Our essential criteria to get your Google Ad shortlisted
In today's digital age, traditional methods of recruitment are no longer sufficient to attract the right talent for your organisation. To reach a wider pool of potential candidates and streamline the recruitment process, businesses are turning to online advertising platforms.
Among the most effective tools for talent acquisition is Google Ads. With its vast reach and targeting capabilities, Google Ads can be a game-changer when it comes to filling your job vacancies with the right candidates.
Recruiter: What's your biggest weakness?
Candidate: My biggest weakness is my problem with reality; sometimes, I can't say what's real and what isn't.
Recruiter: Okay, then what are your strengths?
Candidate: I'm Batman.
So, what is Google Ads?
Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It’s where your dreams of internet fame meet the harsh reality of advertising.
With Google Ads, you can be the puppet master behind the scenes, strategically placing your job advert in front of eager, hungry eyes.
You may already have a marketing team or external agency that manages your Google Ads to sell your service or product. But if like many, your marketing budget doesn’t stretch far, and you are left to fend for yourself, then here are our top tips for setting up some smashing recruitment ads!
Our essential criteria for successful recruitment ad campaigns:
1. Create employee personas
Employee personas are fictional representations of your employees based on data and research. Have a little read of LinkedIn’s recent article on why understanding these personas is key for employee and candidate experience.
Just like your customers, your employees are all different. They have different personalities, backgrounds, experiences, and expectations that influence how they behave and make decisions in the workplace. Personas help you understand your employees' needs, preferences, and motivations. This is going to help you for step two!
2. Identify and use the right keywords
Conduct keyword research to identify the terms and phrases that job seekers are likely to use when searching for positions similar to yours. Incorporate these keywords into your ad copy and landing pages for better visibility. Check out our other blogs about keywords for more advice!
3. Structuring your ad text
Craft engaging and concise ad copy that highlights the unique selling points of the job and your organisation. Use strong call-to-action phrases to encourage candidates to apply. Here’s the elements Google want you to think about:
Headlines
Your headline is the most prominent part of your ad, and it has a big impact on the first impression that your ad makes. Be sure to state what your business does, high light the role and key benefit you want to communicate.
Description lines
These two lines should give more detail about what you offer, or why your candidates should visit your website.
Final URL
The final URL refers to the page your site users will land on after clicking your ad - keep reading for more details on landing pages for your roles!
4. Improve your conversions with landing pages
A landing page is a standalone web page that a person "lands" on after clicking through from an email, ad, or other digital location. Every content strategy should include the use of landing pages to convert more traffic and increase conversions.
Ensure that the landing page candidates are directed to after clicking on your ad provides the right kind of information. Wild SEO can share a host of tips and support you with your next website development project!
Some desired criteria for your landing page:
Company culture
Job description
Benefits
Contact details
And key dates and deadlines
Mobile friendly
Clear ‘call to actions’
Clear and detailed application process
5. Track your progress and A/B test
Test different variations of your ads to identify the most effective messaging, imagery, and targeting strategies. Continuously optimise your campaigns based on the insights gained from A/B testing. This can be done through your Google Ad account and using Google Analytics.
Recruitment can be a challenging and long process, but with Google Ads, you have a secret weapon at your disposal, that works while you sleep! By strategically harnessing the power of this platform, you can attract top talent and enhance your employer brand. So, why settle for conventional methods when you can rock your recruitment game with Google Ads? Get started with Wild SEO Agency.