Inexpensively targeting top talent has always been a struggle for staffing companies. What if you could cut through the noise of the digital age to target only the people looking for your job opening and only paid when they click on it? There is a way and it’s through pay-per-click advertising.
Pay per click advertising or PPC is a type of online advertising gaining traction in the staffing industry. A company looking to advertise open positions pays a fee each time a candidate clicks on a specific ad which takes them to that company’s website. While you may be paying for the click, it’s one of the best ways to improve your bottomline.
Pay per click is a hallmark of online advertising because it helps companies send candidates directly to the desired web pages, and it does so very quickly. If the landing page or the jobs they find there are attractive enough to the user, the ultimate goal is met. Job seekers information is obtained and if they’re the right fit, they’re placed in a position with one of your clients.
According to an article on moz.com, a leading SEO company, “paid search clicks convert, on average, at 1.5X the rate of organic clicks.” And while organic SEO continues to be the best way to achieve long term page ranking and visibility, it does take time. With PPC, you can get your company’s job advertisements on the first page search results for virtually any term within hours.
While this concept is easy enough to explain, to implement this digital advertising tactic effectively is more complex than you might think.
Common Mistakes in PPC
One of the most common mistakes, and easiest ways to waste money, is to cast too wide a net with overly general keywords. For instance, if you’re promoting a job for a locum tenens physician in Baltimore, Maryland and you’re PPC ad is set to be triggered by the keyword “Physician Job”, you’re going to get a ton of erroneous clicks from people that aren’t necessarily locum tenens and may not even be looking for jobs in Baltimore. This can result in high bounce rates, which in turn, will negatively affect your website’s overall SEO.
Because it costs money every time someone clicks on one of these adverts (whether they leave immediately or stick around to find out about your company) it makes financial sense to somehow pre-qualify those clickers. This ensures that the people clicking on your PPC ad stand a good chance of performing a value based action once they arrive on your webpage. This is called a conversion, and conversions can result in applications.
Another common mistake involves paying too much for poorly designed PPC advertisements. While a high bid can result in top ranking on search engines, and a high number of clicks, each one still cost you money whether the job seeker performs a conversion or not. Essentially, tons of passive candidates are clicking on your ad, but none of them are applying for jobs once on your website.
This can lead to wasting a ton of money on all the wrong traffic, and it can zero out your monthly advertising budget very quickly.
Epic Tactics of the Professional PPC
As with many aspects of life, experience counts for a lot. By running hundreds of PPC advertising campaigns, digital marketing professionals learn a ton about what to do and what not to do in the PPC world. This experience can save your company thousands.
Some key tactics for PPC success include:
- A properly curated list of negative keywords
- Setting specific geographic parameters
- Specific keywords and keyword phrases
- Ongoing bid maintenance to ensure cost effective spending
- A/B testing to optimize advertising content