PPC for recruiters entails pinpointing your audience, leveraging strategic advert copy, highlighting worth propositions, and extra. We’ll let you know our confirmed techniques to create profitable recruitment paid search campaigns that ship main outcomes.
Many industries have skilled their justifiable share of shakeups lately in terms of the job market.
In consequence, discovering the correct individuals for the correct roles could be as tough as it is crucial.
Fortunately, there’s nobody higher suited to that activity than a recruitment firm.
There’s only one small downside: The recruitment business is very aggressive.
Not solely that, but it surely’s turning into tougher for recruitment companies to draw purchasers amongst the large pool of competitors as of late.
That’s why we tapped one in every of HawkSEM’s group lead strategists, Matt Monroe, to supply his information and professional insights into how recruitment firms can set themselves aside from the group and land the proper purchasers by way of strategic paid search campaigns.
The times of bodily job boards are over: it’s time to put money into focused pay-per-click (aka PPC) advertisements.
Whenever you’re seeking to land new purchasers in your recruitment agency, a paid search company can do wonders that will help you create a focused PPC marketing campaign. (Picture: Rawpixel)
What’s PPC for recruiters?
PPC for recruiters is a digital promoting methodology that recruitment firms and people can leverage by way of strategic advert copy and worth propositions to attach with their audience and develop their enterprise.
How can PPC advertisements profit recruitment firms?
Earlier than we dive proper into PPC methods, let’s focus on the explanation why PPC advertisements are funding for recruitment firms.
Based mostly on our skilled evaluation, right here’s how recruitment firms profit:
- You possibly can goal the correct viewers. With PPC promoting, you solely goal enterprises (inside your area of interest) which are genuinely searching for a recruitment firm. Advertisers can conduct key phrase analysis to assist focus campaigns on related long-tail key phrases and enter damaging key phrases. This helps recruitment firms seize high-quality leads sooner and keep away from losing advert spend on firms that aren’t match.
- You’ll see a excessive return on advert spend (ROAS). A wise PPC marketing campaign pays for itself. Whenever you solely goal prospects who’re searching for a recruitment firm, you solely pay for the nice and cozy leads who will click on in your advertisements.
- Your company can be on the prime of the search engine outcomes web page (SERP). Whenever you run paid search advertisements on any search engine, your posts will seem on the primary web page of the SERPs above the natural search listings. Stats present that PPC visitors converts 50% better than natural web site guests.
- You solid a wider web with PPC advertisements. With PPC, you’re not restricted by location. You possibly can goal purchasers throughout the globe who’re actively searching for assist from a recruitment company. Stats present that 65% of high-intent searches, regardless of the place they arrive from, will end in a click on.
“Staying on prime of the damaging key phrases is essential in these campaigns,” says Monroe. “You possibly can’t actually ‘set it and overlook it’ like another industries.”
He provides that, since these candidates are always looking completely different queries, remarketing campaigns can carry out reasonably effectively.
It’s key to needless to say somebody searching for work is almost definitely prepared to enroll instantly, generally on the primary click on or after wanting round for just a few days.
Nonetheless, the “gross sales cycle” is way shorter than an organization seeking to make investments $10,000 or extra a 12 months for a SaaS product, for instance.
PPC advert methods to assist recruitment companies entice new purchasers
Most recruitment firms have two audiences: new purchasers and job seekers.
Most certainly, the methods you utilize to draw new purchasers in your recruitment agency and to seek out new expertise in your purchasers received’t be the identical.
As a recruitment skilled, you already know the most effective methods for locating the correct expertise in your purchasers.
However while you’re seeking to land new purchasers in your recruitment agency, a paid search company can do wonders that will help you create a focused PPC marketing campaign.
Listed here are some high-level PPC methods for recruitment companies that may allow you to seize extra purchasers and enhance your ROAS.
1. Establish your goal personas
The very first thing to do to create a profitable PPC marketing campaign is to outline your goal persona.
With out realizing precisely who your goal shopper is, you threat promoting to the fallacious crowd and losing your advert finances.
To create the perfect persona in your goal shopper, ask your self and/or your group the next questions:
- What’s the kind of group (e.g., small to mid-sized companies or enterprise employer manufacturers) you might be suited to serve?
- Which industries do your ultimate purchasers sometimes belong to?
- What are your purchasers’ main ache factors in terms of hiring expertise?
- Which candidate varieties do they sometimes search for?
- What are their hiring insurance policies?
- How acquainted is your viewers with recruiting companies?
- What sorts of issues is your viewers trying to find when they should rent expertise?
- What are their present practices?
- How a lot cash are they spending on recruiting?
After you have the solutions to those questions, you’ll have the knowledge you must create a nuanced marketing campaign that targets solely the correct viewers.
You possibly can then use your goal shopper persona to jot down wonderful advert copy, phase your viewers correctly, bid on the correct key phrases (and exclude the fallacious key phrases), and finally create a changing PPC marketing campaign.
Creating a powerful persona will make a distinction in how a lot you spend on lead technology and the way you maximize your ROAS.
