Manage day-to-day paid media buys across search and programmatic channels: develop strategy, conduct keyword research, build and optimize campaigns, monitor budgets, run A/B tests, set up conversion tracking, analyze performance, and report insights to clients and internal teams.
Summary Generated by Built In
MDG Advertising is looking for a Paid Media Specialist who supports the agency by exhibiting the core values; Dedication, Responsibility, Integrity, Vision and Excellence. Developing and maintaining the knowledge of our clients’ businesses; the Paid Media Specialist will be the day-to-day steward of all assigned media buys, including maintaining accurate budgets and ongoing optimizations & recommendations. This role can involve researching keywords, managing budgets, and analyzing campaign performance to ensure efficient and effective use of dollars. The Specialist, Media works closely with various stakeholders, including marketing teams and clients, to develop strategies that maximize the ROI of paid search campaigns.
RESPONSIBILITIES:
Campaign Strategy and Planning
• Collaborate with other applicable Media teams, Account and Clients to understand campaign goals, target audiences, and KPIs
• Conduct keyword research to identify relevant search terms and trends.
• Develop comprehensive paid media strategies that align with business objectives and plug into the larger media / marketing strategy.
Campaign Execution
• Create and set up campaigns using platforms like Google Ads, Bing Ads, and other search engine marketing tools.
• Write compelling ad copy to optimize user experience.
• Monitor and adjust campaign budgets to ensure efficient spending
• Implement ad extensions, ad scheduling, and other optimization techniques.
Keyword & Bid Management
• Optimize keyword lists based on performance data and industry trends.
• Use negative keywords to filter out irrelevant traffic and non-converting clicks.
• Implement keyword match types to refine targeting.
• Set and adjust keyword bids to maximize ad visibility while maintaining a positive return on investment.
• Utilize automated bidding strategies when applicable to improve campaign efficiency.
Ad Performance Analysis:
• Regularly review and analyze campaign performance data, including CTR / CPC / CPLV etc, conversion rates, and quality scores.
• Plan and execute A/B tests to evaluate ad copy, landing pages, and other campaign elements.
• Implement findings from tests to improve ad performance.
Conversion Tracking:
• Set up and monitor conversion tracking to attribute conversions to specific keywords and ads.
• Optimize campaigns for the highest-converting keywords and ads.
Industry Knowledge:
• Stay informed about the latest trends and developments in search engine marketing
• Attend industry conferences and training to expand knowledge and skills.
Requirements• Demonstrate strong understanding of media fundamentals, including media math, target audience development, and KPI goals
• Create flowcharts, budget sheets, and PowerPoint presentations
• Establish a collaborative working relationship with the media & account teams to ensure that media strategies are being delivered and brand goals/client needs are being met within a timely manner
• Perform monthly or as-needed reporting for the clients and account team, providing insight into performance
• Bachelor Degree in advertising/marketing or related field
• Minimum of 5 years of media-buying experience at an advertising agency
• Detail-oriented individual with excellent written and verbal skills
• Proficient in working with Excel, PowerPoint, Gmail/G-Suite
• Analytical skills and assembling performance reports
• Positive person who thrives on working with others as a team, but can also work autonomously to complete projects
• Ability to manage multiple projects simultaneously, adapting easily to changes in requests
• Client-facing experience and presentation skills a plus
• Experience buying paid search and/or programatic is required
• Ability to analyze results from media campaigns is a plus
• Knowledge of SEO and other digital marketing channels is a plus.
• Certification in Google Ads or related advertising platforms is ideal.
BenefitsWe offer competitive healthcare, dental, and vision plans along with several voluntary benefit extras. Employees receive generous PTO in addition to all major holidays and the option to enroll in a comprehensive 401K plan with employer matching
