There has been a lot of speculation in our industry about Google for Jobs and the impending paid job ad program.
Currently they are testing paid job ads with a few big players like LinkedIn. Rumor is that it will soon be opened up to more publishers but the question is how?
As of now, there is now way to pay to sponsor your job feed. Publishers simply add their feed via the Google Search Console.
But that interface is not setup to accept payments for anything so how does Google plan on rolling this out?
I have big questions around any rollout.
For this to work and make the most money possible for Google, it needs to be open to the smallest job board, any employer and not just the big players.
To do that, they will need to build some kind of payment gateway to sponsor jobs. Will they provide a dashboard for publishers to monitor clicks? How will this work?
One programmatic job exec I spoke with thinks Google should go through agencies and programmatic platforms to get it rolling. But that would leave out employers and small publishers who don’t have those relationships in place.
If they plan on using the Google Ad platform where companies currently buy ads, they will need to make a different section of that for job ad buys. I question if they actually will want to do that. That interface is very complex as it is so I don’t think its a good place to put it.
Only a stand alone interface for buying ads on jobs.google.com makes the most sense to me. It’s the home of Google for Jobs information.
But will Google spend resources to build such an interface OR will it rely on third parties to buy ads?
All this remains to be seen.
Stay tuned.
