When creating recruitment display ads, content is king. And since there’s no precise formula for what will work and what won’t, it’s critical to test several types if you want to achieve best results. However, the first question is often, “Where do I start?,” so we’re going to cover a few variations to consider during your next copy writing/brainstorming session.
PPC Marketing Ads
In a recent Search Engine Watch post, multiple PPC ads were tested and compared for clickthrough rate (CTR), with focus placed on slightly altered content and headlines. More specifically, results boiled down to whether content covering benefits or features would be most effective. And as you might expect, they weren’t very definitive.
In fact, in one scenario, cases for both benefits-related and features-related content could be argued, depending on whether the headline, body copy or both were being compared. In another, benefits was the clear winner, with an increased CTR of 165%.
So, What Does This Really Mean?
Whether you’re using recruitment display ads to attract new talent to a specific job opportunity or simply trying to showcase your employment brand, it’s critical to create compelling copy with slight variations to determine what works best for your target audience (e.g. are they interested in the end benefit of joining your organization or more interested in having concerns addressed along the way).
User actions cannot always be predicted, so featuring several recruitment display ads during your campaign will allow you to gauge what your potential candidates are after and guide you in future copy writing efforts.
Have you used recruitment display ads? If so, which content types receive the best response? We’d love to see specific examples if you have them!
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Publication: Search Engine Watch
Date: March 19, 2012