Google Ads is one of the most powerful marketing tools you can get your hands on as a recruiter. When used correctly, this platform can drive high-quality traffic and lead to your recruitment site. If you have tons of leads at your disposal, finding a qualified candidate or a potential client can be easy.

However, managing Google Ads can be tricky, especially if you have no prior experience with this marketing platform. This is why we encourage you to enlist the services of Google Ads experts like us here at Recruitment Traffic so that you can get better results. 

How to Save Time When Running Google Ads

Managing a paid search campaign to find job seekers and employers who require your services can be time-consuming at times. Fortunately, there are Google Ads shortcuts that you can use to make your job much easier. Here are some of them: 

1. Make the most of Dynamic Search Ads

Using dynamic search ads (DSAs) can be a huge time-saver, especially if you’re running ads for a range of job openings. Instead of using specific keywords and creating an ad for each job opening, DSAs enable you to target your audience based on their search intent. They also provide an effective way to supplement your keyword-based ads, helping you obtain more leads and traffic. 

2. Use Google Ads Editor to remove duplicate keywords

Managing an extensive Google Ads campaign can be quite a challenge since you’re running several ads and targeting multiple keywords at the same time. Then there’s also the risk of you bidding on the same keywords. To avoid this scenario, you must remove all duplicate keywords from your campaign. 

Getting rid of duplicate keywords can be a pain in the neck when done manually. Fortunately, you don’t have to do this because you can use Google Ads Editor to make the task much more manageable. Follow the steps below:

• Under Tools, select Find Duplicate Keywords.
• Then, choose the location where you want Google Ads Editor to start searching for duplicate keywords. You can specify a particular campaign/ad group or search your entire account.
• Choose the criteria for your search. You can identify duplicate keywords by word order, match types, or location, amongst others.
• When you’re done, click on the Find Duplicate Keywords button.

3. Conduct tests with Ad Variations

Testing is an essential part of running Google Ads as it helps you determine which of your ads resonate well with your target audience. However, running tests is often a time-consuming affair, particularly if you’re testing many ads.

The good news is that you can simplify the ad testing and creation process with the Ad Variation feature. Located in the Drafts and Experiments section, this feature lets you set a specific number of ads that will get variations. It also enables you to modify 50% of your ads, so it will be much easier for you to do a 50/50 split test. 

4. Create reports with Google Ads Scripts

Similar to testing, creating reports and analysis is crucial to the success of your campaign. To make sure that you won’t spend more time than necessary on analysing your ads’ performance or creating reports, you should use scripts. Scripts are code snippets that let you create custom reports or edits on your ads automatically.

Using scripts is one of the best time-saving Google Ads shortcuts there is as it allows you to monitor everything with ease, including your ads’ quality score, keyword performance, and spending. There are Google Ads scripts that you can use right off the bat, but you also have the option to create your own. However, if you don’t know anything about programming, you should leave this task in the hands of experts like us at Recruitment Traffic. 

5. Add your own notes

If you need to look up data from previous campaigns, it will be much easier and quicker to do so by creating and adding notes. Start adding notations to your current campaigns so they can provide you with useful insights that can help you in the future by following these steps:

• Navigate to Campaign or Ad Group and then click on the performance graph.
• To view the Add Note option, hover your cursor over the line graph.
• Click on the Add Note button to create a note.

The note that you made will appear as a small square next to the graph’s dateline. When you click on it, you’ll see the information it contains and the date it was created. 

Time is Gold!

As a recruiter, every time and effort you save can contribute to your bottom line. This is why it is indeed an excellent idea to use time-saving shortcuts when running a campaign on Google Ads. Give the pointers above a try to make it easier for you to manage your ads.

If you’d rather focus on running your recruitment business, we’re more than happy to take the management of your ads off your hands. At Recruitment Traffic, we offer award-winning Google Ads and SEO services to help you make the most of what Google can offer. Please speak with us today and let us show you what we can do.

Using the right strategies can make all the difference when it comes to promoting your recruitment business online. Because other recruitment companies are also vying for the attention of candidates and employers, you should know what improvements you should make to make your website more attractive.

