Paid Search Account Manager
Job title: Paid Search Account Manager
Group: Mindshare Outcomes Paid Search
Client/s: Ford – FCSD
Reports to: Paid Search Account Director
Role purpose:
A role exists within a growing Paid Search specialist team at Mindshare Worldwide. We are looking for an experienced Paid Search Account Manager who will play an instrumental role in the advancement of Ford – FCSD (Aftersales) as a digital client ensuring executional excellence within the eCommerce and aftersales servicing verticals of the Paid Search channel, whilst being considerate of all Digital Paid Media contributing to a common goal in each market.
Agency background:
WPP | Ford
Ford is WPP’s largest client and as such gets significant focus from multiple operating companies and teams within WPP. These teams, dedicated to the Ford account are brought together under the WPP | Ford banner which also has its own management structure. The team deliver a full-service comms product to Ford including but not limited to connections planning, CX, social strategy and deployment, analytics, production CRM, PR, platform design and build, media buying, centralised biddable execution and market coordination across 19 European Markets.
Mindshare
Mindshare Outcomes is a digital division within Mindshare of integrated performance specialists, managing Programmatic, Paid Search, Paid Search and SEO for our global and domestic clients. The Mindshare Outcomes Paid Search team are responsible for planning, buying, and managing Paid Search campaigns as well as multi market coordination for complex global clients within the retail, FMCG, automotive, finance and technology, industries.
Our portfolio of clients includes Marks & Spencer, TKMaxx, Unilever, Ford, and more… We are thinkers and doers, relentless in the pursuit of success for our clients. We do this by continually seeking and finding the perfect connection between their products and potential customers through Programmatic, Search and Social platforms.
The Role:
The candidate will report into the Paid Search Account Director. The Paid Search Account Manager will be part of the Mindshare Ford Paid Search Team based at Sea Containers House and Rose Court in London. You will be managing the day-to-day activity of Ford for a cluster of our 20 European markets across both the eCommerce and aftersales servicing verticals. You will report into the Ford – FCSD Performance Director.
You will be integral to achieving client goals, and the development and optimization of Paid Search activity as part of integrated multi-channel campaigns. The ideal candidate will be expected to use their own initiative to manage Google and Bing campaigns via extensive use of bid management platforms. You will be expected to champion the Mindshare Outcomes best practice approach to delivering campaigns, multi market strategy coordination and communication. You will lead by example, taking responsibility for the guidance and development of junior members of the team.
Key skills & knowledge:
The most important factor we will take into consideration for this position is a genuine interest in Search and Digital Marketing as well as experience working with eCommerce Shopping/Performance Max campaigns. You will be someone who has a passion for all things digital and is eager to learn and develop experience in the industry.
- Strong Google Shopping/Performance Max experience with efficient and clear ideas around campaign structuring and daily optimisations for the best possible ROAS outcome
- Exceptional hands-on Paid Search experience and comprehensive knowledge of best practices
- Able to independently take part in client briefs as well as liaise with internal and external stakeholders for the creation of a monthly loyalty newsletter
- Experience creating KPI and spend forecasts for media plans
- Experience managing regular account audits and optimisations to improve performance
- Confidence in presenting bi-weekly/monthly performance results to clients and internal stakeholders
- Analytically minded with excellent attention to detail, and able to identify trends in large data sets
- Strong sense of accountability and management of finance process
- Excellent ability to build strong rapport with clients
- Experience managing DR campaigns, understanding bid strategies, and driving performance as well as meeting client KPIs
- Experienced in using automation to drive efficiencies
- Solid experience in using either of the bid management platforms (SA360, Kenshoo, Marin etc.), web analytics platforms (Google Analytics, Omniture), reporting platforms (Google Data Studio) and financial platforms (Prisma).
- Able to clearly articulate the rationale for proposed campaign tactics (channels, budget, audience, formats etc.) and present these back internally and to clients
- Understanding of how Paid Search can integrate with other digital and offline channels
- Able to devise a testing approach/roadmap delivering statistically significant results
- Nice to have, in addition to English, fluency in either French, German, Italian or Spanish
Principal responsibilities:
Performance
- Leading the planning, creation, and on-going management of Paid Search campaigns
- Carrying out health checks on the accounts to ensure they are set up and running as per Mindshare best practice
- Proactively performing regular optimization of accounts, monitoring market changes and identifying development opportunities
- Creating and leading the execution of development and testing plans including media owner betas where possible
- Preparing presentations and leading client calls and face to face meetings
- Working with the AD to devise campaign strategy and translate this into campaign delivery
Profile
- Playing an active role in team meetings and agency events
- Writing case studies of great work delivered by the team
- Volunteering to assist with new business pitches, and other cross-agency initiatives
People
- Collaborating with other digital teams within the Mindshare Outcomes hub
- Delegating and managing workloads across the junior members of the team
- Contributing to and owning personal development plans
- Arranging/attending training to progress you and the team’s knowledge and capability
- Motivating junior team members to develop their knowledge of social best practices
- Supporting the educating of planning teams on the benefits and purpose of Paid Search
Process
- Making full use of the technology available, implementing processes and practices that maximize operational efficiencies
- The accurate management of budgets, adhering to the Mindshare finance process
- Taking responsibility for junior team members accurately following all aspects of Mindshare process
- Identifying opportunities for process improvement, and providing recommendations
Performance measures:
– Consistently hitting and exceeding client’s targets
– Overseeing the implementation of best practices and knowledge sharing
– Managing the development of junior team members