Ads Specialist

Roles and responsibilities

• Support marketing team members with setting up and monitoring paid campaigns
• Monitor paid performance and budgets across the Marketing team
• Build on automation and AI to improve paid performance
• Develop Canonical's adtech stack to industry leading standard
  

What we are looking for in you

• Proficiency with all ad platforms (Google, LinkedIn, Meta...)
• Familiarity with campaign tracking and analytics tools
• Experience driving successful lead generation campaigns.
• Experience with A/B testing and data-driven decision making.
• Exceptional interpersonal skills and aptitude for forging trusting relationships across diverse, cross-functional teams
• Proven ability to prioritise and differentiate what matters from the noise, meeting deadlines without sacrificing quality
• A growth mindset - someone who is not afraid to think big and take on risks
• Engagement with the latest trends in marketing technology
• Willingness to travel up to 4 times a year for internal events

• 1. Campaign Creation and Strategy

• Ad Strategy Development: Develop targeted advertising strategies that align with the company’s marketing objectives, customer segments, and budget.
• Platform Selection: Determine which advertising platforms (Google Ads, Facebook Ads, Instagram, LinkedIn, Twitter, etc.) best fit the campaign goals, whether for lead generation, brand awareness, or sales conversions.
• Ad Copy and Creative Briefing: Write compelling ad copy, design creative briefs, and collaborate with design or creative teams to develop engaging visuals for ads.
• Budget Allocation: Manage ad budgets, ensuring that funds are allocated efficiently across different platforms and campaigns to maximize results.

• 2. Campaign Execution and Optimization

• Ad Placement: Set up and launch campaigns on digital ad platforms, ensuring that ads are targeted to the right audience based on demographics, behaviors, interests, and location.
• A/B Testing: Implement A/B tests to compare different ad variations (copy, creative, targeting, etc.) and identify the most effective combinations for achieving desired outcomes.
• Bid Management: Optimize bids and budget settings to maintain an efficient cost-per-click (CPC) or cost-per-impression (CPM) and ensure the campaign meets performance goals.
• Ad Monitoring: Regularly monitor the performance of active campaigns, ensuring ads are running smoothly and addressing any issues like underperforming ads or technical problems.

• 3. Performance Analysis and Reporting

• Data Analysis: Analyze campaign data and metrics such as CTR (click-through rate), conversion rates, ROI, CPC, CPM, and customer acquisition costs (CAC).
• Reporting: Create and present reports that summarize campaign performance, key insights, and recommendations for future campaigns. Use data visualization tools like Google Data Studio, Tableau, or Excel to convey results effectively.
• Actionable Insights: Identify trends and patterns in ad performance and provide actionable insights for optimization or strategy changes.
• Competitor Analysis: Keep track of competitor ad strategies, analyzing their approaches to understand how the company can improve its own ad performance.

• 4. Audience Targeting and Segmentation

• Target Audience Development: Define and refine audience segments based on demographic data, interests, behaviors, and past interactions with the brand.
• Retargeting: Implement retargeting campaigns to reach people who have interacted with the brand in the past, such as website visitors, email subscribers, or past customers.
• Lookalike Audiences: Use lookalike audience targeting to find new users who resemble high-value customers or leads.

• 5. Platform and Tool Proficiency

• Ad Platforms: Expertise in major ad platforms such as Google Ads, Facebook Ads Manager, Instagram Ads, LinkedIn Ads, Twitter Ads, Snapchat Ads, and others.
• Analytics Tools: Proficiency in analytics tools like Google Analytics, Facebook Insights, Google Tag Manager, and platform-specific analytics tools to track and analyze ad performance.
• Conversion Tracking: Set up and manage conversion tracking to measure specific goals (e.g., form submissions, product purchases) driven by the ad campaigns.
• Ad Tech: Familiarity with advertising technologies and tools like Programmatic Advertising, Demand-Side Platforms (DSPs), Marketing Automation Tools, and A/B Testing Software.

• 6. Continuous Learning and Adaptation

• Industry Trends: Stay up-to-date with the latest trends, algorithms, and best practices in digital advertising. This includes keeping an eye on emerging platforms, new ad formats, and changes in advertising policies on major platforms.
• Ad Regulations and Compliance: Ensure compliance with platform advertising policies and legal requirements, such as data privacy laws (GDPR, CCPA) and industry-specific regulations.

Desired candidate profile

1. Analytical Skills

• Data Analysis: Strong ability to interpret and analyze data from ad campaigns, drawing insights and making recommendations to improve performance.
• Attention to Detail: A keen eye for detail, particularly when setting up campaigns, monitoring performance, and ensuring that all aspects of the campaign are optimized.
• Problem-Solving: The ability to troubleshoot underperforming ads, identify the cause, and implement changes to improve results.

2. Digital Marketing Knowledge

• Paid Media Expertise: Deep understanding of paid media strategies, including PPC (Pay-Per-Click), CPC, CPM, and CPA (Cost-Per-Acquisition) models.
• SEO & SEM: Knowledge of how paid advertising integrates with broader Search Engine Optimization (SEO) and Search Engine Marketing (SEM) efforts.
• Conversion Optimization: Ability to optimize landing pages, ad creatives, and funnels for better conversion rates.

3. Creative Skills

• Copywriting: Ability to write compelling ad copy that resonates with target audiences and prompts action.
• Creative Collaboration: Ability to work closely with creative teams to develop eye-catching and effective ad creatives (images, videos, and graphics).
• Visual Design: Familiarity with basic design principles or tools like Canva or Adobe Photoshop can be helpful for creating or editing ad creatives.

4. Project Management

• Time Management: Ability to juggle multiple campaigns, deadlines, and tasks while ensuring that all ads are executed on time and within budget.
• Cross-functional Collaboration: Effective communication and teamwork skills to work with other teams, such as content, design, and product teams.

5. Adaptability

• Platform Changes: Ad platforms frequently update their features and algorithms. An Ads Specialist must be adaptable and able to quickly implement new strategies or adjust to changes in platform policies.
• Testing and Iteration: Willingness to experiment with new approaches, test different ad creatives or strategies, and iterate based on what works.