How to Run Recruitment Ads on Google?

Today, most people search for jobs online. If you are an employer looking for talented candidates to fill out vacant positions, advertising the vacancies through Google Ads can help you get what you want quickly. 

While there are other ways to advertise job postings, they don’t get you the results as fast as Google Ads or PPC. This is because, with a PPC campaign, your ads appear to people actively searching for a job. This increases the likelihood of them clicking on your ad, landing on your website, and inquiring about the role further. 

Let’s find out all about using Google Ads to attract qualified candidates.

What is Google Ads for Recruitment?

Google Ads is the advertising medium provided by Google for all types of businesses. They can use this platform to place sponsored ads within Google’s search engine result pages (SERPs) and all other sites and apps in Google’s network. 

What makes Google Ads so powerful is that they put your advertisement in front of millions of people looking for jobs. As an advertiser, you must ensure that your ad contains the keywords that your target candidate pool uses to find jobs. Your ads appear as sponsored posts on the very top of the SERPs and other sites and apps, depending on the type of ad you are using. Every time someone clicks on your ad, you need to pay a certain amount (cost per click).

Many recruiting agencies and employers think that sponsored posts don’t receive a click. However, this is a wrong assumption. Google Ads for job postings receive a greater number of clicks than organic search results. This is because they are fully visible to the searcher (being at the top of SERPs), and can be targeted well because of the presence of the right keywords and ad copy.

However, to enable your ad to get the top position on SERPs, you must set up and structure your ad campaigns optimally. Your ad must have the relevant keywords, an engaging ad copy, and a strong CTA to attract applicants. 

Why Use Google Ads to Advertise Job Postings?

Google Ads helps you fill up vacant positions with the right talent quickly. Here are some key reasons to use it for advertising job postings.

• Enhances your brand’s visibility: Ads regarding your vacancies appear at the top of the search engine results on Google. They also appear on various sites and apps in Google’s network. All of this increases your brand’s exposure, thereby enhancing your visibility.
• Quick results: PPC campaigns bring quick results. Unlike organic SEO and word-of-mouth advertising, which can take up to weeks or months to help you find the right candidate, PPC puts you directly in front of qualified applicants. You can adjust the campaign settings so your ad appears to those searching for jobs at precisely the time when they are most active. Thus, it helps you fill the vacancies with qualified candidates quickly. 
• Better targeting: Google Ads gives you all the tools to target the right people. You can refine your campaign based on specific demographics, keywords, location, and more. It ensures that your ads get clicks by interested candidates.
• Efficient and fast advertising platform: PPC is a fast and efficient form of advertising. Other marketing techniques, like organic SEO, take a long time to yield results because it is dependent on several factors. This is not the case with PPC, as you can get results as soon as your ad appears on the SERPs.

How to Run Google Ads for Recruitment Ad Campaign?

In the sections below, we will give you the stepwise procedure for running Search ads and Display ads for job postings on Google.

1. How to Run Job Posting Ads on Google Search Ads?

Follow this procedure of creating and running recruitment ads on Google Search ads.

• Go to ads.google.com and create a Google Ads account.

• Create a new campaign to run Google Search ads. To do so, choose the ‘Search Network as the campaign type.

• Now, select your campaign goal.
• Choose the locations where you want the ads to appear.

• Select the keywords your target candidate base will use to search for jobs. 
• Include negative keywords to ensure that your ad does not appear for irrelevant search terms.
• Create your ads by writing a compelling ad copy. Ensure to include a call to action. 
• Optimize your ad’s landing page.
• Decide on your budget. 

• Launch the campaign.

2. How to Run Job Posting Ads on Google Display Ads?

The steps involved in running recruitment ads on Google Display ads are similar to those in Search ads. Here’s the stepwise procedure to follow.

• Visit ads.google.com and set up your ads account.
• Create a new campaign and select ‘Display Network’ ads as the campaign type.

• Choose your campaign goal.
• Select relevant keywords for your job role(s).
• Choose demographics and interests that match your target candidates.
• Select specific apps or websites where your ads will appear.
• Target users who have previously shown interest in your ad but couldn’t take action.
• Create ads. You can opt for responsive Display ads that automatically adjust to various screen sizes and ad spaces. Here, you create different combinations of headings and ad copies, and Google automatically creates a combination that performs the best.
• You can also choose image ads. These are visually engaging ads with one image and a powerful ad copy.
• Allocate a budget towards the PPC campaign.
• Launch the campaign.

Restrictions on Targeted Employment Ads in the US

To ensure non-discrimination in employment opportunities, employers in the US cannot target candidates based on certain factors. These include:

• Gender
• Age
• Parental status
• Marital status
• Location ‘

This restriction applies to ads related to job postings, recruitment websites, and job listing websites. An exception to this rule is possible only if any of the factors above are directly related to the job requirements. 

Strategies to Run Google Ads for Recruitment Ad Campaign

Now you know about setting up and launching an ad campaign for job postings. Let’s go over some of the best strategies and important steps to run the campaign successfully. 

1. Build a List of Search Terms

Building a list of search terms directly impacts the success of your campaign. It determines who will see your ads. Think about your target candidates. How will they search to find jobs? For example, those actively looking for web design jobs will likely enter search terms like ‘web design jobs Seattle.’ 

On the other hand, those with passive search intent will enter something related to finding information on a specific part of designing. Some examples include ‘how to test responsive web design?’ If you target active job seekers, you must include a link in your ad that sends them directly to the application portal. 

