Google Advertising for Recruitment Agencies

Google ads are a pay-per-click service built on an ‘auction’ process. You set a budget (i.e. your ‘bid’), add all your targeting parameters (i.e. target search phrases, geographic location, demographics) and then launch the campaign. Google will then analyse your bid, look at what you’re trying to achieve, and check the quality of your ads themselves, to serve your message to the relevant people based on what you’re willing to spend. 

You’re then charged on a per-click basis, hence the term ‘pay-per-click’ advertising. In high-competition target keywords, the cost per click often goes up. In more niche areas, it often comes down. But competition is only one factor - ad quality and keyword relevance can also impact the performance of your ads. 

Google ads have the potential to be highly effective for Australian recruiters. Because they place your message alongside search intent - that is, people see your ads when they are browsing search results or content related to their interests - there is a much higher chance they’ll find your ad relevant than if it were served in any old location online.

Imagine someone jumping on Google and searching for “events jobs in Sydney”, and your list of current openings pops up. There’s a very tangible connection between their intent and your content which encourages a click.

Every campaign looks a little different. Your scope, target market and budget will impact how effective your ads are, in addition to the quality of the ads themselves and the relevancy of your chosen keywords.  

In the digital marketing sector, Google ads are well-regarded as a cost-effective marketing option. Google estimates its own ROI to be around $2 for every $1 spent, though your results may vary. 

For help understanding what will work best for your business, get in touch with us and let’s talk. 

‘Search intent’ is another way of talking about what keywords someone types into Google. Except, rather than focusing on the specific words used, search intent focuses on the intent behind those words - what were they hoping to achieve with their search?

Generally, SEO experts focus as much on search intent as specific keywords, to ensure their ads are as relevant and targeted as possible.

While you don’t strictly need to create whole new website landing pages for your Google ads, it’s generally considered a smart practice.

Google ads aren’t posted for advertising’s sake - they serve a function. Typically that function is to generate leads, promote content, attract job candidates or event attendees, and so on. Creating a custom landing page for specific ad campaigns allows you to remove everything from the page which might distract somebody from achieving that goal, and focus entirely on telling them what they need to know in order to convert.