What Are Google Ads’ Most Expensive Keywords?

Promoting your recruitment agency through Google Ads is an excellent way to attract candidates and potential customers. It allows you to build a robust online presence without needing to spend a significant amount of money. With a solid strategy, you can obtain a considerable amount of traffic and leads for your business. 

The Most Expensive Keywords on Google Ads

If you want to keep marketing costs low, you should carefully choose the keywords you will use in your campaigns. For this reason, you should perform keyword research to identify the most relevant search terms your prospects are using to find recruitment services online. 

When choosing keywords for your ads, keep in mind that the more popular a search term is, the higher its cost per click (CPC) can be. To give you an idea, here are Google Ads’ most expensive keywords. If you want to use these keywords in your campaigns, ensure that your pockets are deep as they could drain your budget quickly. 

1. Insurance – $54.91/£39.44
2. Gas/electricity – $54.62/£39.23
3. Mortgage – $47.12/£33.85
4. Attorney – $47.07/£33.81
5. Claim – $45.51/£32.69
6. Loans – $44.28/£31.81
7. Lawyer – $42.51/£30.53
8. Conference call – $42.05/£30.20
9. Recovery – $42.03/£30.19
10. Donate – $42.02/£30.18 

These keywords have the highest search volume on Google. Also, a significant number of people use them in their online queries, which drive up their CPC. 

How to Keep Costs Low If You’re Targeting Audiences in Expensive Niches

Have you noticed something about the list of expensive keywords above? Many of them, such as insurance, loans, and mortgages, are search terms often used in the financial sector and other similar industries. These niches often have a very high lifetime customer value. Also, because competition can be stiff, marketers and business owners spend a significant amount of money on marketing to find more potential clients. 

What if you have clients in the financial sector and you want to help them fill in job vacancies through paid search? Or what if you need to target prospects in expensive niches? Does it mean you’ll need to bid on Google Ads’ most expensive keywords to meet your goals and/or satisfy your clients’ needs? 

While it can be unavoidable to use expensive keywords to meet your marketing goals, the good news is that there are ways to trim your expenses. Here are some of them. 

1. Keep your ads’ quality score high

Google uses quality score to determine the overall user experience your ads can offer when people utilise the search terms you’re targeting in their online queries. The highest quality score is 10, and the lowest is 1.

Improving your recruitment ads’ quality score is a sure-fire way to keep your CPC to a minimum, even if you’re using expensive keywords in your campaign. To keep your score high, you should find the best and most relevant keyword niches. If you have a long keyword list, you should break it up into smaller ones. This enables you to create more relevant ads and target specific segments of your audience. 

2. Opt for long-tail keywords

To keep your costs low, avoid using broad match keywords. Because they are less specific, they are more likely to show up for irrelevant searches. To prevent unnecessary clicks, opt for long-tail keywords instead. Long-tail keywords can make your recruitments ads more accurate and relevant. What’s more, users in the final stages of the sales funnel often use them in their online search. 

Here’s how you can differentiate the two. Instead of targeting “financial jobs,” try “junior-level financial jobs in Northampton.” 

3. Use negative keywords

To avoid unnecessary clicks that would never lead to conversions, make sure to utilise negative keywords in your Google Ads campaign. This way, you can rest assured that your ads won’t show up for completely unrelated searches, especially when using expensive keywords. 

4.  Adjust your landing pages

Make each investment count by ensuring that each click on your ad will lead to a conversion. You can do this through landing page optimisation. Two per cent is the average conversion rate of ads these days. However, some marketers can achieve a 20% or even 30% conversion rate by optimising their landing pages. 

To boost your conversion rates, ensure that you have separate landing pages for each offer. Never make the mistake of sending your prospects to a single landing page, such as your site’s home page. Also, test your pages regularly and try various strategies to see what works best for your audience. 

5. Consider display ads

Beef up your current strategy by advertising on Google Display Network. This tactic allows you to reach job hunters and potential clients via display ads when they are browsing sites, visiting YouTube, or checking their Gmail. With display ads, you can build brand awareness without relying too much on Google Ads’ most expensive keywords. 

Improve Your Google Ads Strategy

It is indeed tempting to use popular keywords in your Google Ads campaign because they are popular amongst online users, including employers and job candidates. However, they can be very pricy because of this particular characteristic. If you’re not careful, you might incur colossal ad expenses. Fortunately, you can use various strategies, such as keeping a high quality score and using alternatives to expensive keywords, to minimise costs while ensuring your recruitment ads’ success. 

At Recruitment Traffic, we can offer you the services you need to ensure your recruitment ads’ success while keeping your marketing expenses low. Please speak with us and let us show you how we can help.