Paid Search Analyst

JOB PURPOSE:

Responsible for managing the day-to-day paid search digital marketing efforts for a smaller subset of clinics. This includes driving campaign execution and optimization for all Search Pay-Per-Click (PPC) performance campaigns in partnership with internal and external partners. Manages effective lead capture for all digital sourced calls, online form fills, and online appointments focused on maximizing new patient acquisition as cost efficiently as possible.

GENERAL DUTIES & RESPONSIBILITIES:

• Responsible for monitoring and maintaining media campaign development and activation on search channels.
• Gather research necessary to build a new campaign.
• Assist team in gathering necessary data for plan development.
• Responsible for trafficking approved plan.
• Monitor and maintain campaign budgets, pacing, and bid adjustments.
• Monitor and manage performance and competitive landscape.
• Monitor and optimize paid search performance to meet business objectives.
• Develop optimization recommendations and/or testing plans.
• Utilize bid management tools as well as Google, Bing platforms to build campaigns, implement optimizations, pull reporting, and QA campaigns.
• Pull and analyze data to inform campaign reporting and help build insights.
• Granular maintenance of monthly billing cycle.
• Resolve billing discrepancies in partnership with client strategy and billing reconciliation team.
• Learn all relevant tools for reporting, analytics, and competitive analysis as well as bid management platforms, GA4, Google Trends, etc.
• Stay informed on search industry trends and new tools and ad formats.

Education & experience

• Bachelor’s degree or equivalent preferred.
• 1-3 years in digital marketing client-side or agency experience, including paid search, organic search, display, retargeting.
• Recent Google AdWords Certification preferred.

GENERAL KNOWLEDGE, SKILLS & ABILITIES:

• Proficient in math.
• Strong analytical skills and attention to detail.
• Overall interest in and understanding of how consumers leverage search media in the decision path.
• Successful completion of training programs and requisite certifications required.

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