Your Guide to Starting a Career in Online Advertising

Are you curious about the fast-paced world of online advertising? You’ve come to the right place. This guide is designed for new professionals and career changers, breaking down the most popular entry-level roles in the industry. We’ll explore what these jobs involve, the skills you need, and how to get started.

What is Online Advertising?

Before diving into specific roles, it’s helpful to understand the big picture. Online advertising, also known as digital marketing or internet advertising, is the practice of using the internet to deliver promotional messages to customers. It includes everything from the ads you see on Google search results and social media feeds to the video ads that play before a YouTube video. It’s a massive, data-driven industry focused on connecting businesses with their target audiences in the right place, at the right time.

Top Entry-Level Online Advertising Careers

The field is diverse, with roles that cater to analytical thinkers, creative minds, and strategic planners. Here are some of the most common and accessible entry-level positions for someone new to the industry.

1. PPC Specialist / Paid Search Coordinator

This is one of the most in-demand entry-level roles. A Pay-Per-Click (PPC) Specialist manages advertising campaigns on platforms where the advertiser pays each time a user clicks on an ad.

What they do: Their daily tasks involve creating, monitoring, and optimizing ad campaigns on platforms like Google Ads and Microsoft Advertising. They conduct keyword research to find what users are searching for, write compelling ad copy, set budgets, and analyze performance data to improve the campaign’s return on investment (ROI).
Skills needed: Strong analytical skills are a must. You need to be comfortable working with spreadsheets and data. Attention to detail is critical for managing budgets and campaign settings. Familiarity with platforms like Google Ads and Google Analytics is a huge plus.
How to get started: A great first step is getting certified. Google offers free, industry-recognized certifications for Google Ads. You can practice by creating mock campaigns for a local business or a personal project.

Similar to a PPC Specialist, this role focuses on paid advertising, but specifically on social media platforms.

What they do: A Paid Social Media Coordinator plans and executes ad campaigns on platforms like Meta (Facebook and Instagram), TikTok, LinkedIn, and Pinterest. They are responsible for defining target audiences, designing ad creatives (often with a graphic designer), writing ad copy, and analyzing metrics like click-through rates and conversion rates.
Skills needed: This role blends creativity with analytics. You need a good understanding of what makes engaging content on each social platform. You also need to be able to interpret data from platforms like Meta Ads Manager to make informed decisions about your campaigns.
How to get started: Most social media platforms have their own free training courses, such as Meta Blueprint. Building a small portfolio by running a tiny, low-budget campaign for a friend’s project can demonstrate your practical skills to potential employers.

3. SEO Analyst / SEO Coordinator

Search Engine Optimization (SEO) isn’t strictly advertising, but it’s a core part of digital marketing that works hand-in-hand with paid ads. SEO focuses on improving a website’s visibility in a search engine’s unpaid results, often called “organic” results.

What they do: An entry-level SEO Analyst helps with tasks aimed at boosting a website’s ranking on Google. This includes keyword research, analyzing competitors, auditing website content for SEO best practices, and building links from other reputable websites. They use tools like Google Search Console, Ahrefs, and Semrush to track performance and find opportunities.
Skills needed: Curiosity and a problem-solving mindset are key. You need good analytical skills to interpret data and understand search trends. Strong writing and communication skills are also important for creating optimized content and reports.
How to get started: Read beginner’s guides from trusted sources like Moz or Ahrefs. You can also start your own simple blog using WordPress to practice implementing SEO techniques firsthand.

4. Ad Operations (Ad Ops) Coordinator

This is a more technical, behind-the-scenes role that is essential for making sure online ad campaigns run smoothly.

What they do: An Ad Ops Coordinator is responsible for the technical setup, testing, and deployment of digital ad campaigns. They work with ad servers like Google Ad Manager to schedule ads, generate tracking tags (pixels), and troubleshoot any technical issues that prevent ads from displaying correctly. They are the bridge between the sales team and the technical execution of a campaign.
Skills needed: This role requires extreme attention to detail and technical aptitude. You should be a logical thinker and a good problem-solver. While you don’t need to be a programmer, a basic understanding of HTML and JavaScript can be very helpful.
How to get started: Many Ad Ops professionals learn on the job. Highlighting your technical skills, meticulous nature, and experience with any complex software systems on your resume can help you land an interview for this type of role.

5. Digital Media Planner / Buyer Assistant

This is a strategic role focused on figuring out the best places to spend an advertising budget to reach a specific audience.

What they do: An assistant media planner helps research target audiences and identify the best mix of channels (e.g., social media, search, display ads, video) to reach them. They assist in developing media plans, negotiating with ad vendors, and monitoring campaign pacing to ensure the budget is spent effectively.
Skills needed: This position requires a mix of research, negotiation, and analytical skills. You need to be organized and proficient with tools like Microsoft Excel to manage budgets and performance data. Good communication skills are also vital for working with clients and vendors.
How to get started: Internships at advertising agencies are a fantastic way to get experience in media planning. Coursework in marketing, advertising, or communications can also provide a strong foundation.

Frequently Asked Questions

Do I need a specific degree to work in online advertising? Not necessarily. While a degree in marketing, communications, or business can be helpful, many successful professionals in this field are self-taught or have degrees in unrelated fields like history or psychology. Employers often value practical skills, certifications (like Google Ads), and a demonstrable passion for the industry more than a specific degree.

What is the typical salary for an entry-level position? Salaries vary widely based on location, company size, and the specific role. Generally, entry-level positions in major cities might start in the range of \(45,000 to \)60,000 per year. Roles that are more technical or data-intensive, like PPC or Ad Ops, may sometimes have a slightly higher starting salary.

Should I work at an agency or for a company’s in-house team? Both have pros and cons for a beginner.

Agency: You will likely work on multiple clients across different industries. This is a great way to learn quickly and get broad experience. The pace is often very fast.
In-house: You will focus deeply on one brand’s marketing. This allows you to see the long-term impact of your work and become a true expert in that specific industry. The pace might be a bit slower than at an agency.