Manager, Paid Search
Our client, a beauty brand, is looking for a Manager of Paid Search to define the strategy and own the execution to efficiently grow sales across search engines. This role involves someone who can both develop a high-level, prioritized roadmap as well as manage campaign execution and daily optimizations.
Responsibilities:
• Create annual Paid Search marketing strategy, determine spend between search engines, campaign structure, keyword and bid tactics to meet sales and ROAS goals
• Develop a test roadmap and content calendar to drive incremental revenue (creative, landing page, bid, copy & audience expansion)
• Launch seamless execution of evergreen and promotional campaigns across search engines (includes Google)
• Paid Search brand & non-brand, PMAX, Microsoft Bing and other emerging platforms (Ad.net, Amazon, Reddit) to achieve ROAS and sales goals
• Own end-to-end process, including keyword research, UTM tracking, crafting compelling on-brand ad copy, bid management & monthly invoices
• Manage to budget and monthly spend goals, proactively determining solutions to optimize (such as product feed enhancements, bid strategy & segmentation changes, brand demand and competitive headwinds, new product launches, landing page needs)
• Explore and drive test opportunities (such as incrementality, audiences, bid tactics, capitalizing on demand growth when upper funnel marketing is live, optimal strategy with SEO team, expansion to new platforms)
• Closely monitor campaign performance across metrics to meet goals (sales, ROAS, CPCs, impression share)
• Compile reporting and insights weekly and monthly, sharing performance & solutions (key drivers, wins, opportunities, optimizations)
• Keep stakeholders informed of pacing to goals through ongoing communication
• Continuously monitor and improve search term mapping, ad relevance, expected CTR, and landing page experience through A/B testing
• Stay updated with the latest relevant Paid Search and digital marketing latest trends and best practices
• Ensure messaging aligns with brand guidelines and seasonal calendar, ensuring relevant promotions are included in ad copy as needed
• Test and refresh copy and creative as needed
• Closely monitor competitive trends and brand demand
• Build and maintain relationships with key partners (Google, Microsoft and other marketplaces)
Who we are looking for:
• 5-7 years of experience owning and managing Paid Search and Comparison Shopping Engine campaigns (in house or at an advertising agency)
• Hands on experience setting up campaigns in Google and Bing using any of the following Paid Search management tools: Google Ads Editor, Microsoft Ads Editor, Kenshoo, Marin Software, Search Ads 360
• Google Ads Certified (GAP) and other SEM platforms certified
• Experience with keyword analysis and common keyword research tools
• Deep understanding of Paid Search tactics and platforms, including SA360, automated bidding, tROAS, tCPA, LIAs, impression share, conquesting, other Paid Search platforms
• Excellent organizational skills, attention to detail, ability to multitask, meet deadlines, problem solve and prioritize
• Ability to up-level & communicate strategies while executing campaigns at the tactical level
• Problem solver, able to identify red flags and independently determine solutions
• Consumer facing, DTC and beauty experience a plus
• Strong analytical skills, comfortable pulling reporting via Google Analytics, Shopify, Tableau and using tools such as Lookr and Excel to analyze insights and KPIs including CPA, incremental lift, CVRs
• Critical thinker, leveraging expertise to optimize each marketing channel
• Understanding of acquisition funnel, performance marketing KPI’s, and profitability levers
• Proven track record of meeting sales growth goals
Location: United States
Posted: Aug. 21, 2024, 9:59 a.m.
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