Overview: This internal-facing position involves executing all duties of a Paid Search Coordinator while also collaborating with upper management on managing the overall direction of Acadia’s SEM strategy.
Platforms used include, but are not limited to, Google AdWords, Microsoft AdCenter, LinkedIn Ads, Facebook Ads, bid management tools, ad copy generators, Google Analytics, and WordPress.
Through keyword development, audience and disorder targeting strategies, and structure improvement, this position will meet and exceed all expectations set by upper management.
Success is based on optimizing all areas involved with SEM and delivering compared to historical CPA goals set by our KPIs.
This role will also be responsible for creating ad copy and landing page copy for paid search marketing, alone or in conjunction with content team and management.
Tracks conversions and measures operations and financial metrics.
Compiles and analyzes data to refine paid search marketing strategies.
Supports other groups in the marketing department with creating and enhancing business process solutions and data measures.
Develops new operating metrics for measuring success and ROI values Responsibilities: ESSENTIAL FUNCTIONS: Daily, Weekly, Monthly optimization of accounts, campaigns, ad groups, ads, keywords, and landing pages.
Daily, Weekly, Monthly audits across all areas of SEM.
Daily, Weekly, Monthly reporting at the highest and most granular of levels.
Budget management focused around maximizing our efforts down to the single dollar.
Decreasing non-optimal spend per channel, marketing, disorder, audience, keyword, etc.
Manage reports used to make crucial strategy pivots and optimizations.
Manage timelines for projects, process for account through campaign level audits, and KPI analysis.
Manage vendor relations, calls, and contracts.
Maintains daily operations and functioning of paid search platforms.
Creating strategy and campaign structure while always pushing to achieve better results.
Research and strategize to improve campaigns from ad positions to market placement/position.
Monitors and adjusts bidding strategy.
Writes ad copy and landing page copy for paid search marketing.
Tracks conversions from paid search through calls, Salesforce, and other Acadia data systems.
Analyzes data from paid search marketing to refine strategy.
Works on related paid and organic marketing projects as needed.
Execute project tasks, deliver based on set timelines, and communicate effectively.
Communicate project status and deliverables with co-workers, managers, and staff at Acadia facilities.
Continuously strives for quality improvement by identifying issues, opportunities, and solutions.
OTHER FUNCTIONS: Other functions and tasks added as needed for successful project completion.
LICENSES/DESIGNATIONS/CERTIFICATIONS: REQUIRED: Google AdWords and Analytics SUPERVISORY REQUIREMENTS: Manage and hire contract staff.
Manage projects, timelines, and staff.
Qualifications: REQUIRED EDUCATION/EXPERIENCE/SKILL REQUIREMENTS: Bachelor’s Degree in marketing or related field.
3 years of experience working with AdWords, AdCenter, and FB Business Manager.
3 years of experience working with Google Analytics.
3 years of experience writing ad copy and landing page copy.
3 years of experience working in complex data analysis, strategy optimization, and EXCEL.
Goal/Conversion setup within Google AdWords and Analytics.
Strong knowledge of LinkedIn Ads and Facebook Ads Proficiency in tracking: URL, Calls, Leads, and Webforms.
Proficiency with WordPress preferred.
Self-motivated with strong organizational skills and superior attention to detail.
Ability to work professionally with sensitive, proprietary data and information while maintaining confidentiality.
Flexibility and eagerness to identify, learn, and use new and changing technologies Must be able to manage multiple tasks/projects simultaneously within inflexible time frames.
Ability to adapt to frequent priority changes.
Capable of working within established policies, procedures, and practices prescribed by the organization.
English sufficient to provide and receive instructions/directions.
Excellent interpersonal skills, including the ability to interact effectively and professionally with individuals at all levels, both internal and external.
RECOMMENDED EDUCATION/EXPERIENCE/SKILL REQUIREMENTS: 2 years of experience working with Kenshoo or similar bid management tool.
2 years of experience working with multivariate testing and complex campaign optimization.
PHYSICAL/MENTAL REQUIREMENTS: Must be able to perform essential functions listed on the job description, with or without reasonable accommodation.
Must be able to sit and stand, intermittent 8 to 10 hours a day.
Maintains regular and predictable attendance.
Must be able to speak to medium-sized audience with and without the use of a microphone.
Must be able to use standard office equipment, including the telephone and computer keyboard.
Continuously works under pressure of near 100% accuracy while meeting inflexible deadlines.
Ability to maintain composure in high pressure or urgent situations.
Ability to travel up to 10% of the time, including flying and driving rental cars.
To accommodate travel, must be able to transport own suitcases and computer estimated at 25 pounds.
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