Search Marketing Specialist
Employment Type: Full-Time
Industry: Advertising/Marketing/Public Relations
Job Type: Full-Time Staff Job Location: El Segundo, CA, US About Us:
CBS Interactive, a division of ViacomCBS, is the world’s largest publisher of premium digital content and a perennial top 10 Internet company. CBS Interactive’s brands span popular categories like technology, entertainment, sports, news and gaming.
Properties include the websites, apps and streaming services of the CBS Television Network such as the CBS All Access subscription service, CBS News Digital platforms including the 24/7 digital news network CBSN, and CBS Sports Digital brands including the 24-hour streaming sports news network CBS Sports HQ, as well as digital-first properties in key content verticals, including CNET, ZDNet, TVGuide.com, GameSpot, Last.fm, Metacritic and Chowhound.
Follow CBS Interactive on Twitter and Facebook.
Description: Division Overview:
We are the Audience Acquisition team. We work closely with the teams at CBS.com, CBSNews.com, CBSSports.com, CNET, GameSpot, Showtime, and TVGuide.com to promote and amplify the very best content and products of what CBSi produces every day. Role Details:
As a Search Marketing Manager Specialist supporting CBS and other family brands, you will primarily help execute on growth and acquisition search campaigns that focus on acquisition metrics such as conversion rates, cost per acquisition (CPA) and return on ad spend (ROAS). Secondarily, you will help execute on branding, awareness, and engagement campaigns that focus on maintaining high SOV for various initiatives and driving content sampling, video views, viewership, and other awareness, consideration, and action metrics. The ideal candidate has some experience running paid advertising campaigns with search marketing, display or video and is looking to further their experience and expertise in these channels. In this role, you will work closely with the Audience Acquisition team and internal Marketing team to execute SEM acquisition marketing campaigns, with specific expertise on paid search channels (Google AdWords, Microsoft Search Ads (Bing), Yahoo Gemini, Apple Search Ads, and Amazon Search). This will be a fun and fast paced role so we are looking for an enthusiastic and detail oriented team-player to join our entrepreneurial team. Your Day-to-Day: Manage and optimize large-scale paid search (PPC) campaigns in Google AdWords, Bing, Gemini, Apple Search, and Amazon Search so that they meet the target KPIs across a diverse range of initiatives (eg: revenue generation, new subscribers, win back lapsed subscribers, new product or series awareness, app installs, content sampling, video views, and product engagement) Generate keyword lists, ad copy, site link extensions and any other campaign assets Research keywords for inclusion and exclusion Adjust and update ad assets, including text ads, video ads, graphical display ads or banner ads Monitor keyword position Adjust and optimize marketing campaigns/keywords and plans to meet changing markets and competitive conditions in order to hit ROAS targets as directed using feedback & input from Senior leadership Measure and quantify the impact other distributor and competitor campaigns have on our core campaign Plan, optimize, and analyze YouTube, DV360, AC, and other Google brand campaigns in an effort to connect the dots across the full Google suite of tools Pull platform reporting to monitor campaign pacing and help keep campaign reports up to date QA campaign launches and ensure data is being properly fed into reporting tools Stay on top of new platform updates and features Demonstrate interest in developing stronger analytical skills to measure and report on marketing programs and KPIs Manage monthly invoicing process Contribute to ideas and solutions to meet business objectives Attend team meetings and department calls Monitor activities of competitors and provide industry trends and learnings Execute special projects as needed
Qualifications: What you bring to the team: You have – At least 1+ year of paid digital advertising and marketing experience, preferably with experience in running paid acquisition campaigns across Google Search Ads, Microsoft Ads (Bing), or Yahoo! Gemini Experience running UAC and/or Apple Search ads to drive app install metrics such as Cost-per-Install (CPI) Experience running YouTube Truview and GDN campaigns via Ads Manager to meet KPIs Experience using any of the following advertising management tools such as: Google AdWords Editor, Bing Ads Editor, Acquisio, Kenshoo, Marin Software, Quantic Minds, SA360 (DoubleClick Search), Wordstream, MOJO SEM (by Mediaplex), Webtrends, Doubleclick Campaign Manager (DCM or CM) Understanding of common marketing key performance indicator metrics (KPIs), their calculation and how the metrics pertain to the success of marketing activities Excels in a dynamic, data-driven, metrics oriented environment Self-motivated and able to work with regular check-ins and supervision from department leaders or teammates to communicate back progress and updates Strong work ethic, proactive in communication and work delivery Attention to detail to minimize errors High degree of proficiency with Microsoft Word, Excel & PowerPoint, Google drive, Google documents. You might also have – Agency account or client experience a plus Bachelor's degree or Technical degree in Economics, Mathematics, Engineering, Statistics, etc Organized and comfortable using team collaborative software like Basecamp or Asana
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