Position Summary:
The Senior Analyst Paid Search will take ownership of building in-house search engine marketing campaigns across Google Ads, Microsoft Ads, and other platforms from the ground up, establishing processes, campaign structures, and best practices while managing day-to-day campaigns. This role offers the chance to be an influential voice, directly shaping the company’s paid search strategy and making a measurable impact on the brand. This role is critical in capturing customer interest and demand, driving bookings, and revenue for JetBlue.
Essential Responsibilities:
- Lead day-to-day hands-on management of paid search campaigns across Google Search, YouTube, and other search platforms, ensuring campaigns are set up correctly, optimized, and delivering on KPIs. Includes audience management, daily adjustments of campaigns, testing, and reporting.
- Build, implement, and maintain campaign structures, including naming conventions, keyword architecture, bidding strategies, audience lists, and tracking for accurate performance measurement. Establish processes, best practices, and frameworks for running campaigns in-house from scratch.
- Manage campaign pacing, budgets, and billing processes, including planning, tracking, invoice review, and reconciliation.
- Work closely with the internal Analytics team to ensure conversion tracking, goal setup, and campaign metrics are accurately tracked, and data is correctly reflected in dashboards for reporting and optimization.
- Track campaign performance, provide reporting and insights, and translate learnings into actionable recommendations for future campaigns.
- Develop and test ad copy, sitelinks, and extensions to maximize click-through and conversion rates. Conduct ongoing keyword research, expansion, and negative keyword management. Collaborate with e-commerce team to align landing pages with ad messaging and tests.
- Explore opportunities to expand search efforts to other search partners and platforms.
- Serve as an influential voice in the organization, helping shape the paid search strategy and make meaningful impact on the brand during this critical transition to in-house capabilities.
- Seek media innovation through emerging platform features, industry trends, and vendor partnerships, ensuring best-in-class campaigns. Stay current on SEM best practices, platform updates, and industry trends.
- Other duties as assigned