For this reason, you should know how to make the most of Google Analytics. Analytics is one of the most potent recruitment marketing tools available to you for free. It gives you insights into your target audience’s online behaviour and helps you identify the strategies that you can use to strengthen your digital marketing efforts. 

Google Analytics Mistakes You Should Avoid

While Google Analytics is indeed an invaluable tool for recruiters and other business owners, it can be easy to make mistakes when using it, especially if you’re a beginner. To ensure that you’ll make the most of Analytics, here are some of the mistakes you should avoid. 

1. Forgetting to configure your account

There’s a hierarchy you should follow when setting up a Google Analytics account: Account-Property-View. Account is your recruitment business. Property is your recruitment site, while View is the data you obtain from your website. Keeping this hierarchy in mind can save you from a lot of trouble, especially if you’re managing multiple sites.

Speaking of multiple sites, if you have several websites or sub-domains, don’t forget to set up a Property for each of them to ensure that they have a unique tracking code. When viewing data, use filters on View so you can focus on certain parts of your site or campaign without getting overwhelmed by loads of data. 

2. Failing to add a tracking code to some webpages

Failing to ensure that all of your webpages have a tracking code is one of the biggest Google Analytics mistakes you could ever make. As such, see if your pages have a tracking code. Then, double-check them to ensure that they are installed and working correctly. If some of your webpages have no tracking codes, you could miss valuable data and insights about your recruitment site. 

3. Not isolating internal traffic

Google Analytics will start monitoring all incoming traffic to your site once you set up the tracking code. In addition to web traffic coming in from search engines, your paid ads, and referring websites, it will also track internal traffic or visits you or your employees make to your site.

This could artificially increase the amount of traffic coming to your website, causing Analytics to give you inaccurate results. As such, you should exclude internal traffic from your data by adding filters to a View. 

4. Forgetting to set goals or event tracking

You can get tons of vital data and insights just from the default settings of Google Analytics. However, setting up goals or event tracking can give you more detailed information about your recruitment site and web visitors, allowing you to strengthen your data tracking and analysis efforts.

Goals can be anything you want to monitor, such as the phone numbers or forms on your recruitment site. On the other hand, event tracking enables you to determine how visitors are using your website. For example, it can tell you how many visitors watched a video, scroll past a specific part of your webpage, or click on a particular link or button. 

5. Not using campaign tags

There is no doubt that Google Analytics is a handy tool. However, it isn’t perfect, and it can still fail to track certain pieces of information about your recruitment site. As a result, it’s not always guaranteed that you’ll receive 100% accurate data.

This is why you should use Google’s URL Builder to create and add campaign tags to a URL. Then, use those tags to improve Analytics’ tracking capabilities. This will make it easier for you to determine if a visitor arrived at your site via a referral link or an email. 

6. Focusing too much on aggregate data

Google Analytics enables you to track and inspect data by channel, device, page, and many other methods. Therefore, you’re likely to miss a lot of vital information and insights if you will only focus on aggregate data. You could also miss minor problems that could get bigger in the long run. 

7.  Failing to separate data by device

While most searches came from mobile devices these days, there are still industries where desktop traffic beats mobile traffic. Also, not everyone will use your website in the same way. Some factors could influence how your visitors use your site, such as the device they are using to surf the Internet.

For this reason, you must consider behavioural differences when using Google Analytics to interpret data. This will enable you to make the most of every opportunity that comes your way and avoid problems that could affect your recruitment site in the future. 

Leverage the Power of Google Analytics

Google Analytics is a powerful tool that allows you to identify the improvements you need to boost your site’s performance. Therefore, it certainly helps to know how you can leverage its capabilities to obtain better results.

If you neither have the time nor energy to learn the ins and outs of Google Analytics, we’re happy to assist you. At Recruitment Traffic, we can help you track your recruitment website’s performance and make the necessary adjustments to make it more search engine-friendly. With our expert assistance, you can attract more traffic to your site and generate more leads for your business. Contact us today.

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 content 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 content 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 in 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 finding the best job applicants to fill 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. Therefore, in your recruitment PPC ads, 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. Demonstrate your problem-solving skills

Showcase the benefits of your recruitment services by telling your audience 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.

