Role as Paid Search Analyst
My role was working with another PPC Analyst focusing specifically on the money comparison channels. The role was to have a high degree of control over the development, implementation and management of PPC strategies. Daily communication with the commercial, technical and wider marketing teams was essential to ensure the best service is delivered.
Skills, Responsibilities and abilities as a PPC specialist:
• Significant Account Management commercial experience in hands on, large-scale PPC campaigns. Successfully delivered multiple large-scale, high-value, advertising accounts across multiple industry sectors in competitive markets, management of budgets and demonstrable experience of handling assignments independently.
• Extensive knowledge of search engine marketing techniques, specifically pay per click and the ability to communicate this knowledge through strong verbal and written communication skills.
• Fluent in PPC best practice across all search engines, the ability to work autonomously to identify opportunities, generate ideas and formulate strategies is essential.
• The ability to manage multiple problems with innovation and creativity, always looking to get to the heart of complex problems and in addition, will be driven and focused on results and achieving personal and group wide work objectives.
• Setting up ADWORDS codes onto landing pages.
• Implementing Google Analytics Code onto WebPages. Setting up Google Analytics Conversion Funnels.
• Setting up A/B testing and understanding Google Event Tracking.
Increasing Revenue
Through my campaigns I was able give clients a ROI – Return On Investment I managed these by
• FIND highly-targeted prospects online.
• DRIVE prospects cost-effectively to your website. Achieved this by coming up with promotional ideas to help drive offline customers to your site. Examples are Press Releases, if they was a contest client had we would include web address on promotional materials.
• CONVERT visitors into action takers. Creating conversion funnels and Optimization of Landing Pages. To better the chances of a conversion.
• MEASURE customer engagement, actions and value over time. Been able to measure the value of campaigns. Through Adwords and Google Analytics .Also accurate and meaningful data about site performance which helped in further optimization of accounts.
Duties as a Paid Search Analyst
- Liaising with clients and sales to discuss and plan campaigns
- Setting up, implementing, tracking and optimising PPC campaigns across several search engines and markets
- Keyword research, analysis and strategy
- Providing cost estimates and managing budgets
- Writing and testing advert copy
- Preparing and delivering monthly reports
- Analysing PPC campaign performance and recommending next steps
- Report on conversion data (Emails, Downloads, Form Submits, Phone Calls, Coupons, etc) as applicable. – Using Google Event tracking.
Extra Duties and skill gained for work flow improvement and Income saving
- To improve work flow I design and implement my clients landing pages. Also the ability to implement A/B testing has made it easier to measure the performance of more than one landing page for a client.
- Analyze Quality Score & provide site optimization suggestions.
- Bid using conversion optimization, Cost Per Click, or in rare instances Cost Per Impressions.
- Provide extensive reporting on video plays (which are free, unless the customer clicks through to your website, then you pay for the click) – Ongoing and personally testing.
- Report on interaction rates with display/rich media (which is free, you only play when the customer clicks through to your website) – Ongoing and personally testing.
- Provide guidance on cost saving opportunities – Usage of free online internet tools. Example using Google Image ad builder instead of designing expensive ads for client.