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Google search campaigns are an effective way to attract new client prospects for your staffing agency. With the average cost-per-click for a B2B Google search campaign slowly increasing, getting the right message in front of the right person at the right time is more important than ever.
Finding ways to retain your competitive edge without overspending is essential to get the most from your marketing dollars. Here are a few helpful tips to improve your Google search campaign results.
Make the most of Customer Match
With the Google Customer Match feature, you can use your offline and online data to reach and re-engage with your existing client base. Keep your message in front of warm leads and remind past clients about your excellent service. The cost-per-click on a Customer Match list is often much lower, helping you stretch your marketing budget further. Review the restrictions and rules for Google Customer Match before uploading a list.
Implement conversion tracking
Set up conversion tracking to measure your Google Search Campaign’s success. Identify the actions you want users to take on your website, such as submitting a contact form or downloading a resource. By tracking these conversions, you can gain valuable insights into the performance of your campaign and make data-driven optimizations.
Use call-tracking features
Go one step further in conversion tracking by adding call tracking. Use call-extensions to measure how many users tapped “click-to-call” directly from your ad on their mobile device. This shortens the prospective clients’ path to conversion and can increase your phone leads significantly. Chances are you’ll increase conversions when you make it easier to reach you via mobile. Tracking which conversion paths people are using will show which are the most cost-effective.
Evaluate your Impression Share
Pay close attention to your campaign’s Impression Share (IS) number, which represents how frequently your ad appears when users search for the keywords you bid on. Revise your keywords or geo-targeting strategy as needed to improve performance.
Refine your keywords
The right keywords are the foundation of any successful Google Search Campaign. Understand your target audience and industry-specific terms to ensure your ads reach the right people. Google’s Keyword Planner can help you identify relevant keywords with high search volumes and bid strategically to maximize your campaign’s effectiveness.
Craft compelling ad copy
Catch the attention of your target audience with compelling ad copy. Communicate your agency’s value propositions, highlighting benefits like industry expertise, personalized service, and successful placements. Create a sense of urgency or exclusivity to encourage clicks.
Use negative keywords
Negative keywords can be as important as your primary keywords. They prevent your ad from being triggered by a certain word or phrase, discouraging Google to include your ad from appearing in irrelevant searches. Using negative keywords can decrease wasted clicks and help you direct your budget toward more relevant, likely-to-convert audiences.
Identify and target specific job titles
Keywords can be about more than the services your staffing agency offers. You can also include job titles your potential clients want to fill. Your ads will have a better chance of appearing in front of those looking for your services.
Test ads regularly
Test variations of your ads regularly. Experimenting with different copy, headlines, and descriptions can help identify what resonates best with your targets. Iterative testing and optimization are critical to continuous improvement and performance gain in search campaigns.
Try ad extensions
Make your ads stand out by using ad extensions to provide additional information. They can include extra links to specific parts of your website, location information, and click-to-call buttons. Using ad extensions often leads to better click-through rates and overall ad performance.
Optimize for mobile
A growing number of people search for jobs and staffing services on mobile devices – especially in sectors like light industrial. Be sure your ads and the landing pages they lead to are optimized for mobile users. Google also considers mobile optimization when ranking ads, which can further improve the success of your campaign.
Focus on landing pages
You can successfully grab attention with a Google search ad, only to promptly lose views when they get to your landing page. Tailor your page content to match the ad that led users to the page and make it easy to find what they clicked for. If your ad leads to a form, ask only for essential information. Your landing pages should be mobile-friendly, load quickly, and deliver a seamless user experience.
Ready to take your digital marketing to the next level?
Incorporating these tips into your Google search campaign strategy is a great start to increase visibility and conversions. For more ideas on how to get ahead in today’s competitive market, contact the digital marketing experts at Haley Marketing today!