Besides helping convince your audience, highlighting the benefits of your offer can also improve your PPC ads’ performance. For starters, it makes your ad content 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. 

Conclusion

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 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.

There are many reasons why businesses, including recruitment agencies, want to be on the first page of Google. With the search giant taking up the biggest slice of the “search market pie,” dominating Google’s result pages can lead to more potential clients, more authority, and a more substantial online presence. This is why many brands and businesses make an effort to make their sites search engine-friendly.

Besides optimising your recruitment website for Google, another way to reap the benefits the search giant can offer is to take advantage of its advertising platform. Using Google Ads allows you to expand your reach and attract more targeted traffic and quality leads to your site. 

How to Save More When Using Google Ads

One known benefit of advertising on Google is that it enables you to go head-to-head against much bigger companies regardless of the size of your marketing budget. As long as you’re using the right strategies and have the support of recruitment Google Ads experts, such as Recruitment Traffic, you can get the results that you want without spending more.

But did you know that you can further boost your savings by merely changing some of the default settings on Google Ads? 

1. Network Targeting

You can display your ads both on Google’s Search Network and Display Network by default. Depending on what you want to achieve with your ads and how big your budget is, you can leave these settings as they are or choose only one of them. Each option has its pros and cons, so it would be wise to make the necessary considerations.

For example, when you display your ads on Google’s Search Partner sites, you can use more diverse ads and attract the attention of more prospects. However, it can put you at a disadvantage, particularly if you have a limited budget. Partner ads can generate a lot of clicks, but some of them do not lead to conversions. Also, they make it more challenging for you to manage your ads.

The Display Network, meanwhile, is the best option if you’re running video or image-based ads. Therefore, this is not for you if you’re using text-based ads. If you leave this setting as is, your text ads will show up on apps and videos, resulting in less traffic and fewer leads. 

2. Campaign End Date

By default, your recruitment Google Ads are designed to run indefinitely. Unless you specify an end date for your campaign, your ads will continue to show up when candidates or employers type in one of the keywords you’re targeting. If you leave this setting unchanged, you can lose a lot of money, especially if you’re running a time-sensitive event.

For instance, let’s say you’re looking for health and safety officers. Even after the role has been filled, Google will continue to display your ads if you didn’t select a specific end date for your campaign. If you don’t want to waste your marketing funds, make sure to consider the duration of your campaign beforehand. 

3. Location Setting

Google Ads uses your current area as your default location. This means when you launch a campaign, your ads will automatically target searchers who are near you. If you’re interested in expanding your reach, it certainly helps to adjust this setting. This will ensure that you will be able to promote your recruitment services to people in other areas. 

For instance, suppose you’re based in Northampton. However, you also want to target candidates and employers in neighbouring towns such as Daventry, Wellingborough, and Towcester. Ticking the “People in, or who show interest in, your targeted locations” option will allow you to display your ads to searchers who are in Northampton and the areas mentioned above. 

4. Ad Schedule

Unless you pointed out exactly when you want your recruitment Google Ads to show up, they would be displayed during the entire day, causing you to lose money quickly. This is why you need to set a specific time on when you want Google to show your ads. This will help reduce your expenses while ensuring that you’ll only attract quality traffic and leads. 

To determine when the best time to showcase your ads is, you can use Google Trends and other keyword research tools. These tools will help you identify when your target audience is most interested and actively looking for services and topics related to employment or recruitment. 

You can also use Google Analytics to determine when people are visiting your site. This will help you develop a better understanding of when your prospects are actively searching for information about your services. Using the vital information you have obtained, you can now select the best schedule for your ad campaign. 

Ask the Experts for Help

Using Google Ads is an effective strategy for reaching your target audience. It also provides you with a cost-efficient way to promote your recruitment services. However, Google’s marketing platform can sap your marketing budget quickly if you leave specific default settings as they are. For this reason, you should pay close attention to your campaign and follow the tips discussed above to get better results without spending more.

It also helps to seek the advice of Google Ads experts, like us here at Recruitment Traffic. Contact us today, and our award-winning team of Google Ads specialist will create a bespoke campaign that matches your needs and budget. With our help, you can get the results that you want for less.

