Digital advertising
Digital advertising encompasses the strategies and tactics used to promote products, services, or brands across various online channels. It's a powerful tool for reaching target audiences, driving website traffic, generating leads, and ultimately increasing sales. From search engine marketing (SEM) and social media advertising to display advertising and email marketing, digital advertising offers a diverse range of options to connect with potential customers where they spend their time online.
What to look for in a digital advertising freelancer
Finding the right digital advertising freelancer requires careful consideration of their skills and experience. Look for individuals with a proven track record of successful campaigns, demonstrable expertise in specific platforms, and a strong understanding of data analysis and reporting. Effective communication and a collaborative approach are also crucial for a smooth working relationship.
Key skills and qualities:
- Proven experience in managing and optimising digital advertising campaigns
- Strong analytical skills and proficiency in using analytics platforms (e.g., Google Analytics, Facebook Ads Manager)
- Up-to-date knowledge of industry best practices and emerging trends
- Excellent communication and reporting skills
- Ability to work independently and as part of a team
Main expertise areas within digital advertising
Digital advertising encompasses a wide range of specialisations. When hiring, consider which areas are most relevant to your needs: Key areas of expertise include:
- Search engine marketing (SEM) - Google Ads, Bing Ads
- Social media advertising - Facebook, Instagram, Twitter, LinkedIn, TikTok
- Display advertising - Programmatic advertising, retargeting
- Video advertising - YouTube, other video platforms
- Email marketing
- Search engine optimisation (SEO) - While not strictly advertising, SEO is often complementary
Relevant interview questions
Asking the right questions is essential for assessing a freelancer's suitability. Here are some examples:
- Can you share examples of successful digital advertising campaigns you've managed?
- What is your approach to developing a digital advertising strategy?
- How do you measure and report on campaign performance?
- What are your preferred tools and platforms for digital advertising?
- Describe your experience with A/B testing and campaign optimisation.
- How do you stay up-to-date with the latest industry trends and best practices?
Tips for shortlisting candidates
- Review portfolios, case studies, and client testimonials to gauge their experience and expertise.
- Look for evidence of data-driven decision-making and a clear understanding of campaign objectives.
- Shortlist candidates who demonstrate a strong understanding of your target audience and industry.
Potential red flags to watch out for
- Be wary of freelancers who make unrealistic promises or guarantee specific results.
- Lack of transparency in reporting or a reluctance to discuss past campaign performance should also raise concerns.
- Ensure they have a clear understanding of ethical advertising practices and data privacy regulations.
Typical complementary skills
Digital advertising often works best in conjunction with other skills. Consider freelancers with expertise in:
- Content marketing
- Social media management
- Web analytics
- Graphic design
- Copywriting
Benefits of hiring a digital advertising freelancer
Hiring a skilled digital advertising freelancer offers several advantages:
- Targeted reach to your desired audience
- Increased brand visibility and awareness
- Improved website traffic and lead generation
- Measurable results and data-driven insights
- Cost-effective marketing solutions
- Flexibility and scalability to adapt to changing market conditions
For example, a fashion retailer could hire a freelancer specialising in social media advertising to promote their new collection on Instagram and Facebook, targeting fashion-conscious consumers within a specific age range and location.
A software company might engage a freelancer with expertise in SEM to drive traffic to their website through targeted Google Ads campaigns, focusing on keywords related to their software solutions.
A local restaurant could benefit from a freelancer skilled in local SEO and Google My Business optimisation to improve their online visibility and attract nearby customers.
