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PPC Account Executive

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Role Overview

We are looking for a detail-oriented and proactive PPC Account Executive who will play a key role in managing and optimizing our clients' PPC campaigns. This role requires a strong understanding of PPC strategies, a data-driven mindset, and the ability to collaborate effectively with our Brand Success Managers (BSMs) and Operations & Compliance Manager. The ideal candidate will ensure that client goals are met through effective campaign management, regular audits, and continuous improvement initiatives.

Key Responsibilities

Pre-Onboarding

• PPC Account Audit: Conduct a comprehensive audit of the client's PPC account before onboarding to assess current performance.
• Gap Analysis: Identify gaps between the client's current performance and their desired goals. Provide recommendations to bridge these gaps.

Campaign Management

• Keyword Strategy: Identify critical keywords to rank for and tag campaigns accordingly (e.g., Ranking campaigns).
• Campaign Launch & Optimization: Launch new campaigns and rename or optimize existing ones based on client goals.
• Budget Management: Set and manage healthy budgets that promote growth without causing stagnation.
• Target ACoS Setup: Configure Target ACoS at both the campaign and SKU levels.
• DayParting: Implement DayParting strategies as needed to optimize ad performance during peak times.

Creative Management

• Asset Sourcing: Source creative assets for Sponsored Brand (SB) ads.
• Storefront Pages: Create or request special-purpose storefront landing pages to enhance SB ad performance.

Client Communication & Support

• Proactive Communication: Read all client emails and proactively provide responses to the Brand Success Manager (BSM) without being prompted.
• Client Issue Management: Handle ad-hoc client requests related to deals, out-of-stock (OOS) situations, low stock, and other urgent issues.

Daily Responsibilities

• Anomaly Monitoring: Monitor automation for unexpected drops in performance and adjust bids, budgets, and strategies as necessary.

Weekly Responsibilities

• Campaign Optimization: Optimize bids, budgets, and placement modifiers based on performance data.
• Keyword Management: Manage negative keywords, harvest new keywords, and track rankings for top keywords.
• Anomaly Detection: Analyze week-over-week (WOW) anomalies and identify quick wins to report to the Brand Success Manager (BSM).
• New Campaign Creation: Use Actions automation to create new campaigns and ensure they align with client goals.
• Reporting: Provide regular performance reports to the Brand Success Manager (BSM), highlighting key insights and areas for improvement.

Monthly Responsibilities

• Ranking Measurement: Focus on pushing ranks between positions 10-20 with targeted ads.
• SnS Growth Tracking: Measure growth for replenishable products subscribed via Subscribe and Save (SnS).
• Campaign Cleanup: Track opportunities and clean up aged campaigns with no significant movement.
• Continuous Improvement: Collaborate with the Brand Success Manager (BSM) on continuous improvement initiatives before monthly check-ins with clients.
• Opportunity Identification: Identify new opportunities for client growth each month (e.g., exploring TikTok or new creative strategies).

Asynchronous Responsibilities

• Competitor Tracking: Use Keepa to track competitor activities and adjust strategies accordingly.
• Troubleshooting: Discuss any ongoing issues, such as slow declines, sudden sales drops, drops in conversion rate (CVR), keyword ranking, ACoS/TACoS increases, cannibalization, or BuyBox issues, in weekly 1-1s with the Operations & Compliance Manager.

Weekly Collaboration with BSM

• Gap Analysis: Regularly revisit the gap analysis to ensure alignment with client goals and identify new areas of improvement.
• Opportunity Exploration: Collaborate with the Brand Success Manager (BSM) to explore new growth opportunities, such as adopting new platforms or creative approaches.

Qualifications

• Proven experience in PPC campaign management, including keyword strategy, bid optimization, and budget management.
• Strong analytical skills with the ability to interpret data and make informed decisions.
• Proactive communication skills and the ability to collaborate effectively with team members and clients.
• Familiarity with PPC automation tools and anomaly detection techniques.
• Experience with creative asset management and storefront landing page creation.

Additional Requirements

• Ability to manage multiple tasks simultaneously and meet deadlines.
• Strong organizational skills with attention to detail.
• A proactive approach to problem-solving and continuous improvement.