, Keywords generation, Ad Creative Writing and Web analysis 
are four vital stages in a PPC campaign. In my opinion, the Pay Per Click 
skill that SEM consultants use in these four stages are very critical for a job seeker 
to land his/her targeted job. Followed by my previous post, this articles focus on the techniques of ad creation 
as well as the application of these techniques in the job seeking 
process.The target audience of this article are people that use AdWords
to market themselves in the job market or promote themselves through their online profiles in the job seeking 
process. This article involves only the online version of a job seeking 
campaign and demonstrates how to apply the online PPC ad creation 
techniques in an online job seeking
campaign for better conversion-receiving a job offer. Receiving job offer plays a role as conversion. The process between the job offer 
and employment receptions, such as interview
, is beyond the scope of this articleAd creation
This section demonstrates several basic techniques to apply for a better CTR when writing a PPC ad copy
top techniques to increase CTR of an ad creative: (1) Optimize ad title, and description with a keyword
& Use keyword to begin the ad title. (2) Optimize display URL with targeted (3) Create a unique sales proposition 
(USP). (4) Create sense of urgency (5) include a call-to action 
(6) Select a domain name with the theme that matches the industry or the nature of the product or service. (7) Keep display URL concise. Omit www or http"// on the display URL. (8) Target ad copy
on a certain stage on a buying cycle
: comparison stage. (9) Capitalize first letter of each word. (10) Include geographical or other qualifier to screen out unqualified traffic. (11) Target audience's explicit level needs with niche phrase. (12) Provide incentives.For the details about how to apply these techniques, please refer to the chart as below:
PPC Ad Creative Writing Techniques | |
| Example Ad | The Application of PPC Ad Creative Techniques |
| Organic Cereal on Sale XYZCereal-Buy 1 Get 1 Free, CA State Only. Offer Ends 1/1/09. Purchase Today! XYZFood.com/Cereals. | Targeted keywords: Organic Cereal Use a keyword to begin Title Line: Organic Cereal on Sale. Keywords in description: XYZ Cereal-Buy 1 Get 1 Free. Keywords in Display URL: XYZFood.com/Cereal USP: Organic Cereal. Sense of Urgency: Offer Ends 1/1/09. Call -to-Action: Buy Today! Domain Name with a matching theme of the industry: In this example, select a domain name that matches the nature of cereal and food industry, such as Aroma, or Yummy. Keep Display URL concise: use XYZFood.com/Cereal as opposed towww.XYZFood.com/Cereal orhttp://www.XYZFood.com/Cereal. Target ad copy on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word to make ad more conspicuous than the rest. Traffic qualifier: California Store Only. Target audience's explicit level needs with niche phrase: use niche phrase "organic cereal" as keyword to target the explicit need of the audience. Provide incentive: Buy 1 Get 1 Free. |
The Buying Cycle of a Job Seeking Campaign
This section explains the buying cycle
of a job seeking campaign and the application of PPC 
ad copy writing techniques in the buying cycle to improve the conversion rate.The nature of an online job seeking campaign is lead generation. Employers or the potential candidate referrers are "buyers" while the candidates are the "seller" and the "product". Mirrored by the four major stages of the buying cycle of a buying cycle of a marketing campaign, the four major stags for a job seeking
campaign are: (1) Awareness: Employers are aware of the need of certain skills to accomplish their corporate goal. (2) Research: Employers identify enitential qualification-matching online resumes or personal profile. (3) Comparison: Employers compare the qualifications in their candidate pool. (4) Conversion: Employers provide job offer to the candidate of the fittest.PPC
campaign ad writing technique helps an online resume
or profile: (1) increase its visibility in the awareness stage. (2) Target employer's needs in the research stage. (3) Stand out of the rest in the comparison stage. (4) Result in a job offer to the fittest candidate in the conversion stage.Job seekers are able to apply these techniques to drive traffic to their online resume
or profile through their PPC campaign
as well as to optimize the corresponding landing page
. In additions, Job seekers are able to apply the same techniques to optimize their online profile even without the existence of a PPC campaign
.In the next section, this article illustrates how to apply the previously-mentioned 12 ad creative writing techniques to enhance a job seeking campaign.
The Application of PPC Ad Creative Writing Techniques
This section illustrates the application of ad writing skills in a resume or an online profile pomotion ads and the design of their corresponding landing page.
In nutshell, the headline and the body of the lading page need to reflect the Keyword, USP, and the Incentives that appear on the title and description featured on an ad.
