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Contextual Advertising Manager: Duties, Training and Earnings
05.05.2020 2 232 0
Today we will discuss what a traffic manager does and how to master this promising and in-demand digital profession. First, let's define who a traffic manager is and what he does?
A traffic manager is an Internet marketer who attracts an audience to a specific resource using several channels to attract Internet users. Most often, such channels are contextual and targeted advertising, teaser advertising, etc.
Traffic managers are sometimes called ppc marketers (from English ppc - pay per click, fee for click), i.e. this is a specialist in attracting paid traffic. Traffic management also includes the work of CPA marketers or traffic arbitrageurs, specialists in attracting audiences to affiliate projects.
The main goal of a traffic manager is to attract a high-quality (target) audience to a resource: a website, an online store, an application, etc. The effectiveness of a paid traffic manager is assessed based on what percentage of attracted leads, or applications, will eventually become real clients. In addition, there are also intermediate KPIs that a traffic manager must track.
Significant KPIs for a traffic manager include:
Profitability indicators (ROI and ROAS)
Cost per lead/target action (CPA)
Conversion rate
Average cost per click (CPC)
Quality Score (QS)
What are the responsibilities of a traffic manager?
The main job responsibilities of a traffic manager include:
Media planning and preliminary assessment of the effectiveness of advertising placement in a particular channel;
Planning the advertising campaign budget;
Collection and launch of advertising campaigns;
Cooperation with partners within the framework of partnership programs;
Advertising testing and optimization;
Web analytics;
Communication with clients;
All these actions are aimed at providing the client with the largest number of target applications at the lowest possible price. A good traffic manager never stops learning, constantly looks for new promotion channels and improves skills in existing ones.
The work of a traffic manager is cyclical. One advertising campaign ends, and the next one starts right away. Usually, a paid traffic specialist has several different projects in development at once.
How much does a traffic specialist earn?
The earnings of a traffic manager depend on the chosen place of work:
internet marketing agency;
on the company side;
working “for yourself” and independently searching for clients;
The first two options imply some stability and a fixed salary plus bonus payments when the plan is fulfilled. In the third option, the income level is tied to the number of projects and the ability to profitably sell your skills and knowledge.
Of course, standard components such as norway phone number library experience, competence and professionalism also influence the income of a traffic manager. The salary is also determined by the level of tasks, the volume of work, and the territoriality. Incomes in Moscow and the regions sometimes differ by more than 2 times. However, no one prevents a traffic specialist, even if he is in a remote region, from looking for a higher-paying job in Moscow and even abroad.
The average salary of a traffic manager with 1 year of experience in the regions starts from 20 thousand rubles, in Moscow - from 60 thousand rubles, if we talk about employment in a company. Experience from a year allows you to accumulate enough knowledge and cases to qualify for a salary increase several times. A private traffic manager forms his salary independently, usually prices start from 15 thousand rubles for setting up and maintaining a standard project.
The career of a traffic specialist from the outside may look like a journey from one employer to another with an increase in the level of responsibility and salary, usually developing towards a team lead, a team leader. The career of a successful private expert often goes towards creating his own digital agency.
Traffic manager training
In the vast majority of cases, beginning traffic managers choose online courses. This is logical, because the field is related to Internet professions. There are no special knowledge that a new traffic manager should have “by default”, although a desire to work with numbers, basic knowledge of IT and the ability to work in Excel will definitely be a plus. A good specialist will also need perseverance, a desire to search and “shovel” a ton of information on their own, as well as the ability to not give up, even if not everything works out right away. And specialized skills can be obtained in online courses for training traffic managers.
Short training programs are suitable for beginner traffic managers. If you search the Internet, you can easily find at least 5-6 free courses on attracting traffic from large online schools with proven speakers. A good start would be studying the lessons posted in open access on YouTube channels of experienced traffic experts and digital agencies.
Why do we recommend short-term training programs for beginners? After completing training in this format, you will be able to evaluate:
Are you still interested in the chosen direction? Did expectations and reality match?
Are you able to do it or is it “not your thing”?
Do you have motivation for further learning and development?
If after completing a free online course for a traffic manager you answered “yes” to all three questions, then you can continue your education in long-term (from 3 months) professional retraining programs without a twinge of conscience or risk to your wallet.
Recommendation from Eduzillio : before paying for a long and expensive course, we recommend that you first choose a training project in which you will work on the course and apply the knowledge in practice. Ideally, the chosen niche should be familiar to you, you should be interested in working with this project and it should have prospects (you will be able to lead it after completing the course).
