5 Ways You Can Create Better Recruitment PPC Ad Content
If you’re having a hard time attracting more traffic through organic search, running a pay-per-click or PPC campaign can help. Through paid search, you can expand your reach and attract the attention of more job seekers and employers who are looking to fill in vacant positions in their companies.
However, there is more to running a successful PPC campaign than just setting the right budget, selecting the most relevant keywords, and making the best bids. It’s also vital to create compelling PPC ad copies to get the best possible ad placement on search engine result pages or SERPs.
Well-written recruitment PPC ads can convert undecided candidates into an active job applicant. Since your target audience relies on the information contained in your advertisements to make a decision, it certainly helps to put more effort into your ad copywriting process to attract more traffic and generate more leads.
Tips for Writing Top-Performing Recruitment PPC Ads
Always keep in mind that the top-performing PPC campaigns utilise ads that speak to their audience. Follow the steps below to give your ad copies a boost.
1. Include data and statistics in your headlines
Previous studies showed that our environment could influence the things we like. Social norms and expectations help dictate our preferences. For example, we love going to a particular restaurant because our parents have been taking us there since we were kids.
Taking this into consideration, you should make it easier for job seekers or employers to choose your service by telling them what makes you better than your competitors. You can do this by including statistics or numerical data to your ad headlines. For instance, you can say that 7 out of 10 candidates successfully find employment with your assistance, or 80% of employers were satisfied with your recruitment services.
2. Address your prospects’ worries
Fears and worries drive most people to seek specific products or services. In the case of job seekers, they enlist the assistance of recruitment experts because they need help landing a job. Conversely, employers sign up for recruitment services because most of them want to spend less time and effort when finding the best candidates to fill in vacant positions.
For this reason, you can make your PPC ads more engaging and effective by creating copies that address your audience’s fears and worries. On Google Ads, click on the Search Terms tab and take a look at your search terms report. Then, examine the search queries the member of your audience are using to find your services. Based on the information you have obtained, create headlines and descriptions that illustrate how you can solve their problems and ease their worries.
3. Utilise emotional triggers
Another way to appeal to your target emotion is through their emotions. It is a generally accepted fact that many people make decisions according to what they are currently feeling. In your recruitment PPC ads, therefore, you should sell the value proposition of what you’re offering to pique your prospects’ interest and make them feel excited about your services.
For example, let’s say some members of your audience are sad because they are continually receiving rejections from employers. You can write your ads in a way that shows them your understanding and sympathy. This should help you attract your audience’s attention.
4. Tell your audience how you can solve their problems
Showcase the benefits of your recruitment services by telling them how you can solve their problems. This will help job seekers and employers understand right from the start what’s in it for them when they sign up for your services.
Aside from helping convince your audience, highlighting the benefits of your offer can also improve the performance of your PPC ads. For starters, it makes your ad copy more relevant to your keywords and landing page. This increases your chances of getting a better quality score, which helps reduce your cost-per-click and allows you to get better ad placement on SERPs.
5. Test your ads
Test your recruitment PPC ads to determine which copywriting strategy resonates well with your audience. It can also be handy if you’re using multiple copywriting tactics as it helps you identify which of them drives up your conversion rates the most.
When testing your ads, be sure to pay attention to your headlines, descriptions, call to action or CTA, and keywords. Also, it helps to check your landing pages. If you’re still receiving reduced conversion rates despite your ads being a hit amongst your audience, there might be a problem with your landing pages.
Successful PPC campaigns and good ad copywriting go hand-in-hand. By creating well-written ads, you can give your campaign’s performance a significant boost. However, do take note that the ad copywriting process doesn’t end when you finish creating your ads. It would be best if you also made continuous improvements to get better results.
Need help running successful PPC campaigns? We can assist you. Contact us at Recruitment Traffic today to get effective digital marketing solutions for your recruitment business.
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