This is a hybrid strategic and hands on paid performance media role working across several brands in the Active Travel Group. You will be our in house expert, implementing campaigns and driving innovation across our paid channels. You should be as comfortable creating long term channel strategies as you are with building campaigns from scratch.
Responsibilities
- Implement, manage and optimise all paid media campaigns across Google and Bing Ads to drive ambitious reach, engagements and leads for all of the brands
- Conduct thorough keyword research and competitive analysis to inform campaign strategies and expose new opportunities
- Develop and own the overarching paid media strategy for all brands alongside the Head of Digital, creating quarterly roadmaps, defining clear KPIs, and aligning campaigns with wider business objectives
- Monitor and analyse campaign performance, providing regular reports and actionable insights
- Continuously optimise campaigns to improve performance metrics, including click-through rates (CTR), cost per click (CPC), and return on ad spend (ROAS).
- Optimise ad copy and creative and maintain a good quality score
- Manage budget allocations and bid strategies to ensure cost-effective results across all paid digital channels including search, PMAX, Demand Gen and AI Max
- Proactively identify and implement new Google Ads and Bing Ad betas, emerging campaign types, AI driven optimisation opportunities and industry best practice. Executing tests, collecting and analysing data, identifying trends, insights and opportunities
- Personally execute the full campaign lifecycle, from building, to launch, testing, optimisation, reporting and scaling the campaigns
- Stay up-to-date with industry trends and best practices to maintain a competitive edge and drive innovation in digital marketing
Desirable experience
- Google Ads Editor
- GA4
- Feed management tools
- Running structured A/B tests and experimental frameworks
