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Indeed Advertising: How to Get Started

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Indeed: Likely a place you think about looking for jobs if you’re in the market. But have you considered advertising on the platform? If you’re looking to start advertising on Indeed for the first time or the first time in a while, here is a bit of an overview to give you a path forward.

I started advertising on the platform for the first time a few months ago and was astonished by the limited “how to advertise on Indeed” resources out there. While definitely not all-encompassing, my hope is this blog gives you some confidence to take the first plunge.

Indeed Sponsored Jobs

Sponsored jobs are a way to make your listings stand out. Think of them like boosting job posts on a more macro scale. We’re looking to give job postings extra visibility and nudge more and highly-qualified people toward applying.

Indeed provides this synopsis of their platform here.

You decide how much to spend and we deliver relevant, quality candidate traffic. In this way, you can craft recruitment campaigns, track your return on investment and reach the widest audience of quality job seekers. While setting up your Indeed campaign, our team is available to answer any questions and help you make adjustments so you can reach your target audience.

If you’ve searched for jobs on the platform, you’re likely very familiar with these sponsored postings that populate above and below the organic results.

indeed sponsored post exampleJob Feed

If you already are advertising jobs organically on Indeed, then you have already taken the first necessary step towards advertising on Indeed. If you still need to link your job feed to Indeed, I recommend going straight to the source for submitting your XML Feed.

Here are a number of recommendations Indeed provides for ensuring your job listings perform to their best potential. Most of these are pretty obvious like don’t discriminate & don’t offend people but there are some solid reminders about being concise and specific.

While not something I plan on covering in-depth today, this is an area that can really impact performance. Your feed is essentially your Indeed landing page. Ensure your job descriptions are captivating and the names are consistent, then begin testing.

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Campaign Structure

This is one major lever you can pull to significantly impact your ads’ overall performance. Similar to any search or social campaign, think critically about what your priorities are, how you’re budgeting, and how you’re reporting.

Segmenting the campaign by job type or location (if you have multiple) is likely going to be the best starting point. Think critically about how you’re graded on budgets or goals because that will likely be the main driving force for your structure. From there, you can refine by state, eliminate specific jobs, or do radius targeting. The filters are very limited here, but you can use phrase matching and negatives to refine postings to your liking.

I will say, you don’t really get a whole lot of options when building out a campaign. You’re basically just slicing and dicing the feed to reach the most specific set of jobs for your goal. Looping back to feed creation, it’s important to ensure job names are uniform enough to filter down in this instance.

indeed interface add jobsSimilar to paid search and paid social, there is no right way to structure your advertising account. There are simply different ways. I highly suggest approaching this with a testing mindset and continuing to refine and test as you go.

Automatic vs. Manual

One thing you’ll notice really early on is how little transparency there is on Indeed compared to other ad platforms. As a result, you’ll likely do what I did and lean towards manually pulling all of the levers you can (there aren’t many).

If you want to go the manual route, you get to choose your max CPC and pick between a couple of budgeting options. If you go the automatic route, you’re picking your monthly budget. As you can tell, there is not a whole lot of difference between those options. Your maximum CPC is going to become one of the few metrics you’ll use to manually control and test.

Max CPC vs. Automated

You have to option of setting a maximum cost-per-click or letting the Indeed system optimize. When I got started, I used another brand’s account to compare against and it gave me a baseline benchmark, but that’s all I had to reference. Indeed gives you very little information on averages for potential searches you’d be showing for so it’s a bit of a shot in the dark. I can tell you, CPCs are much lower than most ad platforms. The campaign I ran had average CPC’s in the $0.30 range.

I started with manual bidding and eventually switched over to automated. The before and after isn’t drastically different, but I have seen CPC’s creep down, especially when there are a lot of impressions to offer. During busy times, my average CPCs were half as expensive. I also had my max CPCs set at almost double that of the actual avg. CPC, which shows just how poorly informed my initial starting CPC was.

indeed interface campaign budgetsClick Balancing

This is one of the few other metrics you can tweak (opting in or out). Essentially, this setting allows you to either spread clicks across all jobs or let search-demand drive the clicks. I’d suggest testing this setting because you’re likely going to have very different results depending on the structure.

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Indeed…Take the Wheel?