Categorize your viewers’s ache factors into distinct downside areas. (Picture: Unsplash)
2. Use business ache factors to tell advert copy
What good is a PPC advert provide if it fully misses the purpose of what your prospects need?
Creating PPC advertisements round misdiagnosed shopper ache factors — or leaving the ache level out altogether — is without doubt one of the commonest PPC errors and a surefire method to waste your finances.
It’s important to have a relentless pulse on business ache factors to create an efficient advert. Listed here are some methods to seek out this info:
- Spend time in on-line communities
- Ship out surveys to previous and present purchasers
- Sit in on pitch conferences and interviews
- Take a look at the ache factors your competitors are focusing on
- Have casual conversations together with your prospects
- Scour the social media websites the place your viewers hangs out (LinkedIn, Instagram, Fb, and many others.)
When you’ve recognized the ache factors (e.g., trimming recruitment prices, lowering the lead time on positions being stuffed, and many others.), you should use them to jot down robust advert copy.
Recruitment firm search advert examples
I googled the extremely aggressive key phrase “recruitment agency in Philadelphia.”
Under is a have a look at a few the highest PPC advert listings for example to see how they do or don’t goal potential ache factors.
“Avoiding generic search phrases like ‘recruitment company’ or ‘freelance employer’ will assist to stay environment friendly,” says Monroe. “Nonetheless, having these as a low finances or top-of-funnel sort method might be useful.”
One other PPC advert beneath this key phrase addresses ache factors with copy that highlights getting it proper “the primary time.”
Cheatsheet: Categorize your viewers’s ache factors into distinct downside areas. Then, write an advert that targets every of these ache factors accordingly. Listed here are some widespread examples you should use as a place to begin:
- Monetary: How a lot will your prospects save by hiring your agency?
- Productiveness: Why wouldn’t it be environment friendly to rent you?
- Assist: What sort of assist would you be capable of present their firm?
- Course of: What processes do you’ve in place that assist pace up the method and lower your expenses?
3. Spotlight the worth your recruitment firm brings
When you nail down goal personas and perceive viewers ache factors, create a proposal in your paid search advert that’s unattainable to refuse.
We talked about how one can converse to ache factors, however there’s rather more that goes into creating a proposal that incentivizes clicks.
Listed here are some extra golden nuggets you may embrace in your advert copy:
- Concentrate on what the purchasers would get out of the deal. Would they save prices by hiring you? Would you narrow down the time it takes to rent expertise? Do you’ve entry to the correct candidates?
- Add in stats and numbers. You possibly can embrace quantifiable numbers that encourage purchasers to go together with your agency. For instance, it can save you 3-4 weeks to find the correct candidate.
- Add social proof. Spotlight shopper testimonials or listing the names of your standard purchasers in your touchdown pages.
- Use high-converting phrases. Some phrases are extra highly effective than others. When operating a recruitment advertising technique, you may goal key phrases like save, outperform, win, prime, and greatest.
- Write your distinctive promoting proposition (USP). You possibly can write about your quick hiring course of, what number of years of business expertise you’ve, whether or not you’ve entry to a big pool of expertise, and the way you’ve a greater understanding of the market. Right here’s instance of an advert that exhibits distinctive advantages, from healthcare staffing agency CareRev.
- Double down on key phrases. Should you’re focusing on location as a key phrase, then you should use the key phrase within the title and the textual content to readdress how one can assist rent expertise from these areas.
4. Ensure that your touchdown web page matches your persona and advert copy
Booya, your goal prospect has clicked in your advert and also you’re in your method to capturing a brand new lead.
The subsequent step in making a killer PPC marketing campaign in your recruitment firm is to knock the touchdown web page out of the park.
First, ensure that touchdown pages have the identical gives as your advert copy and because the key phrase you bid on.
Should you mentioned you had been a “clerical recruiting company” in your advert, then your touchdown web page ought to be constructed round your clerical recruiting companies. It could sound easy, however we’ve seen too many companies that serve up an inconsistent ad-to-LP expertise.
Extra methods to create eye-grabbing touchdown pages in your PPC marketing campaign:
- Spotlight your worth. Embody social proof, metrics, and your distinctive promoting proposition (USP) in your touchdown web page. CareRev does job of this too. Whenever you click on by way of to their advert, you’ll not solely be capable of schedule a gathering with a recruiter, however you can too learn how CareRev saves well being organizations hundreds of thousands.
- Add in a micro case examine. Should you can present the way you helped one other firm discover the expertise they wanted inside a sure period of time, then do it. Together with case research and information in your touchdown pages is a good way to lend credibility to your companies.
- Don’t be afraid to get granular. “Keep away from being too all-encompassing together with your campaigns and advert teams,” Monroe suggests. “Getting extra granular will help you spend your finances, time, and power the place it makes essentially the most sense and influence.”
- Embody robust visuals. The design and pictures in your touchdown web page matter. Your design ought to complement the CTA. Each the CareRev and Blackcrow AI touchdown pages above do job with the design.
- Nail the headline. The headline could make or break your probabilities of capturing a lead. According to CopyBlogger, solely 20% of individuals learn your complete touchdown web page, whereas 80% of individuals learn your headline. Let that sink in.
