Pratique du Shadowing: Performance Marketer Interview Questions and Answers - Apprendre l'anglais à l'oral avec la vidéo
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116 phrases
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What is the difference between performance marketing and brand marketing?
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Brand marketing focuses on building long -term awareness, equity, and perception, which are often harder to measure immediately.
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Performance marketing is strictly driven by measurable, short -term actions, like clicks, leads, or sales.
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In performance marketing, I only pay for successful outcomes, and every dollar spent must be tracked back to a specific ROI.
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How do you structure a full funnel performance campaign?
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I align channels and messaging to the user's journey.
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Top of funnel, awareness, might use broad video ads on meta or YouTube optimized for reach and cheap clicks.
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Middle of funnel, consideration, uses retargeting and search ads focusing on specific pain points and lead magnets.
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Bottom of funnel conversion relies heavily on high intent Google search,
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branded keywords, and aggressive dynamic retargeting with strong offers to drive to final sale.
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How do you allocate budget across multiple channels?
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I start with historical data to find the channels with the best CPA and highest LTV.
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I allocate about 70 to 80 % of the budget to these proven high -performing channels.
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The remaining 20 to 30 percent is my testing budget used for experimenting with new channels like TikTok
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or programmatic or new ad formats to find the next avenue for scale.
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Tell me about a time a campaign completely failed.
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What did you learn?
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I once launched a high -budget LinkedIn campaign targeting enterprise executives.
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The center was decent, but the conversion rate was near zero and the CPA was astronomical.
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I realized our landing page offer a generic ebook didn't match the high intent needed for
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that expensive traffic I learned to always ensure the friction of the ask
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Matches the temperature of the audience
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and to test with smaller budgets before scaling define cac and LTV Why is their ratio important?
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Cac is customer acquisition cost total ad spend divided by the
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number of new customers LTV is the lifetime value of a customer how much revenue
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they bring in over their relationship with us an
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Ideal LTV CAC ratio is generally considered three to one if it's one -to -one
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We are losing money if it's six to one we are actually Underspending
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and missing out on market share meaning
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I should push the budget harder R O A S Versus R O I what's the difference?
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R O A S return on ad spend strictly measures the gross revenue generated for every dollar spent on ads.
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ROI, return on investment, is the true metric of profitability.
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It factors in all expenses, including agency fees, software, COGS, cost of goods sold, and operational costs.
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A campaign can have a positive ROAS, but a negative ROI if the product margins are too low.
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Your CPA has suddenly spiked by 40 % overnight.
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Walk me through your troubleshooting process.
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First, I check if tracking slash pixels are broken or double counting.
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Next, I look at the platform.
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Did an algorithm update roll out?
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Did a winning creative hit ad fatigue?
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Has our CPM spiked due to increased seasonal competition?
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Finally, I check the landing page.
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Is the site down or did a developer change of form that is preventing conversions?
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I isolate the variable, center, CPC, or conversion rate to find the leak.
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How do you approach attribution modeling?
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I don't rely solely on last -click attribution as it ignores the upper funnel touchpoints that introduced the user to the brand.
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Depending on the sales cycle length, I prefer a data -driven or position -based, U -shaped model, giving credit to the first touch,
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discovery, and the last touch, conversion.
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I also use third -party tracking tools to get a clearer picture outside of the walled gardens like
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Meta and Google.
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How do you track cross -device conversions?
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Cross -device tracking is challenging but essential.
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I rely on robust pixel and conversions API implementations,
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utilizing first -party data like email addresses or user IDs to match users across devices.
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Platform algorithms also use probabilistic modeling to fill in the gaps, though I always view those modeled conversions with a slight margin of error.
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What is quality score in Google Ads and how do you approve it?
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Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads.
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It's based on expected center, ad relevance, and landing page experience.
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I improve it by tightly grouping keywords into specific ad groups, writing highly relevant ad copy that includes the keywords,
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and ensuring the landing page loads quickly and directly answers the user's search query.
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Broad match versus exact match in Google Ads.
