Advertising truck driving jobs? Keyword research for PPC can be time-consuming, but it is an essential part of your truck driver recruitment strategy. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers are the ones who continuously grow and refine their PPC keyword lists. If you only perform truck driver keyword research once, when you create your first driving jobs PPC campaign, you will miss out on hundreds of thousands of valuable, longtail, low-cost, and highly relevant keywords that could be driving truck driver traffic right to your site.
PPC Keyword Research Checklist
An effective PPC keyword list for driving jobs should be:
Relevant – Of course, you don’t want to pay for Web traffic that has nothing to do with your business. You want to deploy targeted keywords that will lead to a higher PPC click-through rate (CTR), an effective cost-per-click (CPC), and measurable results in attracting candidates who are interested in driving jobs. The keywords that you bid on must be closely related to the benefits and open positions that your company can offer to a truck driver.
Exhaustive – Your keyword research should include not only the most popular and frequently-searched terms for truck driving jobs but also pearls from the deeper side of search. Though longtail keywords, or keywords that reflect a longer, highly specific search query, are less common, they account for the majority of search-driven traffic. These keywords are less competitive and therefore less expensive despite their proven effectiveness.
Expansive – PPC is iterative. You must constantly refine and expand your campaigns and create an environment in which your driving jobs keyword list is constantly growing and adapting.
Do you already invest in truck driver PPC campaigns? Are you making the most of your PPC potential? Check out this article on the importance of keyword research in driving traffic to your website.
Managing Your Truck Driver PPC Campaigns
Once you’ve created your driving jobs PPC campaigns, you’ll need to track and manage them regularly to make sure that they are effective. Regular account activity is one of the most reliable predictors of account success. Continuously analyze the performance of your account and make the following adjustments to optimize your campaigns.
Add PPC Keywords: Expand the reach of your truck driver PPC campaigns by adding keywords that are relevant to your business (and your driving jobs).
Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting your ad groups into smaller, more relevant subsections, a strategy which helps you to create more finely-targeted ad text and landing pages.
Review Costly PPC Keywords: Review expensive, underperforming truck driver keywords and discontinue them if they are negatively impacting your ROI.
Refine Landing Pages: Don’t send all your traffic to the same page. Modify the content and calls-to-action (CTAs) of your landing pages to align with search queries to boost conversion rates.
Should I Hire for PPC or Keep It In-House?
PPC isn’t easy. There are hundreds of companies that specialize in writing copy for PPC advertisements and offering innovative ways to track and manage campaigns. During a driving jobs recruitment campaign, your company can pay a recruiter to become efficient in managing PPC ads instead; Google offers a free database of tools, phone support, and even a 100 credit for starting an account. However, keeping PPC in-house in the hands of an individual who isn’t experienced with these campaigns requires a significant investment in training and learning tools.
It takes time and expertise to develop truly effective PPC skills and Google Ads proficiency. If you don’t have the time to train an existing employee or the resources to invest in a full-time hire, consider partnering with a company with proven results in PPC for driving jobs. Contact KJ Media for help creating effective and engaging truck driver PPC campaigns.