- Scale back web site loading time. If the web site load time is just too lengthy, your prospects will bounce out of the web page. Then, you’re paying for the clicking however not getting a lead.
- Write one clear name to motion (CTA). Personalize your CTA. HubSpot analyzed 330,000 CTAs to seek out out personalised CTAs convert 202% extra. Forgo generic copy like “click on right here” and change it with extra personalised CTAs and even “good” CTAs that serve up distinctive phrases based mostly on who’s viewing the web page.
5. Geo-target your advertisements
When focusing on, suppose exterior of the job description and job title.
Geo-targeting is without doubt one of the best-kept secrets and techniques in paid search promoting. Okay, it won’t be a secret — however it may be extremely strategic should you do it proper.
With just a little bit of additional analysis on the place many firms in your area of interest are situated, you may geo-target your advertisements to areas the place many firms want recruiting assist. This technique will scale back your advert spending.
For instance, in case you are a recruiting firm that works for large expertise companies, then it is smart to create geo-targeted advertisements for areas like Silicon Valley, Austin, and Lehi, Utah.
There are lots of of big tech firms in these areas, and they’re at all times searching for new expertise. And anybody in these areas who wants assist with recruiting will begin their search with a time period like “recruitment firm in Austin.”
General, geo-targeting advertisements present the next advantages:
- Seize extra related leads sooner
- Enhance click-through-rates
- Save your finances by focusing on essentially the most related viewers
Don’t overlook that you simply additionally must create separate touchdown pages for various niches and completely different geo-locations.
The very last thing you wish to do is create an advert for “recruitment companies in Austin,” and have your advert hyperlink to a touchdown web page that’s all about recruiting for firms in Silicon Valley. It’s occurred earlier than. Don’t let it occur to you.
Take a look at, analyze, and optimize
Making a high-performing PPC advert isn’t a one-and-done course of. To get essentially the most out of your PPC advert spend, you additionally must get your palms soiled. In different phrases, you could take a look at your advertisements, analyze the outcomes of various advertisements, and optimize advert campaigns for improved efficiency.
6. A/B take a look at your advertisements
It’s simple to jot down one model of your advert copy, create one touchdown web page, after which go away it at that.
However, fact be instructed, you don’t understand how an advert will resonate together with your audience. Taking a completely completely different method might find yourself bringing in higher leads.
As such, it’s important to check all the pieces in your advertisements to seek out out what works greatest. Take into account A/B testing the next:
- Type placement
- Headline
- Key phrases
- Design
- Structure
- CTA buttons
- Advert copy
- Consumer expertise (UX)
As you proceed testing completely different variations of your PPC advertisements, you received’t be guessing what you suppose will carry out.
As an alternative, you’ll be capable of make data-driven choices about learn how to make your advertisements convert at larger charges.
7. Analyze your outcomes
This stat might shock you: nearly three-fourths of companies don’t have a look at advert campaigns in a month’s time. (Be trustworthy. Are you one in every of these firms?)
If most firms aren’t taking a look at their advert campaigns, it additionally means they’re not taking a look at how their advertisements carry out. Whereas it is a horrible advertising technique, it does symbolize a superb alternative in your recruitment firm.
Should you maintain an in depth eye on the outcomes you get/don’t get out of your campaigns, you may make tweaks to your campaigns as you go that may allow you to beat out your opponents.
Listed here are some instruments you should use to trace your campaigns:
- Heatmapping: Warmth maps present you the place guests are spending nearly all of their time in your touchdown web page. This exhibits you the “sizzling areas,” or areas of your web site that buyers take pleasure in. You need to use these warmth maps for conversion charge optimization.
- Google Analytics: Dive into Google Analytics, particularly key phrase conversion charges with key phrase visitors charges, to get a greater understanding of what key phrase adjustments you must make.
- Quality Score: High quality Rating offers you perception into your anticipated CTR, how guests just like the touchdown web page expertise, and the way related your key phrase is to its advert group. Consider this metric to find out how you must enhance your marketing campaign.
8. Optimize your advert campaigns
When you get into the behavior of A/B testing your recruitment firm advertisements and reviewing your outcomes, you may implement a method to optimize your campaigns for improved outcomes.
When optimizing:
- Replace your key phrase listing on Google Advertisements, Bing, and some other platforms you utilize
- Re-write advert copy to carry out higher
- Embody social proof from current prospects larger up on the web page
- Replicate outcomes from A/B exams which have labored effectively
- Create localized touchdown pages for something that’s too generic
- Enhance web site loading pace
The takeaway
Whereas the methods above will allow you to make an efficient PPC advertising marketing campaign in your recruitment firm, the reality is that creating a very terrific PPC marketing campaign goes far past a guidelines.
What’s extra, with all the pieces you’ve in your plate, it’s simple to let monitoring your PPC recruitment campaigns fall by the wayside.
We’re right here for you – no, actually. All of our paid search and search engine optimization digital advertising professionals are senior-level specialists.
Due to that, you may really feel assured having our professional advertising group take the lead and allow you to handle your paid search campaigns so you will get the outcomes you deserve and spend extra time on all of your different duties at hand.
This text has been up to date and was initially printed in November 2022.
