Lead, Search Engine Marketing

JOB DESCRIPTION:

The Search Engine Marketing (SEM) Analyst will quickly understand and support initiatives that will contribute to the goals and success of client search and display campaigns. This role reports to the Digital Marketing Director and works cross-functionally with other teams such as SEO, SMM, content, and web design.

KEY FUNCTIONAL AREAS OF RESPONSIBILITY:

• Implement Pay Per Click media strategies for clients
• Handle, review, and perform daily account responsibilities associated with Google Ads, Yahoo, Bing, and other search platforms for a variety of clients
• Maintain and monitor keyword bids, account daily and monthly budget caps, impression share, quality score and other important account metrics
• Handle the creation of large keyword lists
• Provide creative copy suggestions and graphical ad templates
• Handle display network placement lists on AdWords and through other contextual advertising platforms
• Provide recommendations and execute strategies for keyword opportunities, campaign structuring, targeting, display network, and other facets of paid search in accordance with client goals
• Direct and handle new paid search campaigns, ad groups, and accounts and aid in the creation of paid search marketing initiatives
• Direct, handle, and be able to generate weekly and monthly client reporting for all major metrics, goals tracking, revenue tracking, and other paid search initiatives
• Keep pace with search engine and PPC industry trends and developments
• Monitor and administer web analytics dashboards, reports, and key reporting tools, and point out key areas of importance in accordance with client goals
• Monitor and evaluate search results and search performance across the major search channels
• Communication with team and management on project development, timelines, and results
• Work closely with the other team members to meet client goals.
• Oversee projects across multiple client teams and manage team members working on PPC/paid search projects
• Help to train and build additional paid search capacity at the agency
• Interface directly with clients
• Provide periodical reports and present performance improvement plans
• Optimize targeting according to changing search trends & handle client escalations.

PROFESSIONAL COMPETENCIES:

• Passion for Search and internet marketing.
• Outstanding ability to think creatively and identify and resolve problems.
• Attention to detail and the ability to effectively multi-task in a deadline driven atmosphere.
• Ability to clearly and effectively articulate thoughts and points.
• Ability to learn new industries and new business types quickly and can apply this knowledge to internet marketing initiatives and achieving client goals.
• High levels of integrity, autonomy, and self-motivation.
• Excellent analytical, organizational, project management and time management skills.
• Experience in Campaign Optimization (Generating decisions, scaling up campaigns, etc).
• Experience in growth strategies and media planning & brand Uplift.
• Proven track record of successfully leading enterprise-level paid search accounts by supporting from media planning to execution.
• Expert in Google search, shopping, discovery, Microsoft search, YouTube, and app install campaigns.
• Strong hold on creating & implementing Search, Shopping, Video, and App Install campaigns and build data-driven strategies to deliver consistent growth.
• Core understanding of conversions tracking and attribution modeling including pixel/tags creations, conversion setting, look back window, and custom variables.
• Experience working with scripts, automation solutions, and various ad personalization.

PROFESSIONAL SKILLS & QUALIFICATIONS:

• 4+ years' experience in Search Engine Marketing (SEM) and Paid Search (PPC).
• Proficiency in MS Excel, PowerPoint, and Word.
• Experience with website analysis using a variety of analytics tools including Google Analytics as well as internal reporting tools.
• Experience working with popular PPC ad platforms (Google Ads, Yahoo, Bing).
• Proficiency in managing moderate to large scale PPC accounts in a variety of different business verticals.
• Google Ads / Bing certification a plus.
• BS/BA degree preferred.
• Strong client-facing presentation skills and demonstrated client relationships.
• Good command over Google analytics, search, ad campaigns & optimizations.
• Detailed understanding of marketing concepts & brand communications.