Meta Ads Specialist

We are seeking a highly skilled and performance-driven Meta Ads Specialist to plan, execute, optimize, and scale paid advertising campaigns across Meta platforms, including Facebook, Instagram, Messenger, and Audience Network, for our Gaming Platform.

Responsibilities:

Campaign Management & Optimization

• Plan, launch, manage, and optimize advertising campaigns across Meta platforms (Facebook, Instagram, Messenger, and Audience Network).

• Develop customer acquisition strategies focused on player registrations, first-time deposits (FTDs), deposits, and player retention.

• Create and manage conversion, traffic, engagement, lead generation, app promotion, and retargeting campaigns within the Meta advertising ecosystem.

• Continuously monitor campaign performance and optimize budgets, bidding strategies, audience targeting, placements, and creatives.

• Scale high-performing campaigns while maintaining target CPA, ROAS, and profitability goals.

Audience Targeting & Retargeting

• Build and optimize Custom Audiences, Lookalike Audiences, and retargeting campaigns using Meta Ads Manager.

• Develop audience segmentation strategies based on player behavior and customer value.

• Implement advanced audience testing and campaign experimentation to maximize campaign performance.

Creative Strategy & Funnel Optimization

• Collaborate with designers and content creators to develop high-performing Meta ad creatives.

• Conduct A/B testing for:

o Ad Creatives

o Headlines

o Primary Text

o Call-to-Action Buttons

o Landing Pages

o Audience Segments

o Placements

• Recommend creative and campaign improvements based on performance data.

Analytics & Performance Reporting

Track and analyze campaign performance using:

• Meta Ads Manager

• Meta Business Suite

• AppsFlyer

• Adjust

• Other attribution and analytics platforms

Monitor key performance metrics including:

• Cost Per Acquisition (CPA)

• Cost Per Click (CPC)

• Click-Through Rate (CTR)

• Cost Per Mille (CPM)

• Return on Ad Spend (ROAS)

• Cost per First-Time Deposit (FTD)

• Conversion Rate

• Player Retention Rate

• Prepare daily, weekly, and monthly campaign performance reports with actionable insights.

Compliance & Industry Monitoring

• Stay updated on Meta advertising policies, algorithm updates, and platform best practices.

• Ensure all Meta advertising campaigns comply with platform policies and applicable regulations.

• Monitor competitor advertising strategies and identify opportunities for campaign growth.

Job Requirements:

• Bachelor's Degree in Marketing, Advertising, Business, Communications, or a related field.

• Minimum of three (3) years of experience managing Meta Ads campaigns for a Gaming Platform.

• Proven track record of acquiring quality users and generating first-time deposits (FTDs) through Meta advertising campaigns.

• Strong expertise in Meta Ads Manager and Meta Business Manager.

• Experience with AppsFlyer, Adjust, or similar attribution platforms.

• Strong analytical, reporting, and optimization skills.

• Experience managing six- to seven-figure monthly Meta advertising budgets.

• Knowledge of Meta Pixel, Conversion API (CAPI), event tracking, attribution, and conversion optimization.

• Excellent communication skills and the ability to work independently in a fast-paced environment.

Preferred Qualifications

• Experience marketing gaming platforms or other regulated industries.

• Familiarity with affiliate marketing and user acquisition funnels.

• Experience with CRM retargeting campaigns and retention marketing.

• Understanding of player behavior and lifecycle marketing.