Apply on Employer Site

Butler/Till · 5 days ago

Senior Paid Search Specialist

Rochester, New York Metropolitan Area

Full-time

Hybrid

Mid, Senior Level

$54K/yr - $76K/yr

4+ years exp

Butler/Till is an agency that specializes in Paid Search strategies. The Senior Paid Search Specialist is responsible for managing and optimizing paid search campaigns, analyzing performance metrics, and collaborating with internal teams to align strategies with client business goals.

Marketing

Growth Opportunities

Hiring Manager

Candice Warlick

Responsibilities

Lead the bulk setup and ongoing management of hundreds or thousands of paid search campaigns. This requires frequent use of ad platform bulk sheets and in-house tools for campaign setup

Pull, compile, and otherwise analyze and interpret the results of in-market campaigns, ensuring that they are spending and performing as expected

Must be able to efficiently download / interpret / and action on multiple sets of campaigns, including different brands, different targeting strategies / different stages of the marketing funnel / different target audiences (both B2C and B2B)

Conduct QA for paid search campaigns, monitoring campaign settings, data trends, budget pacing, and performance metrics while ensuring consistent documentation

Recommend and/or implement changes to the settings and inputs within the Search buying platform (Google Ads, Microsoft Ads, etc.) to ensure all KPI’s for each client campaign meet or exceed pre-established benchmarks

Document changes / optimizations and learnings that feed strategic insights

Kick off the planning process by working cross functionally with Integrated Planning and Account teams. Provide budget and strategy guidance and answer questions

Collaborate with cross-functional teams to gather insights, offer recommendations and optimizations to exceed campaign benchmarks and client business objectives

Continuously analyze key performance metrics to measure effectiveness of campaign initiatives

Leading testing opportunities quarterly through identifying opportunities, contributing to testing briefs, recommendations, and execution plans

Prepare materials like POVs and other thought leadership to educate internal and client stakeholders on strategy shifts, account restructuring etc

Works closely with Search Specialist and Associate Specialist peers to ensure campaign management tasks are completed and executional best practices are followed. This includes mentoring and training Specialist and Associate Specialist peers to achieve the Planning, Strategy, Measurement & Reporting and Stewardship functions

Supports Integrated Planning team in the development of channel plans including budget forecasts, campaign/bid strategies, campaign structure, competitive insights, and key learnings that can be put into actionable items

Is a vocal role in defining our approach and answering internal cross-functional team questions and inquiry. Will occasionally interface with clients as well

Collaborates with Analytics, Integrated Planning, and Account Service teams to build reports and craft client communication

Authors thought leadership material (POVs, blog posts, white papers, speaking opportunities, etc.)

Analyze, review, and report on effectiveness of campaigns to maximize results

Effectively communicates and educates internal teams on performance nuances, citing team-driven optimizations and/or external factors that impacted performance

Acts as channel SME, and presents channel performance with confidence, fields any questions and/or provide any follow-ups to channel-specific inquiries

May be asked to assist with troubleshooting of reporting and/or trafficking mapping and/or site tagging to assist with campaign measurement

Collaborates with Analytics to ensure data accuracy in dashboards and recommend appropriate KPIs for recommended channel activation strategies

Collaborates with channel peers to understand cross-channel dependencies and build synergistic strategies to further overall campaign performance

Contribute towards monthly forecasting, billing, and maintenance of process documentation

Maintaining 'Media Buy' entry within MediaOcean / Prisma

May be asked to assist with Invoice Approval and Reconciliation, ensure all known fees / discounts / added value etc. are correctly captured per Scope documents

May be asked to assist with troubleshooting of reporting and/or trafficking mapping and/or site tagging to assist with campaign measurement

Qualification

Paid Search StrategyCampaign ManagementData AnalysisGoogle AdsMicrosoft AdsAdvanced ExcelProactivityProblem-SolvingCollaborationCustomer Focus

Required

EDUCATION - Bachelor's degree in Marketing, Advertising, Communications, Business or equivalent work experience

EXPERIENCE - Minimum of 4-6 years of experience managing and leading campaigns in the channel ecosystem. Experience with strategic planning and applied experience of bringing plans to execution. Proven track record in operating with a high-level of integrity, commitment, and enthusiasm to take on a challenging role with cross-functional commitments