Campaign Specialist - LinkedIn Ads

As a LinkedIn Campaign Specialist, you will be pivotal in designing, executing, and refining our clients' advertising campaigns on LinkedIn. Utilizing your in-depth knowledge of LinkedIn Ads and LinkedIn Campaign Manager, along with your analytical approach and creative problem-solving ability, you'll be instrumental in enhancing ROI, driving impactful results, and fostering the growth and success of our clients' campaigns.

Focus Area(s): LinkedIn Campaign Manager

LinkedIn Ads: 

As a specialist in LinkedIn advertising, you will leverage your understanding of LinkedIn's unique professional environment and advertising algorithms to develop and execute client-specific ad strategies.

Each of LinkedIn’s ad types and assets has a different look and feel, designed to help clients achieve different goals:

Sponsored Content: Designed to reach a highly engaged audience in the LinkedIn news feed

Sponsored Messaging: Conversation ads designed to engage audiences in LinkedIn Messaging, where professional conversations happen.

Lead Gen Forms: Leverage pre-filled forms for clients’ LinkedIn ads.

Text and Dynamic Ads: Ads that run in LinkedIn’s right rail that assist with brand awareness, promote website visits and engagement:

Your responsibility is to translate client objectives into effective LinkedIn advertising campaigns.

Key Responsibilities:

Key Result Area 1: Alignment with Client Goals & Objectives

• Comprehend and align with clients' objectives to effectively guide their target audience through the awareness-to-conversion journey.
• Develop on-platform strategies that align with the overall marketing plan and strategy set by the Account Services team.
• Segment campaigns based on market demographics to attract new customers and encourage repeat business for clients.
• Identify and focus on key client-specific KPIs like Click-Through Rates (CTR), Cost-Per-Action (CPA), Return on Ad Spend (ROAS), Cost per conversion, Conversion rate, Cost per result, Impressions, etc.
• Coordinate with other channel specialists to enhance cross-channel performance.
• Work with account management and strategy teams to understand clients' business objectives and craft integrated marketing strategies.
• Contribute to the development and pitching of LinkedIn advertising proposals for potential clients.
• Assist in implementing LinkedIn conversion tracking and analytics (utilizing  LinkedIn Insights Tag).

Key Result Area 2: Campaign Execution

• Demonstrate proficiency in LinkedIn Campaign Manager's features and capabilities.
• Display an understanding of ad types and their specific use cases, specifications, and technical requirements.
• Adeptly guide onboarding of new projects:
  • Collect necessary information to facilitate campaigns
  • Audit an existing/help create a new ad account
  • Set the initial campaigns with targeting, objective, and budget
  • Create Matched Audiences
  • Set Conversion Tracking 
  • Request Copy and Design creation
  • Set budgets that align with client expectations
  • Upload the Copy and Design to the ad account
• Create custom audiences and ensure timely and budgeted completion of each campaign project.
• Ensure that each project is accomplished on time and within budget and that the client's vision and objectives are met at every stage.

Key Result Area 3: Campaign Optimization

• Regularly audit, track, and report key metrics, identifying optimization opportunities.
• Conduct thorough audience research, segmentation, and competitor analysis in order to identify opportunities.
• Perform A/B testing to refine ad performance and discover effective strategies.
• Utilize segmentation and advanced targeting techniques for precise audience reach.
• Continuously improve campaigns based on data from existing and past projects.
• Collaborate with creative teams to optimize ads and landing pages for maximum impact.

Key Result Area 4: LinkedIn Analytics and Tracking

• Ensure accurate data flow between the client's website, LinkedIn Campaign Manager and other analytics tools.
• Set up and troubleshoot conversion tracking events.

Key Result Area 5: Reporting & Insights

• Implement and audit conversion tracking, utilizing campaign data for data-driven optimization.
• Regularly track and report campaign performance according to designated schedules (weekly/monthly/quarterly) and ad hoc reporting as requested
• Evaluate performance metrics and generate actionable insights so that it can be clearly & effectively communicated
• Offer insightful recommendations for future campaign improvements.

Key Result Area 6: Adherence to Best Practices

• Advise on best advertising practices for assigned platform(s)
• Stay informed about LinkedIn Ads updates, tools, and industry best practices
• Ensure documented processes result in clearly understood instructions that upon execution, result in on-target work output
• Consistently utilizes Project Management system (ClickUp) to promote timely delivery and communication of project status
• Consistently logs time against client projects to promote organizational understanding of resources required to facilitate individual projects
• Participate in team meetings, knowledge-sharing sessions, and contribute to the overall growth of and success of the agency.
• Stay updated with the latest trends, tools, and technologies in campaign management and marketing.

High-Level Measurements of Success:

• Deliver services on time and within budget
• Ensure marketing campaigns achieve their objectives; achievement of client campaign KPIs
• Manage accounts and ensure an increase in campaign performance and ROI
• Client-level reporting is delivered in a timely and accurate manner; you will directly contribute to our ability to achieve better results for clients by giving visibility to key performance indicators (KPIs).
• Generating insights; surfacing insights related to clients’ business objectives, specifically highlighting insights that influence strategy
• Positive feedback from clients and internal stakeholders regarding strategy development & execution, collaboration and integration with team (both internal and external)

Required Skills / Education / Knowledge:

• Bachelor’s degree in marketing, communications, media studies or related fields
• 1-3 years of related job experience
• 1-3 years proven experience in managing successful paid social campaigns, preferably on LinkedIn and in an agency setting - extensive training
• Knowledge and competency with LinkedIn ads
• Ability to proactively think through, evaluate and solve problems logically
• Able to organize work effectively in order to meet deadlines
• Technical proficiency (use computer software to produce reports , manage data, compose documents for internal and external communication)
• Strong analytical skills and the ability to interpret and draw insights from data to optimize campaigns effectively
• Attentive to detail and organized through every aspect of a project
• Collaborate and coordinate with other teams/departments respectfully
• Results-driven mindset with a focus on achieving measurable outcomes for clients.
• Ability to effectively communicate in English, both verbally and in writing - B2 level and above.

Desired Skills / Education / Knowledge:

• Specialized knowledge: LinkedIn Marketing Insider Certification
• In depth knowledge of running B2B and/or B2C campaigns
• A good understanding of current marketing trends
• Exposure to project management tools (ClickUp, Monday.com, Teamwork, Asana, Jira, etc.)