Promoting your recruitment business through Google Ads is a great way to attract clients and find suitable candidates. It’s a platform that provides you with opportunities beyond what most social network sites can offer. While ads offer exciting possibilities, they also present challenges. Fortunately, once you successfully follow these tips, you can set up a recruitment Google Ads campaign that will be worth the cost and effort.  

1. Identify the search terms your prospects are using

Your ability to master Google Ads depends on getting this task done right. In search ads, Google is the ultimate judge in choosing which ads to display to job seekers and employers based on various factors, such as:

•       Quality score
•       Relevancy score
•       Monetary bid

You want to ensure that you’re utilising the search terms likely used by your target audience. It can be more challenging to build a recruitment keyword strategy than to do traditional sales. However, the same principles apply. First, you need to determine your prospect’s persona, including:

•       Their browsing habits
•       Search terms they used regularly
•       Any of those terms relevant to your recruitment

Next, use tools such as the free Google Keyword Planner to determine which search terms to use in your campaigns.

2. Choose your keywords carefully

You’re not the only one using Google Ads. Most probably, large recruitment agencies with bigger budgets control the popular keywords since they can afford to pay higher cost-per-clicks (CPC). If you’re a small or start-up recruitment firm, you have almost no chance of outbidding them.

So what can you do?

You can choose the less competitive keywords, but it may not provide optimum results.  You can determine how much cost-per-click you can afford based on your ROI (Return on Investment).  Optimising your CPC can be a bit complicated compared to traditional sales.

Think of how much each successful hire is worth to you – financially, compare that with how many successful applicants you often obtain and how many applications you get per click. These figures will help determine the maximum cost that you can pay per click before the ROI becomes negative.

3. Make sure that your landing page is relevant

Optimising your CPC enables you to ensure that your recruitment goals are within budget. However, the frequency and amount of bids on every search and display network are not the only reasons for showing the ads. Search engines, such as Google also like to provide job seekers with content they will likely find relevant.

How does Google do that?

Search engines check not only the ad’s content but also the landing page where people are redirected to. For example, you bid high on a specific search term. However, you’ll likely get penalised if your ads are linked to landing pages with no relevance to the search terms you’re targeting.

To avoid suffering such a fate, make sure that your landing page has the appropriate keywords or search terms. For instance, you’re targeting specific candidates with the key phrase, ‘accountant jobs in London.’ The landing page should also incorporate the words ‘accountants,’ ‘jobs,’ and ‘London.’

This will encourage search engines to show your ads to more candidates. Also, create a landing page that will tell potential candidates what steps to take during the application process. 

4. Create a suitable recruitment ad

It’s essential to make recruitment Google Ads that are relevant to your target candidates. The more relevant your ads are, the higher your ranking will be on search engine result pages.

Incorporating the right keywords in a search ad can be challenging. With display ads, you have more room for text. Your primary concern, however, is how to make them visually appealing and engaging. Meanwhile, sponsored posts allow you to use 30-characters for the headlines and two 90-character lines for the descriptions. You also have space for your display links. Despite the limited space, you’re expected to inform potential candidates about your

•       Client’s brand
•       Employee value proposition (EVP)

Include an explicit call-to-action to direct your audience to the next step. Make sure that both your ads and landing pages have the same keywords. By doing so, you can spread your client’s brand to more potential candidates and even build your talent pool in the process.

5. Track the progress of your ads

Succeeding in Google Ads can be a lengthy process of trial and error. Getting these ads right on the first try is rare, and they can become costly rather quickly. To ensure that you don’t go overboard, Google can provide you with conversion tracking tools. It will need a few lines of code embedded on your web pages.

You can track your conversions by the number of “thank you” pages generated after an application is submitted or candidate sign-ups for your recruitment material. While these kinds of tracking are crucial, many recruiters fail to implement such measures.

Conclusion

Google Ads can help your recruitment efforts. However, you must ensure that you’re using them correctly. This includes knowing and using the search terms often used by your target candidates. Since CPCs can be costly, avoid ‘expensive’ keywords and focus on the less competitive ones. However, calculating the estimated ROI for each keyword can help you gauge how much you’re willing to bid. Also, both the landing pages and ads should be relevant to each other. Finally, you must track the progress of your ads. 