Once you know the type of candidates you need to target, it’s time to create an effective list of keywords that will help you reach those candidates. The best tool for this is the Google Keyword Planner, which is available to everyone with an ads account. It will show you the keywords your target candidate population is searching for, their monthly search volume, bid amount, and competition. 

2. Use Different Keyword Match Types

Candidates search for available job postings in many ways. Based on their search pattern, Google will make your ads appear. There are three keyword match types through which you can show your ads to potential candidates. These include the following:

• Broad Match: If you use broad match type keywords, your ads will appear not only not just for your exact keyword, but also for its possible variations. For example, if your keyword is ‘software development jobs,’ your ads will also appear for those searching for ‘types of software development jobs.’ It’s important to be careful while using these keywords because sometimes they may show your ads to those who aren’t actively looking for a job but just want information related to them.
• Phrase Match: With phrase match keywords, your keyword phrase shows in the exact order specified by you. For example, if your phrase match keyword is ‘website design jobs,’ your ad will also be shown for searches like ‘website design jobs near me’ or ‘website design jobs in my city.’Phrase-match keywords give you greater control over the searches for which you want your ad to appear.
• Exact Match: Exact match keywords show your ads to searchers who type the exact words or phrases on Google that are present in your ads. These types of keywords eliminate ad spending, wasted on irrelevant searches. They are ideal for those who want to increase ad clicks and conversions.

Read Also:- How To Add Keywords To Google Ads?

3. Allocate Your Recruitment Budget to Google Ads

Now, you need to decide how much of your recruitment budget can you devote to Google Ads. Budget can be a sensitive topic. So, the best way to go about it would be to start with a test campaign. Use the Google Keyword Planner to see successful bid ranges for your target keywords. Set your budget accordingly. 

One of the common challenges encountered by companies running recruitment ad campaigns is keeping the cost-per-click (CPC) low. The reason behind this is the usage of more popular and competitive keywords in the ads. These keywords have a higher CPC than less popular ones. So, if the majority of your keywords fall in this category, you’ll notice your budget draining quickly without getting a desirable return. 

To avoid wasting your budget, focus on less popular, long-tail keywords. It’s also recommended to use exact-match keywords instead of broad-match ones to allow your ads to appear for relevant searches. 

Read Also:- How to Set Manual CPC in Google Ads?

4. Create an Ad Copy

The next step is creating an ad copy. It is important to use clear and compelling language that attracts the attention of potential candidates. At the same time, you must stay within the character count limits. Here are some useful tips to consider. 

• Write the ad copy clearly and concisely. The message you want to convey should be fully clear to the searcher. It should have relevant keywords. But do not stuff in as many keywords as possible. An ad copy filled with keywords cannot convey the intended message clearly.
• Put your job’s employee value proposition in the copy. It means that your copy should have something about the job that attracts prospective candidates. An example can be ‘Web Design Jobs – Flexible Hours – Work from Home.’
• Include a strong call to action to encourage the viewer to apply. Even if your ad copy interests them, they’ll be unable to take further steps if there’s no call to action. A CTA best practice is to use an action verb paired with a time constraint. For example: ‘Apply Today’ or ‘Join Our Team Now.’

5. Optimize Landing Pages for Your Ads

If you truly want to succeed with Google Ads, paying attention to landing pages is crucial. While they aren’t immediately visible to the searcher, once they click the ad, they are directed to the specific landing page of that ad. How you structure your landing page determines whether the prospect will take further action or not. Their behavior on the landing page is also recorded by Google to determine the value of your ad and whether to keep showing it at the top position on the SERPs or not.

Both Google and your prospective candidate read the text on the landing page. So, you must ensure it fully aligns with the searcher’s needs. Here are some best strategies to optimize your landing pages.

• The landing page text should clearly communicate to the prospect why they should consider applying for the job. This text should be present at the top of the page so the viewer notices it immediately upon visiting the page.
• The landing page should address the motivations and pain points of the prospect. For example, if you know the job offers a good salary, you can prominently communicate that aspect on the page. This will motivate the prospect to take action.
• Keep your paragraphs and lines short, and crisp, so that they are easy to understand. Long chunks of text only diminish the interest of the reader in applying for the job or inquiring about it.
• Put clear visuals related to the job posting. For example, you can put photos of your team members at work or some aspect of the company culture. This will create a strong impression on the minds of the viewers, who are likely to explore more.
• Finally, include a clear and strong call to action at various places throughout the landing page. They will enable interested prospects to take further action. 

6. Measure the Results and Optimize Your Campaign

Once your campaign is up and running, carefully monitor its performance through various metrics. Google Ads gives you full information about your ad’s performance through insightful reports. As such, you must keep an eye on metrics like impressions, click-through rate, conversion rate, impressions, and cost-per-lead to determine whether your campaign is going in the desired direction. Ultimately, you should be able to get more out of your ad spend.

Final Words

Google Ads can help you attract the right talent as well as improve your brand visibility. However, running a successful campaign requires a lot of planning, strategizing, and ongoing optimization. If you need help with any or all aspects of your PPC campaign for job postings, contact Website Pandas. As a full-service PPC agency, we can help you set up and run cost-effective yet outcome-driven campaigns from scratch. Our experts use their experience and skills to optimize your campaigns consistently so you keep getting the most return on your ad spend. Get started on your journey to finding the right talent by contacting us today.