How to Increase Your Recruitment PPC ROI
These days, many recruitment agencies utilise pay-per-click or PPC ads to advertise job openings or even gain the attention of potential clients. This isn’t surprising considering that PPC advertising provides an inexpensive and efficient way to target the people you want to reach. What’s more, it levels the playing field for smaller recruitment companies, allowing them to compete against more prominent firms with a more significant marketing budget.
However, just because this marketing strategy is useful, it doesn’t necessarily mean that you are guaranteed colossal PPC ROI every time. As expert marketers like us often say, the fastest way to lose your money is to spend them all on an unoptimised PPC campaign. For this reason, it helps to develop a sound plan before you launch a campaign for your recruitment firm.
Make Your PPC Campaign Profitable
If this is your first time using PPC ads to advertise your recruitment services, you’re probably wondering when you will reap the rewards of your efforts. How long would it take you to make your campaign profitable? Based on our experience here at Recruitment Traffic, there’s no exact answer to this question. It depends on several factors, including the type of campaign you’re running and your target audience.
However, you can use certain strategies to ensure an excellent return on investment. First, you must remember that there are three stages of running a profitable PPC campaign for your recruitment business. They are:
- Planning and research
- Campaign creation and management
Planning and Research
As they say, “If you fail to plan, you plan to fail.” Therefore, you must have a solid game plan to increase your chances of getting the results you’re expecting.
1. Put conversion tracking in place
Before running Google Ads or other types of PPC advertisements, you should set up conversion tracking. You need to do this correctly so you’ll be able to measure your conversions and PPC ROI later on. Conversion tracking allows you to determine the performance of your campaign. Also, it helps you identify what you should do to improve your campaign’s performance since it lets you know where your conversions are coming from.
2. Conduct keyword research and competitor analysis
Once your conversion tracking has been put in place, the next thing you need to do is perform keyword research. Researching your target keywords will help you determine how job seekers and business owners find recruitment agencies like yours online. Also, it helps ensure that you’re using all the correct and relevant terms in your ads.
As much as possible, avoid using keywords that are too generic. Before you decide which keywords to include in your ads, determine if they are just informational. To get a significant ROI from your campaign, ensure that your target keywords have the highest purchase intent possible.
Apart from researching your keywords, you should also learn as much as you can about your competitors. Performing a competitor analysis can help you identify the search terms other recruitment agencies are bidding on. Having a glimpse of your competitors’ strategies will make it easier for you to develop a better and more effective PPC campaign.
Campaign Creation and Management
After planning and researching your keywords, the next step is to set up your campaign. Creating and managing PPC ads can be quite a challenge, particularly for beginners, because it is often a process of trial and error.
1. Craft compelling ads
Make sure to create ads that will pique your target audience’s attention. Don’t forget to add relevant keywords and ensure that your ads match your web content and your business’s tone of voice. Add a strong unique value proposition and end each ad with a clear call to action (CTA).
Also, make sure to create specific and relevant landing pages for your ads. For instance, if you’re running an ad to promote a job opening for an accountant, see to it that your landing page contains keywords related to the job opening. If your audience can’t find what they are looking for, they are less likely to take your desired conversion action.
2. Group similar ads together
You might be tempted to run a PPC campaign for each job opening or service you’re offering. However, it’s less expensive and time-consuming to group similar ads together. For example, let’s say you’re looking for engineers. Instead of creating a separate campaign for each type of engineer, you can just run a single campaign for all of them.
By grouping similar ads, it will be much easier for you to manage your ads. Also, it is more efficient since you don’t have to apply the same strategy to different campaigns.
3. Use spreadsheets to manage your ads
Instead of building your ads or campaigns directly on Google Ads or your desired PPC platform, place them on a spreadsheet instead and then import them later. This way, performing quality checks is quicker and more comfortable. Also, it makes it easier for you to modify the ads if necessary.
Monitor and optimise your PPC ads to boost their performance and ensure that they are reaching the right audience.
1. Keep track of your search queries report
To improve your PPC ROI, you must ensure that your ads are functioning similar to a well-oiled machine. First, you must determine the current performance of your campaigns. Ask yourself the following questions:
- What’s my campaign’s cost per click (CPC)?
- What search terms my ads are showing are up for?
- How much traffic am I receiving through my ads?
- What’s my click-through rate (CTR)?
- How many conversions am I receiving?
If your CPC is high but your recruitment site is not receiving a significant amount of traffic, a more thorough analysis should be in order so you can determine the root cause of your problem. On the other hand, if you’re getting lots of traffic and your CTR is high, but your conversions are low, you must make the necessary adjustments to your campaign.
To determine which part of your PPC campaign should be improved, whether it’s your ad content, landing page, or CTA, take a closer look at your bounce rate metrics. Also, consider installing a heatmap tracker to determine what your target audience is doing after clicking on your ads and visiting your landing page.
2. Find out when the best time to show your ads
Identify when your recruitment PPC ads are the most profitable. Once you determine when your ads are getting more clicks or views, focus on promoting your services during those specific times.
For example, if you want employers to call you for a free consultation, it would be wise to avoid running your ads after office hours. Business owners are less likely to pick up the phone and call you during those times.
Start Improving Your ROI Today
When used correctly, PPC ads can help you generate a significant amount of traffic and leads to your recruitment site. However, they can also cause you to lose a considerable amount of money if you don’t have a good strategy in place. As such, follow the tips discussed above to improve your chances of getting a more significant ROI.
At the same time, it also helps to seek the services of experts. At Recruitment Traffic, we can offer you award-winning PPC solutions and strategies so you can attract more high-quality traffic and leads for your business. Contact us today, and let’s discuss how we can help you.
Drive Your Recruitment Business Towards The Best Results.
Talk to us about how we can help.