Performance Marketing and Paid Acquisition Questions

Knowledge and practice of paid acquisition across channels such as Facebook, Google, Apple Search Ads, TikTok and programmatic networks. Topics include campaign structure, audience targeting, bidding and budget strategies, creative formats and landing page optimization. Measurement and metrics covered include customer acquisition cost, return on ad spend, lifetime value and payback period, as well as channel level forecasting and budget allocation. Candidates should be able to design and interpret experiments and holdout tests for incrementality, troubleshoot attribution issues, optimize creative and audiences iteratively, scale winning campaigns while preserving retention and quality, and coordinate with analytics and mobile measurement partners for reliable reporting.