Who wouldn't want to slash the cost
of online recruitment?
You'd be impressed by how much you can do just that with Google AdWords.
When Google AdWords is used well,
you can...
·
attract qualified
candidates so much sooner
·
build talent pools quicker
and develop candidate pipelines
·
reduce time to hire,
meaning fewer operational pressures on your business
·
decrease cost per hire for
greater profitability
·
manage PPC campaigns on a
cost per acquisition basis
·
advertise in targeted
geographical locations to minimise irrelevant candidates
Google AdWords allows you to be
precise with how and when you spend your online recruitment budget. You can
target only the most relevant candidates and spend less time sifting through
unsuitable applications.
It all starts with a simple keyword
tool, which you can easily use to see who is searching for vacancies like
yours, as well as the exact keywords they use. The 'Local monthly searches'
column shows how often a certain key phrase was used to search Google last month. This gives you a
sense of the demand for your vacancy.
Here are the things that you should
consider in boosting your online recruitment with Google AdWords...
1. What candidates search for in
Google
How do candidates search, and what
keywords are they likely to use? What is the 'type' of hire that interests you?
How may a candidate abbreviate their search or use locations in search queries?
Could you target candidates seeking roles at your competitors?
2. Creating a compelling advert
Don't just write any old PPC ad text
- treat it as seriously as if you were advertising in a national newspaper.
Remember that by 'split testing' adverts - running different ads in parallel -
you can see which results in more clicks and will therefore be seen as more
relevant by Google, which can help you even more.
3. The influence of Google Quality
Score (GQS)
Google loves relevance in PPC
campaigns as much as it does in organic search results - so try to make yours
precise and engaging. The better your Google Quality Score, the higher the
position Google will give to your ad. This allows you to rank higher than your
competitors who are paying more.
4. Relevance, relevance and
relevance
Relevance is important with Google
AdWords, in case you haven't noticed. Constantly review your campaigns and look
at how you can improve their structure. Ensure the most relevant possible
landing page for a better candidate experience - not your homepage, in other
words - and make full use of conversion tracking. Never stop testing and
measuring.
Do all of these things, and Google
AdWords can give you consistently better and cheaper results from your online
recruitment.
Editor’s Note: Webrecruit
(http://www.webrecruit.co.uk) are represented by the search engine advertising and
digital marketing specialists Jumping Spider Media. Email: info@jumpingspidermedia.co.uk
or call: +44
(0)20 3070 1959 / +34
952 783 637.
No comments:
Post a Comment