Using Google Ads for recruitment has ample benefits. You can appear at the top of Google and reach the right people at the right time. If you’re thinking about using Google Ads for recruitment, don’t know anything about it, or you’re intrigued to know more. Here are some reasons why we believe Google Ads is a great tool for recruitment advertising.
Beat the competition
Many people don’t consider using Google Ads for recruitment purposes, thinking that they could never compete with the big jobsites such as indeed.com and reed.co.uk, but they’d be wrong. In a recent recruitment Google Ads campaign we did for Bluebird care, their average search position was 2nd, which was 0.5 higher than Indeed’s average, 0.7 higher than TotalJobs, 1.2 higher than Reed, and a staggering 1.9 higher than Gumtree for other local job searches. With the right keyword planning and the right targeting options, it can be easy to beat the big job sites with Google Ads, so this is not something to be put off by.
Appear above Google Jobs
Not only can you compete with major job sites but your advert can also appear above Google Jobs, ensuring that your ad is seen by the right people at the right time. If you don’t know what Google Jobs is, it’s essentially a (newish) Google search function that pulls information from different sites to make it easy for people to find new roles. There are a range of functions and it’s free for people to use. Google Jobs appears when people enter search queries related to job searches such as ‘care assistant jobs’ ‘English teacher roles’. This will usually be right at the top of the results page, unless of course, the search query has triggered an advert. Below is an example of Google Jobs appearing underneath an advertisement. The huge benefit that this advert has is that it is the absolute first thing that the user sees. It is also worth noting that, in order to find this example, we searched over 15 different job titles before an advertisement came up. This means that there is plenty of opportunities for people to get that top space for their recruitment advertisements.
Pay-per-click Google Ads
Whilst placing above top job sites and Google Jobs is extremely beneficial, the Google Ads costing model is also extremely effective. The most common costing model is PPC (pay-per-click). With a PPC campaign, you only pay when somebody clicks on your advert. So, should all the information in your advert be useful and correct, you will only pay when the advert is relevant to the user (that’s the aim anyway!). This, therefore, often results in a much cheaper cost-per-hire result. This pricing model, and many of the other benefits of Google Ads, are also true for social media advertising (particularly Facebook and Instagram).
Reach different audiences
Another benefit is that you can reach a different audience that perhaps haven’t looked at traditional job sites. This is particularly useful for jobs that don’t always appear on job sites too, for example, caretaker roles and other similar roles. Plus, you are capturing your audience at the perfect time – whilst they are currently job searching. Other online advertising can target demographics, behaviours, and interests, but Google Ads uses the search query to identify the who the right people are for your advert. The keyword planner on Google Ads is a great way of figuring out what people might be searching for too, make sure you use it!
Another benefit that posting your jobs on Google Ads has over traditional job sites is that you can change what your advert looks like. The text format obviously has restrictions, but you can write whatever you’d like in your ad to get people to click through to your job posting. This is unlike many job posting sites where you have required fields to fill out and every advert looks the same. Plus, you can drive traffic directly to your website where all the job information is and control what they see. To stay with the nursing results example, this advert uses something called ‘callouts’ to highlight some of the main benefits like a ‘cycle to work scheme’ to entice people to look at the job role.
As you can see, using Google Ads for recruitment might just be the best thing for you. Obviously, there is no ‘one size fits all’ to recruitment advertising and often there are other platforms that may be just as if not more beneficial to your recruitment process. However, for many hard-to-recruit roles and niche markets, Google Ads could change the way you look at your recruitment advertising!