As the recruitment industry has embraced the digital side of the applications process, companies have begun to make use of digital marketing strategies to boost the traffic that they receive from candidates. One method through which they have begun to do this is with paid advertising on various platforms including Google and social media. The use of PPC to boost candidate applications is becoming more popular but many still need convincing.
Foundry Digital offer paid advertising services to all of our Digital Marketing clients so we understand the queries that many may have about its benefits. If you work in the recruitment industry and you’ve been thinking about allocating some budget towards paid advertising, we’re here to help you make that decision.
Search advertising is the most common form of Pay Per Click advertising. It allows advertisers to bid for a space in the search results pages sponsored area that appears when a user searches for a keyword relating to the service offered. For example, if a recruiter bid on the keyword “Finance Jobs in South London” the following might show up in Google’s search results.
Every time your ad link is clicked and a job searcher is sent to your website, you have to pay the search engine. If PPC campaigns are set up properly with the right amount of research behind them, then you don’t have to worry about the price because the value of that visitor coming to your website will outweigh the cost of the advert.
If you need advice with how to carry out a successful PPC campaign, Foundry Digital can take care of the whole process. But if you just want to know a little bit about the process, we’ve put together a brief walkthrough of how you create a PPC campaign.
Keyword research gives you a valuable insight into what your customers are searching for and what keywords your competitors are using. A quick top tip we recommend, is to target users who go for longer tail keywords like “Finance Jobs, South London area”.
Google gives you a quality score that is based on a number of factors, one of them being the standard of your advert. The better the copy and the more eye-catching the visuals, the more Google will like it and the more likely that your ad will take pride of place in SERPs.
Your ad has to send visitors somewhere, and that somewhere has got to be engaging enough that it encourages them to complete a conversion (in this case filling out a job application). Make sure that the page provides relevant and useful information.
Your bid has to out-bid your competitors if your ad is to be shown, so you need to think about your budget here. How long are you going to be running the ad for? How much would a completed conversion generate? Does it add up or will the clicks cost more?
This is a very basic understanding of how PPC campaigns work. But as we said earlier, you don’t really need to know how it works so long as you have enough help to make it work for you right?
Google ads are most companies’ go-to ad platform, they’re easy to set up and if you’re using Google Analytics already, they’re also easy to monitor. Google Ads allow you to remarket job applications to website visitors as well, so when they’ve left your website they’ll get little reminders in the form of job ads on their web browser.
LinkedIn is just one social media platform that runs PPC ads on site, some others include Facebook, Instagram and Twitter. So depending on which channels your candidates are most active on, you can allocate your PPC budget to some paid advertising.
It sounds like something you wouldn’t need to think about, but you do need to make sure that there are a sufficient number of jobs that candidates can browse through. Not only will this make your website more visually appealing but it will also help boost candidates’ trust in your company. It also greatly improves the chance that they’ll find a job that they’re looking to apply for.
This may not be a term that you’re familiar with but it’s one you should definitely understand. The user experience that your website gives to your visitors will have a huge influence on whether they stay on the website, return to it multiple times and recommend it to others. We mentioned earlier that your ad campaign landing pages need to be optimised, but so does the rest of your website.
Slightly linked to user experience, you need to make sure that users can at least begin the job application process online. It makes their lives so much easier, think about the amount of traffic that you would lose if candidates had to go offline to fill out an application. That’s not the best marketing strategy…
Hopefully you’ve got more of an understanding of how PPC works and how it can improve the number of candidate applications that you receive as a recruitment company. To top it all off, we’ve found some juicy statistics to support what we’ve told you so far. Enjoy!
PPC advertising has been shown to increase job applications by 129%
According to CareerBuilder, 73% of job searches begin on Google Search. This makes Google Ads a prime spot for advertising jobs.
According to Business2Community, 65% of recruiters use Facebook ads.
and calculate your budget and timescale