Paid Social Media Buyer

Headquartered in Las Vegas, MassMedia Marketing Advertising + PR is a women-owned, digital-first media and PR agency. Our team is a passionate, high-performing group with diverse backgrounds and experiences who take pride in the work that we do. We reach complex audiences and compel them to take action, achieving long-term business growth and market leader status for our clients. Our campaigns include award-winning work for some of the region’s most recognized companies. In business for 25 years and under new leadership since 2019, we foster a culture of trust and transparency, and we lean on each other to get the job done. We offer a flexible work environment where ideas are shared across all disciplines, and there are many opportunities for advancement.

A Paid Social Media Specialist with a focus on social media platforms is responsible for managing and optimizing a company's social media presence to engage audiences, build brand awareness, and drive business objectives. The role requires a balance of creativity, data-driven thinking, and strong communication skills to effectively manage a brand’s presence on social platforms.

Key Responsibilities:

·      Campaign Strategy and Planning:

o   Developing paid social media strategies tailored to business goals, target audience, and budget.

o   Identifying the right platforms (Facebook, Instagram, LinkedIn, TikTok, Twitter, etc.) and ad formats (video ads, carousel ads, sponsored posts) to achieve objectives.

·      Ad Creation and Optimization:

o   Creating compelling ad copy, visuals, and multimedia content that resonates with the target audience and meets platform specifications.

o   Collaborating with designers and copywriters to produce effective and engaging paid ad creatives.

·      Audience Targeting and Segmentation:

o   Setting up and refining audience targeting options, including demographics, interests, behaviors, and lookalike audiences, to reach the most relevant users.

o   Using data from previous campaigns to adjust targeting and ensure maximum ROI.

·      Campaign Management:

o   Launching, managing, and optimizing paid social media campaigns across multiple platforms, ensuring they stay within budget and meet performance benchmarks.

o   Monitoring performance daily and making adjustments to bids, budgets, and targeting to improve results.

·      Budget Management:

o   Allocating and managing ad spend efficiently across different social platforms and campaigns.

o   Monitoring overall ad budget to ensure cost-effectiveness and achieving desired outcomes.

·      Data Analysis and Reporting:

o   Tracking and analyzing campaign performance metrics such as click-through rates (CTR), conversion rates, cost-per-click (CPC), cost-per-acquisition (CPA), and return on ad spend (ROAS).

o   Using tools like Facebook Ads Manager, LinkedIn Campaign Manager, and Google Analytics to assess the performance and impact of campaigns.

o   Creating detailed reports that provide insights and recommendations to stakeholders on campaign performance and optimization opportunities.

·      A/B Testing:

o   Running A/B tests on various campaign elements such as ad copy, images, audience targeting, and call-to-action (CTA) to determine what performs best.

o   Analyzing test results to continuously improve campaign effectiveness.

·      Conversion Tracking and Pixel Implementation:

o   Setting up and managing tracking pixels and other conversion tracking methods (such as UTM parameters) to measure campaign outcomes effectively.

o   Ensuring accurate tracking of leads, purchases, and other key actions to monitor ROI.

·      Trend Monitoring and Platform Updates:

o   Staying updated on the latest paid advertising trends, tools, algorithms, and platform updates (e.g., changes in Facebook’s targeting policies or new ad formats on Instagram).

o   Implementing platform best practices and optimizing campaigns according to the latest social media trends.

·      Collaboration with Stakeholders:

o   Working closely with marketing teams, content creators, and other departments to align paid advertising efforts with overall marketing goals.

o   Communicating with clients or internal stakeholders about campaign progress, strategies, and optimizations.

·      Competitor Analysis:

o   Monitoring competitors’ paid advertising efforts to identify opportunities and areas for improvement in campaign strategy.

