Responsibilities

• Manage and optimize day-to-day performance of Google Ads Search, Display, and Video campaigns.
• Analyze Google Ads performance alongside Adobe CJA engagement and conversion metrics.
• Utilize Adobe CJA metrics such as Request an Appointment clicks, Telephone clicks, Second Opinion requests, Time per Session, and other engagement signals.
• Develop reporting and dashboards that integrate Google Ads and Adobe CJA data.
• Identify opportunities to improve patient acquisition, website engagement, and marketing efficiency despite the absence of direct Google Ads website conversion tracking. Conduct keyword research, search query analysis, and competitive intelligence. Monitor and optimize campaign structure, ad copy, landing page alignment, and audience strategies.
• Evaluate the alignment between keywords, search intent, ad copy, and landing page experiences, providing recommendations for content improvements, UX enhancements, and conversion rate optimization (CRO) initiatives.
• Leverage AI and automation tools to improve workflow efficiency, reporting, campaign optimization, keyword analysis, and performance insights. Collaborate with service line marketing managers to align paid search campaigns with organizational priorities and content strategies. Lead testing and experimentation initiatives including ad copy testing, landing page recommendations, audience segmentation, and bidding strategy evaluation. Analyze competitor search marketing activity and industry trends.