Senior Google Ad Analyst (Ads | D2C)

The core responsibilities for the job include the following:

Keyword Research and Search Term Optimization:

• Conduct extensive keyword research using Google Keyword Planner, Google Trends, Search Terms Reports, SEMrush, Ahrefs, and other keyword research tools.
• Build comprehensive keyword lists covering high-intent, branded, non-branded, competitor, generic, and long-tail keywords.
• Continuously discover new keyword opportunities based on customer search behavior and search trends.
• Optimize keyword match types (Broad, Phrase, Exact) to improve campaign efficiency.
• Regularly review Search Terms Reports to identify profitable keywords and eliminate irrelevant traffic.
• Build and maintain negative keyword lists to reduce wasted spend.
• Monitor keyword quality scores and recommend improvements.
• Maintain a structured keyword master sheet for every product and category.
• Stay updated with seasonal search trends and emerging keyword opportunities.

Campaign Setup and Execution:

• Execute, set up, launch, and manage Google Ads campaigns.
• Create and manage Search, Shopping, Performance Max, Display, Demand Gen, Remarketing, and YouTube campaigns.
• Configure campaign objectives, budgets, bidding strategies, audience signals, locations, devices, schedules, and ad extensions.
• Create responsive search ads, shopping campaigns, and Performance Max asset groups.
• Ensure campaigns follow internal naming conventions and account structure.
• Perform campaign QA before launch to ensure error-free execution.

Campaign Optimization:

• Monitor campaign performance daily and take timely optimization actions.
• Optimize bids, budgets, keywords, audiences, placements, devices, and schedules.
• Pause underperforming campaigns and scale winning campaigns.
• Improve quality score through better keyword selection, ad relevance, and landing page experience.
• Execute A/B tests across ad copy, landing pages, bidding strategies, keywords, and campaign structures.
• Continuously improve ROAS, CPA, CTR, conversion rate, and overall account efficiency.

Google Merchant Center and Feed Optimization:

• Manage and maintain Google Merchant Center and Merchant Center Next.
• Monitor Merchant Center Diagnostics and resolve product disapprovals, feed errors, and account issues.
• Optimize product feeds to improve shopping campaign performance.
• Maintain product attributes, including titles, descriptions, GTINs, MPNs, brand, product type, custom labels, and Google product categories.
• Optimize feeds to improve product visibility, CTR, and ROAS.
• Work with supplemental feeds, feed rules, and automated feed improvements.
• Coordinate with the catalog and development teams to ensure feed accuracy and freshness.
• Ensure maximum product approval and shopping eligibility.
• Stay updated with Google Shopping policies and Merchant Center updates.

Analytics and Reporting:

• Pull and analyze campaign performance data from Google Ads and Google Analytics (GA4).
• Track key metrics including ROAS, CPA, CPC, CTR, CVR, Impression Share, Quality Score, Search Lost IS, Conversions, Revenue, and Spend.
• Analyze Search Terms Reports to identify winning keywords and eliminate wasted spend.
• Identify optimization opportunities based on campaign performance.
• Prepare daily, weekly, and monthly performance reports with actionable insights.
• Highlight performance trends and recommend next steps.

Budget Management and Scaling:

• Manage daily, weekly, and monthly advertising budgets efficiently.
• Allocate budgets based on campaign performance.
• Scale winning campaigns while maintaining target CPA and ROAS.
• Monitor budget pacing and ensure efficient utilization of advertising spend.

Tracking and Conversion Setup:

• Ensure accurate conversion tracking using Google Tag Manager and Google Ads Conversion Tracking.
• Verify GA4 integration and conversion events.
• Validate enhanced conversions, remarketing tags, and audience signals.
• Troubleshoot tracking issues and coordinate with the technical team when required.

Account Management:

• Monitor overall account health and campaign delivery.
• Monitor Google Merchant Center Diagnostics daily.
• Troubleshoot campaign issues, product disapprovals, policy violations, and account suspensions.
• Maintain a clean and organized Google Ads account structure.
• Stay updated with Google Ads features, Merchant Center updates, AI bidding strategies, and industry best practices.