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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.

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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.

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.

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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

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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.

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

Podcast advertising spend surged in 2021

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Podcast advertising spend surged in 2021


According to data released by advertising intelligence platform MediaRadar, spending on podcast advertising was up over 20% YoY in 2021. Q4 ad spend alone was $160 million, making a total of $590 million for the year. It is estimated that more than a third of Americans now listen to podcasts regularly. Technology brands became the biggest spenders, pushing media into second place.

Familiar names among the top 10 highest spending podcast advertisers are Amazon, Capital One, Comcast and State Farm. Most podcast advertising is located midroll with durations of 30 and 60 seconds being most common. Brands seem confident in the effectiveness of podcast advertising, with 79% of advertisers from 2020 continuing to buy in 2021.

Read next: How to get the best ROI from podcast advertising

Why we care. We say yet again, channels are proliferating. This means fragmented audiences, of course, but also potentially highly engaged audiences. Podcasts create the opportunity for focused contextual advertising as well as for more general brand messaging.

Speaking of messages, consumers (and B2B buyers) are delivering a clear one. Meet us where we are.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How to scale personalization efforts with data-driven marketing

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Why data-driven decision-making is the foundation of successful CX


Tristan Silhol, senior manager of consulting at data company Artefact, recently worked with hygiene, health and nutrition CPG company Reckitt to revitalize their marketing campaigns. Their goal was to move Reckitt from a mass-market marketing approach to more personalized customer targeting.

“Typical strategic marketing teams are focused on assumption-based marketing,” he said in his presentation at our MarTech conference. “So, essentially building media campaigns and personalization based on external factors such as consumer surveys, brand knowledge, demographic data, national demographic data, statistical data, and consumption data.”

He added, “This is great to build broad campaigns, but it might not be sufficient when current customers expect a lot of personalization and a certain level of relationship.”

Source: Tristan Silhol

Moving from assumption-based marketing to data-driven marketing is no simple task. It takes a lot of coordination and resources to focus less on external factors and more on individual customer data. But, with the right strategies in place, marketers will have a much easier time adjusting their campaigns.

Adopt data-driven marketing strategies

While “data-driven marketing” sounds like a commonplace tactic, it’s actually a relatively new way of structuring campaigns. Traditional marketing relied on assumption-based strategies to figure out what customers wanted. Now, new marketing technologies allows brands to make decisions based on real-time customer data.

“More and more brands are innovating with data-driven marketing practices, trying to put data at the center of that marketing process,” said Silhol. “What this means is consolidating three types of data, one being first-party data — transactional data, CRM, and other digital assets that you may own as a company. They’re merging this with second-party data from retailers such as Walmart or Amazon. Programmatic technologies are also expanding their reach with third-party data and open-source data.”

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“This data-driven marketing piece represents a very large piece of the untapped opportunities for brands, and it requires a lot of capabilities and innovation,” he added.

According to Silhol, CPG companies often have a difficult time translating traditional consumer and market insights-based segmentation into addressable audiences due to lack of a data-driven approach: “Often those companies end up arbitrarily targeting segments online and having this disconnect between what is available in terms of addressable audiences and their marketing segmentation.”

Source: Tristan Silhol

To combat these challenges, Silhol recommends marketers turn to their marketing operations setup to see how optimized it is for analytics and data procurement.

Center digital marketing operations on data and analytics

In the same presentation, Guilherme Amaral of Reckitt discussed how he worked with Artefact’s team to introduce customer data and insights into their campaign automation.

“We started a whole program of digital transformation focused on transforming the way we run digital media campaigns,” he said. “This was just the first step in terms of setting up successful campaigns.”

He added, “We also talked about the right data, the right processes, the right technology, and internalizing some of these capabilities as well.”

Source: Tristan Silhol

Internalization was a major piece of Reckitt’s marketing ops transformation. By internalizing operations, it was able to reduce spend on external measurement tools, centralize customer data, build audiences with its own AI, and measure data independently.

“We ran an assessment, looking at what a few other peer companies were doing,” Amaral said. “In simple terms, we needed to internalize the martech, so we standardized and internalized a lot of our technology. Then we needed to develop technology or capabilities to drive consumer segmentation and audience building — that’s what (Artefact’s) audience engine is.”

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Implement an audience management system

Artefact helped Reckitt implement audience management technology to help scale these data-driven marketing efforts.

“It’s about having the ability to centralize first-party, second-party, and third-party data in your data warehouse,” Silhol said. “Then build your audiences, integrate them in your current operating model, and generate insights from those audiences to have that constant test and learn approach. Then you’re able to orchestrate those audiences in an automated fashion.”

Source: Tristan Silhol

With upcoming consumer data regulations, marketers need ways to take advantage of all their customer data, especially if they hope to deliver personalized experiences. Audience management platforms (such as the audience engine), combined with data-driven marketing strategies and operations, have the potential to address this with improved campaign efficiency and personalization.

“We’re studying the foundations of the audience engine and our first-party data strategy,” said Anna Humphreys, who also works at Reckitt, in the same presentation. “They are what we need to prioritize to succeed with the website.”

She added, “We’re still working and evolving because the audience engine has been so impactful for our business.”


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.



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What is a Product Marketing Manager? Job Description and Salary

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What is a Product Marketing Manager? Job Description and Salary


Your research and development team has been working on a new product for months and putting valuable resources into its design and manufacturing. They’ve carefully researched the market and the problem they intend to solve.

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