Manager, Paid Media (Google)

MUST HAVE: Experience running Google search campaigns including Display, Discovery/Demand Gen, YouTube, and PMax, experience running Bing campaigns, ability to write successful copy for search ads, advanced data analysis capabilities, and have been directly responsible for achieving revenue goals or business level metrics

EXPERIENCE: A minimum of 4 years experience with planning, managing, and optimizing Google campaigns

YOUR ROLE

As a Paid Media Manager, you will work with senior team members to contribute to the continued growth of paid media campaigns for multiple brands within Launch Potato’s portfolio of companies. You will be working with budgets well into the 6 figures monthly. Focusing primarily on Google Search, you will continue to build upon your subject matter expertise and knowledge within the Google platform to build campaigns, provide thoughtful recommendations, and deliver a strong return on ad spend (ROAS) through ongoing optimizations, including creative iteration/ideation, test & learn strategies, and experimentation. 

You will also report on campaign, product vertical, and business KPIs, oversee the testing structure, and perform research to develop new vertical themes based on marketplace insights and competitive analyses. The overall purpose of this position is to increase market share of existing product verticals and expand into new product verticals as the business continues to grow.

SUCCESS LOOKS LIKE

You will be responsible for meeting OKRs and KPIs for Launch Potato's FinanceBuzz brand while supporting the Paid Media team with asset sourcing and creation, campaign management, and testing.

• Own the daily pacing/reporting process for Google Ads across channels (Search, Display, Demand Gen, YouTube, and Performance Max) for the assigned verticals, ensuring campaigns are pacing to meet daily/monthly/quarterly goals
• Source assets (ad copy & creative materials) for Google campaigns, maintaining an organized asset library to be used across channels
• With oversight from senior team members, strategically and tactically plan, launch, and optimize new campaigns across verticals on Google
• Performing routine health checks and in-flight optimizations to drive higher CTR, resulting in lower CPAs and a higher return on ad spend
• Collaborate with broader internal teams (business leads, performance/yield, account management, sales, etc) to provide performance and optimization updates, identifying head/tailwinds that could impact delivery and pacing
• Own an ongoing test log to document tests, wins, and losses over time, sharing results with the Google team and larger Paid Media team
• Utilize competitive research tools (Ahrefs, adbeat, SimilarWeb, SpyFu, etc.) to understand each vertical landscape and identify areas of improvement (copy) / opportunity (targeting)
• Over time, become the subject matter expert (SME) of your assigned verticals and campaigns, and expand Google expertise to fully own campaigns and platforms from end-to-end (campaign creation, asset building, launch, optimization, etc.)
• Growing your Google ad buying skillset and staying up to date with platform best practices

WHAT YOU NEED TO SUCCEED

• 4-5 years of hands-on experience planning, managing, and optimizing Google campaigns
• Strong communication skills, both verbal and written, in order to develop cross-department relationships and keep stakeholders informed of campaign performance
• Deep knowledge, strong understanding, and a successful track record of launching and managing Google Search campaigns
• Experience running other Google campaign types: Display, Discovery/Demand Gen, YouTube, and PMax campaigns
• Experience writing copy for Search ads (designing images for Display is a plus)
• Ability to differentiate between various Google ad channels in terms of their unique workflow, audience, optimization, and successful creative/messaging
• Analytical skills: a natural inclination to "follow the data" and make decisions and recommendations based on data, taking into consideration intangibles where there may be insufficient data (seasonality, advertiser/offer changes, etc) 
• Experience with reporting/analytics software such as Looker, Tableau, etc.
• Proficiency in Excel (Pivot Tables, Vlookups, etc.) and the ability to analyze and pull insights from large sets of data
• Embody the values of Launch Potato: Own Outcomes, Embrace Change, No BS, Team Unity and Hustle

BONUS POINTS FOR

• Experience buying on additional platforms, including Bing/Microsoft Ads
• Proficiency in addition to Search campaigns within Google Ads, including: Display, Demand Gen, YouTube, and Performance Max
• Experience writing ad copy (headlines, descriptions) and designing image assets in Canva
• Experience using AI tools (ChatGPT, Midjourney, etc) to create custom creative assets
• Ability to work US Eastern Time Zone 9am-6pm; working hours may differ
• A general interest and knowledge of personal finance, investing, banking, and/or credit cards

Last updated on Aug 8, 2024