How do I launch the campaigns listed on the Banner Ads tab?
You actually don't launch them here, you launch them on the 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.
What video file formats are accepted in the upload?
You can always see the video ad specs in the link from the top right corner of any upload box.
For video ads the specs are as follows:
Accepted Video Ad Formats
Accepted File Container: .flv, .mp4, .avi, wmv, .mpeg1/2, .webm, .mov*
*Avoid using ProRes encoding as it will limit scale.
Recommended Video Length: 15 Seconds or 6 Seconds Another option: 30 Seconds
Aspect Ratio: 16:9
Accepted File Codecs:
Apple Intermediate Codec
DV (Digital Video)
Flash Screen Video v1
GIF (Graphics Interchange Format)
H.263 / H.263- 1996, H.263+ / H.263-1998 / H.263 version 2
H.264 / AVC / MPEG-4 AVC / MPEG-4 part 10
Intel Indeo 3
Intel Indeo Video Interactive 4
Intel Indeo Video Interactive 5
Do I have to come up with my own keywords?
Nope, keywords are automatic, and pre-mapped and pre-suggested by our professional search marketing team. Your campaigns launch instantly, but your keywords are already researched and hand-selected for you on the back-end ahead of time for any given job type, which is all done on a custom basis for your organization and your specific job categories and job titles.
Do I have to set my own geo-targets?
Nope, geotargeting is automatic - it's based on the actual locations of all of the current jobs that are live in your current campaigns at any given time.
So what do I have to do here at the Search Ads Channel tab?
The most important thing to do here, is to check your ad creative and edit it if it's not to your liking. Default ads are important, but also, custom ads written for each campaign is a best practice also. You can also add more than one ad for each campaign, and our recommendation is that you aim to run 2-4 ads for any campaign at any time - this way, Google's algorithms can auto-optimize to the best performing ad units for each of your campaigns.
Should I always be using Search Ads?
Yes, at the very least a "Search Ads Branded Terms" campaign is always recommended, even if it's with a very limited percentage of your overall marketing budget. This can be instantly launched in 5 seconds, right from the main Campaigns Page - though here on the Search Ads Channel Tab you can check on and edit the creative that ultimately runs. If you are wondering if you should run Search Ads in other specific campaigns beyond the Branded Search campaign, the answer is that "it depends" - but this is in fact very often recommended if you have a significant enough budget and a significant need of quality click-driven applications. If you have a high number of jobs and a very limited overall budget, then running individual Search Ad campaigns beyond a Branded-Terms campaign, may not be necessary - because with a limited budget we're typically able to more efficiently get enough quality traffic for the jobs in your campaign, via your main "Job Ads" media buys.
Can I add to the keywords that are running in any given campaign, or remove keywords?
Yes! While Media Cloud automatically sets up all the pre-selected keywords, you also have total control to add whatever keywords you want to any campaign.
How does this work for automatic search ads, how is this even possible? How do these campaigns launch in 10 seconds if my last digital agency used to take 3 weeks to launch something like this?
Well, we've created simple logic for geo-targeting: we automatically target where the jobs are posted, and we already have all this info already right from your live jobs feed. For keywords we are working hard behind the scenes for you ahead of time - it's not all some mystical AI, but rather, we are "pre-mapping" our custom-researched keyword recommendations for you, so that you can launch a campaign in 5 seconds should you ever choose do. Basically, our teams are doing all the work in anticipation of a possible campaign need from you, so your can then always launch instant and painless campaigns, without sacrificing any quality whatsoever in the trade-off for speed. Also, we are directly integrated with the Google Ads API, so we are programmatically setting everything up for you, directly within the "Google Ads" software, to which our media and QA teams also have direct UI access for checking on keywords, ad set-ups, geo-targets, and so on.
Do I need to do anything special in order to run Social Ads?
Yes, social ads requires some upfront set up. Media Cloud has a direct API arrangement with Facebook whereby we can allow you to instantly and automatically launch well-targeted Facebook ads, but first you must grant "ad-level" access to run ads out of your Careers or Corporate focused Facebook page. This does not allow any posting-level access: the purpose of this is to inform users on Facebook that the ads are being run and paid for by 'your company name' - for example, rather than ads showing up falsely as being from "Symphony Talent." This advertising permissions step is a one-time set up, so please see your Symphony Talent contact to initiate this process if you are interested in running automatic Social Ads out of Media Cloud.
Where do Social Ads Run?
The Social Ads feature is powered via a direct API with Facebook, and these targeted ads appear to candidates viewing Facebook on their device (mobile, desktop, or tablet).
What is the point of running social ads?
Social Recruitment Ads on Facebook are a great way to reach passive good-fit candidates. The targeting options are strong and automatic, both in terms of geographic targeting and in terms of occupation targeting. In terms of typical performance results, Social Ads typically appear as strong "influencers" in reporting as we're able to reach the right people for each type of job opening, but also within typical committing distance of the jobs openings in question, so we are not wasting dollars on out-of-range audiences.
Do I have to come up with my own targeting?
Nope, Facebook targeting is automatic, and pre-mapped by our professional digital media team. Your campaigns launch instantly, but your Social Ad targets are hand-selected for you on the back-end, ahead of time for any given job type - custom for your organization and your specific job categories and job titles.
