Building a strong search engine marketing strategy doesn’t happen overnight – just ask our SEM team here at TMP Worldwide. The team knows all too well that SEM is a long-term process that requires plenty of patience and persistence. The results, however, are definitely worth the wait. Thanks to well-crafted SEM strategies, our team is able to leverage clients’ websites and make those websites extremely competitive within the talent acquisition landscape.
If you want your own website to perform better, now is the time to strengthen your SEM strategy. But how? Read on to learn how our very own SEM team does it! Below, six members of the team share their best practices and give you insider advice that they offer their own clients!
One piece of advice I have for the clients who are developing an SEM strategy is to clearly define their goals of the campaign(s). Many times we receive IOs and some setup details, but we don’t typically have a strong background on what hires the client is looking to make or the goal of their promoted content. With this, we should know the end goal on each media option as well. Knowing this up front will allow us to explain to the clients what they can expect to see in terms of results by media – for example, knowing which media will drive engagement (clicks/conversions) versus which media will drive awareness and branding (impressions). A clear goal will lead to a stronger strategy.
Give things time. While you should always try new strategies and attempt to optimize to find what works, don’t give up on a strategy or test too soon if you don’t immediately see results. Tests should be run long enough to gather significant data in order to make a fair evaluation on what worked and what didn’t. Don’t rush to judgments and scrap a test or make a change after only a week. Let things pan out for an appropriate amount of time.
The organic click report can be used as a guide to help decide what jobs to sponsor. As best practice, we would recommend sponsoring jobs that get a low amount of organic traffic. A lot of clients do not utilize this report, which can ultimately ensure that they are paying for jobs that really need help with visibility.
When creating a search engine campaign, think quality over quantity. Focus on the most relevant keywords so that your budget isn’t spread too thin, and don’t just target any and all keywords that may have some relevance to the campaign (especially for smaller-scale campaigns). You will better optimize your budget using 25 strong keywords versus 50 loosely related terms.
Match hiring goals and strategy with the correct media. Not all media, whether it be search engines, job aggregators or social media, will drive the results they are looking for, and it is important to allocate their budget across the appropriate media to increase cost-efficiency. New recruitment advertising media is constantly coming out, and it is equally important to stay on top of new media developments in order to understand what they can provide and how/when they can be used correctly.
Less is more. Have a clear goal in mind, and select the media that will help you reach that goal. Maximize performance across the major media players before branching into lesser known second and third tier aggregators. Be very selective when it comes to sponsoring jobs; sponsor the jobs that are of highest priority, and continue to sponsor those high-need positions as they become available.
So there you have it: good SEM essentially boils down to patience, experimentation, the creation of clear goals and quality over quantity. By keeping all of these tips in mind, you can finally leverage your website and say goodbye to second-string SEM – because you’ve taken your game to the next level!