What are the best practices for training and developing ad ops professionals?

Training and developing ad ops professionals requires a multi-faceted approach. Start with foundational training on key platforms and tools, ensuring they understand ad tech basics, data analysis, and optimization strategies. Encourage continuous learning through workshops, webinars, and industry conferences to keep up with evolving trends. Foster hands-on experience with real-world projects and simulations to apply theoretical knowledge. Promote cross-functional collaboration to enhance their understanding of different aspects of digital advertising. Provide regular feedback and performance evaluations to identify strengths and areas for improvement. Finally, create a mentorship program to offer guidance and support for career growth.

Hiring for attitude is great, but how do you single out the right candidates? Here are 5 interview questions that could help; 1. Can you describe a situation where you were confronted with an unexpected problem or challenge at work? 2. How do you approach learning, and how do you stay on top of your field? 3. Share an experience where you had to work closely with a team member who had a different viewpoint or working style than yours. 4. Describe a time when you took the initiative to research or implement a new solution or technology that you believed would benefit the team or project. 5. Describe a particularly stressful period in your previous role. How did you manage the stress and maintain a positive attitude?

A principal skill que observo é o quão questionador é o profissional. Se ele for suficientemente curioso para buscar entender a lógica por trás de cada particularidade que envolve a operação e as regras do negócio, certamente terá uma grande probabilidade de se tornar um excelente profissional.

The first step in building a strong ad ops team is to recruit talent with the right mindset. Look for candidates who exhibit a positive attitude, a thirst for learning, and a curiosity for new technologies. In the fast-evolving ad ops landscape, it's crucial to find individuals who are adaptable, problem-solving, and collaborative. While technical skills can be developed, the essential mindset and attitude for excellence in ad ops cannot.

Sou bastante crítico em relação ao tipo de treinamento que ofereço para a equipe que lidero. Avalio que são poucos os cursos ou workshops práticos que realmente transferem conhecimento significativo para as pessoas. Na minha opinião, muitos dos cursos que observo apenas ensinam como operar ferramentas, mas pouco contribuem para desenvolver um olhar crítico nos profissionais. Por isso, em muitos casos, incentivo a equipe a consultar fóruns e recursos das próprias plataformas para adquirir conhecimento técnico, mas, ao mesmo tempo, oriento a "colocar a mão na massa" e aprender com os erros, sem medo. Acredito que, dessa forma, o desenvolvimento será mais consistente e eficaz.

Utilize the "I do, We do, You do" method when training a new ad ops person on a platform or process they aren't familiar with. This works well in both a traditional and remote environment. For example, if you're teaching someone how to set up a new campaign on Met, walk them step by step through how you would set up a new campaign. The next time you have them set it up, but you're still the one providing directions. The last few times you have them set it up without your guidance, with them explaining the process to you.

Once your ad ops team is in place, prioritize their ongoing development and support. Offer resources like online courses, webinars, and industry blogs to keep them updated on trends and best practices. Cultivate a feedback-rich culture by routinely reviewing performance, celebrating achievements, and identifying growth areas. Promote an atmosphere where curiosity, idea sharing, and learning from mistakes are encouraged.

A vital aspect of developing a high-performing ad ops team is encouraging collaboration and clear communication both internally and with external partners. Ad ops professionals should work seamlessly with sales, marketing, creative, and technical teams to ensure campaign alignment with client goals. Additionally, maintaining effective communication with publishers, networks, platforms, and vendors is crucial. By nurturing a collaborative culture and transparent interactions, you can significantly boost your team's efficiency, quality, and overall performance.

If taken a correct approach, most of the ad ops daily tasks can be automated from weekly emails to in-depth analysis of the sub-sources. I have incorporated the below actions in my daily routine to reduce repetitive tasks : 1. Campaign email using Google spreadsheets and Apps Script extensions. 2. Power BI to create a custom dashboard for in-depth campaign analysis. 3. Python Script to fetch Aggregate reports from AppsFlyer and mail them to the whole team. 4. Google Sheets for revenue tracking and color coding them according to the DRR and MTD performance. 5. Skype Chat Bot (using Microsoft Azure) for automatic replies and scheduled report sending. These custom tasks have helped me a lot to reduce the time I spend on manual tasks.

Ad ops professionals frequently contend with manual, repetitive tasks like campaign setup, ad trafficking, tag verification, and reporting. To alleviate this workload and reduce errors, it's crucial to automate these processes using specialized tools for ad serving, verification, optimization, and analytics. Establish standard operating procedures, checklists, and templates to streamline and standardize workflows effectively.

Scribehow is a great tool for building training documents and SOPs. It auto-generates any processes you're working on into a step-by-step guide. Ensure you're housing all training material in an easy to find, well cataloged location.

To advance your ad ops team effectively, invest in cutting-edge tools and technologies that boost their expertise. Ensure they are proficient with essential platforms for managing and optimizing campaigns across various formats and channels. Key investments should include ad servers, demand-side and supply-side platforms, data management systems, ad verification tools, and ad exchanges. Providing these resources will enhance your team's ability to deliver exceptional results for both clients and your business.