WHAT DOES A DIGITAL ADVERTISING SPECIALIST DO?
Published: Oct 24, 2024 - The Digital Advertising Specialist takes ownership of all paid media campaigns, planning, executing, and analyzing performance marketing initiatives across various advertising channels. This role focuses on optimizing spend through continuous campaign adjustments and employing a test-and-learn approach, implementing A/B tests to enhance customer acquisition. The position develops innovative campaign concepts and manages relationships with advertising networks to ensure effective budget prioritization for maximum ROI.
A Review of Professional Skills and Functions for Digital Advertising Specialist
1. Digital Advertising Specialist Duties
- Campaign Ownership: Take ownership of all paid media campaigns to drive key results.
- Campaign Planning and Analysis: Plan, execute, and analyze performance marketing campaigns using various advertising channels.
- Spend Optimization: Ensure the best possible spend optimization by continuously optimizing campaigns.
- Optimization Strategy: Develop an optimization strategy across all digital paid media channels to drive customer acquisition.
- Test-and-Learn Approach: Drive a test-and-learn approach by implementing multiple A/B tests across creatives, target segments, and other strategies.
- Performance Tracking: Track, analyze, and optimize campaigns based on KPIs and ROAS.
- Hands-On Advertising: Execute hands-on paid advertising on Google, Facebook, LinkedIn, and other digital advertising channels.
- Post-Campaign Analysis: Manage performance and post-campaign analysis reporting to create a clear picture of performance and growth opportunities by implementing attribution reporting.
- Collaboration with Marketing Leads: Collaborate with segment marketing leads to help execute a multi-channel inbound marketing campaign.
- Creative Development: Collaborate with the creative team in developing new creative campaign concepts.
- Relationship Management: Manage and develop relationships with advertising networks and other marketing partners.
- Digital Proposition Definition: Work in collaboration with the wider marketing team to define a digital proposition for all audiences globally.
- Advertising Management: Manage and optimize advertising through various channels, including social media accounts, YouTube Ads, and Google AdWords.
- Performance Measurement: Review, measure, and report performance using Google Analytics and other tools.
- Budget Prioritization: Review and prioritize advertisement budget based on product margins to achieve maximum ROI.
2. Digital Advertising Specialist Details
- Social Media Management: Support the eCommerce & Marketing Teams by creating and managing public-facing social platforms.
- Sales Growth Strategy: Drive sales growth by following (and, if necessary, adjusting) the plan of action for each brand.
- Landing Page Development: Develop effective landing pages tied to promotional campaigns.
- Data Analysis: Relentlessly utilize analysis tools to identify opportunities for improvement with a continuous focus on improving ROI.
- Data-Driven Decision-Making: Act on data-driven input from the Marketing and eCommerce Teams.
- Campaign Management: Manage campaigns for multiple brands simultaneously across multiple online channels.
- Budget Management: Manage campaign spends/budgets across channels.
- Performance Oversight: Oversee performance across channels, making recommendations and adjustments based on analysis data.
- Site Analysis: Perform regular site analysis and adjust accounts to maximize conversion, sales, and visibility of the brand.
- Amazon Sales Optimization: Optimize listings to drive product sales on Amazon.
- Product Marketing: Ensure products are accurately described and marketed while increasing brand awareness and visibility.
- Amazon Advertising Coordination: Handle Amazon SEO, AMS advertising (headline, product, and display), and AMG campaign coordination.
- Attribution Modeling: Ensure optimal attribution models are applied to accurately distribute goal conversion and advertising spend across channels.
- Market Insights: Provide insights regarding gaps in demand/propositions while highlighting performance issues across products, ranges, and brands.
3. Digital Advertising Specialist Responsibilities
- Campaign Execution: Execute building, testing, and optimizing campaigns on all major platforms, including LinkedIn, Facebook, Twitter, Microsoft, and Google Ads.
- Performance Analysis: Identify creative performance trends and insights at a large scale using real-time performance data.
- Digital Marketing Measurement: Measure, report, and analyze the performance of digital marketing campaigns across channels, assessing against goals (ROI and KPIs); optimize key metrics across the campaign lifecycle.
- Budget Management: Monitor and maintain multiple advertising budgets between channels and engines.
