| Job Description: | POSITION SUMMARY
The Search Analyst will lead search strategy, planning and reporting and be responsible for analyzing data and user behavior patterns to improve search program effectiveness. This person will be the primary contact for identifying and resolving SEM challenges, own all search performance metrics and be expected to achieve/exceed search goals within budget.
RESPONSIBILITIES
· Effectively use bid management and site analytic tools to suggest and define keyword campaign testing strategies, manage the testing schedule, monitor and analyze specific keyword and campaign performance and drive the analytics and recommendations for further campaign optimization
· Take charge of all aspects of core search reporting to measure, evaluate and identify opportunities to improve conversion, drive sales, and improve search efficiency, including weekly, monthly and ad hoc reporting.
· Prioritize and establish search optimization tactics to include creative changes, ad copy (title and description), display URL, landing pages, rank, bid strategy, local targeting, keyword match types and time of day testing for both search and content distribution.
· Assimilate and organize large volumes of information from multiple sources and reporting platforms to draw conclusions, provide campaign refinement and actionable recommendations, create status reports, communicate findings and report on incremental improvement or effects of change
· Utilize analytical skills and statistical modeling techniques to forecast and quantify the impact of search marketing initiatives on site traffic, revenue (online and offline), user behaviors, and lifetime value as well as identify new opportunities to leverage our existing search marketing efforts.
· Run exploratory data-mining analyses to uncover new Search opportunities such as new keywords, bidding, offers, and landing pages.
· Manage internal groups and external agencies for datafeed and/or display ad syndication and optimization for comparison shopping engines. Continually monitor, test, revise and update datafeed/placements as necessary.
· Partner with cross-functional teams to optimize site search and landing page construction and research, identify and help establish partnerships with authoritative web sites for link-building
· Keep current with search best practices, search technology, keyword development and bid management tools, search trends, changes and developments in the industry.
· Possess knowledge or be willing to learn about search algorithms, indexing and data.
REQUIREMENTS
· 4 year Bachelors degree.
· Minimum 3-5 years previous experience in search marketing, preferably in a multi-channel environment. Must include prior experience managing top tier and second tier search campaigns and experience with both keyword search and content distribution.
· Demonstrated experience with search optimization tactics, bid management rules and search data-driven analysis and strategy.
· Outstanding analytical skills, extremely detail oriented with strong organizational and prioritization skills.
· Excellent written and oral communication skills, problem-solving skills and strong interpersonal skills with the ability to effectively work and lead cross-functionally and resolve issues quickly and effectively.
· Must be flexible, highly motivated and able to work independently on multiple projects and tasks in a fast paced environment.
· Expert in MS Excel, MS Access and SAS and demonstrated experience using web analytics and metrics to
gain insights and drive business decisions. SQL & database development experience a plus
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