Search engines are popular platforms for people looking for jobs. As a result, it makes sense for recruiters to use the Google Ads platform as this is an effective way of connecting job seekers to their clients.
Digital ads have a way of leveling the playing field. In fact, with the right content, small online recruiters can compete against their larger competitors.
Why is Google Ads essential?
When you post on job boards, you are only paying for the placement. Unfortunately, there is no guarantee that the most suitable candidates will ever see these ads. While, of course, there is a possibility that someone will respond, it is also possible that you may never receive any applications.
Fortunately, Google Ads can help make sure that your content reaches your ideal candidates. This is why many Western companies spend around half their digital advertising budget on this platform.
Investing resources in paid ads can make your job offers more searchable. Nevertheless, you will still need to add appropriate keywords to increase your chances of filling your job vacancies. Furthermore, incorporating specific keywords on your landing pages can boost your ranking on Google’s search results pages.
Google Ads can attract and engage candidates.
Outsourcing human resources tasks is now a standard approach used by many companies. Knowledgeable employers understand the value of professional advice when it comes to recruitment. There are now better ways of attracting candidates besides using job boards. It is actually more beneficial to actively search for ideal candidates rather than waiting for them to appear. So, how do you persuade business organizations that you have the right candidates for their job offers? Simple, use Google Ads. This can also give you the recognized authority in the recruitment industry. As more candidates are using search engines to look for a job nowadays, your ads will undoubtedly attract their attention.
Google Ads can persuade potential clients to use your services.
As using Google Ads entails a considerable amount of brainstorming and time, recruiters will usually need someone with the relevant expertise to write the copy. You will also need to find innovative ways of managing campaigns and tracking their performance.
Employers using an in-house team for these tasks will need to invest precious resources in training. Often, HR personnel assigned to such a role will have difficulty replicating the success of online recruiters. This makes the idea of outsourcing recruitment appealing to many companies as it saves both time and money. Decision-makers are well aware that it takes time to develop the requisite skills to create suitable ads for job vacancies.
If an employer does decide to utilize outside recruitment services, they will usually choose a company with the requisite skills and experience. As a result, you must convince these potential clients that you are the perfect fit for this role. One way of doing this is to have a ready-made pool of talented and suitable people.
Find and choose the best keywords.
Online recruiters will need to utilize special tools to search for the most appropriate keywords, and in this respect, Google’s Keyword Planner is one of the best. According to this recruitment SEO guide, the Keyword Planner is both easy to use and effective. This free tool will help you categorize your searches as either local or national, and it will set the competition level for each keyword. You can then decide whether these terms are worthy of investment. Ideally, it would be best to choose words or phrases with a high search volume but minimal competition.
What are long-tail keywords?
Long-tail keywords are phrases that are three to five words in length. Specific terms can boost your search rankings as they may only apply to one particular company or industry. For example, ‘accountant’ is too broad for a keyword, but a long-tail phrase such as ‘chartered accountant position in Spain’ is much more specific.
Keep track of your advertising budget.
Maintaining ads usually comes at a price, so you must monitor your budget and expenses. Remember, the wise allocation of funds is the key to a successful advertising campaign. Once you experience high traffic or receive a significant number of applications, consider increasing or maximizing your campaign investments.
How to write engaging Google Ads
There are certain guidelines you should follow when writing ad content that will attract readers.
- Place a particular keyword in the ad.
Keywords in the ad copy allow search engines to highlight those particular terms to searchers. You should conduct thorough research to discover which keywords will make your ads competitive on Google and other search engines.
- Analyze your ad results
You can determine which of your ads are effective by scrutinizing the click-through-rate (CTR). Generally, a higher CTR means lower costs and a favorable return-on-investment (ROI). Consider conducting some A/B testing to select the best performing keywords for your ads.
- Think like a job candidate
Remember, you are writing ads to attract recruits. Ask yourself this question: if you were looking for a job, what keywords or search terms would you use?
Adopting the mindset of a jobseeker will help you create ads that will grab your readers’ attention. It would be best if you thought about using multiple job titles and compensation offers. This strategy will encourage potential candidates to click on your ads.
Google Ads can help recruiters rank strongly on the search engine results pages. Indeed, paid ads combined with organic searches can give you a head start over the competition. However, it requires considerable skill and experience to create an effective Google ad. There is no single right way to attract the best people for a vacancy. Indeed, you may need to devise customized digital ad solutions for particular clients.