One of the most reliable tools in our recruiting arsenal at Bayard is Appfeeder, our programmatic media source. To learn more about the impact that Appfeeder can have on a trucking campaign specifically, we sat down with Camille Berlioz, one of our Appfeeder traders, to talk about how Appfeeder supports our campaigns.
What is Appfeeder and how is it used?
Camille: Appfeeder is Bayard’s programmatic solution; it marries human intelligence and software and pairs them together to get a full service programmatic solution. Appfeeder allows us to send out a client’s job to a number of media sources and get performance data back instantly, allowing our team to adjust spend and strategy in real-time.
If a trucking company is concerned about only reaching CDL-A drivers and doesn’t want to invest in leads that aren’t useful, can Appfeeder add value?
Camille: Absolutely! Appfeeder has hundreds of different publishers in its network. We pare down the number that we use based on your industry and open positions. For transportation, in particular, we have a massive network of job boards that are specifically suited for transportation jobs. We have control over the ads and the job titles so that we can conduct sophisticated AB testing to see what’s really performing.
Appfeeder seems like a very flexible tool. Tell us more.
Camille: The magic in Appfeeder is that we are constantly adjusting and moving things around based on how they are performing. All of our budgets are handled in a really flexible way. Because all of the data we’re receiving is in real time, we’re able to adjust the budgets and how much we’re willing to pay for the applications in real time based on how those publishers are performing.
Are there any strategies or tactics used within other industries that trucking companies should consider?
Camille: Here at Bayard, the Appfeeder team works very closely together. Although I am someone that is fairly siloed with the transportation part of our business, I sit next to somebody that’s siloed in healthcare; we are able to have conversations about strategy, what’s working or not working for a client, and how we can infuse the strategies that we use in healthcare or retail into transportation.
One thing in particular that I’m really excited about is the system of cascading campaigns that we’ve developed. The cascading campaign was built to spread applications across different stores by letting the jobs free-flow based on their application volume. We’ve been able to manipulate something that was really meant for retail into the transportation space and use these free-flowing campaigns to optimize towards the locations that are receiving the most applications. This allows clients to spend money on the jobs that are actually converting versus equally spreading the budget out across all of your expansions.
Is there any particular way that Appfeeder is helping in a time of driver shortages?
Camille: We’re obviously all feeling the stress of the times —it’s been really tough to hire drivers. However, we have the ability to stay as strategic as possible given these shortages. While throwing more money at the problem can be a solution, that isn’t always the case — often, it doesn’t do anything but inflate costs, so our philosophy on the Appfeeder team is to only recommend additional funds when we feel like a greater investment will lead to a greater ROI. Appfeeder allows us to remain strategic and ensure that our clients get every ounce of traffic that’s available for their jobs without overpaying. We’re able to be very thoughtful in how we’re allocating funds, and not overbid just for the sake of spending. It’s a priority at Bayard that every campaign is pay-for-performance. We’re able to be really strategic because we understand what a specific driver should cost us, and we’re not willing to overpay just for the sake of making sure the budget is spent at the end of the month.Reach out