment ads
Google however, is looser. It does not have its interest groups nailed down as well as Facebook. While Facebook’s strengths are interest groups and behaviors, Google’s is keywords. Yes, Google ads use what is called personalized advertising as well, but is not as dependent on them. See Google’s Update to Personalized Advertising Policies.
Thus it apparently does not restrict its employment advertising as much right now. So while Google ads may cost two, three or five or more times that of Facebook, it is probably a better bet at this time.
Whichever ad platform you use, here is how we structure our ads and capture mechanism.
Pay-per-click ads are run, and those who click are taken to a landing page. A survey is offered that is used to qualify the candidate.
When the survey is completed, an SMS text message is immediately sent to your mobile phone, alerting you of the prospective employee. Thus you can call them up right away and welcome their interest.
This name is also automatically added to your email software. The new subscriber receives an automated sequence of emails that continue the pitch that was begun in the ad. The first email is sent out in five minutes or less.
Sign up for next webinar
There was much more covered in the webinar not discussed in this article. However, you can catch up in this way. For the next webinar on marketing to seniors, get notified by signing up for our newsletter on marketing to seniors. You’ll get a free whitepaper as well.
Why not use this marketing method to bring in more clients and customers? Get in touch with us at Savvy Senior Marketing by making an appointment for a free 20-minute phone consult, or by sending us an email.