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When do you use which?
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I use exact match for high intent, proven keywords where I want absolute control over the budget and bid,
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ensuring I capture users ready to buy.
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I use broad match paired with smart bidding
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and a rigorous negative keyword list to discover new unexpected search terms and scale a volume that exact match might miss.
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Explain your approach to audience targeting on Facebook meta ads.
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I rely heavily on first party data.
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My most profitable audiences are usually lookalikes 1 to 3 % based on high LTV customers.
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However, because platform algorithms have gotten much smarter, I also run broad targeting campaigns, no detailed interests, letting
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Meta's machine learning find the converters based purely on the ad creative and pixel data.
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How has iOS 14 .5, app tracking transparency, impacted paid social, and how do you mitigate it?
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It caused significant signal loss, making retargeting smaller and in -platform reporting less accurate.
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To mitigate it, I shifted focus to collecting first -party data immediately, like lead generation, implemented
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Meta's conversions API for server -side tracking, and began relying more on overall business metrics,
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marketing efficiency ratio, rather than just in -platform ROAS.
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How do you design a proper A -B test for an ad campaign?
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I test only one variable at a time, so the data is statistically significant.
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If I'm testing ad copy, the image and audience must remain identical.
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I define the KPI beforehand, for example, center or CPA, set a sufficient budget to reach statistical significance,
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let it run without touching it, usually 7 to 14 days, and then scale the winner.
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If an ad has a high center but a low conversion rate, what's wrong?
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This is a classic clickbait or disconnect issue.
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The ad creative is doing its job by getting attention, but the landing page is failing.
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Either the offer on the landing page doesn't match the promise made in the ad, the page loads too slowly,
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or the user experience, like a long form, creates too much friction for the user to convert.
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How do you optimize a landing page for better conversion?
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I start above the fold, ensuring the headline is clear, the CTA is visible, and the value proposition is immediate.
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I remove unnecessary outbound links to keep the user focused.
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I also look at heat maps to see where users drop off, speed up page load times, and ensure the mobile experience is perfectly optimized,
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as that's where most traffic originates.
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Describe your process for scaling a winning campaign without breaking the CPA.
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Scaling too fast resets the learning phase and spikes CPA.
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I scale vertically by increasing the budget by 15 to 20 percent every few days.
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I also scale horizontally by duplicating the winning ad set
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and expanding the audience, e .g moving from a 1 % lookalike to a 3 % lookalike,
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or by testing the winning creative on an entirely new platform.
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How do you stay updated with the constantly changing ad landscape?
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I read industry newsletters like
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Search Engine Land and the Social Media Examiner, and I am active in performance marketing communities on Slack and X, Twitter.
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The most important education, however,
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comes from being hands -on in the ad accounts every single day and reading platform release notes because theories change, but live data doesn't lie.
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How do you communicate complex performance data to non -technical stakeholders like a CEO?
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I strip away the jargon.
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A CEO doesn't usually care about CPC or impression share.
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They care about revenue, margins, and growth.
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I focus my reporting on the big three.
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Total spend, total revenue or leads generated, and blended CAC.
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I use visual dashboards to show trends over time,
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and I always provide a next steps summary so they know exactly what action I'm taking based on the data.
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What is your favorite performance marketing tool and why?
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While I live in the native ads managers, Google Analytics 4 is essential for seeing the holistic picture of user behavior post -click.
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However, my absolute favorite tool is actually
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Microsoft Excel or Google Sheets.
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No matter how advanced software gets, the ability to pull raw CSV data,
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run pivot tables, and build custom pacing and forecasting models is the backbone of my day -to -day work.
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Vocabulaire et conseils d’expression pour cette leçon
Cette leçon d’expression orale s’appuie sur la vidéo « Performance Marketer Interview Questions and Answers ». Les mots qui reviennent le plus souvent : conversion, user, budget, page, marketing. Cette vidéo contient 116 phrases et 1466 mots à répéter en shadowing. La partie parlée dure 10:02. Le locuteur parle à un rythme régulier d’environ 146 mots par minute, confortable pour le shadowing. Seuls 73 % des mots font partie des 3 000 mots les plus courants en anglais, le vocabulaire est donc exigeant. 21 de ses 116 phrases sont des questions : un bon entraînement pour l’intonation interrogative et les réponses courtes.
