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Facebook Ads Specialist job requirements and salary

by | Feb 25, 2022

Are you interested in becoming a Facebook Ads specialist? Have you been frantically searching the phrase “Facebook Ads Specialist job requirements” online, only to come up with confusing results? Would you like to learn more about the career outlook and earning potential for Facebook Ads specialists?

If the answer is yes, then this guide is for you. In it, we’ll identify the top skills that you need to become a Facebook Ads specialist. Our team will also discuss how much these digital marketing experts earn so that you can decide whether this growing career field is right for you.

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 an essential skill for any digital marketing professional, including Facebook Ads specialists.

Knowledge of audience targeting

As implied by its name, “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 not only understand how to reach their client’s ideal audience but are also 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’re creating a new campaign, you will have the ability to single out specific audience members based on demographic information, such as income, age, and gender. 

Configure Facebook events

Chances are that you have probably 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 you’re creating an event for your personal page, you probably put in the details of the gathering 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. In order to do so, they will need to launch an event advertising campaign.

An Event Ad is content that is designed to convince users to provide the business with an “Event Response.” Event Ads are an essential tool for every Facebook Ads specialist, as 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 to have 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 that is used to guide consumers towards 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 level in the product being offered.

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 address, 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 easily find any information that they are looking for.

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 you start to create your next series of content.

Training

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

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

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

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

If you would like more guided instruction, then you may want to consider a third-party Facebook digital marketing program. With that being said, make sure that you find a program that is endorsed by Facebook.

How do I become a Facebook Ads Specialist?

If you are interested in becoming a Facebook Ads specialist, then you need to start acquiring the requisite skills and certificates. In order to obtain these skills, you can utilize Facebook’s marketing resources.

Another option is to enroll in a comprehensive training course, such as Pathstream’s Facebook digital marketing certificate program. Our program is self-paced and 100% online. It incorporates proven training strategies and methodologies that are designed to help you retain the material. 

Our comprehensive course will teach you all of the skills necessary to effectively manage Facebook marketing campaigns.

 

How much do Facebook Ads Specialists make?

The income for a Facebook Ads specialist varies greatly. According to ZipRecruiter, the national average annual income is approximately $52,000. On the high end, Facebook Ads specialists can earn in excess of $81,000.

 

In addition, many Facebook Ads specialists can take on freelance campaign management work. They can partner with various companies to run a short series of advertisements, which allows the ad specialist to supplement their annual income.

Naturally, your earning potential will depend on several factors, such as the size of the company that you work for.
However, there is a high demand for Facebook Ads specialists, as an increasing number of businesses are looking to expand their online presence. This means that you can expect to have plenty of employment opportunities, especially after you begin to accumulate meaningful skills and certifications.

Tracking 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.  In order 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 you’re analyzing the effectiveness of a campaign, you must track multiple KPIs. Each of them will reveal important information about an aspect of your campaign’s performance.

Cumulatively, these metrics will help you understand if your advertising efforts were successful or not. They may also provide information that will assist you in improving the efficacy of future campaigns.

 

Your path to becoming a Facebook Ads Specialist

Now that you know the Facebook Ads specialist job requirements, it is time to acquire the skills necessary to land an exciting marketing position. That’s where we come in!

Pathstream offers a comprehensive Facebook digital marketing certificate program that teaches you the skills you need for in-demand roles. Our program includes hands-on interactive projects, ongoing career support, and personalized feedback from experienced instructors.

While our Facebook digital marketing certificate is an excellent way to jumpstart your career, you don’t have to stop there. Pathstream offers several other online programs that can teach you valuable digital skills. Whether you want to learn data analytics, immersive design, project management, or Salesforce administration, we can help!

Contact us today to learn more.

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