Digital Advertising Platforms
Plan, create, target, deliver, track, and optimise paid advertisements across digital channels (e.g., social media, search engines, display networks, video, and apps). They allow advertisers to reach specific audiences, manage budgets and bids, and measure performance using campaign data and conversion tracking.
Proficiency Level
Level 1 (Follow)
- Understand key platforms and terms (Meta Ads, Google Ads, LinkedIn; campaign/ad set/ad; Click-Through Rate CTR, Cost Per Click CPC).
- Support simple tasks using templates (upload creatives, update copy, basic targeting changes) under guidance.
- Follow compliance/brand rules and flags issues (rejected ads, wrong landing page, missing UTM).
Level 2 (Assist)
- Set up and manages standard campaigns (objective, audience, budget, placements, basic A/B tests).
- Implement tracking basics (pixel/tag, UTMs) and monitors performance against simple targets.
- Optimise routine levers (creative refresh, bid/budget adjustments, audience refinement) and reports results.
Level 3 (Apply)
- Design multi-campaign funnels (awareness → consideration → conversion) aligned to KPIs such as Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), Cost Per Acquisition (CPA), Return on Ad Spend (ROAS).
- Perform deeper optimisation (segmentation, retargeting, lookalikes, landing page alignment) based on data insights.
- Manage measurement integrity (conversion events, attribution assumptions) and troubleshoots tracking/performance issues.
Level 4 (Ensure)
- Define platform strategy and operating standards (testing framework, naming conventions, QA, governance, SLAs).
- Lead advanced setups (conversion API/server-side, feed/catalogue ads, lead form automation, cross-channel orchestration).
- Coach team and manages agency/vendor performance; controls budget allocation and risk (policy, brand safety).
Level 5 (Strategise)
- Set enterprise paid media strategy and investment model (budget mix, incrementality, attribution approach, LTV).
- Drive scalable growth through experimentation and measurement maturity (Marketing Mix Modelling MMM, lift tests, audience strategy).
- Establish governance for compliance, privacy changes (cookie loss), and sustainable performance across markets.