Performance marketer recruitment

So, what exactly does a performance marketer do?

The job of a performance marketer is to create, launch, and manage performance-oriented campaigns. Performance marketing involves activities that are designed to get the recipient to perform a desired action. The effect is the most important thing, which is why it's called performance marketing.

Importantly, any such effect must be measurable. Therefore, the performance marketer's work is focused on the achievement of clearly defined goals, such as the following actions taken by the audience:

• buying a product (e.g., in e-commerce),
• watching a video (e.g., on the company's YouTube channel),
• subscribing to a newsletter, downloading an e-book, completing a survey, and other forms of joining a lead database,
• setting up an account (e.g., on a streaming platform),
• site traffic (e.g., visiting a landing page),
• liking a brand profile or subscribing to a social media channel.

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Responsibilities of a performance marketer

The performance marketer seeks to achieve the aforementioned goals by performing the following tasks:

• creating and managing company accounts on sales, social media and advertising platforms;
• co-creating the company's marketing strategy;
• implementing advertising campaigns, e.g. in Google Ads, Meta Ads, price comparison sites, classified sites or e-commerce platforms;
• cooperating with other departments and specialists inside the company, such as a graphic designer, copywriter or SEO specialist on the production of creative and copy materials for paid campaigns;
• ongoing monitoring of campaign effects and modification of relevant parameters;
• seeking and establishing cooperation with new partners and publishers;
• cooperating on the implementation and coordination of marketing automation tools;
• preparing analysis and campaign performance reports;
• testing and implementing new e-marketing tools.

How to find a performance marketer? Advantages of working with a performance marketing expert

Can every business benefit from using performance advertising? Definitely yes, but it is most recommended for companies focused on results that can be achieved in a relatively short period of time. Other advantages of working with a performance marketer include:

• always measurable results – actual measurable outcomes are more important than hours put in;
• transparency – you get ROI data clearly presented and backed up by numbers;
• campaign diversification – multiple ads can run simultaneously, each with its own unique combination of parameters such as audience, messaging, and distribution method. This allows you to better analyze the effectiveness of individual actions and manage your budget more efficiently;
• flexibility – performance marketing can be used in virtually any industry and serve nearly any purpose;
• savings – you don't burn through your budget on activity that may not bring the expected results. In this model, you'll only ever pay for the actual results your ads generate, such as clicks (CPC), views (CPV), impressions (CPM), etc.;
• effectiveness – advertising messages are targeted to audiences who are actually likely to be interested in a given product or service. Consistent growth in the amount of money spent on digital advertising around the world is more proof that this form of marketing is effective. In Poland, digital communications accounted for more than 50% of the advertising market in 2021.

Performance marketer: salary

The salary of a performance marketer depends on the industry, the type of cooperation (B2B or full-time), the position level (junior, mid-level, or senior), and the range of responsibilities. A junior performance specialist can currently expect to earn 1000 - 1500 Euro. A mid-level specialist earns 1500 - 3000 Euro. A senior performance marketer makes 3000 - 4000 Euro per month. In large cities, a head of performance marketing will earn as much as 6000 Euro.

Interestingly, if you don't know how to find a performance marketer, you can tailor your job description to the advertising ecosystem in which you want your new hire to specialize by using terms like Facebook Ads specialist, Allegro Ads specialist, etc. However, it would be best to use titles like performance marketer, performance marketing specialist, or performance specialist when advertising a position for someone who will be responsible for managing a wide variety of performance marketing channels.

How to find a performance marketer for your company? Recruitment tips

Competency checks are a necessary and fundamental part of the hiring process. Before hiring a performance marketer, it's important to look over their portfolio, ensure they have experience with the tools you'll need, and learn which performance marketing channels they specialize in.

Performance marketer's portfolio: what to look out for?

Verify that a candidate has experience working with businesses in your industry and has managed campaigns like yours before hiring them. Find out, for example, if they have been in charge of the projects themselves, how varied their experience is, and how big the projects they have worked on were.

Essential technical skills of a performance marketing specialist

Paid ads specialists need to be fluent not only in the platforms used to manage campaigns, but also in the ancillary technologies that help those efforts succeed. For a Google Ads specialist, these tools would be Google Analytics, Google Search Console, and Google Tag Manager. All of these solutions work together to provide advanced analytics, the foundation for effective performance efforts. 

How to find a performance marketer: clarify your expectations regarding communication channels

Depending on your industry, target audience or outreach, you may choose to advertise in one or many different advertising systems. Clarify what you expect from performance marketing channels and find out if your future specialist knows how to run campaigns using:

• Meta Ads, Google Ads, Pinterest Ads, Twitter Ads, TikTok Ads etc.,
• Google Ads and Bing Ads,
• Ceneo Ads, Allegro Ads,
• E-mail marketing,
• Ipla, YouTube, Player TV, etc.,
• affiliate marketing.

Performance marketer: a job not for everyone

Don’t forget about other qualities, abilities and skills that a good performance specialist should have. What else is worth paying attention to? In our opinion, a performance marketer should:

• keep up with Google's algorithm updates and modifications made from time to time by the administrators of the various advertising platforms,
• be able to think analytically and draw conclusions,
• communicate well in English,
• possess the flexibility to work both independently and in a team of marketers with different specialties,
• be a creative, responsible and strongly goal-oriented person.

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Hiring a performance marketer: forms of cooperation

There is still one more choice to be made that could significantly impact how happy you are with the decision to hire a performance marketer for your project. Now that you have a general idea of how to find a performance marketer, you can evaluate the various models presented below to choose which style of professional collaboration will best suit your needs.

Performance marketer: a full-time job

The advantages of hiring a full-time employee certainly include their availability at any time and the ability to ensure the continuity of advertising campaigns, consistent with the brand's strategy. Unfortunately, it isn’t cost effective to employ a full-time expert for a single project. On top of that, there are the costs of recruitment, workplace equipment, hiring formalities and the need to supervise another subordinate.

Freelance performance marketer

Hiring a freelancer is a good idea for single, ad hoc campaigns. This way, we can avoid the overhead that comes with full-time employment, but we must also bear in mind that freelancers can often lack the necessary experience.

Searching for a suitably qualified and knowledgeable professional with an extensive portfolio and excellent references is a difficult and time-consuming process. Remember that a freelance expert also need oversight and that there is no assurance that the money will be well spent.

Performance marketer: working with the Human Intelligence on Demand model

If you are looking for a solution that combines the benefits of the above forms of cooperation, you should explore the Human Intelligence on Demand model. In HI, you'll find some of the best performance marketers in the country available to take on your project on demand.

This means that within 48 hours of your request, you'll be matched with a skilled and knowledgeable professional who may be hired for as little as a single session or as long as the entire duration of the project. There are no additional expenses involved, we settle with a single invoice. You save time and get the guarantee of working with a competent specialist who won't stand you up just before the deadline and will work for your success. Discover all the benefits of HIoD and see what you can gain for your business through paid advertising with a performance specialist available on demand.