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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
Achieving best in class results for the UK’s leading digital recruiters
Who do the award-winning digital marketing recruitment firm Sphere Digital hire when they need to be seen at the top of Google? Albion of course, and we are very proud to have helped the UK’s friendliest recruitment agency achieve top positions in the natural search results for the majority of their target keyword phrases year on year.
Claiming a greater market share for executive headhunting agents
As one of the biggest names in executive recruitment and headhunting services, Stone Executive have been responsible for placing the lion’s share of UK industry chiefs and business leaders in their top slots. In order to maintain their high visibility on the web, Albion are at the helm managing the brand’s UK-wide advertising campaigns.
Helping transform a UK executive consultancy into a market leader
Appleby Associates was saved from the history books by a new owner who was intent on reinventing the brand. Albion came on-board to redirect resources previously wasted on paid search marketing. We reinvested the monthly budget towards improving the site landing pages and generating increased Google traffic.
As the majority of successful recruitment firms know, achieving high rankings in Google’s natural search results can bring a constant stream of qualified visitors who are looking for jobs and, more importantly, potential clients looking to fill a vacancy. But why are high rankings in the natural search results less valuable than they once were? And why is pulling a stream of visitors who want to fill a vacancy more valuable than attracting website visitors who are seeking employment?
The answer to the first question is that Google is pushing the natural search results further down the search engine results pages more every month. This means that position 1 in the organic search rankings achieves fewer clicks than the more visible paid search results enjoyed by those using Google Ads. And why are clients more valuable than candidates? Simply because the cost per acquisition of a visitor who wants to pay you to fill their vacancy is worth more money than a prospective candidate.
Put these two facts together and you can see why recruitment brands that advertise their services in the search results pages enjoy the lion’s share of the market. What’s more important though, is that these recruiters enjoy a continuous stream of targeted traffic that can be refined in a way that generates the maximum revenue for the minimal outlay. Optimising this stream of website visitors over a period of time allows them to pay only for the visitors that are most likely to fill out a form on their website and pay for services – whilst gaining valuable insight about how to reduce wasted ad spend.
Indeed reducing wasted advertising spend is the key to creating a set of Google Ads campaigns that can return twice as much revenue than they cost to run. By reviewing the search queries used by their visitors before clicking on an ad and reducing bids on those phrases that don’t convert into leads, PPC consultants are able to optimise advertising campaigns in a way that could never be achieved with the natural search results.
For example, say your recruitment brand specialised in recruiting staff in the education sector. Not only can you sit at the top of the search results pages for phrases like “education recruitment agency” or “recruitment for education”, but also for more specific phrases such as “recruit a teacher”, “educational headhunters”, “jobs for lecturers” etc. And because you only pay when somebody clicks on your ad, you achieve all this highly valuable brand exposure for free.
Most people understand that Google’s Pay Per Click Search Network advertising as a quick and easy way to gain maximum visibility in the search results. However, what most recruitment brands and their marketing agencies don’t know, is that Google’s Display Network (GDN) allows advertisers in the recruitment sector to “pinch” high-value potential clients directly from their competitors.
How this can be achieved is by simply listing your recruitment agency competitor’s web pages (pages about say, education recruitment) and allow Google to compile an “audience” of people who have recently visited those pages. With this custom audience at hand in your Google Ads account, you can target all these people with specific ads that inform them about your brand, services and the benefits of submitting a vacancy with you.
Long gone are the days when you had to pay through the nose to jobs aggregator sites or third parties for finders fees or for permission to advertise vacancies they acquired. Indeed, now you know how these leading sites were the ones able to be first to list those vacancies and generate revenue from other agencies who filled the positions for them. PPC allows you to become one of these leaders if done correctly.
Albion’s clients in the recruitment and employment sectors no longer have to pay over the odds for highly competitive pay per click advertising because we employ targeting methods that keep their brand, services and vacancies in front of potential clients whenever they visit other websites – or whenever they watch YouTube videos or use mobile apps.
Indeed, Google’s Display Network Advertising offers a great many little-known targeting opportunities such as:
It’s true that many PPC agencies that manage pay per click advertising account for recruitment firms have yet to catch up the latest targeting methods and many don’t have a history of using recruitment sector knowledge to improve their client’s advertising ROI. This is a real shame because achieving high “quality score” results in our clients having to pay less for each paid ad click than their competitors have to pay. This is yet another advantage of using a specialist PPC agency for recruiters that already know the areas that waste spend on irrelevant search phrases or visitors who are less likely to travel the full journey down your sales funnel.
At Albion, we are well known by a number of employment and recruitment sector brands for vastly reducing online advertising spend without reducing lead and sales conversions. We do this by continually optimising bids, refining targeting methods and reducing paid clicks from those who are not in our client’s target demographic, location or age group. We already know the majority of the negative keywords you should be using, of the bid adjustments that send most of your budget to ads to those using specific devices and at certain times of the week where the cost per acquisition is much less than other times.
Our recruitment industry clients and others in the know are currently enjoying more targeted traffic and sales conversions for less outlay, causing their competitors to pay higher click prices and incurring a much higher cost per acquisition for each new candidate and client. So be sure to check your ad spend is not being wasted due to your reliance on a PPC agency that doesn’t have specialist knowledge in the recruitment field and get in touch for a free Google Ads account review and recommendations.
A 50% increase in organic search visits for the UK’s leading digital recruitment agency was achieved first by identifying and resolving underlying SEO issues, then working with their in-house team to optimise meta data and content for their target keyword phrases.
Having previously optimised the UK’s leading aesthetics recruitment website for higher rankings, we were asked to turn that traffic into more leads. By cutting out lots of wasted advertising spend, we generated almost half as many more leads per month whilst vastly reducing costs.
Thank you for all of the work you did with us on our SEO. We are really pleased with the results and I know how much Niomi and Niall enjoyed working with you
Extremely professional, very insightful, and a pleasure to work with… implemented sound SEO techniques which have helped us improve rankings significantly in a small time-frame.
We have already seen a 50% increase in organic traffic (in less than 3 months) and we are able to manage the performance ourselves and we are seeing ongoing improvements.