6 Types of Google Ads Campaigns That Can Help Recruiters Stand Out
It is no secret that using Google Ads to promote your recruitment services is a great way to find more leads for your business. But did you know that you can spice things up further by creating different kinds of marketing campaigns on this popular PPC platform?
If you want to change things up a bit to create unique ads that will capture your audience’s attention, here are several Google Ads campaigns that you should give a shot. But inorder to be successful you have to be creative and be very cautious when creating this type of Ads.
1. Brand defence
If you have been using Google Ads to promote your company and build brand awareness, chances are, you’re already ranking well for your own brand name. However, there is another way to attract more traffic and lead to your recruitment site. It can also help you clear any misconceptions about your business. This strategy is called running a brand defence campaign.
Managing a brand defence campaign involves using basic term matches for your company name. This includes misspellings and long-tail variations of your primary keyword, such as “[company name] + staff” and “[company name] + office hours.”
2. Content amplification
In this campaign type, you need to select an existing piece of content from your website and then try to generate traffic from it. Not only can it help you attract more traffic, but it can also help showcase how you solve the problems of your prospects.
Here’s an example of running a content amplification campaign on Google Ads. Let’s say you have previously written an extensive article about finding jobs in the financial sector. Using this marketing platform, you can build a campaign around your piece using the keywords “finance jobs tips or “finance jobs information.”
To make your campaign more successful, consider Using Google Analytics to determine how job seekers and employers are finding you. Then, identify what’s working and use it to supplement your campaign. You can also add pop-ups or in-line calls to action to the content to facilitate more conversions.
3. Event surfing
Event surfing is one of the most effective Google Ads campaigns. It allows you to capitalise on popular events, such as the Premier League Final, the Notting Hill Carnival, or Bonfire Night, to drive more traffic and leads to your recruitment site. As the name implies, you create ads that are semi-relevant to such events to improve your quality score.
To determine when you can expect an increase in searches about specific events, you can do a bit of research with Google Trends. Then, come up with a campaign accordingly. A quick warning, though. Make sure to set an end date for your event-related ads to avoid unnecessary expenses.
4. Pop culture
It is no secret that celebrities and pop culture references get more online searches than worthwhile causes or important milestones. For instance, in 2019, Google’s “A Year in Search” report revealed that Caitlyn Jenner was the most searched person in the UK. James Charles and Prince Andrew followed in second and third places, respectively.
Fortunately, you can ride the wave these famous celebrities or pop culture phenomenons are creating to promote your recruitment services. You can start by finding pop culture references that might be relevant to your business and building a campaign from there. For instance, let’s say there’s a character in an ongoing TV series who is struggling with job hunting. You can use that character to build brand awareness and introduce the services your agency is offering.
However, keep in mind that such campaigns can quickly sap your budget. While they are great for creating awareness, they do not always provide many conversions. As such, make sure to be careful and do your research well before launching pop culture campaigns.
If you serve clients across the UK and not just a single area or city, you should consider creating regional or local Google Ads campaigns. Not only will this make your ads more accurate and relevant, but it will also make it easier for you to fulfill the needs of employers who are looking to fill job placements in specific locations.
When running a local campaign, use geo-targeting and incorporate regional or local keywords into your ads. It also helps to create web content, especially landing pages, tailored for regional audiences.
Because different seasons elicit different feelings, such as being cosy during winter or wanting to go on an adventure in the summer, you should also tailor your recruitment ads to match the time of the year. Similar to event surfing ads, seasonal campaigns can help you stand out and stay relevant.
Create messages that reference holidays and the changing of the seasons. However, as with your event surfing campaigns, make sure to set an end date for your seasonal ads. This will ensure that you’re not bidding on Christmas-related keywords in February.
Take Advantage of the Power of Google Ads
Google Ads is a powerful medium for establishing an online presence and building brand awareness. It can provide you with an effective and inexpensive avenue for encouraging candidates and employers to enlist your services. As such, if you want your recruitment company to stand out and obtain more leads to potential clients, consider creating campaigns similar to the ones discussed above.
At Recruitment Traffic, we have worked with dozens of recruitment firms to help them take advantage of the opportunities Google can offer. If you need expert assistance when creating and managing a Google Ads campaign, we are certainly up to the task. Get in touch with us today, and we’ll create a bespoke plan for you.
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