Digital Advertising Specialist (IELTS) at IDP Education Ltd

Role purpose

• We are seeking a talented and results-oriented Digital Advertising Specialist to join our dynamic Digital Marketing team in Sub-Saharan Africa. In this pivotal role, you will contribute to strategic planning and lead the execution and optimization of our online advertising efforts, with a strong focus on achieving key performance indicators like CPA and ROI.

Key Accountabilities
Online Advertising & Lead Generation Strategy:

• Align advertising goals with overarching business objectives.
• Set strategic direction for Pay-Per-Click (PPC) campaigns, identifying and implementing optimization opportunities with a focus on Cost Per Acquisition (CPA) targets.
• Develop and execute targeted online marketing campaigns across various digital channels, leveraging user interest, behavior, location, language, and demographic segmentation.

Campaign Execution & Optimization

• Conduct thorough keyword research using all available tools, prioritizing relevancy for optimal campaign performance.
• Craft concise and compelling text ads utilizing proven copywriting techniques.
• Provide creative input and suggestions for effective advertising banners.
• Evaluate the performance of display network banners, offering data-backed recommendations to designers for image and message improvements.
• Ensure the achievement of optimal results in terms of Cost per Acquisition (CPA) and Return on Investment (ROI).

Performance Tracking & Reporting

• Track key performance indicators (KPIs) rigorously and prepare custom performance reports for the Head, Digital Marketing – Africa, and direct supervisor.
• Analyze performance trends and provide actionable recommendations for conversion improvement.

General Support

• Provide support on various marketing initiatives as required.
• Undertake any other tasks assigned by your line manager and supervisor.

Relationships

• Internal: Head, Digital Marketing - Africa, Graphic Designer, Content Specialist, Social Media Specialist, Video and Multimedia Specialist, IDP cross-functional Team.
• External: Paid search advertising platforms administrators/staff, Digital Marketing agencies.

Required Experience

• Bachelor's degree (BA/BS) from an accredited university.
• 5+ years of overall digital marketing experience, ideally within a corporate marketing department or a digital agency.
• Proven expertise in Pay-Per-Click (PPC) and Paid Search advertising is a must.
• Strong understanding of current Digital Marketing best practices and digital production processes.
• Demonstrable experience in planning and executing result-driven lead generation campaigns.
• Proficient knowledge of social media paid advertising campaigns, including but not limited to Facebook, LinkedIn, and X (formerly Twitter).
• Knowledge of strategic planning and processes for brand management and creative development, including research tools and results evaluation.
• Google AdWords (Google Ads) certification is a must.
• Excellent communication (written and verbal) and analytical skills.
• Ability to work both independently and collaboratively within a team.
• Ability to thrive in a fast-paced and dynamic environment.
• Fluency in English is essential.