What is Google Remarketing and how can you use it in recruitment?

Posted by +Tim Cincotta 

Let’s say you are in the office and online. You have a look at a few sites that maybe you should or maybe you shouldn’t. Later, while checking the latest news or your personal email you notice a banner advertising another site you visited earlier in the day. If you have seen this, then you have seen Google Remarketing.

Remarketing is one of Google’s more recent and highly effective advertising mechanisms and can work wonders for your recruitment campaigns.

Basically, when Remarketing is set up, visitors to your site will have tracking code left on their server and when they visit a Google affiliated site later on, your ads will appear on the sites they are visiting. Don’t believe it? Go to www.msn.co.nz or www.msn.com.au . For me I can see ads by Carsales.com.au and Air New Zealand. Both sites I have visited recently.

Why is this great for recruitment? Well, if you have your own dedicated careers website, Remarketing is a great way to re-target candidates who have been to your site and not yet applied. It can act as a simple reminder (how often does a candidate look a a role and say I will come back to this later but forget?).

Using a display ad also gives you a chance to really push your recruitment brand too – “Your career starts here – apply now.” 

What if a candidate has already applied you say? Simple, with Remarketing you can elect to target people who have visited some pages and steer clear of those who have been to others (ie someone who has been to the “thanks for your application” page, does not need to be retargeted as they have already completed the goal of your site.

Job boards and other media are great at driving traffic to your site initially, but Google Remarketing is a great way to ensure they come back for more.

Feel free to shoot me an email tim@talentpropeller.co.nz if you want to find out more.

Tim Cincotta is the Sales Director for Talent Propeller New Zealand. Connect with Tim on LinkedIn here or read Tim's other blog posts here.  

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