Paid Digital Media Specialist

Headquartered in Las Vegas, MassMedia Marketing Advertising + PR is a women-owned, digital-first media and PR agency. Our team is a passionate, high-performing group with diverse backgrounds and experiences who take pride in the work that we do. We reach complex audiences and compel them to take action, achieving long-term business growth and market leader status for our clients. Our campaigns include award-winning work for some of the region’s most recognized companies. In business for 25 years and under new leadership since 2019, we foster a culture of trust and transparency, and we lean on each other to get the job done. We offer a flexible work environment where ideas are shared across all disciplines, and there are many opportunities for advancement.

A Paid Digital Media Specialist with a focus on paid digital placements and analytics analysis is responsible for managing and optimizing paid digital campaigns across various platforms (e.g., Google, display networks, social media, etc.) and deeply analyzing campaign performance to drive business results.  

Key Responsibilities:

• Campaign Strategy and Planning:
• Developing comprehensive paid media strategies that align with business objectives, target audience, and budget.
• Determining the best digital platforms (Google Ads, display networks, social media ads, programmatic buying, etc.) for paid placements to maximize reach and performance.
• Outlining clear goals for each campaign (awareness, engagement, conversion) and selecting appropriate KPIs.
• Ad Placement and Optimization:
• Managing and executing paid digital campaigns across platforms like Google Display Network, Google Search Ads, social media, and programmatic advertising.
• Adjusting ad placements based on real-time data, A/B testing, and platform algorithms to optimize performance.
• Audience Targeting and Segmentation:
• Setting up precise audience targeting using demographics, geolocation, behavioral data, and interests across platforms.
• Creating and managing lookalike audiences, retargeting campaigns, and segmented lists to increase relevance and conversion rates.
• Budget Management:
• Allocating budget across campaigns and platforms to maximize ROI.
• Monitoring ad spend on a daily or weekly basis to ensure campaigns stay within budget while maintaining performance metrics.
• Data Analysis and Reporting:
• Analyzing key performance indicators (KPIs) like impressions, clicks, conversions, cost-per-click (CPC), cost-per-acquisition (CPA), and return on ad spend (ROAS).
• Utilizing platforms such as Google Analytics, Google Ads, Facebook Ads Manager, or custom dashboards to track campaign performance.
• Interpreting data insights to identify areas of improvement, new opportunities, and to optimize ongoing campaigns.
• Conversion Tracking and Attribution:
• Implementing conversion tracking through tools like Google Tag Manager, Facebook Pixel, or UTM parameters to measure outcomes effectively.
• Analyzing attribution models (first-click, last-click, linear, etc.) to understand the customer journey and identify the channels contributing to conversions.
• A/B Testing and Experimentation:
• Running A/B tests on different ad formats, copy, visuals, CTAs, audience segments, and landing pages to improve performance.
• Documenting test results and continuously applying insights to refine future campaigns.
• Keyword Research and Optimization (for paid search):
• Conducting thorough keyword research to ensure ads target the right search queries.
• Regularly updating and optimizing keyword lists and negative keywords to improve relevance and reduce wasted spend in search campaigns.
• Performance Optimization:
• Regularly reviewing campaign performance and making real-time adjustments to ad bidding, placements, audience segments, and creatives to maximize ROI.
• Using tools such as Google Ads' Smart Bidding or machine learning algorithms to enhance performance automatically when applicable.
• Trend Monitoring and Industry Updates:
• Staying current with trends, best practices, platform changes, and algorithm updates across digital ad platforms (e.g., Google, Facebook, programmatic platforms).
• Identifying emerging opportunities, such as new ad formats or placements, and incorporating them into strategies.
• Collaboration and Stakeholder Communication:
• Working closely with internal teams (creative, analytics, content) or external agencies to align campaign objectives and ensure cohesive messaging across all digital placements.
• Communicating campaign performance insights, trends, and optimization strategies to clients or internal stakeholders through reports and presentations.
• Competitor Analysis and Benchmarking:
• Monitoring competitor activity in the paid digital space and benchmarking campaign performance against industry standards.
• Using competitor insights to improve campaign strategy and capitalize on gaps in the market.
• Landing Page Optimization:
• Collaborating with web and UX teams to ensure landing pages are optimized for conversions, fast loading times, and seamless user experience.
• Using data from analytics platforms and heatmaps to make informed decisions about landing page design and copy improvements.

