Digital Marketing Specialist - PPC at WorkPay

Role Overview

• We are seeking a strategic and experienced Digital Marketing Specialist to lead our paid advertising efforts.
• You will manage PPC campaigns, craft engaging ad copy, analyze campaign data, and collaborate with the marketing team to achieve pan-African goals.

Responsibilities

• Campaign Strategy and Planning: Develop and implement PPC strategies, define goals, budgets, and timelines.
• Keyword Research: Identify high-performing keywords and refine lists based on performance.
• Ad Creation and Optimization: Create and A/B test ad copy and display ads for effectiveness.
• Bid Management: Set and adjust bids to maximize ROI within budget constraints.
• Landing Page Optimization: Optimize landing pages for conversions and conduct A/B testing.
• Campaign Monitoring and Analysis: Monitor performance and adjust based on metrics like CTR, CPC, CPA, and ROI.
• Reporting and Insights: Generate performance reports and provide data-driven recommendations.
• Audience Targeting: Define and refine audience segments using demographic and behavioral data.
• Staying Updated with Industry Trends: Stay informed on PPC trends, tools, and best practices.
• Collaboration with Other Teams: Work with SEO, content, and marketing teams to align PPC with overall strategies.

Qualifications

• 5+ years managing complex PPC campaigns (Google Ads, Microsoft Ads, etc.).
• Proven success in managing large budgets and achieving significant ROI.
• Deep understanding of the African market and online advertising trends.
• Strong analytical skills and experience with attribution modelling.
• Excellent communication and project management skills.