Jobs search engine WorkCircle is launching a new service based on the sophisticated systems it has built to manage its own pay-per-click (PPC) campaigns on search engines such as Google, MSN and Yahoo.

Called Massive Traffic Driving (MTD), it can integrate a job board's database or agency's jobs inventory directly with highly-targeted PPC campaigns.

Traditionally, an agency or job board would rely on search engine optimisation to increase traffic.

While effective at increasing volume, this may not take the right people to the right vacancies. Because people increasingly use specific search terms when looking for a job, MTD can respond to this by making the ad words used to describe the jobs more relevant.

For instance, if there is a burst of activity in demand for temporary construction workers in East London, MTD will recognise this and sponsor searches on the major search engines.

And dependent on the success of those sponsored ads, MTD will automatically increase or decrease the bids it makes to achieve the best return-on-investment for its advertisers.

As jobs are added and removed from the site's database, MTD amends the PPC campaigns in real-time to reflect these changes.

WorkCircle CEO Simon Appleton told Recruiter the service would be of most use to those with large inventories such as job boards and the bigger agencies.

"Its strength lies in the fact that you're not paying for traffic that you don't have jobs for. Because the targeting makes candidates far more likely to convert, it's far more cost-effective," he said.

"For the same as you're spending now, you can get a lot more."

To show how hard MTD can work behind the scenes, Appleton explained that in his own use of the system for the WorkCircle search engine, he was able to sponsor more than a million keywords and phrases across the major search engines and make as many as 60,000 changes to ads and bids in a day.

MTD will run as a managed service, and will require little integration work by the site owner.

Appleton said the system could be applied to any sector where a company or website is dealing with a large amount of transient content such as property, travel or car buying.

WorkCircle is trialling the system with several job boards and classified sites and will launch the service this month.

www.workcircle.com