Getting them both right is the key to effective job advertising. The degree to which money is wasted by data entry professionals who do not take adequate time and attention to fill in the required data is simply amazing. There isn't a recruiting shop that uses online advertising that wouldn't benefit from a thorough review of the quality of the data submitted to the various job boards and other media outlets. The simplest way to conduct this sort of internal audit is to create a master list of all of the data fields required by the various services and examine the data that is being submitted in each field. One of the extraordinary benefits of using a job distribution service like RecruitUSA or WhoToChoose is that their single form submission process allows for internal audits of full completion of the data.
Data quality is, of course, a user responsibility.
The job distribution services simply make it easier to tell if you are getting it right. Many customer service problems in a variety of services, from Applicant tracking systems to Job Boards could be easily improved with the addition of software that points out omission or errors and makes useful suggestions for correct completion. Years ago, Net-Temps pioneered this sort of customer service. For example, the location of the job may well be different than the location of the person placing the ad. Careful attention to the zip code fields is required in this case.