Facebook marketing expert (GerdLi Inc)

Looking for someone to run paid advertising through Facebook.

Job-specific Functions:
• Design, manage and implement paid search campaigns and strategies for GerdLi in Facebook ads
• Be a superuser in all elements of paid search campaign management and maintain an understanding of industry trends and best practice
• Execute day-to-day optimization and management of paid search campaigns, including delivery of relevant metrics to various team members and stakeholders
• Monitor PPC budgets on a daily and weekly basis and adjust bids, keywords, and targeting as needed for maximum lead generation
• Provide clear instructions and direction to support staff on the creation of new search ads, keyword lists, and reporting, when applicable
• Assist in generating monthly performance reports via Google Data Studio, including the ability to recognize and troubleshoot data anomalies

Still, apart from channel expertise, every paid social media marketer needs a handful of core skills:

Budget allocation: A seasoned social media specialist knows how to allocate (and reallocate) large or small budgets wisely across countless campaigns and platforms, based on business goals, targeting algorithms and the latest return on ad spend (ROAS).

Data analysis: If you hire someone who doesn’t know how to use A/B testing results for ad creative optimization, and broader social media strategy optimization, they’ll burn money. You’ll want an expert who understands various metrics and KPIs including cost per click (CPC), lifetime value (LTV), customer acquisition costs (CAC) and more.

Campaign structuring: Advertising experts spend a lot of their time structuring actual social media ad campaigns — AKA strategically designing ads’ messaging and visual content for lead generation, different stages of the sales funnel, and different branding goals. They also use social channels’ analytics platforms to measure campaign performance.

Copywriting: Most social media ads involve the written word, which makes copywriting an essential skill for paid social media advertisers. When written well, an ad can entice an on-the-fence prospect to click, but when written poorly, it can turn off a current customer. Copywriting also comes in handy for any landing pages required for a paid social media campaign.

People skills: Maybe it’s obvious, but communication skills are a must for social media advertising, or any advertising, really. It’s not just the customers that social media advertisers need to connect with. It’s also the clients, so project management and problem-solving skills are a must.