The 6 Roles Every Good Digital Ad Manager Plays
What is an “ad manager” anyway? Yes, ad managers do what you might expect: manage your digital ad campaigns across various platforms. But behind the scenes, there are more specialized skills required than you may expect in order to be a good ad manager. In this blog post, we'll unveil the six crucial roles that every adept ad manager plays: the Researcher, the Strategist, the Copywriter, the Graphic Designer, the IT Specialist, and the Data Analyst.
1. Researcher
Every comprehensive ad manager’s job starts with research. In order to make smart advertising decisions that get great results, ad managers start by compiling lots of data. This includes, but is not limited to: background on the client, the competitive landscape, market trends, consumer behaviors, and trending marketing tactics.
These insights serve as the bedrock for crafting ad campaigns that speak to the target audience and generate conversions.
2. Strategist
Once research has uncovered these insights, it's time to strategize. At this stage, ad managers take their research, and use it to create a comprehensive plan that outlines campaign goals, target demographics, ad placements, and budget allocations. This well-thought-out strategy guides the campaign's execution. This is also the stage where ad managers can plan to test different ad copy and creative to see what works best for a particular audience. Which brings us to…
3. Copywriter
With the strategy in place, ad managers morph into copywriters, crafting persuasive ad copy that hooks the audience and encourages them to convert. Copywriting is an art form that distills the brand's offering into concise, compelling text that inspires action. Whether it's a catchy headline, an engaging product description, or a compelling call to action, good ad managers understand the power of copy.
4. Graphic Designer
For display and social ads, copywriting is just one component of ad creation. On these platforms, visuals are usually what make the audience “stop the scroll.” Ad managers with design skills create captivating images, videos, and infographics that simultaneously grab attention and convey the ad's message. This role ensures that visual elements work harmoniously with the copy, crafting a cohesive and visually appealing ad.
5. IT Specialist
This role is a little less glamorous, but stick with us here. In the world of digital advertising, tracking user interactions and attributing them to specific campaigns is the secret sauce. At this stage, before launch, the ad manager takes on the critical responsibility of setting up pixels and attribution.
They ensure that pixels are correctly placed on websites and landing pages, facilitating precise tracking of user actions. Furthermore, they establish attribution models that pinpoint the ad channels delivering the best results, allowing them to fine-tune the ad strategy for maximum impact.
6. Data Analyst
Finally, after ad launch, the ad manager transforms into a Data Analyst, tracking key performance metrics like click-through rates, conversion rates, and return on ad spend. These insights steer data-driven decisions that fine-tune campaigns, optimize ad spend, and drive superior results. Without this role, running digital ads would be just as effective putting up a billboard and hoping for the best. The benefit of digital marketing is being able to measure and optimize very quickly.
A good ad manager offers an array of specialized skills that go beyond the surface, and do more than you might have expected. They fluidly transition between these six essential roles, crafting and optimizing successful digital ad campaigns. Every proficient ad manager is more than just a manager; they are architects of campaigns that drive businesses forward in the fiercely competitive digital landscape.
Every ad manager unlocks hidden value, ensuring that the ad not only captures attention and engages viewers but also delivers impressive results. Their contribution is invaluable, making hiring an ad manager a savvy choice for any business aiming for success in the digital realm.
