Paid Search Specialist

Do you dream of an exciting Sales role where your work will have a real impact on young people’s futures?

**EF Language Abroad** is seeking a strategic, entrepreneurial, and sales-driven **Marketing Specialist** to elevate our program to the next level.
Based in our **São Paulo** office and reporting to the **Digital Performance Director**, the **Marketing Specialist** will play a key role in the **LATAM** region.
- The **Marketing Specialist** will lead our SEM strategy, execution, and optimization across multiple markets. This includes scaling performance marketing campaigns, managing budgets, and maximizing ROI through platforms like Google Ads, Bing, and others. Collaboration with cross-functional teams will be essential to ensure our digital acquisition efforts are fully aligned with business objectives.

**Your main responsibilities are**:

- ** Paid Search Strategy**: Develop and implement data-driven paid search strategies across search engines including Google Ads and Microsoft Ads. Drive lead generation efforts while optimizing investments to achieve the highest possible ROI and manage CPA effectively.
- ** Account Optimization & Modernization**: Continuously optimize and modernize search accounts by leveraging the latest Google Ads features, tools, and best practices. Ensure that accounts are structured to maximize efficiency and performance.
- ** Bidding & Budget Management**: Utilize Google’s advanced bidding tools and strategies to manage and adjust bids based on performance metrics and business objectives. Implement automated bidding solutions and manual adjustments to enhance campaign performance and cost-efficiency.
- ** AI Integration**: Stay ahead of emerging AI technologies and tools in search advertising. Integrate AI-assisted solutions to enhance targeting, bidding, and campaign management, ensuring the company remains at the forefront of search advertising innovations.
- ** Performance Tracking & Analytics**: Use Google Ads and other analytics tools to track and analyze campaign performance. Monitor key metrics such as impressions, clicks, conversions, CTR, CPC, and CPA to ensure campaigns are meeting performance goals.
- ** Lead Quality & Volume**: Focus on driving high-quality leads through effective audience targeting, ad copy optimization, and landing page enhancements. Balance the volume of leads with the quality to ensure high conversion rates and efficient use of budget.
- ** Reporting & Insights**: Provide regular reports and insights on paid search performance to stakeholders. Present data-driven recommendations for strategy adjustments based on performance analysis and market trends.
- ** Cross-functional Collaboration**: Work closely with other digital marketing team members, including SEO, CRO, paid & organic social media, content and creative to ensure search strategies are aligned with broader marketing efforts and brand messaging.
- ** Tool Adoption & Modern Practices**: Evaluate and adopt new tools and technologies that can improve search campaign performance and efficiency. Stay updated on industry trends and Google Ads updates to leverage modern practices and tools.

**Requirements**:

- Experience: managing Google Ads campaigns, with a proven track record of optimizing ROI, lead generation, and cost of acquisition.
- Expertise in Google Ads: Deep knowledge of Google Ads platform, including advanced bidding tools, keyword and ad assets management, campaign optimization strategies, and advanced conversion tracking. Experience with Google Ads’ automated and AI-driven features is essential.
- Analytical Skills: Strong analytical abilities with experience using Google Ads and Google Analytics to track performance, identify trends, and make data-driven decisions. Proficiency in performance metrics and reporting.
- AI & Tool Integration: Familiarity with AI-assisted search tools and technologies, with a focus on integrating these solutions into search campaigns to enhance targeting and bidding strategies.
- Budget Management: Experience managing and optimizing search advertising budgets of large-scale campaigns, including the ability to balance lead volume with cost efficiency and ROI.
- Creative & Strategic Thinking: Ability to develop and implement effective ad copy and landing page strategies. Strong strategic thinking skills to drive high performance in search campaigns.
- Cross-functional Communication: Excellent communication skills, with the ability to collaborate effectively with internal teams and present insights and recommendations to stakeholders.
- Education: Bachelor’s degree in Marketing, Business, Analytics, or a related field.
- Certifications: Google Ads Certification or similar qualifications in search advertising and analytics are preferred.
- Advanced Tools Knowledge: Experience with advanced Google Ads tools and technologies, such as Smart Bidding, Responsive Search Ads, and Google Ads scripts.

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