Pay-Per-Click (PPC) advertising is a game-changer for recruitment agencies, offering a cost-effective way to reach a broader audience. However, not all PPC ads are created equal. To create a high-converting PPC ad, you need to focus on several key components.
Headline
A captivating headline is the first thing that grabs the viewer’s attention. Make it succinct and straightforward, mentioning the job role or skill you’re targeting.
Ad copy
Your ad copy should align with the headline, providing additional information without overwhelming the reader. Include USPs (Unique Selling Propositions) that make your agency stand out, such as “No Placement, No Fee” or “Specialists in Tech Recruitment.”
CTA (Call To Action)
A strong CTA like “Apply Now” or “Learn More” can significantly boost conversions. Make it action-oriented and create a sense of urgency to encourage clicks.
Keywords
Use relevant keywords to make your ad appear in the right search queries. Keep in mind that generic keywords like “jobs” can be expensive and less effective. Go for long-tail keywords like “IT recruitment agency in New York” for better results.
Landing page
The landing page is where the user ends up after clicking your ad. Make sure it’s relevant to the ad copy and has a clear CTA. Most importantly, it should load fast; slow load times can drastically lower conversion rates.
A/B testing
Always test multiple versions of your ad to see which performs better. You can test different headlines, ad copies, or even landing pages.
Budget and bidding
Setting the right budget and bidding strategy can also influence your ad’s success. Use Google’s automated strategies like “Maximise Conversions” to start, and as you collect data, refine your approach.
If you’re engaging a third party to manage the PPC activity for you, then it’s typical for a marketing agency to charge their standard fee and then add a percentage of the total ad spend on top. So, if they’re charging £1,000pm to manage your social media platforms and you want to spend a further £1,000 on PPC ads in a single month, you could easily find the cost hitting £2,200 (base fee + ad spend + margin applied to ad spend). Obviously these are just indicative figures and will vary from agency to agency.
And remember, a high-converting PPC ad doesn’t happen by accident. It’s the result of careful planning, testing, and optimisation. Yes, you can simply boost a social media post, but to build a high-converting paid social campaign, you’ll need to invest more time and resources in understanding what works for your business and/or work with someone who understands how these platforms work.