As mentioned before, crafting suitable Google Ads often takes time and effort. However, you can shorten that process by reaching out to us here at Recruitment Traffic. We can help you find the right keywords and craft your Google Ads. Please contact us today.

The recruitment sector is a very competitive industry. These days, recruiters utilise all the tools in their arsenal to get ahead of the competition. They spend a lot of time and money advertising on job boards and using different marketing methods in hopes of finding more leads to skilled and qualified professionals they can recommend to their clients.

However, many recruitment adwords agencies and professionals don’t realise that they are overlooking a powerful way to generate more leads and enquiries. Pay-per-click or PPC advertising for recruiters offers a useful marketing tool that can help them meet both their lead generation and business goals. 

What is PPC Advertising for Recruiters?

PPC advertising is a type of online marketing strategy where you pay a specific amount of money whenever someone clicks on your ads. The cost of each click depends on several factors. These factors include the competitiveness of the keyword you’re targeting, the platform you’re using, and your audience, amongst many others.

Many recruiters are discouraged from using PPC platforms, such as Google Ads, probably because of a lack of proper knowledge. However, you’ll be happy to know that this marketing method isn’t exactly rocket science. You can create a plan before starting a campaign. You can also obtain the estimated cost of your Google ads campaign so you can set the most appropriate budget. 

Why You Should Consider Paid Search

Indeed, having a website can help you build brand awareness and reach your target audience. With fierce competition, however, merely having an online presence is not enough. You must take a proactive approach to attract the interests of both job seekers and employers. Here’s why PPC works for recruiters like you. 

Reach out to your target audience

Statistics showed that paid ads make it easier for 75% of people to find the information they need online. They also revealed that 33% of online users click on PPC ads because it answers their search query. Based on these data, paid ads are effective at helping recruiters target the right audience.

With Google Ads and other popular PPC platforms, you can choose the keywords to bid on and how much you want to spend on your campaign. You can also select a specific geographical location where your ads are going to be displayed. With better control over your marketing efforts, you are more likely to generate quality leads and conversions. 

Spend less and advertise more

Many recruitment firms, especially the beginners, are reluctant to try PPC advertising for recruiters because they think it is costly. However, paid ads are not as expensive as you think. If you specialise in a niche market, you can even further reduce your expenses.

PPC advertising can be as inexpensive as you want it to be, provided that you exercise tight control on how you spend your budget. To reduce your daily spending, you can use money-saving strategies such as ad scheduling and targeting specific devices and locations. 

Retarget your audience

With PPC, you have a second chance to convert leads into clients. It allows you to “retarget” people who have been on your site but didn’t sign up for your services. This strategy is called retargeting. For example, you can send an ad about vacancies in the aviation sector to your previous web visitors who performed search queries related to this job. 

Tips and Tricks

Similar to all online marketing strategies, PPC advertising has no magic formula that will help you achieve your business goals overnight. Instead, you need to take specific steps to ensure the success of your campaign. Here are some pointers to help you get started. 

Research your audience

Every successful marketing strategy starts with research. PPC advertising for recruiters is no different. Before you start bidding on your target keywords, you should research your audience. Find out who they are and what motivates them. Knowing your target audience well enables you to craft ads that will resonate with them and persuade them to sign up for your services. 

Research your keywords

You should research the keywords you want to use, as well. Some keywords are more competitive and popular than others. As a result, they are more expensive to bid on. Knowing which keywords to use in your campaigns can help you keep your costs down. 

Create dedicated landing pages

Create dedicated landing pages for your Google Ads. With a specific landing page, you’re more likely to create conversions than when merely directing users to your homepage. To further boost your conversion rate, ensure that the content of your landing pages is relevant to your PPC ads. This way, your target audience will know that they are on the right page, which helps encourage them to leave their contact details or to register for your services. 

Let us help you manage a successful PPC campaign

PPC advertising provides recruiters with the means to compete with popular job boards despite having limited resources. Through this online marketing strategy, you can reach your audience, trump the competition, and generate more leads for your business. Just make sure to utilise the best practices to get the results you’re expecting.

At Recruitment Traffic, we can help you set up and manage a successful PPC campaign for your recruitment business. Contact us today to get started.