What are PPC/CPA job ads?
PPC means Pay Per Click, CPA means Cost Per Application. The job ads space is largely "performance-based" these days rather than "job posting duration cost" based. The ad marketplace is coming to resemble online advertising overall, like Google and Facebook, which now dominate worldwide advertising online and are both 100% performance based. The largest example of PPC based job ads in recruitment is Indeed.com, the market leader. However, lots of other site players are taking click and apply "bids" in the competitive marketplace buying model, which results in supply and demand dynamics that driving efficient pricing and performance for all involved. Other job sites in this space are: Glassdoor, Ziprecruiter, Talroo, Snagajob, Nexxt, Monster, Upward, Linkup, Neuvoo, Jobcase, and Startwire to name a few. "Media Private Exchange" is the Media Cloud ad exchange, where we take 90% of your average CPA for any campaign, and put that out as a CPA bid across the rest of the marketplace, which guarantees strong and ever-improving performance, automatically. For smaller campaigns running Indeed & Media Private Exchange 50/50 is a best practice for performance maximization.
What is the "Edit Site Defaults" for?
The site defaults is what allows you to launch campaigns instantly from your Campaigns Page, without even having to visit this channel tab in order to get any new campaign live. If, for example, you have your default five sites set, any new campaign that launches will take those five defaults automatically. You can edit the site break-out campaign-by-campaign if required also.
Can I edit my site breakdown for this channel campaign-by-campaign?
Yes, you can edit your sites in any individual campaign. To edit all your campaigns at the same time in bulk, this is fast and easy in one place by using your defaults and then "updating existing" campaigns with your new defaults.
What is the best practice in terms of sites if I'm not sure?
50% Indeed, and 50% Media Private Exchange. Site optimization will take over that balance from there as performance data comes in each week. Media Private Exchange has a CPA that is guaranteed to perform as it's set to be 90% of the average CPA for the campaign in question. If Indeed is driving a $10 CPA for a campaign, MPX will drive them at $9 per, if Indeed is driving a $20 CPA for a campaign, MPX will drive the applies at $18 each. Site optimization will take the percents to the optimal level based on delivery. If for example MPX is only able to deliver on 40% of the budget, the budget percentages will then eventually reflect 60% Indeed and 40% MPX, without you ever having to do anything manually.
After I enter my site budget percents, over time I notice the site breakdowns change - why is that?
We're running a site optimization algorithm for each campaign. What matters is the performance for each particular campaign, not overall. So some sites might work for hourly and admin, and maybe others work better for software engineering, so firstly, the data that powers the algorithm is always the campaign-relevant data set only. What factors into the slow week-by-week algorithmic changes in spending by site are the following: CPA (lower is better), Quality (based on expected Apply-to-Hire ratio, and how that expectation varies by site based on ST benchmarks by job type), and media delivery (fully spending what we're trying to spend). The last one isn't obvious but it's important: maybe one site is working the best, but can't spend any more due to the naturally limited quantity of job-seekers they can access. If something is driving the lowest CPA and we're trying to spend 30% of the weekly budget on it each week, but each week we only spend 20% of the budget --- we're not going to let our algorithm increase the budget from 30% to 33% just because it's working very efficiency. If it's not delivering fully on 30% of the spend, increasing the spend percent to 33% would be counter-productive, so spend delivery and audience size are just as important as efficiency and quality.
What if I don't understand all this or know what to do?
The Symphony Talent professional digital media and strategy teams are here to help and also to optimize your buys for you. We're giving you access to the full platform because we believe in performance and transparency, but also, we are the experts, and we're here and ready to give you our best recommendations. What you should expect to bring to the table, are the things we can't decide for you: what is your budget, and what are your goals?
What is "Auto Site Budgets% On" in the top right corner?
This is a quick toggle option. For example, if you have 10 sites in a campaign and you want to drop a new site in with 5% of the campaign budget, you can just quickly do it, and the rest of the site budgets will self-adjust without you needing to do manual math on everything to make room for your new site. However, perhaps you want full control, to run 10 sites, and put exactly 10% toward each site --- in that case you'll want to toggle this setting off, to set all your budgets manually till they equal 100% then hit save. The system won't let you save in this mode unless all of your percentages add up to exactly 100%.
How can I control the exact percentage I'm putting to each site, it seems like it keeps changing on me?
Note the top right toggle "Auto Site Budget% On." When this is toggled on, the other sites will automatically adapt to any edit, to insure that the percents total to 100%. If you want full edit control, toggle this off, and then you can edit one by one to control the exact budget percent to each site you wish to run - the system won't let you save this edit until your manual percents total to exactly 100%.