26 Apr, 2021

PPC Advertising for Recruiters: A Beginners Guide

beginners guide PPC

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 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 PPC 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.

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