I always wondered if hairdressers do their own hair, or if dentists sort themselves out using a mirror; I’ll ask next time I see one of either. What I am more certain of is that advertisers such as the job boards you may be using, need in turn additional advertising platforms to generate the traffic that hopefully is going to produce results to you.
Products like Adwords enable advertisers to market their wares on sites which are part of what is called their ad distribution network; the idea is to expand the reach within relevant sites or portions thereof (e.g. advertise on a social website when the users comes from an Australian IP address only)
The points of the rant were
- If you think that sites like myspace and youtube are too “exotic” to advertise your jobs ads because there’s only teens or freaks or geeks there, don’t. Job boards in Australia are getting you traffic from these sites day in and day out (via themselves of course). Wouldn’t it be great if you were able to work out what are the job board traffic sources that produce the largest amount of applications, or the highest quality to you?
- There is no restriction for you to advertise in the same platforms if you want to further customise/target your advertising, or take people straight to your site, etc. The exercise is operationally straight forward but not trivial: there is a science and art to showing the right keywords and managing to budgets, and obviously producing the desired results. Search consultants are making a life out of advising companies on how to do that. I think that is the case because it does pay off.
Have a great week
