The recruitment industry is dynamic and competitive, and recruitment agencies need to differentiate themselves to attract the best candidates. In this digital age, effective online promotion is essential, and Google Ads is one of the most powerful platforms to gain visibility. According to a recent report, the global online recruitment services market is expected to reach a value of over $43 billion by 2025, growing at a compound annual growth rate of 7.4%. Also, about 75% of employers and recruiters worldwide use Google Ads to attract suitable candidates.
Most recruitment agencies and job boards rely on Google Ads campaigns to promote job ads and attract top talent. In this article, we explore five ways to use Google Ads to improve recruitment and attract the best candidates for your business.
Identifying the right keywords
A successful pay-per-click (PPC) campaign always starts with choosing the right keywords. Identifying the right keywords is essential to increase ad visibility and attract relevant candidates. Starting with detailed keyword research, you can discover what terms candidates use to find similar jobs. Use Google’s keyword planner or other keyword analysis tool to identify relevant terms and determine which words to bid on in your campaign.
An essential first step is to put yourself in the candidates’ shoes. What terms would they search for if they were interested in a specific position? For example, a web developer will use terms such as “web developer job”, “front-end programmer job” or “IT jobs”. It is important to create a list of varied keywords that reflect the way candidates express themselves and think.
Once you have created this list, use Google Keyword Planner to evaluate the search volume and competitiveness of each keyword. This tool will give you essential data about how often each term is searched and how difficult it is to rank for that keyword. This way, you can prioritise keywords that have a good balance between search volume and competitiveness.
In addition, consider related terms and synonyms to further expand your keyword list. For example, if “job developer” is a main keyword, include variants such as “software developer job” or “IT careers”. This will help you cover a wider range of potential searches and attract a larger number of relevant candidates.
Keeping a low CPC
Maintaining a low cost per click (CPC) is a common challenge for recruitment agencies using Google Ads. To compete effectively with larger companies and optimise your budget, it is important to avoid highly popular keywords that are costly. Instead, choose less popular but relevant keywords. Also, use long tail keywords, which are more specific and can target niche industries, attracting the right candidates without quickly depleting your budget.
Long-tail keywords are more specific and less competitive phrases, such as “entry-level job web developer Bucharest” instead of “IT job”. These have a lower search volume, but are more relevant to the specific target audience, which means that searchers are closer to making an application decision. Also, the cost per click for long tail keywords is often lower, which allows for a more efficient use of your marketing budget.
Another strategy to maintain a low CPC is to use proper keyword matching. Instead of using broad match, which can attract irrelevant and costly clicks, opt for phrase match or exact match. These options allow you to better control when and where ads appear by ensuring that they are only displayed for relevant searches.
Improve conversion with landing pages
A well-optimised landing page is crucial to the success of a Google Ads campaign. Google considers the relevance of the landing page when determining ad rankings. Creating a dedicated landing page for each ad and ensuring that it contains relevant keywords and reflects the content of the ad will improve rankings and prevent confusion among candidates. A well-designed landing page ensures a consistent and intuitive experience for users, increasing the chances of conversion.
Write ads that grab attention
Writing effective and compelling Google ads can be challenging due to character limits. However, with a well-thought-out strategy, you can create ads that attract attention and generate quality clicks.
Start by including relevant keywords in your ads. These help increase visibility and attract the right candidates. For example, if you’re advertising for an “IT project manager” position, make sure these keywords are in the ad title and description. An effective headline could be “IT Project Manager – Urgent Hire” and the description could include specific details that attract the attention of ideal candidates, such as “Looking for an IT Project Manager with experience in managing software development teams”.
Another essential aspect is the use of display URLs that give users a clear idea of your offer. For example, instead of using a general URL such as www.firma-ta.com, use a more specific display URL such as www.firma-ta.com/cariere-it. This not only gives more clarity, but can also improve click-through rates.
End each ad with a strong and clear call to action (CTA). A single, well-defined CTA, such as “Apply Now” or “Submit CV”, will prevent confusion and direct candidates to the next step. Avoid using multiple CTAs in one ad, as this can confuse users and reduce the effectiveness of the ad.
Performance monitoring
Monitoring the performance of Google Ads campaigns is essential for long-term success. Only by continually evaluating results will you be able to improve your strategy and get the best results.
Use Google Analytics and other tracking tools to evaluate the performance of your ads. These tools give you valuable data about how each ad is performing, which ads are generating the most traffic and conversions, and which are lagging behind. For example, if a specific ad attracts many views but few applications, you may need to re-evaluate the content or CTA.
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In a highly competitive job market, promoting on Google Ads is vital for any recruitment website. Google Ads allows you to reach a broad but specific audience of active and passive candidates looking for job opportunities. Given that most job searches start online, a well-planned Google Ads campaign can significantly increase the visibility of your ads and attract the top talent you are looking for.
Promoting on Google Ads helps you stay ahead of the competition, attract qualified candidates and fill vacancies quickly. With this tool, you can target your ads based on various criteria, such as geographic location, interests and browsing behaviour. This way, your ads will reach exactly the people who are most likely to be interested in your vacancies.
However, in order to maximise the efficiency and profitability of your Google Ads campaigns, it is recommended that you use a marketing agency specialised in the recruitment industry. Such an agency has the experience and expertise to develop customised strategies that meet your specific needs. They know how to optimize campaigns to reduce cost per click (CPC), identify relevant keywords and write compelling ads that attract quality candidates.
Online marketing agency re7consulting, with a diverse portfolio in the recruitment industry, can help you navigate the complex challenges of Google Ads and get the best results. With online marketing services and Google Ads campaigns tailored to your needs, re7consulting can transform your recruitment strategies and attract the top talent you need to grow your business.
Contact re7consulting today and discover how their expertise in online promotion can help you achieve your recruitment goals. By investing in Google Ads services, you’ll have a competitive edge in the job market and be able to recruit the best candidates for your team.