As you probably gathered by this point, control over your Indeed ads is minimal. Indeed doesn’t even provide search queries your ads are showing for, so good luck working within the advertising platform to do things like improving CTR.

It takes a change in mindset to adjust to this lack of control, even with all of the automation features we’re already using in other popular ad platforms. You are not really able to tinker or test in an organized fashion like we’re accustomed to in other ad platforms.

All that being said, Indeed is a channel with much lower CPCs and high-intent for job searches. If you work in an industry that has a lot of jobs that need to get filled (recruiting, staffing, you’re a large company), you should at least be testing Indeed ads.

If you’re looking for more PPC resources, including some forward-looking trends and projections, make sure to check out Hanapin’s Best PPC Resources of 2019, which is a compilation of our 10 best resources from the last year.

PPChero.com

MARKETING

5 Elements of Content That Will Build Brand Recall

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5 Elements of Content That Will Build Brand Recall

Gone are the days of traditional sales and marketing strategies. In today’s media landscape, driving sales and engagement through content has proven to be a highly successful and cost-effective strategy

Hence, most modern businesses have a content marketing arm that achieves the following by simply creating and distributing content:

  • Address customers’ paint points and gain their trust
  • Improve product accessibility via SEO
  • Increase opportunities for conversion
  • Generate leads
  • Build brand awareness and recall

Unfortunately, competition to reach the right audience has increasingly intensified. And that’s just the beginning of it.

The end goal is to consistently make sales, attain a loyal customer base, and build brand recall. So, how exactly do you achieve that? What kind of content will eventually enable your audience to easily recognize your products and services?

We uncover the five major elements of content that will build brand recall.

#1: Accessibility

Before gunning for brand recall, ensure that your audience can easily find information about your products and services. It’s virtually impossible to be recognized if you aren’t even visible or searchable.

Thus, this is where strategies such as onsite/offsite search engine optimization (SEO), simplifying user experience, improving scalability, expanding channels, and developing customer feedback platforms come into play.

That said, SEO strategies are usually the content marketers’ main focus. Investing in content SEO not only improves your brand’s visibility, but it also drives more conversions to your website. You do so by identifying your customers’ top search terms, optimizing your website’s content, and addressing high volume search queries.

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#2: Relatability

You must identify and understand your target audience before creating any piece of content – whether onsite or offsite. This is when it’s time to utilize data you have on your customers, which can be accessible via tools such as Google Analytics or AHREFs. These tools should give you insights on common search queries, keywords, website traffic, conversion, engagement, and such.

Customer feedback and surveys are also essential in understanding what your customers need. Your content should be able to address their pain points while providing them with information and services on what they’re looking for.

Once your audience find themselves relating to your content, it won’t be long until they purchase your product.

#3: Engagement

Reaching your audience is one thing, but customer engagement is a whole different beast. It’s easy to lose your customers’ attention in a crowded and noisy online economy.

As mentioned, understanding your customers’ needs and pain points is vital to your content strategy. Your content must be something they find useful enough for them to engage with. In short, there must be something in it for them.

There are many ways to skin this cat. You could engage your audience via content onsite with a great customer experience channel before and after they purchase. Another opportunity for engagement is developing social media content that encourages them to participate in your marketing campaign.

In conclusion, your content must be customer-centric before anything else.

#4: Value & Relevance

So, you’ve identified your target audience and learned to understand them, but how exactly do you convince them to choose your product over others? How do you stand out amongst your competitors?

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It’s equally important to understand your own products and services. You must identify your main value proposition, and how this is relevant to your customers. Having a stellar product is a waste if your target market doesn’t know its full value.

Thus, content marketers should communicate a product’s relevance and unique selling point. It’s their job to inform the target audience on how they can benefit from the product.  

#5: Consistency

There’s no bigger obstacle to brand recall than inconsistency. This applies to all types of content – articles, infographics, video ads, images, and social media posts.

For customers to remember you, your message, design, and overall branding should always be uniform and consistent. A disconnect between these elements is confusing and thus makes it difficult for your audience to recognize your brand.

Therefore, a marketing team must streamline uniform messages, value propositions, templates, and editorial and design guidelines before reaching out to the desired audience. In the world of marketing, familiarity breeds brand recall.

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