Requirements

• Education:
• Bachelor’s Degree in marketing, digital media, communications, advertising, or a related field.
• In some cases, a degree in data analytics, business, or information technology may also be valuable.
• Certifications: Relevant digital marketing certifications are often required or highly valued, such as:
1. Google Ads Certification (Search, Display, Video, or Shopping Ads)
2. Google Analytics Certification
3. Facebook Blueprint Certification (for Facebook/Instagram Ads)
4. Programmatic Certifications like Display & Video 360 (DV360)
• Experience:
• 2-5 years of experience in digital marketing, with a strong focus on paid digital media (social, search, display, programmatic, etc.).
• Proven track record of managing paid digital campaigns across platforms like Google Ads, Facebook Ads, and programmatic channels.
• Experience with campaign optimization, data analysis, and working with large advertising budgets.
• Technical Skills:
• Digital Advertising Platforms: Proficiency in managing and optimizing campaigns on platforms such as:
1. Google Ads
2. Facebook Ads Manager
3. LinkedIn Campaign Manager
4. Programmatic platforms (DV360, The Trade Desk, etc.)
• Analytics Tools: Strong understanding of data analytics and proficiency in tools like:
1. Google Analytics
2. Google Tag Manager (for conversion tracking setup)
3. Excel or Google Sheets (for data analysis and reporting)
• Bid Management Tools: Familiarity with tools like Kenshoo, Marin Software, or similar for automated bid optimization and campaign scaling.
• A/B Testing Tools: Experience with tools for experimentation (Google Optimize, Optimizely, or VWO) to drive continuous improvements in campaign performance.
• HTML/CSS basics (helpful for tracking and optimization or landing page tweaks).
• Personal Attributes:
• Analytical Mindset: Strong ability to interpret data, analyze trends, and apply insights to optimize campaign performance.
• Attention to Detail: Precision in managing budgets, setting up tracking, and ensuring accurate reporting and campaign execution.
• Problem-Solving Skills: Ability to quickly troubleshoot issues related to campaigns, such as poor performance or tracking errors, and develop solutions.
• Creativity: Ability to collaborate with creative teams to develop compelling ad copy and visuals that drive engagement and conversions.
• Communication Skills: Strong verbal and written communication for presenting reports, insights, and recommendations to clients or internal teams.
• Time Management: Ability to juggle multiple campaigns, meet deadlines, and adjust priorities based on campaign performance and business needs.
• Knowledge of Marketing Principles:
• Marketing Fundamentals: Understanding of core marketing principles, including customer journey, branding, segmentation, targeting, and positioning.
• Conversion Rate Optimization (CRO): Knowledge of CRO tactics to improve the user experience and optimize landing pages for better performance.
• Familiarity with Key Metrics:
• Proficiency in calculating and analyzing campaign performance metrics, such as:
1. Cost-per-click (CPC)
2. Click-through rate (CTR)
3. Conversion rate
4. Return on ad spend (ROAS)
5. Customer lifetime value (CLV)
• Adaptability and Continuous Learning:
• Digital media and advertising are fast-evolving fields, so a strong willingness to stay updated on the latest trends, tools, algorithm changes, and best practices is essential.

Benefits

At MassMedia, we pride ourselves on hiring top talent and we work hard to provide benefits that make our team members lives better.

Our comprehensive compensation and benefits program includes:

• Competitive salaries and opportunity for advancement; we always strive to promote from within
• Medical, dental and vision plans for you and your family and financial protection options through disability, life, accidental death, cancer assist, critical illness, and medical bridge insurance
• 401(k) plan with company matching program
• Generous paid time off policy that increases each year you are with the company
• Eleven (11) paid holidays and we pay you to take your birthday off!
• Frequent company happy hours, events and team building activities
• Professional development opportunities