What is a Campaign?
A campaign is typically a "grouping of jobs" whereby you can use your own jobs criteria to create a long-running campaign that you will optimize based on performance data. Job-based campaigns can be created based on job category, job location, job-title-keyword, or any mix of criteria. For example, you can do a campaign named "California Accounting Jobs" by choosing the job category of Accounting, and also the state as California from the state drop-down. That will pull in all of the accounting jobs that are currently located in California. Also, that will instantly pull in any new jobs that fit that criteria as soon as they're posted, so that you don't have to come back and do manual work every time new jobs are posted as the system will automatically do this. Job-based campaigns are totally independent of media channel type also, as you can run the campaign by selecting your media channel budget percents at the "Master Budgets" tab. For example, by running an "Information Technology" campaign on JobAds, Banner Ads, Video Ads, Search Ads, and Social Ads. Campaigns are always defined universally, across all media types, because this then allows you to analyze the results in one universal analytics framework.
Can I create a Campaign even without specific Jobs?
Yes, for a "non-jobs" campaign, you can expand the "Advanced Options" area of the campaign-create-box, and update your Campaign Type to a "Non-Jobs" campaign type. Then you can use a percentage of your overall flexible budget by entering a specific percentage to the campaign - or, you can create a "fixed budget" campaign by entering a specific dollar value for the campaign. Most campaigns are job-based campaigns, because you're looking to drive results in the form of applications and hires to specific jobs and specific job types. However, you might need to run a "National Diversity" campaign or a "Military & Veteran Targeting" campaign, or a "Search Ads Branded Terms" campaign or "Banner Ads Retargeting" campaign - in all of these cases, specific jobs are not relevant, so you would need to use this advanced options area to create an appropriate "non-job-based" campaign.
What is a "Weight" and how does it work?
When creating a flexible jobs-based campaign you can use a weight to declare relative importance of each job at the job level. Depending on your operating needs you can use any scale and it works the same way. You can use an Index-type value where "1" is the average importance or a simple 1-10 scale where 10 is the most important job and 1 is the least, or 1-20, or 1-100. A "0" would mean those jobs are not getting any spending though you can also achieve that by not including such job in your active campaigns.
What weight does, is allow your campaigns to be set up just once, so that they self-optimize from that point onward based on what you are trying to accomplish, but with no manual adjustments from you beyond that initial setup. You can look at your budget-per-job in the campaigns list ($/job), and your flexible-weighted campaigns will always be ranked from most-to-least important, and you can also see that the budget per job is always ordered from high to low, automatically, no matter how much your job counts fluctuate over time in each campaign.
This means that your campaign budgets are always self-adjusting based on the number of jobs in a campaign. If you have a campaign that suddenly has 0 jobs, the spending will automatically stop without you needing to take action. If you have a "High Priority" or "Hot Jobs" type of campaign with 10 jobs in it and then you need to put 40 additional jobs into it, that again means you don't have to do any extra math or manual budget adjusting. The system will automatically adjust budgets across each campaign, and across each channel type and site, within each campaign. Campaigns adjust themselves automatically with zero effort on your behalf, every day of the week - each time, saving you what would otherwise be 8 hours or more of manual math adjustments with each individual media vendor.
Do I have to use a Weight? Can I use a specific budget dollar value instead?
Flexible weight-based campaigns are highly recommended in almost all cases. However for the totally unavoidable use case, such as a division putting in exactly $2,500 that they want to see spent on only their jobs - this is possible. To create a "Fixed Budget" campaign, select your job criteria and expand the "Advanced Options", and update the drop-down from the "Flexible" default to "Fixed Budget" instead.
Can I flight a fixed budget campaign over very specific start and end dates?
Yes, in the advanced options drop-down, after selecting Fixed Budget, choose "Campaign Flights" and enter a specific start date and end date and a specific budget amount. This will schedule your campaign to start and end on the dates you specify. A good use case for this is an event-based campaign, let's say if there's a hiring event 2 weeks from Friday, and you want the campaign to start in 2 days, and end the day prior to the event: you can use this feature to schedule the campaign to start and end accordingly.
Can I add additional flights to a "Fixed-Flighted" campaign?
Yes, you can edit the fixed-flighted campaign by clicking on the Edit Pencil for the campaign in question. There you can simply add additional flights by choosing the additional flight start and end dates and by adding the budgets for the additional flights. Let's say you want to run a campaign that always runs for the first week of each month, on the first Monday-Wednesday of each month, always for $500. That could be a lot to do and a lot to remember if you were forced to do it real time every month throughout the year - but this feature allows you to schedule that all out just once time at the beginning of the year, so that you're all "set" and hitting your goals all year long.
Can I edit the campaign names?
Yes, you can edit any campaign name. Also, as you are creating the campaign a suggested campaign will begin auto-populating, but you can edit that name prior to creating the campaign. We highly recommend short and familiar names that you are comfortable with long-term, as the real value from any campaign comes from accumulating a lot of data about what is working for you for those specific jobs, so if you have a simple and stable campaign structure you can maximize the analytics value long term.
Can I do everything right on this one page?
In some cases, yes. If you launch specific campaign types such as "Banner Ads Retargeting" or "Search Ads Branded Terms" from the Advanced Options drop-down, launching that effort is as fast as selecting that drop-down (3 seconds). However, even then you should note that those campaigns will launch from the Banner Ads and Search Ads Channel tabs by utilizing your default creative.
So if you have creative for those efforts other than your enterprise-defaults, you should be sure to then update that for those specific campaigns, at the relevant channel tabs ("C" from the short menu). For standard job-based campaigns, you can instantly launch across all your channels if you have your channel percent defaults pre-set up on your Master Budgets page. If you don't have those defaults set up, or, if you need to use a channel mix other than the default media channels mix, you will need to edit that at the Master Budgets area as a 2nd step. Additionally, please keep in mind that the creative units can be seen and set up at each channel tab, both for the defaults and for the campaign-specific creative controls for Banner Ads, Video Ads, Search Ads, Social Ads, etc.