Following on from my post last week about Automation in Recruitment Advertising, I thought I would focus on one of the key components of the automation process – Optimisation.
Historically, recruitment advertising has been traditionally bought on a duration basis (i.e. you purchased an ad credit and your job advert was posted on that website for a week or two). Once that job ad went live, there was little you could do to affect the results. Post and pray as it is affectionately referred to.
Now, with the advent of pay-per-click, you are afforded a lot more control over your job advertising. Specifically, you can adjust response rates, turn them on and off, focus spend on the jobs that need it most, and the media that is performing best. You can set up campaign goals to reach your desired number of applications, manage CPC/CPA at an individual job level or even raise and adjust budgets across whole campaigns or individual jobs.
Firstly, you will need to have some real-time tracking in place, here at ClickIQ , you get to see full response tracking through our analytics dashboard. Once you have that data, you will be able to start doing something about performance (i.e. start optimising).
Next, you need to tell the system what you want to happen with your jobs by creating campaign groups with targets around number of applicants and budgets.
From here, the system takes over and will automatically manage and optimise the job ads to deliver the required targets in the most efficient manner.
Firstly, it buys more advertising on the sites that are producing the better-quality traffic – specifically, those that are more likely to convert into applications. It is also prepared to pay more for those clicks.
The beauty of buying pay-per-click advertising means that you can control response levels. The more you pay-per-click, the higher you appear in searches and the more responses you get. So, you want to pay the right amount – the price that will deliver the target number of applications in the most cost efficient way.
A major issue with any recruitment advertising campaign is that they are often quite short in duration, so you have less time to figure out what needs to be done to improve results. This is where the AI comes in as it learns from every job. It looks at what happened in the past and uses that information to guide the system to deliver the best results in the most efficient way, with out the need to learn from scratch every time
Once the job is live then algorithms kick in that continually monitor and react to real time market conditions, adjusting spend and media to generate the desired outcome until the job is finally closed/targets are achieved.
On average, optimisation should either save you 40% of your budget or improve advertising performance by the same amount.
It does this by ensuring that you only pay what you need to for every job. So, if a job gets a high volume of responses organically then it stays organic. Equally, if a job Is harder to fill and requires sponsoring, you only pay what you need to per click and that spend is focused on the best performing media.
The best part is that by using automation platforms, like ClickIQ, all of this optimisation can be done automatically. All you need to do is set up campaigns and the system will take care of the rest. Automated optimisation can save significant time as it can run in the background of any campaign and update advertising performance accordingly without constant human input.
For more details or a more in-depth demo of ClickIQ please just go to the website and fill in our demo request form. Link in the comments.
ClickIQ’s automated job advertising platform manages, tracks and optimises the performance of your recruitment advertising in real time, focusing spend where it’s needed most to reach both active and passive job seekers across Indeed, Google, Facebook and an extensive network of job boards.
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