Facebook Ads Specialist job requirements and salary

What are the top qualifications required to become a Facebook Ads Specialist?

The best Facebook Ads specialists possess a diverse set of skills. They must also undergo both formal and informal training on the Facebook platform. Below, we’ll cover some of the skills and training required to become a Facebook Ads specialist.

An ability to work with numbers

Facebook Ads specialists must have an affinity for working with numbers. Numerical data provides marketers with valuable insights into the effectiveness of their campaigns. This type of data is also used to convey the success of advertising efforts to stakeholders.

An advertising specialist is responsible for reviewing and interpreting numerical data. They must also translate this data into actionable insights so that it can be used to guide decision-making. Processing numerical data is essential for any digital marketing professional, including Facebook Ads specialists.

Knowledge of audience targeting

As its name implies, “audience targeting” is the art of directing marketing content toward specific prospective clients. 

Top Facebook Ads specialists are those who have mastered the skill of audience targeting. They understand how to reach their client’s ideal audience and are adept at creating content that will resonate with that group of consumers.

Audience targeting is an effective way to acquire high-quality leads while simultaneously working within the confines of a marketing budget.

Fortunately, the Facebook ad campaign management platform makes it easy to target your ideal audience. As you create a new campaign, you can single out specific audience members based on demographic information, such as income, age, and gender. 

Configure Facebook events

You probably have configured a custom Facebook event before using your personal profile. Creating a custom event for a business page is very similar. However, there is another layer to this process, which involves developing an “Event Ad.”

When creating an event for your personal page, you probably put in the gathering details and then sent out invites to friends or family members. 

While a business can also “invite” people who already follow their page, in most cases, they will also want to attract new clients using the event. To do so, they will need to launch an event advertising campaign.

An Event Ad is content designed to convince users to provide the business with an “Event Response.” Event Ads are an essential tool for every Facebook Ads specialist. This type of marketing allows you to effectively market significant events, such as store grand openings or product launches.

Ad Copywriter experience

Every Facebook Ads specialist needs a fair amount of ad copywriter experience. While large companies will often have a dedicated team of copywriters, smaller businesses rarely have this luxury. Therefore, they expect the Facebook Ads specialist to handle all content creation.

Quality written content is an essential part of lead generation. A captivating image can certainly catch a user’s eye. However, the written content is what will prompt them to take action.

Understanding the Facebook sales funnel

The Facebook sales funnel is a concept used to guide consumers toward making a purchase or signing up for a service. A comprehensive Facebook Ads campaign should include content that addresses users in various stages of the funnel.

The sales funnel can generally be divided into four segments. Stage one of the sales funnel is to make a user aware of the company’s product or service. After they are aware, phase two involves increasing their interest in the offered product.

The third phase of the Facebook sales funnel is the lead capture or sales stage, depending on the company’s business model. Ads designed for this phase should encourage viewers to contact the company, provide their email addresses, make their first purchase, or sign up for a trial.

The final phase of the funnel is geared toward nurturing the new customer relationship. Stage four marketing materials should be designed to convert a casual consumer into a long-time customer.  

CRO landing page knowledge

Conversion rate optimization (CRO) is the practice of refining your landing pages so that they positively impact your conversion rates. A CRO landing page should be user-friendly and visually appealing. The consumer must also be able to find any information that they are looking for easily.

A landing page that is not conversion rate optimized can negatively impact the efficacy of your social media advertising campaign.

Facebook competitor analysis

Every Facebook Ads specialist must know how to use the platform’s analysis tools to size up their competition. 

Taking time to learn and assess a competitor’s social media marketing is an excellent way to maintain a strong market share. This tactic may also help you understand which types of campaigns are most effective with your ideal audience.

For instance, let’s say that one of your top competitors recently ran a video ad campaign. In our scenario, their campaign accumulated thousands of likes and was shared dozens of times. Overall, it was a highly successful series of advertisements.

By leveraging competitor analysis strategies, you can identify which aspects of their ad campaign resonated with consumers. You can then utilize some of these same methods when creating your next content series.

Ability to track results

Facebook Ads specialists are not only tasked with launching and managing social media marketing campaigns. They are also responsible for tracking the results of each campaign.  To do this, they measure key performance indicators (KPIs). A KPI is a metric that provides insights into a particular aspect of a Facebook Ads campaign. An example of a KPI is “reach.” This metric conveys the total number of consumers that view a particular piece of content. Ad content views are classified as “paid reach.”

Other KPIs that you may use to track results include:

• Click-through rate
• Impressions
• Cost per click (CPC)
• Cost per purchase (CPP)
• Return on ad spend

When analyzing a campaign’s effectiveness, you must track multiple KPIs. Each of them will reveal important information about your campaign’s performance.

Cumulatively, these metrics will help you understand whether your advertising efforts were successful. They may also provide information that will assist you in improving the efficacy of future campaigns.

Training

Many of the skills above can be acquired by participating in Facebook Ads specialist training. You can navigate the Facebook campaign management platform to familiarize yourself with its capabilities.

However, enrollment in formal training is a much more practical approach, especially if you are new to digital marketing.

Facebook offers dozens of training courses on the Facebook Blueprint platform. The social media behemoth also offers several different Facebook digital marketing certificates via Blueprint. 

These certificates are a great addition to your resume and help you stand out when applying for Facebook Ads specialist positions.

If you would like more guided instruction, you may consider a third-party Facebook digital marketing program. That said, make sure you find a program that Facebook endorses.