Targeted Advertising Specialist (Instagram / Facebook)
Role Objective: setting up, launching, and optimizing advertising campaigns on Facebook/Instagram to attract leads/sales/subscribers, budget control, analytics, and reporting.
Main Responsibilities
1. Planning and Strategy
Develop a monthly advertising strategy (goals, audiences, budgets).
Currently planning $100/month.
Formulate advertising creatives and texts in collaboration.
2. Campaign Setup
Create campaigns in Meta Ads Manager (structure: campaign — ad sets — ads).
Set campaign goals according to KPI (Traffic, Conversions, Leads, Engagement).
Establish and control the budget (daily/total).
Conduct A/B testing of audiences, creatives, formats.
3. Targeting
Set up targeting.
Ensure correct audience inclusions (to show ads to specific groups).
4. Analytics and Optimization
Set up and verify events/pixels/conversions (Facebook Pixel / Conversions API).
Daily/weekly optimization (adjusting bids, turning off weak ads).
Analyze metrics: CTR, CPC, CPM, CPA, ROAS, CR.
Set up UTM tags for traffic tracking.
5. Reporting
Weekly brief reports (what has been done, what is the dynamics, what are the recommendations).
Monthly report with conclusions and a plan for the next month.
6. Payment
Control deductions from the advertising account.
7. Brand Protection
Ensure compliance of advertising materials with Meta policies.
Avoid unwanted impressions or associations of ads with unnecessary contexts.
Contextual Advertising
What the specialist should do:
Set up Facebook Pixel + configure events (ViewContent, PageView, Purchase / Lead).
If necessary, set up Google Tag Manager for tag management.
Create Custom Audience based on website visits (e.g., all visitors in the last 30 days; specific URLs; events).
Set up lists of users who abandoned their cart/viewed products.
Create campaigns in Google Ads of the Display type (or Gmail Ads), targeted at those Custom Audiences (or through fresh remarketing lists).
Provide clear consent on the website (cookie banner) for data collection for retargeting.
