Job Summary Statement:
Reporting to the Director of Marketing Strategy, the Paid Search Senior Manager will be responsible for planning, optimizing, building, and analyzing search engine marketing (SEM) activities -- primarily paid
search/pay-per- click (PPC) and display advertising on platforms such as Google Display Network. This position is key to organization’s growth and will be responsible for the top-to- bottom management of search engine marketing activities and display advertising. The Paid Search Senior Manager must possess a keen understanding of the online search engine marketing landscape, with a strong
background in pay-per- click (PPC) and display ads management. This role requires the ability to operate on both a strategic and tactical level, touching all aspects of the search marketing roadmap including
keyword management, campaign structure, bidding strategies, creative testing, creation of campaign messaging, and analytics. He/she will manage all SEM campaigns on Google, Yahoo, Bing, and Google
Display Network in order to maximize ROI. The Paid Search Senior Manager will also contribute substantively to the digital innovation of the marketing unit as a whole.
Understand client's Extension programs and marketing objectives.
Provide recommendations for paid search structure per campaign and ad group.
Set up campaigns in Google Adwords and other paid search platforms using historical data.
Keywords research, review, expansion, and optimization.
Writing and editing of creative copy (headlines and descriptions) to increase Quality Score and CTR.
Establish KPIs per program.
Establish and update budget caps staying on budget and ensure campaigns are pacing properly.
Work closely with internal marketing managers and program departments to develop fully integrated paid search campaigns.
Manage the day-to- day search marketing activities across multiple search engines (Google, Yahoo, Bing, etc.) with the goal to increase revenue, site traffic, conversion and margins.
Grow and optimize the keyword portfolio through testing (A/B and Multivariate) with ad copy, landing pages, bidding strategies, negative keywords, etc.
Planning, implementation, management, and optimization of display advertisement in Google Adwords.
Identify target audience opportunities and set up display ads across desktop and mobile platforms.
Optimize display ads based on keyword performance, device performance, demographics, GEO targeting, view-through and click-through conversions.
Provide landing page and user experience recommendations.
Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns.
Research and analyze competitor advertisement.
Recommend changes to website and other landing pages architecture, content, linking and other factors to improve Quality Score, CTR, user experience, and conversions.
Monitor, track, evaluate, and report on key performance indicators and opportunities for improvement on a regular basis.
Research and implement search engine optimization recommendations.
Create and implement analytics tags.
Create weekly performance reports, provide analysis and keep the management updated on the status of paid search and display ads.
Optimize based on identified trends and insights.
Regularly review Google Analytics funnels.
Drive continued innovation and best practice implementation, regularly sharing knowledge with the Data Team Manager and Senior Marketing Manager.
Use strong analytical ability to evaluate user experience across multiple channels and touch points.
Stay current with new advances in search engine and display marketing, competitive landscape, and keyword research.
Collaborate with agencies and other vendor partners as needed.
Additional Responsibilities: Digital Strategy and Marketing Communication
Translate deep understanding of paid search and display marketing into strategic recommendations that continually elevates the digital savvy of the marketing unit.
Integrate strategies and recommendations into other active marketing channels such as Social Media and Email.
Research and manage affiliate advertising programs.
Support the Data team in terms of analyzing data especially as it contributes to ROI analysis and campaign metrics.
Apply an understanding of marketing fundamentals and goings in the continuing education business to paid search strategies, and articulate rationale for recommendation.