Job Description
The Senior Analyst is the day-to-day steward of paid search and programmatic media for assigned brands, and responsible for monitoring and maintaining campaign development, activation, and innovation.
The Senior Analyst, Paid Search develops and maintains a strong knowledge of their clients’ business and applies their search and programmatic understanding accordingly to help deliver against the clients’ needs / objectives.
The Senior Analyst will work closely with their manager in the development and communication of all search and programmatic recommendations.
The ideal candidate is an organized, data-driven, collaborative self-starter who is eager to learn and thrives in a fast-pace, ever-changing landscape.
Our search team works across a diverse range of sectors on some of the largest and most dynamic clients within the agency.
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
- Responsible for presenting recommendations, 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
- Primary party responsible for trafficking approved plan into search engines
- 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
- Run the campaign QA process to ensure accurate campaign implementation, pacing, and performance
- 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)
- Serve as subject matter experts for Search Analysts and be a resource for training and ad hoc questions
- Develop strong working relationship with client teams and partner agencies
- Establish professional, productive rapport with sales representatives / media vendors
- Successful completion of training programs and requisite certifications
- Build paid search strategies across Bing, Google, Apple Search Ads, and UAC (universal app campaign).
- Monitor and optimize paid search performance to meet business objectives
Qualifications
- 2+ years of experience in paid search or programmatic campaign development / management / optimization with the use of leading platforms including Google, Bing, etc.
- Strong analytical thinking and mathematical skills and an ability to manage data
- 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
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