Can I apply without ad experience?

Small tests and analysis portfolios help.

Research stresses incrementality.

Performance Marketing (Korea)

💼 Business By CampusDown Wiki Editorial Team Last updated October 26, 2026 Views 6

A marketing role that runs and optimises digital ads by clicks, conversions and other measurable results.

Contents

1. History and scholarship
2. What the job involves
3. Hiring and careers
4. FAQ
5. References

History and scholarship

Claude Hopkins's Scientific Advertising (1923) urged testing ads with coupons. Edelman et al. (2007, AER) and Varian (2007) analysed search-ad auctions. Lewis and Rao (2015, QJE) showed how hard ad returns are to measure, Blake et al. (2015, Econometrica) found brand search ads' effect overstated, and Gordon et al. (2019) documented bias in observational methods, making A/B testing (Kohavi et al., 2020) central.

What the job involves

Running search, social and display ads, bidding, creative tests, and analysing CTR, CVR, CPA and ROAS. Attribution has limits, so experiment design matters. Scope and required skills vary by company and industry; check actual job postings and NCS job descriptions.

Hiring and careers

Agencies and in-house teams hire. ADsP or SQLD can support applications.

FAQ

Can I apply without ad experience?: Small tests and analysis portfolios help.
Is ROAS enough?: Research stresses incrementality.

Sources reviewed: 2026-10-26

References

Hopkins, C. C. (1923). Scientific Advertising. Lord & Thomas.
Edelman, B., Ostrovsky, M., & Schwarz, M. (2007). Internet advertising and the generalized second-price auction. American Economic Review, 97(1), 242–259.
Varian, H. R. (2007). Position auctions. International Journal of Industrial Organization, 25(6), 1163–1178.
Lewis, R. A., & Rao, J. M. (2015). The unfavorable economics of measuring the returns to advertising. Quarterly Journal of Economics, 130(4), 1941–1973.
Blake, T., Nosko, C., & Tadelis, S. (2015). Consumer heterogeneity and paid search effectiveness: A large-scale field experiment. Econometrica, 83(1), 155–174.
Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Marketing Science, 38(2), 193–225.
Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments. Cambridge University Press.
국가직무능력표준(NCS). https://www.ncs.go.kr
고용24 직업정보(고용노동부·한국고용정보원). https://www.work24.go.kr

Reports and materials that use this theory (Korean)

There are no materials dedicated to this theory yet, but you can search related reports in the CampusDown library (Korean).

Find more reports · Search '퍼포먼스 마케팅' on CampusDown →

Marketing Job (Korea)Marketing roles analyse markets and customers to plan and run product, price, channel and communication strategy. Covers the scholars behind marketing theory, sub-roles and entry prep in Korea.💼 Business Data Analyst (Korea)A data analyst collects, cleans and analyses data to produce decision-ready insights. Covers the scholars of statistics and data science, required skills and certificates, and entry prep.💼 Business UX Designer (Korea)UX designers use user research and design to make products usable and valuable. Covers HCI scholars from Fitts to Norman and Nielsen, the work, and portfolio prep in Korea.💼 Business ADsPADsP is Korea's state-recognized data analytics semi-professional certification. Covers its three subjects, 50 questions in 90 minutes, the pass mark and how it compares with SQLD and the Big Data Analysis Engineer qualification.📚 Education SQLDSQLD is a state-recognized SQL developer certification run by the Korea Data Agency. Covers the two-subject, 50-question, 90-minute format, the 60-point pass mark with a 40% per-subject cutoff, SQLP and a study order for non-majors.📚 Education Portfolio (Korea)A job portfolio collects real work and process to show competence. Covers signalling, reflective practice and authentic-assessment research and role-specific checkpoints.📚 Education

Latest ArticlesView all ›

New guides for college study and assignments (Korean)

This article was last updated on October 26, 2026. It is based on widely recognized original works and textbooks; when citing it in a paper, please check the original sources listed in the references.