付费媒体专员
Paid Media Specialist
我们正在寻找一位注重细节、结果导向的付费媒体专家，具备在Google Ads和Bing Ads方面的实际经验，加入我们的绩效营销团队。理想的候选人将负责策划、执行和优化付费搜索活动，以最大化投资回报率并实现营销目标。该职位需要一位具有战略思维的人，能够分析活动表现数据，并做出数据驱动的决策，持续提升效果。
主要职责
1. 活动策略与执行
- 在Google Ads和Bing Ads平台上制定并执行付费媒体策略。
- 进行关键词研究和受众定位，以有效构建活动。
- 根据战略目标设置活动参数（出价、预算、广告组、定位）。
2. 优化与绩效管理
- 持续优化活动（调整出价、更新关键词、刷新创意），以提高广告表现和投资回报率。
- 识别增长机会，推荐新策略以扩大覆盖面和可见度。
- 实施A/B测试，针对广告文案、落地页和定位方法，以提高转化率。
3. 预算管理
- 监控所有付费搜索渠道的每日支出，确保活动在预算范围内。
- 预测并分配预算，以满足绩效和业务目标。
- 提供定期的预算节奏报告，并对任何必要的调整提出建议。
4. 分析与报告
- 使用Google Analytics、Google Ads和Bing Ads报告等工具跟踪、测量和分析活动表现指标（CPC、CTR、CPA、ROAS等）。
- 生成每周、每月和每季度的活动表现报告，包括洞察和建议。
- 向相关方展示发现，用易懂的方式解释复杂的数据洞察。
5. 跨职能协作
- 与市场和创意团队紧密合作，开发符合品牌指南的有吸引力的广告文案和落地页。
- 与SEO专家合作，确保策略一致，最大化整体搜索可见性。
- 与其他部门（如销售、产品）协调，使活动目标与更广泛的业务目标保持一致。
6. 市场与趋势分析
- 跟踪行业趋势、平台更新和搜索引擎营销的最佳实践。
- 进行竞争分析，识别差异化和增长的机会。
- 提议新的渠道、平台或策略进行测试。
查看英文原文
We are seeking a detail-oriented and results-driven Paid Media Specialist with proven expertise in Google Ads and Bing Ads to join our Performance Marketing team. The ideal candidate will be responsible for planning, implementing, and optimizing paid search campaigns to maximize ROI and meet marketing objectives. This role requires a strategic thinker who can analyze campaign performance data and make data-driven decisions to improve results continuously.
Key Responsibilities
1. Campaign Strategy & Execution
- Develop and execute paid media strategies across Google Ads and Bing Ads platforms.
- Conduct keyword research and audience targeting to structure campaigns effectively.
- Set up campaign parameters (bidding, budgets, ad groups, targeting) based on strategic goals.
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2. Optimization & Performance Management
- Perform ongoing campaign optimizations (adjust bids, update keywords, refresh creatives) to improve ad performance and ROI.
- Identify growth opportunities and recommend new strategies to expand reach and visibility.
- Implement A/B testing for ad copy, landing pages, and targeting methods to improve conversion rates.
3. Budget Management
- Monitor daily spend across all paid search channels to ensure campaigns are within budget.
- Forecast and allocate budgets to meet performance and business objectives.
- Provide regular budget pacing reports and recommendations for any necessary adjustments.
4. Analytics & Reporting
-Track, measure, and analyze campaign performance metrics (CPC, CTR, CPA, ROAS, etc.) using tools like Google Analytics, Google Ads, and Bing Ads reporting.
- Generate weekly, monthly, and quarterly reports on campaign performance, including insights and recommendations.
- Present findings to stakeholders, explaining complex data insights in an understandable way.
5. Cross-functional Collaboration
- Work closely with the marketing and creative teams to develop compelling ad copy and landing pages that align with brand guidelines.
- Collaborate with SEO specialists to ensure cohesive strategies that maximize overall search visibility.
- Coordinate with other departments (e.g., Sales, Product) to align campaign objectives with broader business goals.
6. Market & Trend Analysis
- Stay current with industry trends, platform updates, and best practices in search engine marketing.
- Conduct competitive analysis to identify opportunities for differentiation and growth.
- Propose new channels, platforms, or strategies for testing and potential scaling.
Qualifications & Skills
● Experience:
- 3+ years of hands-on experience managing paid search campaigns on Google Ads and Bing Ads.
- Demonstrated success in optimizing campaigns for both e-commerce and lead-generation environments is a plus.
● Technical Skills:
- Proficient with Google Ads, Bing Ads, Google Analytics, and other analytics/reporting tools.
- Strong understanding of PPC, keyword research, audience segmentation, and bidding strategies.
- Familiarity with conversion tracking (GTM, pixel implementation, etc.).
● Analytical Abilities:
- Advanced knowledge of Excel/Google Sheets for data manipulation and reporting.
- Ability to interpret large data sets and derive actionable insights.
● Soft Skills:
- Excellent communication and presentation skills.
- Detail-oriented, highly organized, and able to manage multiple projects simultaneously.
- A growth mindset with a passion for continuous learning and improvement.
Originally posted on Himalayas