Details are presented through the chart titled "Key Elements for a PPC ad, Landing Page
or a Home Page of Personal Profile" as follows:Key Elements for a PPC ad, Landing Page or a Home Page of Personal Profile | |
| Sample Ad: DBA- Oracle Certified Florida DBA-5 Years Exp, Free 1st Consultation Ends 5/1/09. Contact for Free Project Sample. XYZDatabase.com/DBA | Major elements of the corresponding Landing page or personal profile page: Headline: Oracle-Certified DBA in Florida. Years of Experience: 5 Experience details go here. Major project details go hereSign-up form for free consultation, the deadline information, a pre-checked Check box for permssion to opt-in for newsletter subscription & call-to-action go here.Contact information for Free project sample (both online & offline) goes here. |
| Diagnosis Targeted keywords: DBA Use keyword to begin Title Line: DBA Keywords in Display URL: MrDatabase.com/DBA Keywords in title: DBA Keywords in description: Florida DBA-5 Years Exp. USP: Oracle Certified DBA-5 Years Exp Provide incentive: Contact for Free Project Sample / Free Consultation. Sense of Urgency: Free 1st Consultation Ends 5/1/09. Call -to-Action: Contactfor Free Project Sample. Domain Name with a matching theme of the industry: In this example, select a domain name with the keywords that match the nature of high-tech and DBA and industry, such as DataWarehousing, etc Keep Display URL concise: use XYZFood.com/Cereal as opposed towww.XYZDatabase.com/DBA orhttp://www.XYZDatabse.com/DBA Target ad copy on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word to make ad more conspicuous than the rest. Traffic qualifier: Florida DBA-5 Years Exp. Use both Geographical and Experience as qualifiers. Target audience's explicit level needs with niche phrase: use niche phrase "DBA- Oracle Certified" as keywords to target the explicit need of the potential employers. | Diagnosis Targeted keywords: DBA Use keyword to begin the Headline to increase keyword proximity: Oracle- Certified DBA. Keywords in Landing page: Properly use the keyword (DBA) and its variations throughout the landing page to optimize keywords density. A good range for a landing page could range from 4-8% without being considered spamming, although experience may vary based on different keywords. Use keywords properly in ALT tag, anchor text.etc. Be sure to open a new window on the anchor text to retain visitors on current page. USP: Oracle Certified DBA-5 Years Exp. Provide incentive, sense of urgency & call-to action: Provide Sign-up up form for free consultation, encourage visitor to signup for free consultation & indicate the deadline to create a sense of urgency. Provide Opportunity to opt-in for news letter to build on-going relationship with the potential employer. Provide contact information and use call-to-action to encourage visitors to request free project sample. Domain Name with a matching theme of the industry: In this example, select a domain name with the keywords that match the nature of high-tech and DBA and industry, such as DataWarehousing, etc Target landing page or your personal profile on a certain stage on a buying cycle: comparison stage. Proper capitalization: capitalize first letter of each word of the headline to make the USP conspicuous. Traffic qualifier: Oracle-Certified DBA in Florida & year of experience: 5. Use both Geographical qualifier and Experience qualifier. Target audience's explicit level needs with niche phrase: use niche phrase DBA- Oracle Certified" as keyword to target the explicit need of the potential employers. |
Better yet, you can create Adwords campaign exclusively for your job search, bid on the niches keywords(e.g. the name of the industry leader, company names, etc) on the industry you are looking for, and use your personal profile page as the landing page to generate leads, initiate connections with your poential employers, and acquire possible interviews with them.
.
Summary
A successful PPC ad
revolves around the identification of a product niche and the development of an USP. It also requires an effective keyword targeting and optimization as well as the enhancement from the incentives, sense of urgency and Call-To-Action. Furthermore, the headline and the body of the landing page 
of an ad creative need to reflect the Keyword, USP, and the Incentives that appear on the Title and description featured on an ad. With all the necessary optimization on both ad copy and its landing page, CTR and Conversion rate may improve.Examine the PPC ads and their corresponding landing pages on the top and side of this page, and check wheather or not the key elements are in their presence and properly arranged based on the techniques illustrated in this article. You will have a better understanding about how to apply these techniques.
Action
Start to apply the above techniques on your ppc ads
and their correspoding landing pages. Conduct ongoing tests on the elements of the ppc ads and their matching elements on the landing pages by creating mutilple ads in an ad group. If you use PPC ads
to promote your online profile in a job searching
process, monitor the following indexes in the buying cycle: Awareness: number of new visits to an online resume. Keywords used to find the online resume and the corresponding search frequency for each keyword.
Research: returning visits, length and depth of visit, visit recency for an online resume.
Comparison: email received for inquiries, appointments received, etc.
Conversion: Job offer
received.Taciticfully tweak the elements of the ads and their matching elements on the landing pages based on the peformace result derived from the Google Analytics
and Google Web Optimizer
. Your campaign peferomance will improve as this process continutes.Good luck and stay tuned for more techniques on ad creative writing, bidding management, web analytics
!Happy PPCing!
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