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How to make the most of paid advertising

Written by Warren Davidson on 05 Jun 17
How to make the most of paid advertising
In a recruitment industry that’s becoming increasingly competitive, it’s becoming harder to make your job advertisements stand out, and appeal to candidates that are already being swamped in a sea of adverts and different messages. Whilst there are tactics that can be used to boost your online presence, such as SEO and social media, there is no guarantee that they’ll work quickly enough to get you an immediate flow of CVs and an instant return on your investment. 

This is where digital advertising can help. As opposed to owned or earned media, digital advertising allows marketers to increase their traffic and conversions relatively quickly, all while increasing their online reach, and the number of people who see your brand. Versatile and cheap, paid advertising is great for campaigns where you have an immediate requirement to fill quickly, or for supplementing your social and SEO efforts, but there are a few basics you need to know when it comes to advertising your recruitment website.

Target the right people

The best thing about using digital advertising is that it lets you be specific about who you target and how. Set your budget and target job seekers by location and job title should mean there is much less wastage vs more traditional forms of media. However, don’t forget that if you’re targeting job related terms on Google or employing job aggregators then that’s only reaching half of your potential audience. A good paid strategy needs to include some passive advertising media as well such a social media or display advertising. 

It’s cost-effective


Traditional marketing campaigns make hard to measure your return on investment. ‘How many responses did we get from that press advert?’ are words that you’ll regularly hear in a marketing department. Not so with digital advertising: with this, you can measure and track all the enquiries or CVs your campaign generates. Once you have the right tracking in place it’s easy to demonstrate the value and ascertain the results of what you’re advertising. You can even set a budget per day, so you know exactly how much you’re spending and where that money is going. 

The numbers can’t lie 


Digital advertising should provide you with excellent metrics. Though some advertising platforms require tracking pixels or even tracking code to be installed on your website, monitoring results and engagement becomes much easier once it’s done. But its not just advertising tracking that you need to have in place. Make sure you also have Google Analytics goals set up for applications registrations and to cover any other way a user can submit a CV. You might also want to set up Google Analytics goals for contact and send a brief. Google Analytics is a goldmine of marketing information that, when used correctly, can help you maximize your paid advertising campaign. 

It’s fast and simple

Unlike SEO, where the results of your careful content curation and link building over take weeks to bear fruit, paid advertising offers a simple- and instant- way to maximize your online visibility. It’s also relatively simple to monitor, as long as you keep track of which advertisements that you’re running, though, like SEO, it’s a good idea to get training once your paid advertising campaign really kicks off so you know how to make the most of it. 

It lets you target active and passive jobseekers

Whilst social media is excellent for targeting passive candidates, and SEO for targeting active jobseekers, paid advertising allows you to do both: by placing your job adverts in the right place and on the right sites you can not only catch the eye of active jobseekers but that of people who aren’t looking for a job, but are thinking about moving on. With the right advertisement at the right time, you could inspire them to make the change and apply to your jobs instead. 

Finally, be aware of the bounce rate. It will be higher than normal, particularly from job aggregators, but don’t be put off! Just keep an eye on it and keep on improving those adverts and landing pages. 

Want to make the most of digital advertising? Download our new ebook here to find out how. 
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