Digital Marketing & Advertising
Paid Media & Performance Marketing skills assessment
Paid media specialists turn budget into measurable results. This scorecard covers campaign setup, targeting, creative testing, optimisation and reporting so agencies and in-house teams can compare specialists on performance skills.
- 10 skills to score
- 1–10 scale on every skill
- 6 starting levels
The 10 Paid Media & Performance Marketing skills you can score
These are the default Paid Media & Performance Marketing skills in SkillScorer. Each one is scored from 1 to 10 for every specialist, and you can edit, remove or add skills at any time.
Campaign Structure and Account Setup
Builds clear, scalable account structures with sensible budgets, audiences and naming.
Audience Targeting and Segmentation
Chooses and refines audiences using data and platform tools.
Keyword Research and Bid Management
Selects and manages keywords and bids to balance volume and efficiency.
Ad Copy and Creative Testing
Writes and tests ads and creatives methodically to learn what works.
Conversion Tracking and Attribution
Sets up tracking correctly and understands the limits of attribution models.
Budget Pacing and Optimisation
Manages spend across campaigns and adjusts quickly to performance.
Landing Page and Funnel Assessment
Reviews landing pages and funnels and recommends changes to lift conversion.
Platform Policy and Compliance Knowledge
Follows advertising policy and legal rules to avoid disapprovals.
Reporting and Insight Communication
Reports results clearly and turns numbers into recommended actions.
Testing Mindset and Continuous Learning
Runs structured experiments and keeps up with platform changes.
Levels included with Paid Media & Performance Marketing
Paid Media & Performance Marketing starts with 6 levels, which SkillScorer calls “Seniority Level” for digital marketing & advertising, so specialists can be grouped and compared fairly. Rename, reorder or replace them at any time.
- Graduate
- Coordinator
- Specialist
- Senior Specialist
- Team Lead
- Head of Marketing
How Paid Media & Performance Marketing works in SkillScorer
Score
Each specialist in a team is scored on the Paid Media & Performance Marketing skills in the Skills Matrix: tap a cell, type a score, and it saves itself.
Compare
Rank specialists, compare two side by side, or compare your teams against each other to see exactly where the strengths and gaps are.
Track
Scores are kept year after year, so you can see who is improving and which Paid Media & Performance Marketing skills need attention. Reports also follow each team lead's team.
Paid Media & Performance Marketing scorecard: common questions
What skills does the Paid Media & Performance Marketing scorecard include?
SkillScorer's Paid Media & Performance Marketing scorecard covers 10 skills: Campaign Structure and Account Setup, Audience Targeting and Segmentation, Keyword Research and Bid Management, Ad Copy and Creative Testing, Conversion Tracking and Attribution, Budget Pacing and Optimisation, Landing Page and Funnel Assessment, Platform Policy and Compliance Knowledge, Reporting and Insight Communication and Testing Mindset and Continuous Learning. Each one comes with a written description of what it measures, and you can edit, rename, remove or add skills to suit your organisation.
How are specialists scored in Paid Media & Performance Marketing?
Every specialist is scored from 1 to 10 on each skill (1 = Poor, 5 = Average, 10 = Elite), one team and year at a time. Scores autosave in the Skills Matrix, and the 18 built-in reports turn them into rankings, radar charts, skill gaps and year-on-year trends.
Which levels come with Paid Media & Performance Marketing?
Paid Media & Performance Marketing starts with these levels (called “Seniority Level” in the app): Graduate, Coordinator, Specialist, Senior Specialist, Team Lead and Head of Marketing. They are just a starting point, so you can rename, reorder or replace them.
Can I change the Paid Media & Performance Marketing skills and wording?
Yes. The skills, levels and labels are all editable per organisation. In digital marketing & advertising the app talks about specialists, teams and team leads, and you can change any of those words too.
Score Paid Media & Performance Marketing with SkillScorer
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