Google Ads can be a useful way for recruitment agencies to receive job applications and B2B enquiries. With that being said, it’s easy for recruitment agencies to waste a lot of marketing budget on clicks that don’t convert into business.
Fortunately, we’ve had plenty of experience managing PPC accounts for recruitment agencies so understand what it takes to get the best return on investment from your PPC ad spend.
In this post we look at seven actionable tips that ensure you cut away wasted spend, save money and generate more high-quality leads.
We also offer a FREE PPC Account Review for recruitment agencies.
Tip 1 – Account Structure
Good account structure in Google Ads help significantly when it comes to regular management and optimisation. We recommend having your campaigns and ad groups clearly labelled for quick navigation and understanding when comparing analytics.
For example, if you have a campaign targeting a specific job industry, make sure the campaign name is clear and the ad groups are labelled based on keyword match type:
Clearly labelled campaigns will help you quickly identify campaigns that you want to tweak, or even pause if you have filled job positions for that specific industry.
Tip 2 – Split Ad Groups by Keyword Match Type
As covered briefly in Tip 1, having your ad groups labelled by match type will help not only from an organisation point of view but also from a bidding perspective.
After creating a set of campaigns, you want to utilise the keyword match types provided by Google Ads to show for specific user searches that will generate more conversions.
There are four keyword match types currently available within Google Ads:
[Exact Match] – Exact match of the term or close variants.
“Phrase Match” – The exact phrase with any other text before or after.
+Broad +Match +Modified – These keywords can be used in any order and can contain other words.
Broad Match – This will trigger misspellings, synonyms and related searches.
Consider the match types as levels of confidence – you should be more confident in the exact match keywords you’re using, and less confident in phrase and broad match keywords.
Top Tip – Adjust your keywords bids based on how much ‘confidence’ you hold in each keyword. For example, you could bid higher on exact match keywords then reduce the bids for your phrase and broad match keywords.
We recommend using broad match modified and exact match keywords for recruitment agencies – this will ultimately help you reduce wasted spend on irrelevant searches that the broad and phrase match keywords would generate. Generally speaking, you will also be able to cover a wide variety of relevant searches by just using broad match modified and exact match keywords.
Tip 3 – Location Targeting
Location targeting in Google Ads is a basic, yet very useful tool. It allows you to not only choose where you want your ads to show but allows you to see analytics for each location so you can optimise each individual campaign.
Recruitment agencies should take full advantage of this setting within Google Ads. It can be particularly useful if you have job positions available in specific locations and want to target your ads to local residents. Alternatively, if you wish to target nationally, or even internationally, you can.
Tip 4 – Expanded Text Ads & Ad Extensions
Google ads can vary in size depending on their placement in search results. Here is an example of both a small and large search ad for two different recruitment agencies:
Small recruitment agency search ad:
Large recruitment agency search ad:
As you can imagine, the larger your ads are the more visibility you have in search results – this will result in more clicks.
To achieve the most visibility in search results, use expanded text ads and a range of ad extensions.
Expanded text ads allow you to have up to three headlines and two 90-character descriptions, compared to the 2 headlines and one 90-character description that standard search ads offer.
Top tip – Offer an incentive in your ad headline (e.g. ‘Apply To Your Dream Job Now’)
Ultimately, your ad headlines give you an opportunity to showcase your USP (Unique Selling Points) and why a user should visit your website over other recruitment agencies.
Google Ads gives you the ability to add a range of manual ad extensions however for recruitment agencies we recommend using the sitelink and call extensions in particular.
Sitelink extensions can be used to encourage the user to visit multiple pages on your website, not just your ad’s landing page. We’ve found this extension to be useful when showcasing the different job sectors that an agency has listings for. For example, if you have job listings for the retail industry, you could create this as a sitelink to attract potential applicants.
Sitelink extensions on recruitment agency search ad:
Call extensions add a small phone icon to your ads (mobile devices only). This offers the user the ability to contact you quickly without having to first visit your website. It may not be a suitable solution for all users, but it’s worth having in place just in case.
Mobile call extension on recruitment agency search ad (in mobile search results):
Tip 5 – Conversion Tracking
Conversion tracking is a vital part of any Google Ads campaign. It allows you to see which keywords convert which makes it easier when optimising your account.
Tracking can be set up relatively easily too – either through Google Ads or Google Tag Manager.
For precise conversion tracking that is easily editable, we recommend using Google Tag Manager to setup conversion tags. You can then create ‘Goals’ in Google Analytics with the same variables as the tags you’ve set up in Google Tag Manager – this will allow conversion data to show in Google Analytics. Once you’ve created your Goals in Google Analytics, simply link your Google Analytics account to your Google Ads account and you’re all set!
Conversion data in Google Ads enables easy optimisation – you can easily see which areas of your campaigns are working and allocate budget accordingly.
Tip 6 – User-Friendly Landing Pages
When a user lands on your website, they need to feel encouraged to convert. There are a few basic things you can include on your landing pages to achieve more conversions:
Your landing pages need to have clear headlines that relate to the page content and your PPC ads. For example, if you are running ads for current Finance job positions in London, your landing page would need to have a relatable headline (e.g. ‘Finance Jobs in London’). This will help from a Google Ads Quality Score perspective, as well as an SEO keyword point of view.
Detailed Contact Form
Having a basic contact form in place on your landing pages is a necessity, but a more detailed contact form is extremely useful to have for recruitment agencies.
This form from Robert Half is a good example:
A recruitment agency can’t succeed without filling job positions, right?
Having job listings on your landing pages is vital. A small section dedicated to your job listings is an easy way to provide visibility to the current job positions you have available. You don’t need to include much info to begin with either, just a simple job title, salary, location and one-line description will do. If a user is interested, they can then click-through on a job listing and view more information.
Multiple clear Call-to-actions provide the user with different reasons to convert. Recruitment agencies have plenty of call-to-actions at their disposable too – here are some ideas:
‘Apply Now’ – Useful for attracting job applications.
‘Upload CV’ – Useful for attracting job applications and being able to contact individuals for future positions.
‘Create Job Alert’ – Useful for filling job positions quickly in the future.
‘Send Your Vacancy’ – Useful for businesses looking to fill new positions.
Don’t forget, it’s also important to have ‘Get in touch’ call-to-actions for general user contact.
Testimonials are a great way to fill the user with confidence in your services and provide insight into the satisfaction of previous customers/clients. For best practise, aim to have a least 3 testimonials on your landing page.
Industries You Cover
Most recruitment agencies only work in specific industries. On your landing page, dedicate a small section to the industries that you operate in – this can help a user easily navigate.
Enhance your PPC results today!
Follow these tips and we guarantee you will save money and increase results from your Google Ads. Want to find out more about how you can improve your PPC account? Request a FREE PPC Account Review.