Nail That Job As A Performance Marketing Specialist
With performance marketing, advertisers pay based on ad performance, which usually cannot be manipulated if you’re utilising data analytics.
Why Do You Need Performance Marketing / Ad Operations Specialists?
Many companies would need to use performance marketing services to help them scale their digital advertising efforts to meet important business needs – it’s useful because your budget can also be adjusted according to your needs and resources.
Performance marketers help businesses sail through all the challenges brought about by digitalisation After all, the Internet has revolutionised how people sell and purchase products and services forever – you can’t possibly stick to old ways of marketing in this day and age!
Being able to access AI and gather campaign data 24/7 allows you to optimise marketing campaigns according to real-time results. This wealth of data enables you to convert your digital ads into real dollars and cents depending on campaign performance, and that’s why it’s called “performance marketing”.
Important Qualities and Skills for a Performance Marketing Specialist/Ad Operations Specialist
With performance marketing, you will be responsible for developing and optimising acquisition campaigns on digital channels, including Google Search, Google Display, Google Mobile, and Social Media.
As a performance marketer or ad operations specialist, you will be responsible for developing and optimising acquisition campaigns on digital channels, including Google Search, Google Display, Google Mobile, and Social Media (Facebook and Instagram, for example).
Therefore, you would be required to have the following:
1) Understand the differences, including the strengths and weaknesses, of each marketing channel.
2) How to read data across marketing channels’ dashboard and create report as well as analysis relating to to progress of campaigns.
3) Create digital marketing channel strategies that address business pain points for clients.
4) Communicate clients’ products and services effectively through these channels and test different formulas to optimise campaign execution and maximise clients’ ad spending.
5) Coordinate regular deep dives into the campaign’s performance, build report models, while working with other departments
6) Work closely with other teams and stakeholders to meet acquisition goals.
7) Develop, build, run A/B tests across landing pages, and analyse the results.
8) If you are applying for a role in a digital marketing agency or company in Malaysia, proficiency in the English language (with written proficiency in Malay or Mandarin) will be an advantage.
9) While it’s not a must, but having prior working experience in digital marketing with exposure to Social Media or Google advertising is a plus point.
Digital ads metrics you need to know as a performance marketing specialist
You should also cross-check all data from your website using a high-powered analytics tool, such as Google Analytics, to get a clear picture of your marketing performance.
In performance marketing, campaign execution is done to maximise results. Depending on how complex your campaign is, you can look at marketing metrics on an aggregate level or segment them based on factors such as user demographic or location and the device they use.
It is also good practice to cross-check all data from your website using a high-powered analytics tool, such as Google Analytics, to get a clear picture of your marketing performance.
In any case, if you’re looking to score a job in the field, here are just some important metrics you need to know:
Refers to the number of times your ad has been shown on a website or a mobile app. Impressions are commonly measured as cost-per-thousand (CPM) impression. Impressions can provide a practical starting point for measuring brand awareness campaigns.
Refers to each click or interaction with your ad. When someone sees your ad and clicks to learn more, it will be recorded as a click. Clicks are essential, especially when tracked over time.
Click-through rate (CTR)
Refers to the total number of clicks your ads got divided by total ad impressions. Average CTR will vary by industry but most often, high CTR can indicate higher interest towards the ads.
The total amount of money you have spent on digital ads from multiple ad groups that run on multiple platforms.
Average Cost-per-Click (CPC) is the cost of your campaign divided by the total number of clicks your campaign received. It is one of the main metrics used when the objective is driving traffic to the website. It can also determine whether there is high competition.
CPM or Cost-per-Mille
Shows the cost per 1,000 ad impressions. It is more important for branding and awareness campaigns, as compared to direct conversion and acquisition campaigns, in which your CPC values are more significant.
A conversion is an action taken by customers, which is usually a purchase. However, this can also be a download, a sign-up, or a form submission. You would want to track these conversion actions, and you can track these by partnering with a digital marketing agency in Malaysia.
Cost Per Conversion
Cost per Conversion refers to your ad spend divided by the number of conversions your campaign has brought in.
As a performance marketer, there are some important statistics you need to look into, such as CPC, CTR, and Conversions.
It can show you which campaigns are taking too much of your ad spend, so you can review and make the necessary adjustments accordingly. It can also help you decide whether you want to continue or stop spending money on it altogether.