Performance marketing jobs have great potential to develop today, but they also bring many challenges, requiring employees to overcome by putting in constant effort.
Do you really understand the concept of performance marketing? What opportunities and challenges you might face taking this job? Is this the right job for you? Refer to the following article by Navigos Search to find out the answer.
1. Overview of performance marketing
Performance marketing executive is a person who writes content, prepares images, videos and directly deploys ad campaigns on Facebook and Google according to the plan given. Performance marketing executive must have a foundation of knowledge and specialized skills in Digital Marketing to effectively develop content, strategies and advertising campaigns for products and services.
The main duties of a performance marketing executive are as follows:
- Plan a campaign to run ads on Facebook and Google platforms that are in line with the marketing orientation and goals
- Research customer taste, find customer insights to deliver appropriate messages to target customers
- Conceptualize content, prepare images, video scripts and essential elements for running ads. At some companies, performance marketing executives will have support teams such as content, design, video editing team etc,. You just need to send a request with a detailed brief and these teams will deploy to produce relevant and attractive content to support you.
- Build and set up a reasonable advertising account
- Monitor, create statistics, analyze metrics and effectiveness of advertising campaigns
- Adjust campaign, optimize budget
- Solve problems related to advertising policy, approve ads on Google, Facebook
Basic information about performance marketing
2. Common mistakes made in performance marketing jobs
There are many mistakes that beginners often make that demotivate them in pursuing performance marketing jobs:
Running ads frequently can generate daily orders
This is a complete misconception because Google and Facebook cannot do magic. Since running ads on these two platforms only helps you find potential customers and reach customers easier and faster. There is no guarantee that customers will come to buy your products right away. Advertising, digital marketing and performance marketing take time to stabilize and create efficiency, so you have to be patient and know how to spend your budget wisely.
Target is the most important element in performance marketing
In fact, there are many people working in this field who have spent a lot of time, effort and money on identifying the target audience. But they are confused and feel depressed when the advertising results do not achieve the desired effect.
Target is your classification of customers (demographics, interests, behaviors, geography) that businesses want to focus on to implement business strategies. You should note that target is one of the factors that make up an effective advertising campaign, not the only factor. It allows performance marketing executives to target potential customers, but the purchase decision or closing rate of customers is also based on many other factors such as product quality, price, service, reputation, ...
Constant on and off ads running
There are many people who turn it off and on continuously because they think it does not affect advertising results. However, in reality, Google needs time to promote products and services, and Facebook needs time to find the right audience and optimize advertising campaigns.
Running an ad only for a short time is like running halfway and not reaching your destination. That does not bring any benefit even if you have invested a large budget in the campaign.
Unable to identify the correct target audience
One of the biggest advantages of running ads on Facebook is the ability to choose the right audience. Highly relevant people and specific groups will be potential customers. In fact, being unable to identify the right audience to advertise results in an average success rate of only 38% per ad. However, when we narrow down the potential customers and aim at the right target, the advertising results are up to 89% effective.
Target the right audience can maximize the success rate of ad running
Low frequency of ads display
Most customers only really pay attention to products and services after many encounters. That is also why TV advertising channels often repeat a product continuously to increase the level of familiarity and trust for users. Google and Facebook Marketing are also exceptions, you need to remind customers to use products and services by marketing many times.
3. Excessive pressure in performance marketing jobs
A performance marketing executive is offered a base salary of 7-12 million VND/month. However, the income level can be up to tens of millions of dong per month if you achieve the set KPI. However, a high salary will come with pressure and difficulties for people who take performance marketing jobs:
- Sales pressure from businesses
- For specific products and information, it is very difficult to publicly access on the internet.
- Must regularly update the policy to avoid violations and accounts locked
- Take responsibility when the budget balance is negative or the advertising result does not meet the set target
- Compete with more powerful competitors in terms of advertising budgets spent and heavy investment put in search engines
4. Career path
Starting as a performance marketing executive, if you do well after a few years, you can become a team leader, even the Head of Marketing department, Deputy Director of Marketing department, ... To overcome challenges in the profession and promote success, you need to constantly make efforts to improve your professional knowledge about Ads and Marketing as well as to gain practical experience.
Once you reach a high level of expertise, if you don't like fixed working hours, you can completely work as a Freelancer - specializing in providing Ads running services for individuals and businesses with great demand. Or you could start your own business with the knowledge and experience gain throughout the years.
The career prospects of performance marketing jobs are quite attractive
We hope that the above article has helped you understand better about performance marketing jobs and have a better career development orientation. If you are looking for performance marketing jobs or other mid-level and senior-level job positions, please visit our website at Navigossearch.com to be updated with attractive job postings. In addition, at Linkedin and Facebook pages of Navigos Search, there is constantly updated market information, interesting and useful articles about human resources that should not be missed!
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