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Include another well-known brand (UPS) among the growing number of employers leveraging Google’s pay- per-click (PPC) advertising to drive targeted traffic to their own site:
As the number of direct employers gravitate toward Google and other search engine’s PPC solutions and far better return on investment, it creates a growing dilemma for job sites:
- Greater competition for advertising real estate on the engines, which equals bigger spending. Many smaller, niche boards could be squeezed to dangerous levels.
- Direct employers transferring more dollars to Google instead of Monster (which, by the way, means less money for the job sites to advertise; see No. 1)
How long will it be before a critical mass of employers follow the lead of UPS, Macy’s, Bloomingdale’s, Target and the like?
Considering the healthy herd mentality of many HR departments, maybe not as long as some might think.
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