How Job Boards Can Use Programmatic to Improve Traffic Buying RecTech 2017 // Wednesday, 17 May, 2017 Kyle J. Leigh // President of Ripple Why to Use Programmatic Programmatic? |ˌprōɡrəˈmadik| For job boards, programmatic can be defined as a technologydriven, rules-based approach of efficiently buying from optimal publishers, at optimal times, at optimal rates to produce optimal traffic that converts into optimal clicks/applies. Programmatic Drives Efficiency “advanced [programmatic] techniques garnered a 32% decrease in cost-per-action (CPA), as much as a 200% improvement in action rates for clicks and view-thru and up to a 70% reduction in cost-per-click (CPC)….” Too Much Waste Without Programmatic Admin Jobs Sales Jobs Health Jobs Technology Jobs Clicks/Applies Needed Without programmatic rules and a diverse network of traffic sources, advertising monies may be too heavily spent on easy-to-traffic jobs and not enough on hard-to-traffic jobs. At Mercy of Too Few Traffic Sources When buying traffic from only a handful of publishers, job boards are at the mercy of their decisions, capabilities, and pricing. Diversification of traffic sources mitigates risk and delivers greater results. How to Use Programmatic Step 1 Manage Internally or Pick a Management Partner • Decide whether you have the resources to manage the day-today buying yourself, or pick a media trading partner - OnRecruit, Recruitics, or Ripple! • If buying yourself, pick a platform partner - Clickcast, Joveo, or Recruitics. Step 2 Set Basic Spend and Volume Rules • Break your current traffic spend into groups: job categories, employers, or individual jobs. • Determine click or applies caps for each group or each job. • Decide how much to spend for each group or each job. Admin Jobs Sales Jobs Health Jobs Technology Jobs Clicks/Applies Needed Step 3 Add Publisher Partners • Create buying relationships with various publishers, or partner with an Ad Exchange - like Ripple! • Provide each an XML feed with job content and click-rate bids. • Ensure that publishers are indexing the feed every few hours. Step 4 Trade, Trade, Trade! • Complete daily performancebased optimizations: - Add/remove publishers. - Adjust bids. - Fix non-performing jobs. - Adjust job titles and locations. • Analyze results, gather insights, and repeat. Results of Programmatic Efficiency, Efficiency, Efficiency More Clicks/Applies for the High-Need Jobs (Happier Customers) Less Wasted Spend (30% - 40%) Smarter Analytics Greater Time Efficiencies Questions? ¿Preguntas? Fragen? Des questions? Le domande? What questions does group have? Kyle J. Leigh // [email protected] ©2017 Ripple Media Group
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