Appcast Brand Ads
Overview
Appcast Brand Ads is a pay-for-performance product that makes brand advertising work for recruitment marketers. Combining expert brand advertising methodologies, advanced campaign optimization, and automated lead nurturing techniques through Appcast Remarketing, Appcast Brand Ads makes social and display advertising viable channels for employers to build awareness and engage qualified candidates. Further, candidate traffic is tracked end-to-end and optimized alongside other Appcast-managed advertising channels.
How it Works
Prior to launch, Appcast reviews your campaign objectives, target roles, and audience parameters to recommend appropriate budgets and targeting across supported social platforms. Proposed budgets and targeting strategies are then shared with you for review and approval before campaign activation.
- Brand advertising campaigns run across platforms like Meta, LinkedIn, and TikTok to reach passive candidates.
- Native or offsite lead forms capture candidate interest and basic information to be used for lead delivery and remarketing.
- Automated nurturing engine (via Appcast Remarketing) engages leads, generally using job application calls-to-action. Users may opt-out of further communications.
- Performance-based billing only occurs once specific actions (ex. lead, application, qualified application) have occurred.
- Application tracking is in place for candidates who apply as a result of the campaigns, while Appcast Quality Connect can also be used to track further down the funnel.
Integration
Appcast Brand Ads integrates with our other product and technology offerings (when available) including Appcast Apply, Appcast Remarketing, the Appcast Platform, Appcast Quality Program, Appcast Pixels, and is subject to Appcast Data Management practices.
Requirements
Campaign Commitment Term: 60 consecutive-day minimum runtime from day of campaign launch.
Creative and Design Assets: Creative and applicable content is required for all campaigns and may be provided by you or developed by Appcast as part of Appcast Ad Creative service Appcast will provide limited copy development and provide stock images which are only made available for use with Appcast Brand Ads.
Spend Visibility: Your spend data displays in the Appcast Platform only after the first lead is collected; zero-lead campaigns show no cost to you, but metrics like impressions/clicks remain visible.
Performance Timeline: While CPL captures high-intent interest immediately, full conversion to a completed apply follows a longer nurture timeline.
Algorithm Optimization: The 60-day minimum commitment ensures sufficient time for campaign algorithms to optimize performance and down-funnel outcomes to occur.
Your ad accounts: Some social media platforms within Appcast Brand Ads allow your accounts to be accessed and managed by Appcast with your permission and consent.
Third Party Ad Account Ownership: If Appcast is not granted access to your accounts, Appcast-owned accounts will be used. Some platforms require use of an Appcast-owned account.
Candidate Engagement: Appcast Brand Ads may use Appcast Remarketing to re-engage candidates and guide them toward completing an application. All remarketing channels are subject to candidate opt-in and opt-out.
Billing
Appcast Brand Ads is a paid channel, and budget is allocated as part of your AppcastOne budget. Once budget has been exhausted, advertising on this channel will cease.
Billing occurs on a monthly basis, in arrears, for the actual costs of Appcast Brand Ads media purchased in the prior month and for Appcast’s Management Fees.
Results Disclaimer: Advertising performance varies based on factors including job type, location, labor market conditions, seasonality, and budget levels.