What is the core function of a Paid Media Specialist in an agency?
A Paid Media Specialist’s core function is to strategically plan, execute, and optimize paid advertising campaigns to achieve specific marketing objectives for clients. This also includes tracking the KPIs and ensuring the measurements are accurate throughout the campaign duration.
What exactly is it that you do?
We play a crucial role in keeping things running smoothly within an organization,
especially in advertising, marketing, or media companies. Every day, we coordinate projects, allocate resources, and keep everyone in the loop to make sure we meet our deadlines. We do this by:
- Interrogating briefs to fully understand the requirements.
- Checking creative briefs to ensure that all instructions are clear, and that all necessary collateral/information is provided
- Conducting a daily morning standup meeting to go over items/tasks assigned to determine if there are any roadblocks.
- Communicating ALL THE TIME!
What’s the most surprising trend you’ve seen in paid social media advertising recently?
The rapid rise and impact of short-form video content, particularly on platforms like TikTok, has been incredibly surprising. Additionally, the rise of WhatsApp Business and its usage has been an amazing experience to witness.
Can you share a memorable campaign where a small tweak made a huge difference in performance?
One memorable campaign to share is one from Bidvest McCarthy VW. In addition to the regular creative assets we receive monthly, we added carousels that showcase images of the cars available on dealership floors. We’ve coined this type of carousel as a “makeshift carousel”. This small change helped campaigns reach favorable results much quicker. With makeshift carousels, we also have the flexibility to add and remove cars with ease. In turn, this brought in a consistent low cost per lead and a general increase in people reached and impressions served.
How do you balance creativity with data-driven strategies in your paid social campaigns?
It’s often best to use data to inform creativity. By analysing audience data, past campaign performance, and trends to develop relevant creative concepts, we can test and iterate with different creative elements through A/B and multivariate testing to refine your approach. Collaboration with the creative team is also key.
What’s one common myth about paid social advertising that you’d like to debunk?
Myth: Paid social advertising is only for big brands.
Truth: This is a common misconception. While it’s true that big brands often have substantial advertising budgets, paid social advertising is a highly effective tool for businesses of all sizes.
The beauty of platforms like Facebook, Instagram, TikTok and LinkedIn is their ability to hyper-target audiences based on demographics, interests, and behaviours. This means even small businesses can reach their ideal customers with precision and efficiency.
What tips would you give someone wanting to pursue a career in Paid Social?
Paid social is a dynamic field. Passion, curiosity, and a willingness to continuously learn new methods are essential for long-term success. Develop your creative abilities to create engaging ads and your strategic thinking to set goals, determine target audiences, and optimize campaigns. Strong communication, problem-solving, and time management skills are also essential.
