Paid Media (Search) Planner/Buyer

Project Description

Working remotely from home, you will work with the Paid Media and Strategy teams to understand what is happening on our clients’ digital Paid Media channels (Google focus, but awareness of Social, AMS, Programmatic, etc.), draw keen insights on all objectives and performance metrics (primarily conversion-based metrics – Purchases, Adds to Cart, CPA, ROAS) and propose recommendations on how to improve upon and evolve our strategies for success. This person has a deep understanding of Conversion-focused Paid Media and Social metrics, the ability to relate them to business goals and a knack for using that information to further engage and encourage action from our audiences while maintaining a passion for storytelling and an appreciation for effective design.

Responsibilities

The following is a summary of general responsibilities, this summary is not all-inclusive and may be broadened or changed to meet changing business needs.

Paid Media Management

• Build systems, protocols and implement new tools to make our full sales funnel (sales and conversions) digital paid marketing campaigns as effective as possible. Develop insights to improve internal processes and workflow
• Help develop and manage a new paid marketing automation tool/system currently in progress
• Come with a wealth of knowledge of best practice implementations for Search conversion campaigns – from strategy to creative/copy development and data mining/management
• Track and manage media budgets for Search ad placements, output budget and invoicing documents for the Finance department and determine media/ad spend mix
• Own paid campaign processes for low and mid-sized campaigns from start to finish, including researching, planning, trafficking, troubleshooting, and optimizing
• Define program and revenue growth opportunities that meet client business goals across multiple accounts
• Measure cross-channel advertising impact through attribution analysis

Data, Measurements & Reporting

• Develop new processes for operational efficiencies, inclusive of leveraging technology for automation in program management and reporting
• Manage analytics initiatives and workflow of ongoing deliverables in conjunction with account management team
• Demonstrate a strong return/ROI for our clients through highly effective full funnel campaigns
• Provide insight into which Paid content, campaigns, themes, strategies and tactics are working, which are not working and why
• Utilize analytics data to provide actionable insight into what is happening with campaigns and why it is happening – and to recommend courses of action to improve metrics
• Create Paid KPIs prior to campaigns and hold teams accountable to them
• Research and track competitive intelligence on Google Ads
• Conduct paid analytics gap analysis at all levels and provide benchmarks
• Create, manage, distribute, and provide summary executive dashboards on paid analytics

Education & Research

• Provide thought leadership by expanding and evolving analytical methodologies, techniques, and services
• Educate agency and clients on current Paid platforms, tools, new technology and trends
• Streamline reporting workflows within Analytics & Paid Media Department

Requirements

• Confident and highly effective oral and written communicator who can distill technical and marketing lingo into understandable, actionable takeaways for clients
• 5 years of Digital Paid Media and data analysis background, with at least (5) years working on full funnel search campaigns that prove ongoing success for ROAS
• Agency-side paid analytics experience working with large brand pages and media budgets
• Knowledgeable data-driven analytical marketer with a firm grasp of business and media KPIs — and the ability to make recommendations to improve performance
• Advanced Excel techniques such as lookups, pivot tables and custom scripting
• Experience in creating, defining and maintaining Paid Media dashboards using Google Docs, public APIs, Excel macros or other methods and presenting to senior management
• Ability to leverage existing vendor relationships and juggle multiple projects across several clients
• Advanced knowledge of Google Ads Platform (Search, Shop, Discovery, YouTube), Social Ads Platforms (Meta, LinkedIn, X, TikTok, Snapchat, etc.), Amazon Advertising
• Advanced knowledge of website event tagging and tracking, including Google Tag Manager
• Advanced knowledge of conversion tracking and establishing sales funnels in ad platforms
• Knowledge of Google Data Studio
• Knowledge of Asana, or similar project management tools
• Intermediate knowledge of Programmatic Display and OLV

Additional Information

• Reports to: Media Director
• Experience: Mid Level
• Functions: Paid Media, Search and Analytics
• Industries: Marketing and Advertising – Tech, Fashion, Beauty, and Lifestyle