Breaking into Performance Marketing: Your Questions Answered

Breaking into Performance Marketing: Your Questions Answered

Feeling stuck in your marketing career, maybe with a year of experience under your belt? Supporting campaigns and creating content but haven't gotten your hands dirty with paid channels or analytics? Sound familiar? You're not alone. Many aspiring performance marketers face this challenge. This guide answers common questions to help you break into the world of performance marketing.

Most Common Questions

Performance marketing—the art and science of driving measurable results through digital channels—can seem daunting. The good news? You don't have to be a seasoned expert to get started. Here are some of the most frequent questions from those seeking to break into this field:

• How do I gain practical experience without a paid campaign on my resume? This is a huge hurdle, and we'll address it in the deep dives below.
• What are the most important metrics and skills to focus on first? Knowing what to prioritize is key to avoiding overwhelm.
• Should I learn tools first, do freelance projects, take a course, or network to land a role? There's no single "right" answer, and we'll explore the pros and cons of each approach.
• How can I test new ads in Meta without hurting existing winning ones? This is a common question, and we'll tackle it.
• Does Reddit advertising actually work? This is a question many marketers ask.

Q1 Deep Dive: Gaining Experience Without Experience

"I’ve been doing marketing for about a year (content and general campaign support) but never got hands-on with paid channels or analytics. I want to move into performance marketing but don’t know the smartest path — should I learn tools first, do small freelance projects, take a specific course, or network my way into a junior role? What metrics and skills should I focus on first, and how can I prove I know this stuff without having a paid campaign on my resume?" – Reddit

This is the million-dollar question: How do you get your foot in the door when experience is a prerequisite? Here's how to overcome this chicken-and-egg problem:

1. Freelance Projects:
   • Pros: Get hands-on experience, build a portfolio, and earn money. You can often find small projects on platforms like Upwork or Fiverr.
   • Cons: Income can be inconsistent, may involve low-paying clients, and requires self-discipline.
   • Actionable Tip: Start small. Offer to manage a local business's social media ads or run a small Google Ads campaign for a local store.
2. Personal Projects:
   • Pros: Complete control, opportunity to experiment, and a chance to showcase your skills.
   • Cons: Requires initiative, may not result in immediate results, and can be time-consuming.
   • Actionable Tip: Create a website for a niche product or service and run paid ads to test your targeting and messaging.
3. Certifications:
   • Pros: Provides structured learning, validates your knowledge, and looks good on a resume.
   • Cons: Can be expensive, may not teach practical skills, and doesn't replace hands-on experience.
   • Actionable Tip: Consider Google Ads certifications, Facebook Blueprint certifications, or HubSpot certifications.
4. Networking:
   • Pros: Opens doors to opportunities, provides mentorship, and allows you to learn from experienced professionals.
   • Cons: Requires effort, can take time to build relationships, and may not lead to immediate results.
   • Actionable Tip: Attend industry events, join online communities (like Reddit's r/PPC), and connect with people on LinkedIn.

Key Takeaway: The key is to demonstrate initiative and a willingness to learn. Even if you don't have direct experience, you can build a portfolio of projects and certifications to showcase your skills.

Q2 Deep Dive: Essential Metrics and Skills

Focusing on the right metrics and skills is crucial for success in performance marketing. Here's what you should prioritize:

Essential Metrics:

• Conversion Rate: The percentage of visitors who complete a desired action (e.g., purchase, sign-up).
• Cost Per Acquisition (CPA): The cost of acquiring a customer.
• Return on Ad Spend (ROAS): The revenue generated for every dollar spent on advertising.
• Click-Through Rate (CTR): The percentage of people who click on your ad.
• Customer Lifetime Value (CLTV): The predicted revenue a customer will generate over their relationship with your brand.

Crucial Skills:

• Data Analysis: The ability to analyze data, identify trends, and make data-driven decisions.
• A/B Testing: The process of testing different versions of ads, landing pages, and other elements to optimize performance.
• Platform Expertise: Understanding the ins and outs of platforms like Google Ads, Facebook Ads, and LinkedIn Ads.
• Copywriting: The ability to write compelling ad copy that grabs attention and drives conversions.
• SEO Fundamentals: Understanding how SEO impacts performance.

Pro Tip: Don't try to learn everything at once. Focus on mastering a few key skills and then expand your knowledge base over time.

