| The Digital Advertising Specialist will support our advertising initiatives on Google, Facebook/Instagram, LinkedIn, TikTok and other platforms and websites as needed. This position is responsible for both setting up new accounts and conducting ongoing management/optimization of existing accounts. The Digital Advertising Specialist will be fully familiar with all stated platforms, comfortable setting up all ad types (search/video/display on Google; image/ carousel/video/lead on Facebook; sponsored content/InMail on LinkedIn), and able to utilize Photoshop (when needed) to create image assets (primarily for social ad platforms). Additionally, this position will implement and track advertising on third party websites for outlets such as trade, local and industry publications. This position is expected to be proactive in suggesting and implementing new campaign ideas, able to identify and address underperforming campaigns, and report on successes and milestones. In addition, this position will be asked to manage third party partnerships with advertising vendors and third-party listings of the college. • Create/manage campaigns on Google, paid social media channels (primarily Facebook/Instagram and LinkedIn), and on third party websites;
• Analyze SEM and paid social performance regularly; ensure budgets stay on track; make budget (re)allocation recommendations based on performance;
• Maintain consistent campaign structure, organization, capitalization patterns, etc.;
• Set up and regularly confirm accurate tracking on all ad platforms; ensure proper UTM tagging for all ads (per standardized naming conventions);
• Analyze competitors (keyword coverage, content ideas, etc.).; conduct keyword research and assess viability for use in existing/new campaigns;
• Evaluate search terms reports to identify and implement negative keywords;
• Test, evaluate, and report on target audiences in each platform;
• Write grammatically sound and on-brand ad copy, headlines, and calls to action;
• Support SEO efforts by identifying trends in search terms reports, social comments, etc.; - Coordinate with multiple departments to ensure our advertising plan is focused on the areas of the greatest need.
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