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What does a freelance Facebook ads specialist do?

A freelance Facebook ads specialist assists individuals and/or organizations by running successful ad campaigns on the Facebook platform. They’re typically responsible for helping clients create, design, track, manage, and analyze Facebook advertising campaigns.

Because Facebook allows organizations to successfully pinpoint custom audiences based on their activity and preferences, freelance Facebook ad specialists can help their clients efficiently use their ad spend to target users for the highest return on investment possible.

Ideally, a freelance Facebook ad specialist should be equipped to help clients design their ads. This often entails using a third-party solution to create imagery or Facebook’s built-in tool to refine an image. In addition, a freelance Facebook ad specialist can help clients improve the performance of their ads, using A/B testing of different imagery, language, and bid amounts. Finally, a capable freelance Facebook ad specialist can help analyze and further optimize campaign performance.

What skills do I need to become a freelance Facebook ads specialist?

Freelance Facebook ad specialists are experts who create and run paid advertising on the social networking site. Facebook ad experts might also apply their talents to related tasks such as copywriting, marketing, and graphic design. However, there are common skills that Facebook ad experts should possess, including:

• An ability to develop creative, attention-grabbing advertisements. Facebook is the world’s most popular social media platform with well over 2.7 billion users worldwide. A large and varied audience offers great opportunities for advertisers, but it also means a lot of competition for eyeballs. A capable freelance Facebook ad specialist knows how to develop creative imagery and compelling copy that captures attention. The more attention a Facebook ad garners, the greater its potential for generating clicks and revenue.
• An understanding of ROI. Every Facebook advertiser should work within the framework of an ad budget. By doing this, the advertiser—with the help of a Facebook ad specialist—can determine the number of clicks and amount of revenue the ad should generate in order to be considered successful. If there is low return, the ad should be refined or pulled. If ROI is high, the ad should continue running until the client’s objectives are reached.
• Audience targeting. A seasoned freelance Facebook ad specialist should assist clients in developing an ideal Facebook target audience. While it may be tempting for the client to cast a wide net, narrowing the audience focus will often pay greater dividends.
• Reporting capability. Facebook offers helpful reports for organizations engaged in advertising on its platform. In addition to what Facebook offers, third-party reporting tools can provide even greater insight regarding how successful the ad campaigns are in meeting client objectives. Freelance Facebook ad specialists should be knowledgeable about other reporting tools available to help provide greater insight into client campaigns.

What are the core freelance Facebook ad specialist job responsibilities?

Freelance Facebook ad specialists are usually responsible for a number of tasks as they work with clients to help them achieve their organizational goals. Responsibilities may differ from client to client, but the core tasks that freelance Facebook ad specialists will be responsible for include:

• Oversee and manage multiple ad campaigns by conducting research, setting up various Facebook ad accounts, developing campaigns, designing ads, and implementing campaigns
• Manage mid- and post-campaign analysis to determine overall performance and ROI
• Report campaign results regularly to senior management and other stakeholders
• Manage brand campaigns to improve brand awareness and drive traffic (usually measured through lead generation, link clicks, mobile app downloads, video views, or other specs)
• Collaborate with internal departments and other stakeholders to help determine key campaign objectives
• Manage budget of all Facebook ad campaigns
• Outsource creative responsibilities to third-party providers as needed
• Establish ad campaign protocols to ensure consistent development, implementation, and analysis
• Remain current on all industry trends related to social media ad campaigns including testing, ROI, audience identification, and platform changes
• Collaborate with cross-channel marketing team members including SEO, video, and mobile specialists

Should I get a degree or certification to become a freelance Facebook ad specialist?

In addition to developing your skills, obtaining a degree or professional certification can help your Facebook ad specialist Upwork profile stand out. Popular degrees or certifications for a Facebook ad specialist include:

• Associate’s, bachelor’s, or master’s degree in business administration, marketing, entrepreneurship, art, or digital marketing
• Facebook Blueprint Certification, several certified programs for digital Facebook marketing, media buying, ad production, and more—offered by Facebook