Microsoft:   Search Marketing Analyst     

 

 

General Description:


Are you great at writing advertising copy? Do you like to analyze data to create real value for customers? If so, then MSN’s Client Service Organization may have the perfect opportunity for you.

 

We are looking for a Search Marketing Analyst who is inspired to improve click through and conversion rates for advertisers through creative development and real-world testing. As a Search Marketing Analyst, you will help ensure that clients attain the best results possible through MSN’s pay for performance (P4P) offering. You will help build advertiser's keyword lists into relevant categories and compose “text” ad copy to pre-qualify customers and drive traffic for MSN’s advertising clients. You will also own--with Sales, Clients and other MSN employees—keyword optimization, bid management and creative design for specific campaigns. Finally, you will be joining a team that is focused on results, works together to solve problems, and is committed to developing people.

Core Responsibilities:

·         Help Sales and other MSN employees (Search Marketing Specialists) to build relevant, researched keyword lists for client campaigns.

·         Write text ad copy for industry-leading advertisers.

·         Process change requests.

·         Lead efforts to improve ad relevancy and conversion.

·         Monitor and analyze performance of campaigns for client portfolio.

·         Proactively trouble-shoot creative approval process.

·         Develop creative templates for advertisers.

·         Manage workflow and processes. 

·         Train and mentor regional team members.

·         Working closely with sales and clients to implement suggestions.

Education and experience:

 

·         Bachelor’s degree or equivalent work experience required

·         3+ years online advertising experience

·         2+ years of experience working with Google, Overture and/or other relevant search engine toolsets on bidded (i.e., paid for performance) search products.

o        Paid inclusion and/or natural search experience is a plus, but not directly relevant for this job

·         1+ years of Client service experience

·         Must haves

o        Strong quantitative and analytical experience.

o        Skill at data entry and data manipulation

o        Experience w/MS Excel & other MS Office

o        Excellent written and verbal communication skills

o        Presentation experience

  • Proven track record of exceptional performance, high productivity and meeting deadlines.
  • Ability to work cooperatively and proactively with staff inside and outside of the department.

 

 

 

 

Core Dimensions of the Position:

 

Role of SMA is to create keyword proposals for qualifying clients, review client submitted copy (where necessary), write engaging copy for new listings and under performing  listings and facilitate listing changes (for premium clients).  Additionally, the SMA will monitor and analyze campaign performance for a portfolio of clients.

 

Work with Sales on Client Proposals:

 

  • Work with the brief provided by the client/sales person to create relevant keyword proposals within a specified time frame
  • Provide ongoing creative support
  • Support SMS’s account expansion activities by identifying new and relevant keywords for specific campaigns
  • Work collaboratively with SMS and the client to optimize listings to improve CTR
  • Recommend and develop listings templates for suitable advertisers
  • Process requested listing changes – i.e., URL changes, creativity changes, etc.
  • Perform ROI analysis

 

  • Have both numbers and editorial experience
  • Will use auto-tools and do own analysis
  • Not self directed – work is coming from AE and SMS
  • 2nd or 3rd job out of college, numbers oriented
  • Optimizes keywords, provides creative insight, asses click through, etc.
  • Is aligned to SMS and works only on Premium accounts
  • Handles backend analysis of results to determine how the client can get better returns
  • Creates most relevant and engaging ad for the client
  • Leads keyword optimization and gives creative design input for specific campaigns (but does not do the creative)
  • Left AND right brain focus.  May interface with client, analytical and creative and a good communicator.
  • Analysis isn’t super tough, there are tools in place – but the SMA must problem-solve beyond the tools – not just spit out data or use a template.
  • Makes use of the tools to build robust campaigns
  • Analyzes the conversion rate; determine keyword associations
  • Prepares report analysis for client and makes recommendation for improvement, i.e., sells more words
  • Plugged into vertical industries – knows what competition is doing (example travel, healthcare, beauty, etc.)
  • Learns the Best Practices
  • Provides the data to prove the conclusions