A strong online presence is essential for any business that wants to succeed. One of the most effective ways to achieve this is by running paid ads on various platforms like Google Ads, Facebook, Instagram, and LinkedIn. While paid advertising can be a powerful tool, it can also be complex and time-consuming. That's why many companies turn to freelance digital marketers to manage their paid ads. In this blog post, we'll explore what a company should expect from a freelance digital marketer managing paid ads and how they can ensure that their investment delivers the desired results.
1. Expertise in Paid Advertising
When hiring a freelance digital marketer to manage paid ads, companies should look for someone who has expertise in this area. Managing paid ads is more than just setting up a campaign and letting it run. It requires a deep understanding of the platform's algorithm, target audience, bidding strategies, ad creatives, and much more. A good freelance digital marketer should be familiar with the latest trends and best practices in paid advertising and have experience running successful campaigns.
2. Strategy Development
The first step in managing paid ads is to develop a strategy that aligns with the company's overall business goals. A freelance digital marketer should work closely with the company to understand its target audience, industry, competition, and budget. Based on this information, they should develop a comprehensive strategy that includes ad placement, targeting, bidding, and ad creatives. The strategy should be data-driven and include clear metrics to track the campaign's success.
3. Ad Creation and Optimization
Once the strategy is in place, the freelance digital marketer should focus on creating high-quality ads that resonate with the target audience. Ad creatives play a crucial role in the success of any paid campaign. The digital marketer should be able to create visually appealing ads that convey the company's message effectively. They should also have experience in A/B testing to optimize the ads for maximum performance.
4. Budget Management
Managing the budget is a critical aspect of running paid campaigns. A freelance digital marketer should have a clear understanding of the company's budget and allocate the funds appropriately. They should also have experience in bid optimization to ensure that the company gets the best possible return on investment. The digital marketer should monitor the campaign closely and adjust the budget as necessary based on the performance metrics.
5. Targeting and Audience Segmentation
One of the key benefits of paid advertising is the ability to target specific audiences based on demographics, interests, behavior, and location. A freelance digital marketer should have a thorough understanding of the target audience and use this information to create highly targeted campaigns. They should also have experience in audience segmentation to ensure that the ads are shown to the most relevant people.
6. Performance Tracking and Reporting
The success of any paid campaign depends on the ability to track and measure its performance. A freelance digital marketer should have experience in performance tracking and reporting. They should set up tracking pixels and conversion tracking to monitor the campaign's performance accurately. They should also provide regular reports to the company that includes detailed information on key metrics like click-through rates, conversion rates, cost per click, and return on investment.
7. Continuous Optimization
Paid advertising is not a set-it-and-forget-it strategy. A good freelance digital marketer should continually optimize the campaign to improve its performance. They should monitor the campaign's performance metrics closely and make necessary adjustments to the targeting, bidding, and ad creatives. Continuous optimization is essential to ensure that the campaign is delivering the desired results.
8. Communication and Collaboration
Communication and collaboration are critical when working with a freelance digital marketer. The digital marketer should keep the company updated on the campaign's performance and be responsive to any questions or concerns. They should also be open to feedback and suggestions from the company. A successful paid campaign requires a collaborative strategy built on pulling insights from your product team, demand generation, and even customer service staff to get a holistic view of the target.
9. Stay Up-to-Date with Industry Changes
The digital marketing industry is constantly evolving, and the algorithms of various platforms like Google Ads and Facebook are continuously updated. A good freelance digital marketer should stay up-to-date with these changes and adjust their strategies accordingly. They should attend conferences and training sessions to keep up with the latest trends and best practices in paid advertising.
10. Provide Insights and Recommendations
Finally, a good freelance digital marketer should provide insights and recommendations based on the campaign's performance metrics. They should use the data to identify areas for improvement and provide actionable recommendations to the company. The digital marketer should be able to identify what is working and what is not and provide recommendations to optimize the campaign further.
Hiring a freelance digital marketer to manage paid ads can be an excellent investment for companies that want to improve their online presence and reach their target audience effectively. However, it is essential to work with an experienced and knowledgeable digital marketer who can create and execute a comprehensive strategy that aligns with the company's business goals. A good digital marketer should be able to create high-quality ad creatives, manage the budget effectively, and continually optimize the campaign to deliver the desired results. They should also be responsive, open to feedback, and provide regular reports on the campaign's performance. By following these guidelines and working collaboratively with the digital marketer, companies can ensure that their investment in paid advertising delivers the desired return on investment.