Programmatic 201: Strategies for Candidate Traffic SupremacyMarch 1, 2018 at 01:22 PM — Post
This past May, we teamed up with our friends at Madgex for an in-depth webinar, Programmatic 201: Strategies for Candidate Traffic Supremacy. Attendees from many job boards walked away with strategies and considerations for taking next steps in a programmatic approach to building and growing traffic for their business.
Tom Chevalier, VP Product at Appcast, and Sue O’Neil, Managing Director, North America, for Madgex, examined why we spend money to acquire traffic, where we spend it and how we can ensure that we put that money in the channels that deliver the best results. Additionally, Tom & Sue discussed how you can also leverage programmatic as a means of differentiation.
(In Case You Missed It: Programmatic 201 was a ‘next step’ webinar from one we delivered in Fall of 2017, aptly titled, Programmatic 101 – check it out here!)
What are some of the takeaways we shared in Programmatic 201?
- Define and understand your KPIs – what conversions count, what is the right amount and who do you work with to achieve those KPIs? (Spoiler alert: Use data to make these decisions!)
- Set goals – identify your benchmarks and set goals by category, customer and location. Don’t rely on averages to inform these goals, examine true performance and work with your customers to get the data you need to establish what that performance is.
- Test & Optimize – 1) implement rules to limit over-delivery of candidates for jobs that don’t need as many, 2) establish spend targets and set up campaigns to track performance of publishers and jobs (pro-tip: segment further by looking at performance of bids, job titles, locations, etc.), 3) optimize your publisher mix, 4) re-allocate budget from under-performers, and 5) bid to market by job.
Watch the on-demand webinar to dig deeper and see examples of why the above takeaways are your keys to programmatic success!