Vocabulaire clé de cette vidéo
15 mots de la vidéo à retenir, avec leur prononciation et leur sens :
| Mot | Prononciation | Sens |
|---|---|---|
| conversion nom | /kənˈvɝʒən/ | conversion |
| rely verbe | /ɹɪˈlaɪ/ | compter sur |
| ratio nom | /ˈɹeɪ.ʃoʊ/ | rapport, ratio |
| intent nom | /ɪnˈtɛnt/ | intention |
| margin nom | /ˈmɑɹ.d͡ʒɪn/ | marge |
| algorithm nom | /ˈælɡəɹɪðm̩/ | algorithme |
| spike nom | /spaɪk/ | clou, pointe |
| meta adjectif | /ˈmɛtə/ | méta |
| pixel nom | /ˈpɪk.səl/ | pixel |
| awareness nom | /əˈwɛɹ.nəs/ | conscience |
| versus | /ˈvɝsəs/ | contre, face à |
| define verbe | /dɪˈfaɪn/ | déterminer |
| generate verbe | /ˈd͡ʒɛn.ə.ɹeɪt/ | générer |
| strictly adverbe | /ˈstɹɪktli/ | strictement |
| variable adjectif | [ˈvæɹ.i.ə.bl̩] | variable |
Des phrases à répéter
Des phrases courtes et complètes de la vidéo, à réutiliser dans la conversation de tous les jours :
- How do you structure a full funnel performance campaign?
- How do you allocate budget across multiple channels?
- How do you approach attribution modeling?
- How do you track cross -device conversions?
- When do you use which?
Prononciation à surveiller
Le locuteur utilise 7 contractions et formes réduites, comme doesn't, I'm, didn't. Prononcez-les sous leur forme courte, telles que vous les entendez.
- Les sons « sh » et « zh »: conversion /kənˈvɝʒən/, ratio /ˈɹeɪ.ʃoʊ/, friction /ˈfɹɪkʃən/, capture /ˈkæp.(t)ʃɚ/, efficiency /ɪˈfɪʃ.ən.si/
- Mots longs — placez bien l’accent: efficiency /ɪˈfɪʃ.ən.si/, experiment /ɪkˈspɛɹ.ə.mənt/, implementation /ˌɪmplɪmənˈteɪʃən/, consideration /kənˌsɪd.əˈɹeɪ.ʃən/, acquisition /ˌæk.wɪˈzɪʃ.ən/
Les sons difficiles pour les francophones :
- /h/ — il se souffle, il n’est pas muet: headline /ˈhɛd.laɪn/, beforehand /bɪˈfɔɹhænd/, holistic /hoʊˈlɪs.tɪk/, stakeholder /ˈsteɪkˌhəʊl.də/
- /tʃ/ et /dʒ/ — à ne pas adoucir en « ch » et « j »: margin /ˈmɑɹ.d͡ʒɪn/, generate /ˈd͡ʒɛn.ə.ɹeɪt/, generic /dʒɪˈnɛɹ.ɪk/, jargon /ˈdʒɑː.ɡən/, originate /əˈɹɪd͡ʒɪneɪt/
- /r/ anglais — langue recourbée, sans frotter la gorge: rely /ɹɪˈlaɪ/, ratio /ˈɹeɪ.ʃoʊ/, margin /ˈmɑɹ.d͡ʒɪn/, algorithm /ˈælɡəɹɪðm̩/, awareness /əˈwɛɹ.nəs/
Comment s’entraîner avec cette vidéo
- Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
- Répétez phrase par phrase à vitesse normale, en reprenant chacune jusqu’à ce que votre rythme corresponde à celui du locuteur.
- Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme conversion, rely, ratio.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.