T Tool or technology HF-D8.3-003 cross-sector 12 umiejętności
Managing digital advertising campaigns
Sets up campaigns in advertising platforms, configures audience, bid and budget and steers on cost per click, lead or sale.
W jaki sposób serwis hrmforce to mierzy
- Metoda oceny
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce narzędzie
- Work sample test, Portfolio
- Możliwość szkolenia
- high
- Prognoza popytu na lata 2026–2030
- rising
The candidate performs a representative work sample under standardised conditions.
Kotwice behawioralne
| Poziom | Zachowanie na tym poziomie |
|---|---|
| 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 i N4 celowo nie zostały przypisane do konkretnych punktów odniesienia. Oceniający umieszczają je pomiędzy punktami odniesienia, zgodnie z konwencją O*NET.
Podstawowe umiejętności
Umiejętności te dziedziczą ścieżkę oceny oraz punkty odniesienia behawioralne tej konstrukcji.
| T | Umiejętności | Definicja | Prognoza popytu na lata 2026–2030 |
|---|---|---|---|
| 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 |