By Erin Helms
Using Google search PPC campaigns for recruiting?
Congratulations – you’ve made a great choice! Google pay-per-click (PPC) advertising is a powerful tool to reach candidates with your digital messaging.
But could you be doing more to maximize your reach – and your conversions?
There are dozens of ways you can reach candidates with your digital message using pay-per-click (PPC) advertising that go beyond a search campaign on Google. Here are a few more ways you can reach your candidates using pay-per-click advertising that you may not have been aware of.
Facebook Lead Generation
Hopefully, you have a solid social media presence on Facebook and are sharing engaging content consistently. With Facebook lead generation ads, you can boost your audience engagement even further by delivering a “quick apply” form straight to their newsfeed.
You have the ability to target members in your ATS list, re-engage with users who have Liked your page, or deliver these ads to a lookalike audience who might also be interested in your jobs.
What we love about Facebook Lead Generation ads is that they streamline the application process for candidates. A shorter process means a better chance of collecting the application and fewer user drop-offs.
Google Map Ads
Looking to bring more foot traffic to your location? If you want your job seekers to search for jobs and apply in person at your branch’s kiosk, then map ads might be a great option for you.
With map ads, your advertised location can show up as a promoted pin on the map with your logo. If you have a lot of local competitors, your listing won’t get lost in the noise because a promoted listing stands out. Google Map Ads encourage user engagement by offering actions like calling your business or getting driving directions, to name a few. These ads do require that you have a Google My Business page (GMB) to get started, but setting one up is easy if you haven’t already created one.
What we love about Google Map ads is the ability to engage with users who are ready to apply in person. It increases your online visibility, helps you stand out, and encourages action.
These days people use YouTube for entertainment and to learn how to do just about everything. It’s no surprise that YouTube is the second largest search engine behind Google search. Since YouTube is powered by Google, we have very similar targeting methods for reaching those hard-to-find candidates you’re seeking.
With YouTube, you can tell your story with engaging video and put your message in front of users as they are watching tutorials or shows. There are different types of YouTube ads, the most common being the ones you can “skip”. With a Skippable in-stream ad, your message plays before, during, or after other videos. The best strategy is to use a strong message in the first moments before the user can “skip” your ad.
What we love about YouTube ads is that you gain “free airtime” in those initial moments before the user can “skip” your ad. So even if the user doesn’t click through to your website, or watch the entire video ad, you are still able to broadcast your message.
Bing Audience Ads
Did you know that Bing has its own version of “display” (graphic) ads? Microsoft Bing has Audience ads with targeting that is similar to Google. Like Google, Bing has curated lists of users who have shown intent based on their online actions.
Audience Ads are a great way to:
- Influence users who are in the market to buy (or in our case, apply).
- Reach users who are specifically looking for an accounting job, clerical, and even an executive/management position.
- Target users who have shown intent for seasonal and temporary work or need resume help, as well as users who have visited other job listing sites.
What we love about Bing’s Audience ads is that the Microsoft-Bing network is IAS-certified Brand Safe, and you can get your message seen on premium sites like Fox, CBS, Outlook.com, and more. Plus, these digital billboard ads are reaching an untapped audience that Google can’t!
Are You Looking to Expand Your Reach With Pay-Per-Click Advertising?
Haley Marketing’s PPC team would love to chat; reach out today to discuss your need for quality talent.
COATS Staffing Software partners with Haley Marketing to provide online applications and career portal solutions that link directly to your own website. Automatically deliver your job openings to more than a dozen aggregators and make the search and onboarding process easy.