Filtering job seeker clicks

7 replies
  • PPC/SEM
  • |
First post! Hello everyone.

We're running AdWords campaign and it seems job seekers may be clicking on our ads. The keyword we bid on is "digital marketing services + location" (this is only an example). The keyword and search term are transactional intent to inquire but job seekers can search for these terms to apply for a job.

We recommended creating a careers page so all job seekers will be filtered so they won't bloat our conversion numbers but the underlying problem here is the click.

How do we prevent job seekers from clicking ads regardless of keyword? They're not our customers. "job", "jobs", "career", "careers", "how to", "where" etc are already negative keywords but I've mentioned they are searching for the transactional keywords we're bidding on.

Thanks!
#clicks #filtering #job #seeker
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  • Profile picture of the author expmrb
    Well you can definitely target "digital marketing services + location + No Vacancy". If that you really want.
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    • Thanks for the response but unfortunately that's not the answer we're looking for since it's not on the keywords per se.

      It's more on detecting the behavior and search intent if it's a job seeker regardless what keyword it is.

      I mean the person can search "running shoes online" and might still be looking for a job. We'd like to know if there's a way to detect and filter them.
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  • We tried to create ad copy stating like "No Job Seekers" "Not A Job Ad" or something like that but we don't want to waste our ad copy optimizations.
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  • Profile picture of the author TicketRaven
    We have this problem often. Example "mold cleanup company" and people seeking employment often will search "mold cleanup company jobs"
    The best way is to have your keywords [exact] . . . . if you can't do this, then use NEGATIVE keywords - even if you have to add negative keywords weekly (I sometimes have 30+ a week) then do that.
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  • Profile picture of the author uncia
    look through the list of search queries
    find the terms that are job related and add them as negative keywords
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  • Profile picture of the author NickLenihan
    As other people have mentioned, you need to go through your search queries report and find the search terms that are causing people to click you ads. I have a hard time believing that transactional queries are giving you a boatload of job seekers. If these transactional queries really are giving you a ton of job seekers, either stop bidding on those keywords or bid less. Your keywords also could be too broad, resulting in a lot of random traffic that may or may not be related to what your advertising.
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  • Profile picture of the author dburk
    Hi Francis,

    As you have no doubt already implemented negative keywords, there are a few additional things that you can do.

    1. Reduce or eliminate the reliance on phrase or broad match keywords. If you monitor your Search Terms report on a frequent basis you can identify all frequently searched relevant search terms and add them as exact match keywords, after a few weeks you can reduce or eliminate the reliance on phrase match/broad match terms and focus most of your ad spend on exact match keywords.

    2. Write sharply focused ad copy that is not likely to be clicked by a job seeker. For example, promote a very specific emotional benefit, or a very specific value proposition that is unlikely to be clicked on by a job seeker. You will likely need to write several variants to test to find the best converting versions.

    3. Many job seekers clicking on your ads may be from out of town, or concentrated in certain locals. Try using a more granular location targeting profile to identify the specific problem locations and apply a bid adjustment to locations.

    This is a normal recommended process of campaign optimization and your overall campaign performance will benefit from these optimization steps. Each will bring improvements, however the ad copy is crucial to getting the right people to click your ads. I recommend applying all 3 suggestions, and focus a lot of attention on getting the right message into your ad copy, by split testing variants.

    Make sure that you promote a single idea in each ad test variant so that you can identify the precise message that triggers buyers without triggering job seekers.

    HTH,

    Don Burk
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