Paid Search & Digital Marketing Specialist

Job Description

Job Description

Summary :

We believe in liberating the innate greatness in people. The Paid Search & Digital Marketing Specialist will support the University’s mission by overseeing all digital marketing campaigns including the management and continuous improvement of our Paid Search campaigns in Google Ads. This role is responsible for ensuring the University’s lead generation goals are met each week, which supports the enrollment and institutional sustainability strategies.

Core Values :

Deliver Delight Every Time - We keep learner success at the center of every interaction to provide exceptional service and a delightful student experience.

Value each student and employee interaction.

Provide the best service externally to students and internally to one another.

Make decisions that reflect a commitment to students’ welfare and success.

Continuously Improve - As lifelong learners, we intentionally find opportunities to grow and improve, both as individuals and as an organization.

Take time to develop and practice relevant skills and behaviors.

Dig deeper into systems, data, and processes to understand problems and create impactful solutions.

Welcome challenges and feedback.

Win Together - We act with integrity, empathy, and transparency while assuming positive intent in each other’s communications and decisions.

Seek understanding from one another first, over-responding.

Recognize how words and actions impact our students, employees, and the organization as a whole.

Provide constructive feedback and avoid gossip.

Trust and Be Trusted - We take ownership of our responsibilities and actions to students and colleagues.

Keep commitments and deliver results on time to teams.

Comply with policies and procedures.

Proactively find solutions to issues.

Own it - We navigate challenges and celebrate successes together as a diverse community.

Collaborate to solve issues and build solutions in the best interest of the organization and our stakeholders.

Recognize roadblocks and celebrate achievements.

Utilize a diversity of perspectives through sharing knowledge and resources.

Core Job Responsibilities :

Setup Google Ads campaigns including Search, Remarketing, Pmax, and YouTube, among other campaigns such as Bing as needed.

Monitor daily lead volumes, ad spends, and ad schedules, making adjustments as needed.

Recommend, document, and implement continuous improvement strategies weekly to boost impression share, click-through rates, quality scores and lead conversion rates on paid search campaigns.

Analyze performance of keywords, search terms, auction insights, and negative keywords weekly and monthly and update as needed.

Monitor the landing page environment daily by testing forms, tags, and conversion events to ensure tracking parameters are firing, data is shared with the proper ad platforms, and lead data is successfully posted to Salesforce CRM.

Recommend, setup, and run experiments such as A / B tests on ad copy and landing page elements to improve conversion.

Setup and monitor conversion tracking for all paid ads campaigns using Google Tag Manager, Google Ads enhanced conversions, and other conversion events for campaign optimization.

Update KPIs and weekly reports for all digital marketing campaigns.

Manage the Google relationship and advertising firm relationship for Meta digital marketing campaigns.

Resolve any outstanding issues or tickets with the digital marketing campaigns.

Support the Market Research department by completing competitive analyses and search volume projections for new and existing programs.

Conduct periodic ROA and Cost-per-Enrollment analyses by criteria such as program, campaign, and keyword to identify areas for improvement.

Other special projects, duties, and responsibilities as assigned.

Qualifications :

Bachelor’s degree required in related field. Master’s degree preferred.

3 years field related experience in running paid search campaigns on Google and Bing.

Certifications preferred in Google Ads, Analytics, and Google Tag Manager.

Knowledge of various bidding strategies, including Google Value-Based Bidding.

Experience with an educational organization is a plus.

Passion for education and the ability to thrive in an atmosphere of innovation and change.

Experience setting up Salesforce and Google Ads integrations is a plus.

Proven track record of successfully managing and scaling digital marketing campaigns.

Strong communication and organizational skills.

Ability to work on multiple tasks simultaneously in a collaborative environment.

Physical Demands / Work Environment :

Ability to work in a virtual environment using software technology including but not limited to virtual meeting tools, such as Zoom, Instant Messaging, Canvas Learning Management System (LMS).

The ability to efficiently operate a computer and its peripheral equipment (keyboard, mouse, etc.).

Ability to sit or stand for four to six hours.

EEO and Accessibility Statement :

Bryan University is an equal-opportunity employer committed to providing a welcoming and inclusive work environment for all. We do not discriminate based on race, color, religion, sex, national origin, age, disability, or any other legally protected status. We provide reasonable accommodations to individuals with disabilities and strive to ensure accessibility in our facilities, products, and services. Contact our Employee Excellence department if you require accommodation or have any accessibility concerns related to our job application process.