DoubleClick (now Google Marketing Platform) expertise
DoubleClick, now part of the Google Marketing Platform, is a suite of powerful advertising and analytics products used by agencies, marketers, and publishers worldwide. Hiring a freelancer with DoubleClick expertise can significantly enhance your online advertising campaigns, providing advanced targeting, measurement, and optimisation capabilities.
What to look for in a DoubleClick freelancer
When searching for a DoubleClick freelancer, look for demonstrable experience in specific platform components like Campaign Manager, Display & Video 360, and Search Ads 360. A strong understanding of digital marketing principles, including audience targeting, campaign optimisation, and performance analysis, is crucial. Proven experience managing campaigns across various channels, such as display, search, and video, is highly desirable.
Key skills to look for include:
- Proficiency in campaign setup, trafficking, and management within the Google Marketing Platform.
- Experience with audience targeting, including demographic, contextual, and behavioural targeting.
- Strong analytical skills and the ability to interpret campaign data to optimise performance.
- Knowledge of ad serving, bidding strategies, and inventory management.
- Familiarity with third-party ad verification and brand safety tools.
Main expertise areas within DoubleClick (Google Marketing Platform)
Campaign Manager
Look for experience in managing and trafficking campaigns across various channels. Expertise in floodlight configuration and conversion tracking is essential.
Display & Video 360 (DV360)
Experience in programmatic buying, audience targeting, and creative optimisation is key for DV360 specialists. Look for freelancers who understand different bidding strategies and inventory sources.
Search Ads 360 (SA360)
For search campaigns, expertise in keyword research, bid management, and campaign automation within SA360 is crucial.
Relevant interview questions
- Describe your experience with specific Google Marketing Platform products (e.g., Campaign Manager, DV360, SA360).
- How do you approach campaign optimisation and what metrics do you focus on?
- Explain your experience with different bidding strategies and when you would use each one.
- How do you ensure brand safety and ad verification in your campaigns?
- Can you share a case study of a successful campaign you managed using the Google Marketing Platform?
Tips for shortlisting candidates
- Review portfolios and case studies to assess the candidate's experience and the results they have achieved.
- Check for relevant certifications, such as Google Marketing Platform certifications.
- Look for clear communication skills and the ability to explain complex concepts effectively.
Potential red flags
Be wary of candidates who over-promise results or lack specific examples of their work. A lack of understanding of key platform features or a reluctance to discuss past campaign performance should also raise concerns.
Typical complementary skills
DoubleClick expertise often complements skills like Google Analytics, SEO, SEM, and general digital marketing strategy. Freelancers with these combined skills can provide a more holistic approach to your online advertising efforts.
Benefits of hiring a DoubleClick (Google Marketing Platform) freelancer
Hiring a skilled DoubleClick freelancer can bring numerous benefits, including:
- Improved campaign performance and ROI through advanced targeting and optimisation techniques.
- Access to specialised expertise without the overhead of hiring a full-time employee.
- Greater flexibility and scalability to adapt to changing marketing needs.
- Data-driven insights to inform your overall marketing strategy.
For example, a freelancer could help a retail business optimise their DV360 campaigns to target specific customer segments with personalised ads, leading to increased sales. A travel company could benefit from a freelancer's expertise in SA360 to improve their search campaign performance and drive more bookings. A media agency could leverage a freelancer's Campaign Manager skills to streamline their campaign trafficking and reporting processes.
By carefully considering these factors, you can find the right DoubleClick freelancer to help you achieve your marketing objectives and maximise your return on ad spend.
