Senior Executive - Performance Marketing (SEM)

Role : Senior Executive - Performance Marketing

Level : Senior Executive

Reporting to : Assistant Manager - Performance Marketing

Location : Gurgaon

About the Function

Offline Marketing team takes care of marketing across multiple lines of business in MakeMyTrip. In this role, you will be working on strategy & execution in Paid/Performance Marketing (Google Ads) for these functions:

- Ground Transport (Buses, Cabs & Trains)

- Holidays

- Forex

- myPartner

About the Role

In this individual contributor role, we are looking for in depth hands-on experience of Google ads & Google Ads Editor platform. With ability to manage fast-paced execution for multiple accounts.

As Senior SEM Executive, you will be responsible for planning, implementing, and optimizing search engine marketing campaigns for Emerging Businesses to drive qualified traffic, increase conversions, and maximize ROI for all functions. You will collaborate with cross functional teams, prepare quarterly projections, manage budgets, perform regular account audits and stay up-to-date with the latest industry trends to drive continuous improvement in SEM strategies

What will you be doing:

• Develop and execute effective search engine marketing strategies to increase visibility, drive traffic, and achieve conversion goals.
• Conduct keyword research, competitive analysis, and audience targeting to identify relevant and high-performing keywords for our campaigns.
• Manage and optimize Google Ads accounts, including campaign setup, budget allocation, keyword selection, ad copy creation, bid management, and performance tracking.
• Monitor campaign performance metrics (ROAS, conversion rates, quality score, etc.) and identify areas for improvement. Implement necessary adjustments to maximize campaign performance.
• Perform A/B testing and other experiments to optimize ad copy, landing pages, and other elements to improve conversion rates.
• Collaborate with the content and design teams to create compelling and relevant ad copies and landing pages that align with our marketing objectives.
• Stay updated with industry trends, best practices, and algorithm changes to ensure our campaigns remain competitive and effective.
• Generate regular reports and provide insights on campaign performance, KPIs, and recommendations for improvement.
• Prepare SEM report slides/decks and assist in presenting to function heads in monthly/fortnightly meetings.
• Stay informed about competitor activities and market trends, identifying opportunities for growth and optimization.
• Conduct regular audits to ensure compliance with search engine policies and recommend corrective actions as needed.

Qualification & Experience:

• Bachelor's degree in marketing, business, or a related field.
• 3-4 years of hands-on experience in Search Engine Marketing, specifically Google Ads.
• Strong knowledge of Google Ads platform, including campaign setup, keyword research, bid management, and performance tracking.
• Experience of new Google Ads types/formats (e.g., performance max) is preferred.
• Proficient in using Adobe Analytics, Redash reports and other relevant tracking tools to measure campaign performance and derive actionable insights.
• Solid understanding of SEO principles and how they relate to SEM strategies.
• Familiarity with other search engine marketing platforms such as Bing Ads, etc., is a plus.
• Analytical mindset with the ability to interpret data, identify trends, and make data-driven decisions. Excellent written and verbal communication skills.

Key Success Factors for the Role:

• Proficiency in Ad Platforms: Mastery of major advertising platforms (Google Ads, Bing/Facebook Ads).
• Proficiency in Analytical Tools: Skilled in using analytics tools (Adobe/Google Analytics, Redash) to track performance and derive insights.
• Budget Management: Efficiently allocate and manage budgets to optimize ROI and achieve campaign goals.
• ROI Focus and Optimization: Continuously optimize campaigns to enhance performance and ensure a positive return on investment.
• Industry Trends: Stay updated with the latest trends, changes in algorithms, and best practices in digital marketing.
• Adaptability: Quickly adapt strategies based on new developments, platform updates, and evolving market conditions.
• Tracking and Tagging: Implement and manage tracking codes and tags to accurately measure and report on campaign performance.
• Customer Insights: Understand customer behavior, preferences, and pain points to create more targeted and effective campaigns.
• Strong organizational and project management skills with the ability to handle multiple campaigns simultaneously.
• Ability to work independently and collaboratively in a fast-paced, deadline-driven environment.