Performance Marketing Executive

1. Client Onboarding and Goal Setting

• Client Consultation: Meet with the client to understand their business, goals, target audience, and expectations.
• Define KPIs (Key Performance Indicators): Collaborate with the client to determine measurable goals such as ROI, conversions, clicks, impressions, etc.
• Create Performance Strategy: Develop a tailored performance marketing strategy for Meta Ads and Google Ads based on the client’s objectives.

2. Account Setup & Campaign Structuring

Meta Ads Setup:

• Create or optimize Meta Ads accounts (Facebook, Instagram).
• Set up Pixel for tracking conversions and user behavior.
• Create audiences for targeting (Custom Audiences, Lookalike Audiences, etc.).

Google Ads Setup:

• Create or optimize Google Ads account.
• Set up Google Tag Manager and Google Analytics for tracking.
• Link Google Ads with Google Analytics to monitor performance.
• Conduct keyword research to identify the most relevant keywords for the business.

3. Campaign Creation

Meta Ads Campaigns:

• Choose the right campaign objective (Traffic, Conversions, Awareness, etc.).
• Develop creative content (images, videos, copy, etc.) for ads.
• Set up ad targeting based on demographics, interests, behaviors, and custom audiences.
• Allocate budget and select bidding strategy (CPC, CPA, etc.).

Google Ads Campaigns:

• Create Search, Display, and Video ads based on goals.
• Set up keyword targeting (exact match, broad match, phrase match).
• Develop ad copy and set up ad extensions (site links, callout extensions, etc.).
• Select bidding strategy (CPC, CPA, ROAS).

4. A/B Testing & Optimization

• Continuously test different ad creatives, copy, landing pages, and bidding strategies.
• Test various targeting options on Meta Ads and Google Ads (audiences, placements, keywords).
• Optimization: Monitor and optimize campaign performance by adjusting bids, budgets, targeting, and creatives.
• Identify high-performing ads and allocate more budget toward them.
• Pause or tweak underperforming ads and keywords.

5. Tracking & Analytics

Meta Ads Analytics:

• Regularly check Meta Ads Manager for campaign performance (CTR, CPC, ROAS, etc.).
• Use A/B test results to optimize campaigns.
• Implement and track conversion events using Meta Pixel.

Google Ads Analytics:

• Use Google Ads dashboard to track key metrics (impressions, clicks, conversions, cost-per-conversion).
• Set up conversion tracking for specific goals (purchases, sign-ups, etc.).
• Regularly review Search Query Reports (SQR) for relevant keyword opportunities and negatives.

Google Analytics:

• Review the client’s website data to understand user behavior and adjust campaigns accordingly.
• Set up goals in Google Analytics to track conversions and align with Google Ads campaigns.

6. Reporting & Client Communication

Monthly/Weekly Reports:

• Prepare comprehensive performance reports showing key metrics, ROI, and campaign progress.
• Provide recommendations for optimization and next steps based on performance.

Client Updates:

• Regularly communicate with clients about campaign performance, challenges, and opportunities.
• Present insights and discuss strategies for future campaigns.
• Adjust campaigns based on client feedback and evolving business goals.

7. Budget Management

Monitor Budgets:

• Ensure campaigns are within budget and adjust based on performance.
• Allocate the budget effectively across campaigns, ad sets, or ad groups to achieve optimal results.
•  Ensure proper pacing and spend distribution.

8. Troubleshooting and Issue Resolution

• Ad Disapprovals: Resolve any issues with ad disapprovals on both Meta and Google Ads platforms.
• Underperformance: Address underperforming campaigns by troubleshooting targeting, creative, and bidding issues.
• Platform Errors: Troubleshoot any technical issues related to tracking, reporting, or ad delivery.