Panduan Profesi
Performance Marketer
Profesi yang fokus pada paid ads — Meta Ads, Google Ads, TikTok Ads — dengan KPI jelas: ROAS, CPA, CAC.
Siapa Performance Marketer?
Performance Marketer (atau Paid Media Specialist) menjalankan kampanye iklan berbayar di berbagai platform — Meta, Google, TikTok, LinkedIn. Semua keputusan berbasis metrik: ROAS, CPA, CAC, CTR.
Tugas Utama
- Set up kampanye ads (structure, targeting, bidding)
- Creative testing & rotation
- Audience building (custom, lookalike, retargeting)
- Budget allocation antar channel
- A/B testing creative & copy
- Daily monitoring & optimization
- Weekly/monthly reporting
Skill yang Dibutuhkan
Technical:
- Meta Ads Manager, Google Ads, TikTok Ads Manager
- Google Analytics 4, Google Tag Manager
- Excel / Looker Studio untuk reporting
- UTM parameter mastery
- Basic SQL (bonus)
Analytical:
- Strong math (hitung funnel, unit economics)
- Hypothesis-driven (setiap test ada tujuan)
- Pattern recognition
Range Gaji di Indonesia (2026)
| Level | Range |
|---|---|
| Junior | Rp 5-8 juta |
| Mid | Rp 8-15 juta |
| Senior | Rp 15-25 juta |
| Head of Performance | Rp 25-50 juta+ |
Bonus: banyak perusahaan bayar commission berbasis ROAS.
Karir Path
Media Buyer → Performance Marketer → Senior Performance Marketer → Head of Growth / CMO
Tips Masuk
- Certification: Google Ads, Meta Blueprint (gratis di platform masing-masing)
- Portfolio: jalankan ads untuk bisnis kecil teman/keluarga (bahkan budget Rp 100rb)
- Community: Performance Marketing Indonesia, AdWorld Conference
- Follow: Digital Olympus, Ad Professor, Ben Heath YouTube