Next article:
A selection of online courses on Influencer Marketing from recommended schools
07.05.2020 1 504 0
What kind of profession is a targetologist? This is a targeted advertising manager, a specialist who sets up paid advertising in social networks and other advertising systems. His job responsibilities successfully combine both the technical and creative parts. Let's discuss this in more detail.
What does a targetologist do?
Let's start with key definitions and answer the question: what is “targeted advertising”?
Targeted advertising (from the English target – target or goal) is advertising that is shown to a target audience selected according to certain parameters, such as: gender, age, geography, interests, online behavior, etc.
Today, all major social networks offer the functionality of setting up targeted advertising and working in advertising accounts: Facebook, Instagram, VKontakte, MyTarget, with some reservations and TikTok. The functionality of displaying advertising to a selected audience segment is also provided by such advertising systems as Google Advertising, Yandex.Direct and their partner platforms.
The main task of a targetologist is to set up an advertising campaign and attract the selected target audience from social networks using advertising posts and advertisements and motivate them to leave a request.
Most often, in a targetologist's resume you can read about the skill of setting up advertising on Facebook and VKontakte. A targeted advertising manager in these social networks most often performs the following duties:
defining the characteristics of the target audience for precise targeting independently or in collaboration with an Internet marketer;
search and collection (parsing) of target audience, segmentation;
selection of targeting, filters, by which it will determine the audience for displaying ads;
copywriting of advertisements and selection of creatives;
Setting up an advertising campaign;
launch of an advertising campaign;
analysis of placement efficiency;
testing and optimization;
creating reports;
The number of leads (applications) depends on the work of the targeted advertising manager, in other words, to ensure the influx of applications. In turn, the conversion from an application to a purchase largely depends on another specialist - the sales manager.
A good targetologist should be able to use the tools of all major social networks, follow updates and follow the rules, analyze advertising promotion and be able to draw conclusions, navigate basic Internet marketing, be able and love to work with tables, manage and plan an advertising budget. Targetologists will also need creative skills or the ability to set clear technical requirements for designers.
The question often arises “what is the difference between a targetologist and an SMM specialist?” The task of an SMM specialist is to ensure communications between the company and users of social networks and to create brand loyalty. The main activities of an SMM specialist are content preparation, influencer marketing (working with opinion leaders) and account management. A targetologist has a different specialization - he only sets up PPC advertising. But there are exceptions - sometimes the description of the vacancy “SMM manager” also requires you to be a targetologist, and there are also options the other way around.
How to become a targetologist?
At the time of writing, there is no full-fledged program for training managers in targeted advertising in public and private universities. It can be said that officially such a profession does not exist yet. Which does not prevent companies from posting ads looking for targeting specialists, and with at least a year of experience. Such is the irony. So what courses are used to train targetologists?
The vast majority of those who now call themselves experts in targeted advertising learned on their own through trial and error. This is a good method of self-study, but it requires considerable time and money.
The easiest way to master the profession of a targetologist right now is to start by studying free materials on the Internet, then move on to watching several live webinars and communicating with speakers, and only then register for a paid program. There is an alternative option - a starting position in an Internet marketing agency and studying the subject in practice under the supervision of an experienced mentor.
You can also start by mastering the tools of targeting advertising using one social network as an example. Social networks are extremely interested in selling their advertising space and are actively preparing free materials and conducting courses for targetologists. You can start with VKontakte, then it will be easier for you to transfer the knowledge you have gained to work in other foreign social networks.
What you should be able to do after completing the targeting courses:
master the vocabulary of a targetologist;
know the basics of internet marketing;
be able to work with specific sites;
know the trends;
be able to prepare and customize ads;
be able to analyze the results of your work using reports in Metrica and Analytics;
How much do targeters earn?
The salary of targetologists is tied to several parameters:
specialist level;
range of tasks
experience;
place of work;
work format (staff or freelance);
In Moscow, there is a fairly wide range of salaries pakistan phone number library for targetologists, on average, the take-home pay is from 50 to 150 thousand rubles for a full-time specialist. The upper limit implies managerial responsibilities. In the regions, salaries are usually 2 times lower, however, this primarily applies to specialists in the office; remotely, you can also apply for positions in the capital. The income of a full-time targetologist usually consists of a fixed part and bonuses. Some companies offer a minimum fixed part and a large bonus, thus trying to motivate employees to take on more projects.
Another interesting point is that most often in small companies it is necessary to combine (for example, SMM and targeting), while in large campaigns a narrower specialization is offered.
A freelance specialist's income is tied to their work capacity and ability to sell their services. On average, the minimum price for setting up one advertising campaign is 10-20 thousand rubles, advertising campaign management is paid separately, often as a percentage of the advertising budget spent. A freelance targetologist can simultaneously manage from 2 to 10 projects.
The profession of a targetologist is in demand due to the convenient format of work, specialists themselves choose where to work: tied to an office or from home and coworking. You can be a freelancer and independently select clients or work full-time, providing yourself with some stability and receiving bonuses for fulfilling KPI.
