How do I launch the campaigns listed on the Banner Ads channel tab?
You actually don't launch them here, you launch them on the Master Budgets tab by making sure you are allocating a percent of any campaign budget to banners. For example if you have an Accounting campaign on your campaigns page, but 0% of budget to Banners in Master Budgets, then there will not be an Accounting banner ad campaign at this time. If you go to Master Budgets and enter 20% to Banner ads, then, there will be a corresponding campaign showing up on this channel tab (that's automatically set up to spend 20% of the overall Accounting campaign budget.)
What is the most important thing to do at the Banner Ads tab?
Most importantly, you should make sure your default ad creative is loaded into the top right "default creative" area. Equally important, you should check and upload creative in each individual campaign if it is different from your default, for example, if you want to set up Accounting-specific ad creative to run in your Accounting Campaign, and Engineering-specific ad creative, to run in your Engineering campaign.
Do I have to set up the geo-targeting for job-based banner ad campaigns?
Nope, the geo-targeting is kept up to date automatically, based on the locations of the jobs in that campaign. For example if you have an accounting campaign and those jobs are in St. Louis, Albany, and Charlotte, your geo-targeting will be automatically kept in line, targeting a zip code radius of candidates directly around each active hiring location in that campaign. This is all done automatically and requires no manual edits from you. (This auto-geo-targeting works that way for banner ads, video ads, search ads, and social ads - and of course jobads only show up automatically on job boards for people searching within that job's location.) If you do a custom "non-job" campaign you would of course have to specify your geo-targets.
Do I have to set up occupation-targeting for my job-based banner ad campaigns?
Nope, the occupation targeting is set up automatically, without any manual effort or to-do from you. If for example the jobs in your campaign are Accounting jobs, the occupation targeted strategies will be automatically set up to target Accountants, if the campaign has Engineering jobs in it, the corresponding banner ad targeting will automatically target engineers. Both geo-targeting and occupation-targeting are automatic in job-based campaigns for banners ads, but also video ads, search ads, and social ads as well.
If I expand a campaign on the banner ads channel tab, I see lots of strategies under it, what do all these strategies mean and how did they get there?
By expanding a campaign to view all the individual strategies, you can see all of the tactics that are being automatically set up to drive you results. This includes automatic audience data targeting from both BlueKai, and Dun & Bradstreet. Search Behavior Targeting is set up automatically from Mediamath Data, for example, people that have recently searched "Accounting Jobs" online, would be a targeted audience for Accounting. Also, Peer39 Contextual targeting is automatically set up, and this works by reading the words on the page and bidding on the inventory if it's highly relevant, for example, a site or an article about Accounting or Accounting jobs, would be relevant inventory to advertise that you are hiring accountants - that targeting tactic is targeting the page content rather than the known end user. All of these targeting types automatically maintain the automatic geo-targeting, so that your limited ad dollars are never spent outside of areas where you're actually hiring.
What if I have 1,500 restaurants, and I want the targeting to be limited to within 5 miles of every hiring location because most of our best hires are very local?
This is possible, notify your Symphony Talent team and we'll update the default targeting radius from 30 miles to 5 miles. The geo-targeting will thereafter be kept totally up to date automatically, based on the current locations of all of your active jobs.
What is Retargeting w/ Audience, and is that the only Retargeting I should do?
You'll notice that the automatic strategies in each job-ad campaign always have a strategy where we layer on both Audience Data and retargeting pixel data. This is to insure that past site visitors are being targeted with a relevant message. However, we always recommend that all clients also run an enterprise wide retargeting campaign as well, by launching a "Banner Ads Retargeting" campaign from the main campaigns page, with a percentage of the overall flexible media budget, for example, with 5% of the overall monthly budget.
Can I launch a custom campaign also?
Yes, but all campaigns must be created from the main Campaigns page, for example by creating a custom "non-jobs" campaign and naming it something like University Hiring Campaign or Military Targeting. Then, the audiences should be custom selected from the Banner channel tab UI, and the creative typically in those cases should also be custom uploaded here, rather than relying on the default creative. For these more advanced use cases you may also wish to work with your Symphony Talent Media & Strategy team - or, ask that they double-check your work after you launch that type of custom non-automatic campaign.