- Reporting: Create, update, and maintain regular performance reports and share with internal teams.
- Cross-Functional Collaboration: Work cross-functionally to ideate creative advertising campaigns and messaging tests.
- Relationship Management: Manage relationships with platform representatives and take advantage of new beta offerings and tools.
- Campaign Strategy and Management: Define the strategy, and own the setup and daily management of Inriver’s digital advertising campaigns, including paid search, paid social, retargeting, display, and programmatic.
- Target and KPI Monitoring: Manage target and budget setting, and define and monitor KPIs of the digital advertising channel mix.
- Ad Trend Optimization: Keep up with changing ad trends to continue optimizing and discovering new potential paid media channels, tactics, ad creatives, and messaging concepts.
- Local Market Execution: Work with Field Marketing to define and execute digital advertising campaigns in local markets.
- Creative Collaboration: Work with Brand Design on ad creatives to present a cohesive Inriver brand across channels and increase conversions.
- Tracking and Reporting: Work with Marketing Operations to apply tracking to all campaigns, build reports and dashboards, and measure the impact of digital advertising on overall marketing performance.
- Paid Social Campaign Management: Create, review, optimize, and report on assigned Paid Social Campaigns on Facebook, Instagram, LinkedIn, Snapchat, and Pinterest.
- Programmatic Campaign Management: Work within the Programmatic Trading Platform to launch, manage, and report on assigned display, CTV, and/or Google Ads campaigns.
4. Digital Advertising Specialist Job Summary
- Ad Implementation: Implementation and management of ads across a variety of ad platforms, including Facebook, Twitter, and Google Ads.
- Quality Control Management: Manage the quality control process of advertising pre-launch.
- Performance Analysis: Analyze results and identify changes in ad performance and opportunities for new strategies.
- KPI Achievement: Work diligently to help ensure campaigns hit clients' KPIs.
- Campaign Setup: Assist with the setup and implementation of ad campaigns across various channels.
- Strategy Development: Work with account teams and clients to develop strategies.
- Cross-Functional Collaboration: Partner with copywriting, graphic design, and analytics teams to produce ads and reporting that will help further clients' missions.
- Staff Training: Train other staff in hands-on digital ads implementation and management best practices.
- Program Leadership: Work closely with the Senior Manager to further develop and lead a best-in-class digital ads program and team.
- Budget Management: Work within and keep pace with assigned monthly campaign budgets for all paid accounts managed.
- Campaign Reporting: Organize, operate, and report on client campaigns using digital dashboard technology.
- Performance Accountability: Accountable for reviewing campaign performance and answering questions about campaigns externally to clients and internally to account managers.
- Platform Management: Act as day-to-day manager of all advertising platforms and accounts.
- Paid Search Management: Manage paid search campaigns and develop a scalable framework for expanding into new markets and tracking ROAS.
- Digital Media Management: Manage Facebook, programmatic, and other digital media campaigns.
5. Digital Advertising Specialist Accountabilities
- Campaign Management: Manage new campaigns and copy creation based on quarterly product hierarchy and promotional calendar. Continually test/optimize all aspects of campaigns.
- Stakeholder Liaison: Liaise with brand marketing teams, merchandising teams, vendors, search platform partners, and agencies to obtain information and ensure alignment with internal direction and external best practices.
- Research & Education: Research, consult, and educate various internal audiences on measuring search marketing initiatives and addressing search marketing issues.
- Strategic Planning: Play an important role in Search Marketing strategy, tactics, and budget as executed by the agency partner. Drive changes in the channel based on organizational priorities.
- Asset Management: Ensure delivery of product feed and creative assets to an agency partner. Ensure that payments are made to search engine partners.
- Reporting and Analysis: Track and analyze channel tactics through the platform and Adobe Analytics data. Provide daily, weekly, monthly, and quarterly insights to the organization for the channel and provide strategic direction and guidance on goals.
- Presentation Skills: Present data and strategy to others to gain consensus among the wider team.
- Digital Advertising Oversight: Oversee all digital advertising conducted by Flow (Google Ads, Facebook, Twitter, and LinkedIn). Advise clients on the right platform(s) and budget allocation according to objectives and targets.
- Campaign Management: Manage digital advertising campaigns and report on the results of digital advertising campaigns, advising on how improvements can be made.