Digital Marketing Expertise Audit

1. Audience Identification: Ability to define and segment target audiences effectively.

2. Goal Setting (SMART): Skill in setting specific, measurable, achievable, relevant, and time-bound marketing goals.

3. Competitor Analysis: Proficiency in identifying and analyzing competitor strategies and performance.

4. Channel Selection: Aptitude for selecting appropriate digital marketing channels based on objectives and audience.

5. Budget Allocation: Competence in allocating budget across channels and activities to maximize ROI.

6. Strategy Development: Capability to formulate a comprehensive digital marketing strategy.

7. Key Performance Indicator (KPI) Definition: Expertise in defining relevant KPIs to measure success.

8. Timeline Creation: Ability to create realistic project timelines and milestones.

9. Risk Assessment: Skill in identifying potential risks and developing mitigation plans.

10. Reporting Structure Definition: Proficiency in outlining how results will be tracked and reported.

1. Platform Setup & Configuration: Expertise in setting up and configuring various digital marketing platforms (e.g., Google Ads, Meta Ads, Google Analytics).

2. Campaign Structure Development: Ability to design logical and scalable campaign structures.

3. Ad Copy/Creative Development: Skill in writing compelling ad copy and guiding creative asset development.

4. Keyword Research & Selection (for Paid Search/SEO): Proficiency in identifying relevant and high-performing keywords.

5. Landing Page Optimization: Competence in ensuring landing pages are optimized for performance and user experience.

6. Tracking Implementation: Ability to correctly implement tracking codes and pixels.

7. Audience Targeting Setup: Skill in setting up precise audience targeting within platforms.

8. Bid Strategy Selection: Understanding and application of appropriate bid strategies.

9. Feed Management (e.g., Shopping Ads): Expertise in optimizing and managing product feeds.

10. A/B Test Setup: Proficiency in correctly configuring A/B tests within platforms.

1. Tracking & Analytics Verification: Ability to verify that all tracking codes and analytics are firing correctly.

2. Campaign Settings Audit: Thorough review of campaign settings (budgets, locations, devices, etc.).

3. Ad Copy/Creative Proofreading: Meticulous checking of ad copy for grammar, spelling, and brand consistency.

4. URL & Landing Page Validation: Verification that all URLs are correct and landing pages load properly.

5. Targeting Accuracy Check: Confirmation that audience targeting, keywords, and placements are accurate.

6. Bid Strategy & Budget Adherence: Ensuring bid strategies align with goals and budgets are set correctly.

7. Negative Keyword/Exclusion Review: Checking for appropriate negative keywords and audience exclusions.

8. Ad Extension/Asset Review: Verification of correct setup and relevance of ad extensions/assets.

9. Cross-Browser/Device Compatibility: Testing campaign elements across different browsers and devices.

10. Compliance Check: Ensuring all elements comply with platform policies and advertising regulations.

1. Budget Monitoring: Consistent tracking of spend against allocated budgets.

2. Daily/Weekly Spend Adjustments: Ability to make necessary adjustments to daily or weekly spend to stay on track.

3. Performance vs. Spend Analysis: Analyzing performance metrics in relation to budget consumption.

4. Forecasting Accuracy: Skill in forecasting future spend and performance based on current trends.

5. Seasonal Budget Adjustments: Capability to adjust budgets for seasonal fluctuations or promotional periods.

6. Under/Overspend Identification: Promptly identifying and addressing issues of under or overspend.

7. Pacing Tool Utilization: Proficiency in using platform-specific or third-party pacing tools.

8. Stakeholder Communication: Effectively communicating budget pacing and projections to stakeholders.

9. Campaign Calendar Adherence: Ensuring campaigns adhere to the planned campaign calendar and flight dates.

10. Optimization Impact on Pacing: Understanding how optimizations affect pacing and making necessary adjustments.

1. Bid Strategy Adjustments: Ability to refine bid strategies based on performance goals.

2. Audience Refinement: Skill in segmenting and refining audiences for better targeting.

3. Negative Keyword Expansion: Proactive identification and addition of negative keywords.

4. Ad Copy/Creative Iteration: Developing and testing new ad copy and creative variations.

5. Landing Page Improvement Recommendations: Providing actionable recommendations for landing page enhancements.

6. Campaign Structure Refinement: Optimizing campaign structures for improved performance and efficiency.

7. Device/Location Adjustments: Adjusting bids or targeting based on performance by device or geographical location.

8. Budget Reallocation: Strategic reallocation of budgets between campaigns or channels based on performance.

9. Conversion Rate Optimization (CRO) Input: Contributing insights for CRO efforts.

10. Performance Trend Analysis: Identifying and acting upon significant performance trends.

1. Data Extraction & Aggregation: Ability to efficiently extract and consolidate data from various sources.

2. Data Interpretation: Skill in interpreting complex data sets to identify key trends and patterns.

3. Performance Anomaly Detection: Proficiency in identifying unexpected performance fluctuations.

4. Root Cause Analysis: Capability to investigate and determine the underlying reasons for performance changes.

5. Actionable Recommendation Generation: Translating data insights into clear, actionable recommendations.

6. Reporting & Visualization: Ability to present insights clearly through effective reporting and data visualization.

7. Cross-Channel Insight Integration: Connecting insights from different channels to form a holistic view.

8. Audience Behavior Analysis: Understanding and communicating insights about target audience behavior.

9. Competitive Landscape Insights: Deriving insights from competitor data and market trends.

10. Attribution Modeling Understanding: Knowledge of different attribution models and their impact on insights.

1. Hypothesis Formulation: Ability to develop clear and testable hypotheses.

2. Test Design: Skill in designing valid and unbiased A/B or multivariate tests.

3. Variable Isolation: Proficiency in isolating single variables for effective testing.

4. Statistical Significance Understanding: Knowledge of how to interpret statistical significance in test results.

5. Test Implementation: Competence in setting up and launching tests accurately within platforms.

6. Result Analysis & Interpretation: Ability to analyze test results and draw accurate conclusions.

7. Learning Application: Skill in applying learnings from tests to ongoing campaign optimizations.

8. Test Documentation: Thorough documentation of test plans, results, and learnings.

9. Test Prioritization: Capability to prioritize tests based on potential impact and feasibility.

10. Iterative Testing Approach: Demonstrating an understanding of continuous, iterative testing.

1. Staying Current with Industry Trends: Proactively researching and understanding new digital marketing trends and technologies.

2. Platform Feature Exploration: Actively exploring and testing new features within advertising platforms.

3. New Channel/Tactic Recommendation: Proposing and evaluating the adoption of new digital marketing channels or tactics.

4. Automation Opportunity Identification: Identifying opportunities to leverage automation for efficiency or performance gains.

5. Creative Brainstorming & Experimentation: Leading or contributing to innovative ad creative concepts and executions.

6. Audience Strategy Innovation: Developing new approaches to audience targeting and segmentation.

7. Attribution & Measurement Innovation: Exploring advanced attribution models or measurement techniques.

8. Collaboration for Innovation: Actively collaborating with other teams (e.g., product, data) for innovative solutions.

9. Pilot Program Management: Ability to manage and evaluate pilot programs for new initiatives.

10. Problem-Solving with New Approaches: Applying innovative thinking to solve complex marketing challenges.