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Finding an adult who wouldn’t love to work from home would be rather challenging. Think about it. Sleeping in an hour later rather than sitting in traffic. Brewing your own coffee rather than paying $11 for one that’s gone after three sips. Going to the restroom without fear of awkward chit-chat with that guy from finance. It’s a dream scenario.
But that doesn’t make it easy for your work-from-home business to find employees. As much as everyone fantasizes about it, it’s hard to leave behind the 9-to-5 life. In order to recruit good talent, you need some stellar online advertising strategies. Let’s get to it.
When it comes to your paid search ads, it’s crucial to put yourself in the shoes of your prospects. Incorporating emotion into your ad copy is always a good idea, and that’s especially true when you’re trying to convince someone to make a fairly important life decision. Your work-from-home business isn’t advertising a job opening—you’re advertising a new lifestyle. Add a little humanity to your headlines with something like: “Support Your Home from Your Home” or “Earn Money Where You’re Most Comfortable.” Headlines like these are effective because they appeal to our loves for family and the home.
Emotional appeal isn’t restricted to only your headlines. Ad extensions afford you some extra real estate on the SERP, enabling you to outline all the benefits of working from home rather than in an office. Perks such as making one’s own hours, saving money on child care, and feeling more productive are all great material for your ad copy. Plus, they’ll do wonders for your click-through rates (CTRs). And the higher your CTR, the less you pay per click and the higher you move up the SERP.
People are naturally risk-averse. Abandoning the stability of a traditional job to work from home is (or at least appears to be) a risk. As such, you’re going to have to overcome some trust issues when advertising your work-from-home business. Considering that landing pages are often the leakiest part of the marketing funnel, you may want to skip them altogether and launch some call-only ad campaigns. As the name suggests, call-only ads provide a hyperlinked phone number to your business, allowing a prospect to directly communicate with a member of your team rather than simply reading a landing page. We’re willing to bet that a good conversation with one of your personnel is more convincing than a web page.
Alas, not all businesses have the capacity to run call-only ads. The good news: landing pages can just as, if not far more, effective. One mistake that we see far too many advertisers make is failing to customize their landing pages according to a keyword. Think of it this way: should the advertisement you attach to “make money online” direct a prospect to the same landing page as your landing page for “how can I work from home?” The answer is a hard no. By making your landing pages as relevant and targeted as possible, you increase the chances of driving a conversion that much higher. Plus, landing page relevance is a factor behind Quality Score—the Google metric that determines where your ads show and how much you pay per click.
One more piece of advice: write some blog posts. Prospects who are considering working from home will take some time to make the decision. So, when someone first searches “work from home,” she won’t be ready for your bottom-of-funnel ads. Instead, direct her to your website organically with a helpful blog post about the logistics of working from home. This allows your business to make a super first impression and increases the likelihood that the prospect will remember you when conducting further searches. In short: you’re playing a long game, and you need to play it carefully.
For more online advertising tips, read the WordStream blog.