What metrics should you use to measure media buying effectiveness?

It takes someone who really knows what she/he is doing to get it right. Media buying requires a knowledge of the media industry- not just media platforms. To make the right decision one needs to be knowledgeable about the business and its product or service, and what is their target market. The purpose of media buying is to simply to reach the target market for that particular media [medium] platform. The first criteria is to know who is our target market and which media [medium] plarform is our target market using on a daily basis. For an example; if my target market is using a train as a means of transportation, then it makes business sense to advertise on a train to reach my target market. A train is their means of transport to work

For one of the banking giants, we aimed to boost our employer brand to attract top tech talent in the EU and UK. Initially, we prioritized reach to get our message to as many potential candidates as possible. However, we noticed low frequency - our branding content was seen only a few times. To optimize, we shifted to increase frequency. This led to a significant rise in high-quality job applicants and a stronger employer brand perception. This experience emphasized the importance of balancing reach and frequency in employer branding, especially in competitive tech sectors where building trust and attracting the right talent is crucial.

we soon realized that low frequency was a challenge, with our branding content seen only a few times by each potential candidate. To optimize, we applied the principles of CPM and CPP, balancing the cost of reaching a broad audience (CPM) with the cost of reaching a specific target audience (CPP). This shift allowed us to increase the frequency of our branding messages for the right candidates. The result was a significant rise in high-quality job applicants, highlighting the importance of balancing reach and frequency in employer branding

Initially, we emphasized a high CTR to attract clicks to our job postings and branding content. However, we found that a high CTR didn't necessarily lead to high-quality job applicants. This led us to adjust our strategy, focusing on making our content more informative and user-friendly. The outcome was a significant increase in CR, with more quality job applicants. This experience underscored the importance of balancing CTR and CR in employer branding. In a competitive tech industry, it's about not just attracting clicks but attracting the right talent that aligns with your company's values and goals.

Return on Ad Spend (ROAS) measures the value gained from your employer branding compared to the cost of media buying. A ROAS above 1 indicates a positive return on investment, with values greater than 1 signifying profit. Return on Investment (ROI) assesses the net profit from your branding efforts against the total cost, accounting for all expenses, including ad spend and internal resources. These metrics help gauge the financial effectiveness of your employer branding strategy and inform budget allocations in competitive tech sectors.

hese metrics are like your GPS, ensuring your ads align with your audience and platforms. Quality Score (Google Ads): Rates the alignment of your branding ads with your target candidates. A higher score means better ad placement and cost-efficiency. Relevance Score (Facebook Ads): Measures how well your branding ads resonate with your audience. A higher score leads to more efficient ad delivery. In the competitive tech sector, these metrics help optimize employer branding and marketing campaigns for better results and cost-effectiveness.