Paid Media Specialist

We are seeking a dynamic and experienced Paid Media Specialist with a strong focus on paid search campaigns to join our marketing team. This role will involve managing and optimizing our paid search campaigns across Google Ads and Bing Ads. The ideal candidate will have a proven track record of driving successful search campaigns and extensive experience working with or for eCommerce brands, particularly those with a large volume of products sold online. This role requires a strategic thinker who is highly analytical and results-oriented, with the ability to manage complex campaigns in a fast-paced, data-driven environment.

This is a hybrid role, requiring the individual to work from the office at minimum 2x a week.

Essential Functions: (The reason this job exists is to perform these functions. These functions are performed regularly, seriously impacts other jobs, and there are a limited number of employees whose performance of the function can be distributed.)

Campaign Strategy and Management:

• Develop and implement comprehensive paid search strategies for Google Ads and Bing Ads to drive traffic, conversions, and revenue for large-scale eCommerce operations.
• Manage and optimize campaigns across a high volume of SKUs, including setting up and maintaining campaign structures, ad groups, and product listings.
• Conduct regular audits and make strategic adjustments to maximize campaign performance and budget efficiency.
• Test and refine ad copy and creative elements to improve CTR, conversion rates, and overall campaign effectiveness.

Data Analysis and Reporting:

• Monitor, analyze, and interpret campaign performance metrics, including CTR, CPC, CPA, ROAS (incremental ROAS), and conversion rates, to inform optimization strategies.
• Generate detailed performance reports, identifying trends, opportunities, and areas for improvement.
• Collaborate with Business Intelligence and Marketing Analyst to understand, user behavior, product performance, and the impact on campaign effectiveness.
• Work closely with Head of Paid Media & Acquisition to optimize media mix to drive higher incremental sales and incremental ROAS across all acquisition channels

eCommerce Focus:

• Develop and execute paid search strategies specifically tailored to eCommerce environments, addressing challenges related to large product catalogs and dynamic inventory.
• Implement strategies for product feed optimization, including managing Google Shopping (PLA), Google Performance Max campaigns (PMax), and Bing Shopping ads.

Keyword and Ad Research:

• Conduct in-depth keyword research to identify high-performing and long-tail keywords relevant to a broad range of products.
• Create and manage ad copy for a large inventory, ensuring ads are optimized for relevance, engagement, and conversion.
• Perform regular competitive analysis to stay ahead of industry trends and identify new opportunities.

Budget Management:

• Oversee large-scale budgets (8-figures) for high-volume product campaigns, optimizing spend to maximize ROI and meet financial targets.
• Track and adjust bids, budgets, and pacing to ensure effective allocation of resources across multiple campaigns and product categories.

Product Feed Management:

• Manage and optimize product feeds for Google Merchant Center and Bing Merchant Center to ensure accurate product listings and maximize ad visibility.
• Address and resolve issues related to feed disapprovals, data discrepancies, and feed performance.

Collaboration and Communication:

• Work closely with cross-functional teams, including creative, content, and design, to align paid search campaigns with broader marketing and brand strategies.
• Communicate effectively with internal stakeholders, providing insights and recommendations based on campaign performance and market trends.

Innovation and Strategy Development:

• Stay current with industry trends, emerging technologies, and best practices in paid search and eCommerce marketing.
• Propose and implement innovative strategies to drive growth, enhance campaign performance, and stay competitive in the eCommerce space.

Essential Qualifications: (To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the competencies (minimum knowledge, skill, and ability) required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.)

Education/Certification:

• Google Ads Certification, preferred
• Bing Ads Certification, preferred

Experience Required:

• Minimum of 3 years’ experience managing paid search campaigns on Google Ads and Bing Ads, with significant experience in eCommerce environments handling large product catalogs.
• Advanced proficiency in Google Ads, Bing Ads, Google Analytics, Google Merchant Center, Bing Merchant Center, and other relevant digital marketing tools and platforms.
• Extensive experience with eCommerce platforms, product feed management, and understanding of eCommerce metrics and KPIs.
• Experience with other programmatic and paid media platforms (LinkedIn, Meta, TikTok, Native ads, etc), preferred.
• Role could extend responsibilities to new paid channels beyond Paid Search.
• Understanding of Media Mix Modeling, Multi-Touch Attribution, and Incrementality measurement modeling, concepts and/or platforms, preferred.

Skills:

• Strong ability to analyze data, generate actionable insights, and make data-driven decisions in a high-volume eCommerce setting.
• Excellent verbal and written communication skills with the ability to present complex data and strategies clearly and effectively.

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