Written by: Leonard Parker | Houston Marketing Opportunities | 02nd June
E-commerce is both growing rapidly and redefining the way we shop and buy. In the online space, the Search Engine Results Page (SERP) are the new “digital shelf.”
This role will be a part of Paid Search Team that operates at the intersection of Digital Marketing, E-commerce and Marketing. The successful candidate will play a strategic role in elevating Search for performance (ROAS, ROI) as well as for branding through the proactive and effective execution of both paid text and product search engine advertising.
We are looking for energy, teamwork, technical expertise, a willingness to educate and desire to elevate the performance not just of HP products, but our team as a whole. This role will be a part of a Marketing Search COE (Center of excellence) Team.
Managing the day-to-day delivery of Paid Search/Pay Per Click (PPC) campaigns includes but is not limited to: strategy development, account setup, keywords selection and expansion, audience segmentations, negative keyword governance, website and category exclusions, ad creative (including writing, managing translation processes, testing ad copy and ad extensions), and landing page revisions.
Search ExecutionAnnual to daily management of the paid search programs, including planning, budget, strategy and reporting Manage paid search campaigns across multiple search engines and marketplaces to ensure program specific coverage and ROI goals are being met Responsible for all facets of day-to-day management including keyword research/build-outs, ad copy writing, translations, testing, bid management, landing page selection/optimization Maintain alignment with robust promotional calendar ensuring that ad copy and spend is consistent with site goals Develop and maintain reporting on all levels of data from keyword to campaign for ROI and coverage metrics Consistent communication with merchant teams and HP Partners to identify opportunities as well provide key learning for each family of products Provide recommendations for annual budget planning Keep up to date with paid search best practices, bid management systems, keyword development tools and industry research Analyze campaigns and translate anecdotal and qualitative data into recommendations and plans for revising the campaigns and push agency to optimize to improve key performance indicators on an ongoing basis Must be able to present results as well as high-level trends Ability to gather insight from data and execute next steps accordingly Ability to analyze current HP Partner online infrastructure and provide recommendations meant to improve overall HP brand coverage metrics Manage internal relationships with HP Store teams as well as external relationships with HP partners, agencies and search engines
Critical requirementsMinimum of three years of expert experience with Google Ads (including PLA Shopping) Proficient with Search reporting tools (Google Analytics, SEMRush, data studio, etc.) Deep knowledge of paid search engine advertising tools (Google, Bing, Amazon) and bid management systems (Ads, DoubleClick, Amazon Marketing Services, Google Analytics, Tag Manager etc.) Extensive experience managing paid search placements including SEM (text ads/PPC), Product Listing Ads (PLA) Knowledge of both local (within their country/region) and global search engine trends Proficiency and ownership over feed management as it relates to search engine marketing and product listing ad, including feed hosting platforms, updates, troubleshooting and ongoing feed audits Understand key e-commerce events and seasonal trends that could impact the overall digital marketing industry. Advanced Excel/Data base capabilities Agency or Agency management experience Self-directed with a passion to continue to learn and grow, embracing the continuous improvement approach (define-measure-analyze-improve-control) Self-directed with a passion for learning, automating, and sharing knowledge Ability to work in a highly matrixed environment with roles and responsibilities that can be fluid Very strong teamwork orientation Ability to work with global teams across multiple time zones Fluency in English and Spanish and/or Portuguese
Desired but not required knowledge or capabilities3-5 years of Google Shopping, Ads, Google Ads Certification preferred Bing/Yahoo experience Experience with Google Organic Search Engine Optimization Amazon Marketing Services (Sponsored Products, Headline search, Product display) Amazon product page optimization
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