Senior Analyst, Paid Search/SEM (Insurance Client)

The role of the Senior Search Analyst is to be the day-to-day steward of search media for assigned brands responsible for monitoring and maintaining search campaign development, activation and innovation. The Senior Search Analyst is required to develop and maintain a strong knowledge of their clients’ business and apply their search understanding accordingly to help deliver against the clients’ needs/objectives. The Senior Search Analyst will work closely with their manager in the development and communication of all search recommendations.

This is a hybrid role, requiring three days in-office each week. If you are contacted for an interview, your recruiter will discuss specifics with you, inclusive of any necessary reasonable accommodations.

Role Objectives:

• Gather and analyze keyword research necessary to build a new campaign
• Responsible for gathering necessary data for plan development
• Group keywords into ad groups and develop relevant ad copy and extensions with little direction from Manager
• Responsible for presenting recommendation, soliciting and applying client feedback to keyword and copy proposal prior to client signoff
• Upon campaign approval, responsible for building flowchart and loading authorized buys in Prisma
• Generate paperwork necessary for purchase authorization and ensure vendor counter signature is received
• Primary party responsible for trafficking approved plan into search engines
• Primary party responsible for QA of all campaign components prior to launch
• Monitor and maintain campaign budgets, pacing and bid adjustments
• Proactively advocate for campaign adjustments based on performance trends
• Active monitoring and management of performance and competitive landscape
• Development and implementation of optimizations and/or testing plans (e.g. search query reports, negative keyword maintenance, keyword overlap, testing implementation)
• Pulling and analyzing data to inform campaign reporting and develop strategic insights with clear actionable items
• Build clear, concise and cohesive quantitative analyses inclusive of strong data visualization
• Active participation in client status and reporting calls, including presentation of reporting
• Responsible for granular maintenance of monthly billing cycle, including invoice tracking, buy actualization in Prisma, and compiling draft billing for manager approval
• Responsible for resolving all billing discrepancies in partnership with client strategy and billing reconciliation team
• Responsible for learning all relevant tools for reporting, analytics and competitive analysis - bid management platforms, Benchtools, Google Trends
• Mastery of all core search metric calculations and relationships (e.g. CPC, CPA, CTR, SOV, weighted averages)
• Develop strong working relationship with client teams and partner agencies (where applicable) by helping to create a seamless communications process
• Establish professional, productive rapport with sales representatives/media vendors
• Demonstrate creativity and agility when problem solving
• Work closely with manager to establish priorities and manage workload
• Timely delivery of all work
• Successful completion of training programs and requisite certifications

Qualifications:

• 1-2 years of experience in paid search campaign development/management/optimization with the use of leading platforms, including Google, Bing, Oath, Etc.
• Strong analytical thinking and mathematical skills and an ability to manage data
• Experience with PPC and digital display advertising and traditional media elements
• Resourceful, curious, and motivated individual with an ability to work independently, as well as in a team setting
• Strong organizational and communication skills
• Proficiency in Microsoft Office Suite with intermediate-to-advanced understanding of Excel

Technology Systems Utilized:

• Microsoft Excel, Word, PowerPoint
• Search Ads 360 / DoubleClick for Search Experience
• Google Trends, Google Auction Insights

Budget Responsibility:

• Monitor and maintain campaign budgets, pacing, and bid adjustments