Drive more traffic to your Career Site - Part 2

Following on from Part 1, this looks at something that everybody has heard about, but not necessarily something that too many people understand - Pay Per Click (PPC) advertising. What I am primarily referring to is Google Adwords, as they are the most prolific method in the UK, as as Google has 78% of the UK search traffic you can see why!

PPC advertising allows you to get your adverts (and website) appearing on the results pages of keyword searches carried out on Google and therefore directly under the eyes of the searching buyers! - I am sure you have seen then (highlighted below) and you have probably even clicked on them!

 

The difference with these adverts is that they are context related. If you search for horses, you will only see adverts relating to horses. So if you are looking to drive certain traffic to your website you can make your adverts very specific, as well as location specific - even down to postcode perimeter limits!! So how does it work and what is the cost?

Very simply, you identify the keywords that you identified in Part 1, do some research around these terms (you may well have done this already) to establish how popular they are and then write a three line text advert. What you then have to do is to give a price (usually in pence) for the keywords you have chosen.Finally you place the limit of the amount of money each day that you are prepared to spend, then you place the advert. So now if someone goes to Google and searches using one of the keywords you have chosen, your advert will appear on the right hand side. Please note - this has still not cost you anything yet! You only pay once somebody has clicked on your advert and linked to your website, hence Pay Per Click!

While I have over simplified this process (as the secret is in the research, advert content, landing pages context, the right keywords, keyword price vs position of advert, and many more options), you can see how it is possible to use this method to drive traffic to your website relatively quickly! If you are looking to recruit staff then PPC can be a very cost effective way of getting recruitment traffic to your career site.