Q3 Deep Dive: Testing New Ads Without Hurting Winning Ones

"How do you test new ads in Meta without hurting winning ones?" - Reddit

This is a common challenge. You want to try new creatives and copy, but you don't want to disrupt the campaigns that are already working. Here's how to do it:

1. Campaign Structure: Separate your testing campaigns from your existing, high-performing campaigns.
2. Budget Allocation: Allocate a dedicated budget to your testing campaigns. Don't take away from the budget of your winning campaigns.
3. Audience Targeting: Test different audiences in your testing campaigns. You can use lookalike audiences, interest-based targeting, or custom audiences.
4. A/B Testing: Run A/B tests with different ad creatives, copy, and calls to action.
5. Monitor Performance: Closely monitor the performance of your testing campaigns. Focus on metrics like CTR, conversion rate, and CPA.
6. Scale Winners: Once you find a winning ad, gradually increase its budget and scale it to your main campaigns.

Warning: Avoid making too many changes at once. Test one variable at a time to isolate the impact of each change.

Q4 Deep Dive: Does Reddit Advertising Actually Work?

"Does Reddit advertising actually works?" - Reddit

Reddit advertising can be effective, but it's not a silver bullet. Here's what you need to know:

Pros of Reddit Advertising:

• Targeted Audience: Reddit offers a wide range of subreddits, allowing you to target specific interests and communities.
• Engagement: Reddit users are generally engaged and active, providing opportunities for interaction and discussion.
• Cost-Effective: Reddit ads can be more affordable than other platforms like Facebook or Google Ads.

Cons of Reddit Advertising:

• Limited Reach: Reddit's reach is smaller than other platforms.
• Negative Sentiment: Reddit users can be critical, and negative comments can damage your brand reputation.
• Requires Community Understanding: Success on Reddit requires understanding the platform's culture and rules.

Key to Success: Research your target subreddits, create engaging ad copy, and be prepared to respond to comments and engage with the community.

Q5 Deep Dive: Optimizing Campaigns

Campaign optimization is an ongoing process. Here are some key areas to focus on:

• Keyword Research: Identify and target relevant keywords.
• Ad Copy: Write compelling ad copy that grabs attention and drives clicks.
• Landing Page Optimization: Ensure your landing pages are relevant, user-friendly, and optimized for conversions.
• A/B Testing: Continuously test different elements of your campaigns to improve performance.
• Performance Monitoring: Regularly monitor your campaigns and make adjustments as needed.

Actionable Tip: Use tools like CRO Benchmark to identify areas for improvement in your campaigns. This tool provides a comprehensive audit of your website and identifies areas where you can optimize your conversion rates.

Questions We Get Asked

Here are some additional questions that frequently arise in the world of performance marketing:

• What are the best brand monitoring software for Reddit?
  • Consider tools that can track mentions of your brand on Reddit.
• How do you answer “what actually changed last week?” without 20 slides?
  • Focus on key metrics and present them concisely, using visuals.
• How to optimize a campaign?
  • Continuously test, analyze, and refine your campaigns.

Final Tips

Breaking into performance marketing requires a combination of skills, knowledge, and perseverance. Here's a recap of key takeaways:

• Build a Portfolio: Even without direct experience, create projects to showcase your skills.
• Focus on Fundamentals: Master the key metrics and skills essential for success.
• Test and Optimize: Continuously test and optimize your campaigns to improve performance.
• Network and Learn: Engage with the performance marketing community and stay up-to-date on the latest trends.

By following these tips, you can increase your chances of breaking into the world of performance marketing and building a successful career.

With performance marketing, the possibilities are endless. And with tools like CRO Benchmark, you can gain valuable insights into your website's performance and identify areas for improvement. CRO Benchmark provides a comprehensive audit of your website, including an analysis of key conversion metrics, accessibility, data hygiene, and competitive performance.

If you're looking to take your performance marketing skills to the next level, CRO Benchmark can help you uncover your biggest conversion leaks and deliver prioritized fixes. It also provides tailored A/B testing ideas and a clear CRO Index Score from 0–100. This can give you a clear direction on where to focus your efforts.

Take Action: Start building your portfolio today, focus on mastering the key metrics and skills, and stay connected with the performance marketing community. With dedication and hard work, you can achieve your goals.