Search Engine Marketing Specialist

We are looking for a Search Engine Marketing Specialist to manage all pay-per-click (PPC) marketing activities.

A Search Engine Marketing Specialist or a Paid Search Specialist (Google Adwords) is a ParkWest Creative Solutions associate who is responsible for generating profits for ParkWest clients and the agency and whose ultimate objective is to grow and scale the client’s paid media account(s) by driving equal or lower costs per customer acquisition while increasing paid media spend. They should demonstrate excellent communication skills along with proficiency in advertising and marketing principles to evaluate the most cost-effective paid media solutions for ParkWest clients.

Responsibilities

• *Plan, develop, and implement comprehensive paid media strategies to increase brand visibility and recognition, and drive new user acquisition and leads via various paid search engine marketing platforms including but not limited to: Google AdWords, Bing, Yahoo Gemini, Apple Search, etc.
• Conduct thorough brand and website audits to understand our clients’ key value proposition, core products, brand aesthetic, and identify opportunities to successfully market them and make them stand out in the marketplace.
• Ensure CRO basics are in place
• Manage between 5-15 paid search accounts on behalf of ParkWest Creative Solutions clients, with aggregate monthly spends ranging between $1,000 - $500,000.
• Utilize Google Analytics to develop insights and action items intended to increase our clients’ revenues.
• Staying informed with Paid Search industry best practices, new trends and technologies and platform updates (e.g. AdWords, Bing, etc.)
• Monitoring purchased media to ensure that the advertisements appear as planned across high quality publisher sites.
• Compiling daily, weekly, monthly, and lifetime reports with key performance metrics in Data Studio to quantify results and communicate them to the client.
• Preparing advertising schedules and timelines for client onboarding, campaign launch, and ongoing account optimization and maintenance.
• Developing advertisement copy for paid media campaigns with the ultimate objective of generating action, interest and engagement from the targeted audience.
• Continuously monitor, identify and improve all three components of the AdWords quality Score: Ad Relevance, Expected CTR, and Landing Page Experience
• Assure keyword targets, landing page content, and text ad copy are all in close alignment and optimized
• Preparing design assets for Google Display Network campaigns in Photoshop by sourcing images, resizing images, and placing text overlay, logos, and iconography on raw images.
• Assure conversion tracking is QA’ed within AdWords to track all pertinent events within the sales funnel
• Monitor and test campaign SMART bidding strategies: Target CPA, Target ROAS, Enhanced CPC, Maximize Conversions, and more.
• Create and implement campaign A/B test experiments to identify optimal campaign settings
• Daily completion of all administrative tasks such as Timesheets and Weekly Wins.
• Recording all client-facing tasks and deliverables in internal project management software (Wrike).
• Implementation and continuous maintenance of the Alpha Beta campaign structure to ensure ad spend is focussed on top performing keywords while the Beta campaigns continue to play an R&D role by uncovering new top performing keywords

Requirements

• *A comprehensive understanding of the Google AdWords ad auction, general advertising ecosystem, best practices, bid and optimization strategies, and campaign objectives
• 3+ years of related work in media planning, buying, and/or analysis with budgets exceeding $300k annually.
• Strong understanding of Google Analytics and eCommerce view.
• Proficiency in Microsoft Office Suite and Google Drive.
• Analyzed and reported on digital media accounts and campaign trends.
• Proven track record of retaining paid media accounts in previous experience
• Success in growing and scaling Paid Search campaign budgets in previous experience
• Experience utilizing heatmapping tools (such as HotJar, CrazyEgg, etc.) to improve user experience and efficiency a Plus
• Strong work ethic
• Demonstrated problem-solving capabilities in a client-facing role.
• Professional and respectful demeanor towards internal and external business partners.
• Effective time management in a professional setting.
• Can effectively collaborate in a team environment
• Integrity and optimism, regardless of the situation.
• Use information, data, and resources to proactively identify and solve problems to get the job done.
• Bachelor’s degree or equivalent preferred.

Qualifications & Skills

• Proven experience as a PPC Manager or Digital Marketing Specialist - we will ask how you drove CPA performance and how you looked at qualified vs non-qualified leads to optimize PPC
• Google AdWords Advanced Search Certification, ideal, unless consistent proven methods of a minimum 4-1 ROAS. Current or previous case studies will be requested to measure performance  
• An eye for detail and a mind for analytics
• Balance of technical and interpersonal skills
• An eagerness to learn and explore in a constantly evolving field

About ParkWest. Creativity. Strategy. Media. Technology. Data Science. Analytics. Public Relationships.

We are an independent marketing and advertising agency comprised of strategists, creatives, copy writers, media experts and developers driven by a common purpose to help businesses grow. Our process is aligned to deliver a one-on-one consumer engagement at scale. We work collectively as a whole, bringing our team together to solve big challenges in open collaboration with our clients.