Search Specialist

Position Description

Campaign Strategy and Management:

• Drive the development and implementation of paid search tactics to target potential customers throughout their digital journey with GoHealth Urgent Care.
• Collaborate with the PPC agency to ensure all campaigns are strategically aligned, driving value and innovation across channels.
• Provide strategic oversight and direction for the agency in managing day-to-day paid search activities, including keyword research, campaign builds, ad copywriting, testing, bid management, landing page selection/optimization, and campaign optimization.
• Conduct regular audits of Google Ads and other paid search accounts to identify opportunities for improvement.
• Maintain deep understanding of bidding technologies, search ad types and the Google ads platform.
• Support campaign testing execution to continually enhance performance and achieve KPIs.
• Provide ad hoc support to SEO team in the form of audits, local listings management, etc.

Collaboration and Partnerships:

• Work closely with internal teams such as local marketing, IT, creative, web and BI to ensure a cohesive and localized paid search strategy.
• Collaborate with the SEO Manager to develop an integrated search strategy that includes paid search, organic search, and local search.
• Partner with the Brand Director and Creative Director on ad copy creation, ensuring brand voice consistency and setting a schedule for refreshing/testing copy.
• Maintain positive working relationships with key vendor partners, such as Google and Microsoft.

Monitoring, Reporting, and Trend Analysis:

• Track, analyze and interpret the performance of paid search campaigns, monitoring daily metrics such as impression share, cost per click (CPC), cost per acquisition (CPA), and conversion rate.
• Provide regular performance reports and insights to the Digital Media Manager and other stakeholders.
• Identify areas for optimization and communicate required actions to improve campaign effectiveness.
• Stay updated with industry best practices, vendor capabilities, costs, and technology advancements.

Communication and Insights:

• Consistently and clearly communicate insights and strategy to stakeholders with varying backgrounds and priorities regarding paid search.
• Tailor communication to address different stakeholder concerns, ensuring clarity and alignment with their specific interests and goals.

Budgeting and Forecasting:

• Assist in making budgeting decisions for paid search campaigns to ensure optimal allocation of resources.
• Contribute to forecasting efforts to predict campaign performance and financial outcomes.
• Work with the agency and internal stakeholders to manage budgets and hit performance targets.

Candidate Qualifications

• 2+ years of experience in managing and optimizing paid search campaigns (Google Ads, Microsoft Ads).
• Strong analytical skills with a data-driven approach to decision-making.
• Proficiency in Google Analytics, Google Ads and other relevant tools.
• Excellent organizational and time management skills.
• Strong communication skills, capable of presenting complex data and insights in an understandable format.
• Intermediate to advanced Excel skills and proficiency with PowerPoint.
• Experience in agency or agency management is a plus

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