SEM Manager
About the position Execute strategies and initiatives to increase paid search traffic and revenue. Responsible for managing paid search campaigns for LendingTree lending and banking products. This person will directly handle account management, placements, ads, and bidding under the direction of the team leaders. They will also work with the product, creative, growth marketing and analytics teams to launch and track landing page conversion funnel and creative tests, while contributing to the overall strategy and monetization of the assigned vertical markets. Responsibilities • Full funnel search marketing: ads, bids/bid strategies, landing pages, keyword research & reporting. • Ownership of the direction, optimization, spend, and P&L of specific campaigns in the online lead aggregation space. • Daily management of bids, spend and ROAS/CPA. • Ongoing account optimization, including structure & targeting improvements (geo, demographic, day-parting, keyword and landing page), search query mining, keyword expansion, advanced use of negative keywords, and improvement of bid management processes and algorithms. • Run all ongoing reporting and communication requirements as needed to keep general managers, business teams and SEM/marketing peers informed of results and insights as appropriate. • Research and communication of the competitive landscape for specific products to be marketed, including: landing page and conversion funnel paths, as well as insight into competitors’ impact on our volume, cost and performance in the paid search space. • Work closely with vendors to ensure appropriate support, and to stay on top of product releases and new available features, such as Performance Max and AI Max. • Working closely with product/tech teams to streamline and optimize the consumer experience and conversion funnels for specific products and sites to be marketed. • Demonstrate internal and external capabilities to drive adoption of machine learning-based approaches to improve marketing efficiency. • Ongoing testing and optimization of visitor experiences, including ad messaging, landing pages, while working closely with the product and analytics teams. Requirements • 4+ years of experience executing and optimizing paid search campaigns across Google and Bing with a proven ability to improve KPIs. • Extensive experience using automated bid strategies (tCPA, tROAS, Maximize Conversions, Rule Based Bidding etc…). • Experience with Google Performance Max preferred • Experience with lead generation within financial industry preferred • Advanced knowledge of Excel & Powerpoint • Working knowledge of Tableau, advanced knowledge is a plus. • Strong analytical, communication and presentation skills. • Be self-motivated, able to execute effectively on new ideas and see projects through start to finish. • Hard-working, creative and eager to learn and expand knowledge of online direct marketing. Benefits • Medical, dental, vision insurance, 401(k) matching, life insurance, pet insurance, and a competitive PTO (paid time off) policy