Requirements

• Education:
• Bachelor’s Degree in marketing, digital media, communications, advertising, or a related field.
• Relevant courses or minors in social media marketing, business, or data analytics can be beneficial.
• Certifications in social media advertising or digital marketing are highly valued:
1. Facebook Blueprint Certification
2. Google Ads Certification
3. Hootsuite Social Media Marketing Certification
4. LinkedIn Ads Certification
• Experience:
• 2-4 years of experience managing paid social media campaigns, preferably in a hands-on role in platforms like Facebook Ads Manager, Instagram Ads, Twitter Ads, LinkedIn Campaign Manager, TikTok Ads, and YouTube.
• Experience with audience targeting, ad creatives, budget management, and optimization for social media platforms.
• Proven success in increasing engagement, conversions, and return on ad spend (ROAS) through social media ads.
• Technical Skills:
• Social Media Advertising Platforms: Proficiency in using tools to manage and optimize paid social media campaigns:
1. Facebook Ads Manager
2. LinkedIn Campaign Manager
3. Twitter Ads
4. TikTok Ads Manager
5. YouTube Ads
• Analytics and Reporting: Proficiency in interpreting social media analytics to track performance and make data-driven decisions:
1. Facebook Analytics or Facebook Insights
2. Google Analytics (to track conversions from social media ads)
3. UTM Parameters (for tracking links)
4. Excel or Google Sheets (for campaign performance reports)
• Audience Targeting: Strong ability to define and refine audience segments based on demographics, interests, behaviors, and lookalike audiences.
• Ad Creation and Creative Collaboration:
• Creativity: Understanding of social media creative best practices, such as ad design, video formats, and engaging copywriting that resonates with target audiences.
• Experience collaborating with designers and copywriters to produce ad creatives that align with the brand’s message and objectives.
• Knowledge of social media ad formats (carousel ads, stories, video ads, lead generation forms) and platform-specific best practices for creative content.
• Personal Attributes:
• Analytical Thinking: Strong ability to analyze data and translate insights into actionable optimizations for campaigns.
• Attention to Detail: Precision in managing ad budgets, setting up tracking pixels, and ensuring proper execution of campaign components.
• Time Management: Ability to handle multiple campaigns across different platforms, managing timelines and priorities.
• Problem-Solving: Proactively identifying issues with campaigns (underperforming ads, incorrect targeting) and implementing quick solutions.
• Communication Skills: Strong verbal and written communication to report on campaign performance, share insights, and collaborate with cross-functional teams.
• Platform Knowledge and Trend Awareness:
• Platform Algorithm Knowledge: Familiarity with how different social platforms' algorithms work, including how they rank content and prioritize ad delivery.
• Trend Monitoring: Awareness of the latest trends in social media marketing, including new features (e.g., Instagram Reels, TikTok trends) and how to incorporate them into paid campaigns.
• Budget Management:
• Experience managing campaign budgets, adjusting spend based on performance, and ensuring cost-efficiency across social platforms.
• Ability to optimize bidding strategies (manual vs. automated bidding) and allocate budget effectively across different audience segments and ad sets.
• Conversion Tracking and Pixel Implementation:
• Proficiency in setting up and managing tracking pixels for Facebook, Instagram, LinkedIn, and other platforms to measure conversions and attribute campaign success.
• Experience with conversion tracking, event setup, and understanding the customer journey from click to conversion.
• A/B Testing and Experimentation:
• Familiarity with running A/B tests or multivariate tests to optimize ad copy, creative, and audience targeting.
• Experience in drawing insights from tests and applying them to improve future campaign performance.
• Performance Metrics and Reporting:
• Strong understanding of key performance indicators (KPIs) for paid social media campaigns, such as:
1. Cost-per-click (CPC)
2. Click-through rate (CTR)
3. Cost-per-acquisition (CPA)
4. Return on ad spend (ROAS)
5. Impressions and engagement metrics (likes, shares, comments)
• Ability to report results to stakeholders in a clear, actionable manner, using data to justify recommendations for optimization.
• Adaptability and Continuous Learning:
• Digital media and advertising are fast-evolving fields, so a strong willingness to stay updated on the latest trends, tools, algorithm changes, and best practices is essential.

Benefits

At MassMedia, we pride ourselves on hiring top talent and we work hard to provide benefits that make our team members lives better.

Our comprehensive compensation and benefits program includes:

• Competitive salaries and opportunity for advancement; we always strive to promote from within
• Medical, dental and vision plans for you and your family and financial protection options through disability, life, accidental death, cancer assist, critical illness, and medical bridge insurance
• 401(k) plan with company matching program
• Generous paid time off policy that increases each year you are with the company
• Eleven (11) paid holidays and we pay you to take your birthday off!
• Frequent company happy hours, events and team building activities
• Professional development opportunities