Campaign Strategy & Management
- Campaign Development: Design and implement PPC campaigns that align with the company's goals and target audience. This includes choosing the right platforms (e.g., TikTok, Google Ads, Bing Ads, Facebook Ads), setting objectives, budget planning, and campaign structuring.
- Keyword Research: Conduct extensive keyword research to identify high-value keywords that target audiences are using. This involves analysing search volume, competition, and relevance to ensure effective targeting.
- Ad Creation: Write compelling ad copy and design or coordinate the design of engaging ad visuals that resonate with the target audience. Ensure that ads are compliant with platform guidelines.
- Landing Page Strategy: Collaborate with web developers and designers to optimise or create landing pages that align with campaign goals and improve conversion rates.
Performance Analysis & Optimization
- Monitoring and Optimising: Regularly monitor campaign performance against key performance indicators (KPIs), such as click-through rates (CTR), conversion rates, quality score, and return on ad spend (ROAS). Adjust campaigns in real-time to optimise performance.
- A/B Testing: Conduct split tests on various elements of PPC campaigns, including ad copy, landing pages, and call-to-action buttons, to identify the most effective strategies.
- Reporting: Generate detailed reports on campaign performance, insights, and recommendations for future strategies. Communicate these findings to stakeholders or the broader marketing team.
Research & Continuous Learning
- Market and Competitor Analysis: Keep abreast of industry trends and competitor strategies. Use this information to refine and adjust PPC strategies to stay competitive.
- Platform Updates: Stay updated on changes and new features in PPC platforms and incorporate new tactics into campaign strategies to leverage the latest technologies and methodologies.
Budget Management
- Budget Allocation: Efficiently manage the PPC budget to maximise campaign performance and ROI. This includes adjusting bids, reallocating funds across campaigns, and managing daily spend to meet budgetary constraints.
Collaboration and Communication
- Cross-Functional Collaboration: Work closely with other marketing team members, including SEO specialists, content marketers, and social media managers, to ensure a cohesive online marketing strategy.
- Stakeholder Engagement: Communicate effectively with stakeholders to provide updates, gather feedback, and align PPC campaigns with broader marketing and business objectives.
Technical Proficiency and Tools
- Tool Mastery: Utilise various digital marketing and analytics tools (e.g., Meta, TikTok Ads, LinkedIn, Google Analytics, SEMrush, Google Ads Editor) to manage campaigns, conduct research, and analyse data.
- Tracking and Analytics: Set up and manage tracking codes, conversion pixels, and custom audiences to accurately measure campaign performance and user behaviour.
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