T Tool or technology HF-D8.3-003 cross-sector 12 skills
Managing digital advertising campaigns
Sets up campaigns in advertising platforms, configures audience, bid and budget and steers on cost per click, lead or sale.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Work sample test, Portfolio
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Sets up a campaign following a fixed step plan and checks whether budget and end date are set correctly. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Manages several campaigns side by side, tests advertisement variants and shifts budget to the best performing combination. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Sets the standards for advertising purchase and measurement and decides on platform choice and annual budget. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| T | Setting up a Google Ads campaign Google Ads | Configures campaign structure, ad groups, keywords and adverts within Google Ads. | rising |
| T | Optimising search campaigns on queries Search query optimisation | Reviews the search terms report, adds exclusions and shifts budget to profitable terms. | rising |
| T | Managing Google Shopping campaigns Google Shopping | Manages product feed, bids and groups for shopping adverts and keeps feed quality up. | rising |
| T | Managing LinkedIn Ads campaigns | Sets up business advertising campaigns using job title, sector and company size as audience filters. | rising |
| T | Managing Meta Ads campaigns | Manages adverts on Facebook and Instagram with audiences, placements and creative variants. | rising |
| T | Setting up retargeting Retargeting | Builds audiences of earlier website visitors and shows them targeted adverts. | rising |
| V | Writing and testing ad copy Ad copywriting | Writes variants of headline and copy, runs them against each other and selects on results. | rising |
| T | Setting bid strategy and budget Bid strategy | Chooses a bidding strategy, sets daily and campaign budget and adjusts on cost per result. | rising |
| T | Building audiences and lookalikes Lookalike audiences | Creates audiences from customer lists, website behaviour and similar profiles for ad platforms. | rising |
| T | Installing conversion tracking Conversion tracking | Places and tests conversion points so that enquiries, purchases and calls become measurable. | rising |
| T | Configuring Google Tag Manager | Manages tags, triggers and variables in Tag Manager and verifies that measurements are correct. | rising |
| V | Reducing cost per lead Cost per lead optimisation | Analyses where ad spend leaks and reduces cost per lead with targeted adjustments. | rising |