- Published: Monday, 19 July 2021 06:00
In the world of digital marketing, evolving needs of the industry constantly throw up new jobs. Skills in digital marketing are therefore in high demand. With demand for those with digital marketing skills fast outstripping professional supply. One such new role is the role of the digital ad trafficker. This role has gone from being non-existent to being one of the most called-for jobs in digital marketing.
But what is ad trafficking? And what does an ad trafficker do? In this post, we’ll introduce you to everything you need to know about digital ad traffickers, what their role is, and the tasks they are involved in.
What is digital ad trafficking?
Simply put, digital ad traffickers are people who design and implement internet advertising campaigns. Hence why they are sometimes descriptively referred to as ‘online ad traffickers’. Specifically, they are charged with using ads to drive brand visibility. They will also have specific marketing objectives they need to meet with any ad trafficking campaign.
Ad trafficking itself refers to buying in top-quality traffic. And finding ways to convert this traffic into cold hard sales. This means a digital ad trafficker needs to hold skills from a number of fields and disciplines. For example, ad trafficking demands knowledge of effective online advertising strategies. It requires high-level knowledge in terms of web programming. As well as creative skills, HTML, and systems processing. And it also requires some working knowledge of the sector they are working in too.
What do ad traffickers do?
Digital ad traffickers have a specialized but varied role. This means the role will involve numerous tasks. However, there are some tasks that will likely be the bread and butter of any ad trafficking role. These include:
- Campaign Planning
Be it on social media, through Google, or anywhere else on the internet. Planning the how, where, what, and why of an advertising campaign will be a fundamental building block of any ad trafficking role. This will include analyzing the resources available to specific companies. Understanding their objectives. And building on any previous digital marketing campaigns.
Once proper plans are in place. The ad trafficker’s real work begins with implementation. This means promoting the campaign across different platforms. Carrying out A/B testing and/or other tests such as multivariate testing. And then using knowledge from these tests to improve the campaign whilst rolling it out.
Once implementation is complete it is vital for ad traffickers to monitor successes. And track failures. Indeed, failures can be as beneficial, if not more beneficial, than success stories. Given the ability to instantaneously track, measure, and analyze user behaviors and experiences. Ad traffickers stand to gain from monitoring how their campaign unfolds in real-time rather than waiting for the end to arrive before tracking results.
With the learning from the monitoring process, good ad traffickers will always seek to optimize their campaigns. Live. And in real-time. So that learning from early implementation informs current campaigns. Maximizing success.
What ad trafficking roles are there?
Whilst the role hasn’t existed for long. It has fast become an essential one in the industry. And it is multiplying into a number of varied and specialized roles. These include:
- Specialist ad traffickers in Information Products
This includes things like online courses, lectures, and programs. With online learning now a fast-growing industry. This role is vital for people to cut through the noise in a highly competitive market. Ad traffickers who specialize in informational goods help businesses in this sector improve the visibility of their courses. ANd convert click-throughs to sales.
- Specialist ad traffickers in Social ads
With the social media industry continuing to expand and explode. This role is always in demand. Ad traffickers specializing in social ads will be skilled in maximizing returns from Twitter, Instagram, Facebook, and all campaigns focused on social media targeting.
- Specialist ad traffickers in eCommerce
Online retail shows no signs of abating. And indeed, the high-street continues to seem more and more antiquated. This has created space for thousands of eCommerce sites to spring up. And with them comes the need for specialist ad traffickers with skills in converting eCommerce traffic into sales.
- Specialist ad traffickers in Physical Stores
Given the decline of the high-street as we know it. Physical businesses need to find novel ways to attract customers just as much as those existing only on the internet. And just as eCommerce stores need specialists in their sector, ad traffickers with an eye for attracting people out into the real world. Or at least inspiring them to choose a store for continuing to run physical outlets. Are also in high demand.
- Specialist ad traffickers in Google Ads
Google Ads has a massive reach. But it can be a complicated platform to master. Specialist ad traffickers in Google ads help people tap into this endless market by attracting and converting customers.
Whilst the ad trafficking role has only been around a short time, it has already sprouted numerous specialisms. With this broad expansion and widespread use. This varied role is packed full of opportunity and interest.