Do I have to set my own geo-targets?
Nope, geo-targeting is fully automatic for job-based campaigns, because geo-targets are based on the actual locations of all of the jobs that are in your live campaigns at any given time.
How granular should my ad copy be, should it be about specific jobs?
We recommend "job category" level ad copy by occupation type as the best fit approach for search, social, and banners alike. Individual job reqs and job titles come and go, and targeting tends to be available at the broad level of occupation type. For example, via the available targeting we may only know that the person we're serving ads to is a "Nurse" within 10 miles of Location X, so we don't want to serve super specific job titles, but instead to craft a broader advertising message such as "We're Hiring Nurses" while including a call-to-action or employer-brand-awareness message in the longer ad copy area.
Does Facebook have job postings also?
No, not yet at least. We're in close contact with our advertising and recruitment-product counterparts at Facebook, and informally speaking, we do at some point expect a "job-level-ad" type of unit that actually runs in a job-search experience like a normal job board. At that distant point in time, those units will inevitably supplement our current Social Brand Ads - and Symphony Talent will surely be among the first to offer "sponsored jobs" on Facebook, if and when they release this capability to recruitment advertisers.
So what do I have to do here at the Social Ads Channel tab?
The most important thing to do here, is to check your ad creative and edit it if it's not to your liking. Default ads are important, but also, custom ads written for each campaign is a best practice as well. You can also add more than one ad for each campaign, and our recommendation is that you're already running 2-3 ads for any campaign at any time, this way Facebook's built-in algorithms can then auto-optimize to the best performing ad units for each of your campaigns. Please note that while banner ads only require banner uploads, and google ads only require ad text, Facebook Ads actually require both an image upload as well as text-ad copy.
Should I always be using Social Ads
No, Social ads do perform better for some needs as opposed to others and this is a judgement call based on your budgets and goals. People of all professions and levels of experience are surely addressable on Facebook, but this tool is most effective for targeting your high-volume and hourly hiring needs. Again though, engineers are on Facebook, nurses are on Facebook, and executives are on Facebook, so this may be a part of almost any strategic mix while playing close attention to media performance and your mix of media channels.
What are Tracking Links?
Tracking Links (Formerly "Misc Tags") is a catch-all feature that allows you to create a tracking tag for anything and everything you wish to be tracking. Most of Media Cloud is automated, which means Indeed, Linkedin, Google, Facebook, etc, will launch automatically and will be tagged automatically without manual effort on creating tags from you or anyone else - saving you countless hours of busy work. However, you may have other initiatives that are more manual that you wish to track, to insure it's driving the results you hope. Perhaps it's an internal email campaign, a social post, or a sponsored link on a very small niche site. Or, this is very often used also for one-time annual branding buys like the Glassdoor Enhanced Employer Profile Page, the Linkedin Sponsored Company Profile Page, or the Indeed Sponsored Company Profile Page. You are spending real money on these branding purchases, and our tracking allows us to track the influence of all touchpoints, even early in the funnel touchpoints (in the "Influencers Report") - so we highly recommend that you track the performance of all such buys buy creating a "Tracking Link" and sending it to your media contact along with your media insertion order.
What can I track with a Tracking Link?
Anything you want, email campaigns, SMS, sponsored company profile branding pages, niche sites, niche site banners, social posts, promoted social posts, and so on.
What if I can't find the site in the dropdown?
If you can't find a site, a message will come up that says Site Not Found, Create a New One, with a link. This will trigger our back end team to check on this site name, and enable it, which typically is completed by next day. Most sites we use as an agency are already available, but we're adding new ones all the time. We require this process also for the sake of uniform naming conventions... we don't want competing names like SITES, sitez, SiteZ, sitez.com, SITEZ.com, etc, so this process also ensures data cleanliness and non-duplication, which is useful for when it comes time to analyze your performance data.
What if I need to edit my tags to correct the data in my report after the campaign is already over?
This is possible! We've designed a future-proof approach to data accuracy here. If you initially entered $10,000 but you meant $1,000 and now your ROI reports look wrong, to update your reporting accordingly you just have to find your tag and correct your mistake, and the data will be automatically cleaned up accordingly! Similarly, maybe you put a start date that wasn't when the media actually started, you can go in and edit the costs or start date accordingly. Note that if you edit the URL, you will need to re-copy and re-send the corresponding click-tag.
Can I download all my tracking links for analysis?
Yes, just select the tags you want or Select All, and hit the Download Tags button. You can do this for analysis, or, for sending the tracking links to others so that you don't have to manually copy each tag from the UI. Sometimes working out of an excel document will be easier for you.
What if the email I want to track has multiple destination URLs, can I still track them all using the same tracking link?
Yes!, in the Destination URL area, just hit the plus sign to add additional destination URLS - then each URL, despite going to a different destination, will all track to the same tag.
What if I have 5 tracking links to create, can I bulk-create them to save time?
Yes!, to create more than one tag, just choose more than one site from the multi-select site dropdown. For example if you have a "May Hiring Event" campaign you want to run on Facebook, Linkedin, Twitter, Pinterest, and Instagram --- you can quickly create all 5 tracking tags at once by just selecting more than one site.