Senior Google Ad analyst/Performance Marketing

Roles & Responsibilities

Key Responsibilities

• Keyword Research & Search Term Optimization

• Conduct extensive keyword research using Google Keyword Planner, Google

• Trends, Search Terms Reports, SEMrush, Ahrefs, and other keyword research

• tools

• Build comprehensive keyword lists covering high-intent, branded, non-branded,

• competitor, generic, and long-tail keywords

• Continuously discover new keyword opportunities based on customer search

• behavior and search trends

• Optimize keyword match types (Broad, Phrase, Exact) to improve campaign

• efficiency

• Regularly review Search Terms Reports to identify profitable keywords and

• eliminate irrelevant traffic

• Build and maintain negative keyword lists to reduce wasted spend

• Monitor keyword Quality Scores and recommend improvements

• Maintain a structured keyword master sheet for every product and category

• Stay updated with seasonal search trends and emerging keyword opportunities

Campaign Setup & Execution

• Execute, set up, launch, and manage Google Ads campaigns

• Create and manage Search, Shopping, Performance Max, Display, Demand Gen, Remarketing, and YouTube campaigns

• Configure campaign objectives, budgets, bidding strategies, audience signals, locations, devices, schedules, and ad extensions

• Create Responsive Search Ads, Shopping campaigns, and Performance Max asset groups

• Ensure campaigns follow internal naming conventions and account structure

• Perform campaign QA before launch to ensure error-free execution

Campaign Optimization

• Monitor campaign performance daily and take timely optimization actions

• Optimize bids, budgets, keywords, audiences, placements, devices, and schedules

• Pause underperforming campaigns and scale winning campaigns

• Improve Quality Score through better keyword selection, ad relevance, and landing page experience

• Execute A/B tests across ad copy, landing pages, bidding strategies, keywords, and campaign structures

• Continuously improve ROAS, CPA, CTR, Conversion Rate, and overall account efficiency

Google Merchant Center & Feed Optimization

• Manage and maintain Google Merchant Center and Merchant Center Next

• Monitor Merchant Center Diagnostics and resolve product disapprovals, feed errors, and account issues

• Optimize product feeds to improve Shopping campaign performance

• Maintain product attributes including Titles, Descriptions, GTINs, MPNs, Brand, Product Type, Custom Labels, and Google Product Categories

• Optimize feeds to improve product visibility, CTR, and ROAS

• Work with supplemental feeds, feed rules, and automated feed improvements

• Coordinate with the catalog and development teams to ensure feed accuracy and freshness

• Ensure maximum product approval and Shopping eligibility

• Stay updated with Google Shopping policies and Merchant Center updates

Analytics & Reporting

• Pull and analyze campaign performance data from Google Ads and Google Analytics (GA4)

• Track key metrics including ROAS, CPA, CPC, CTR, CVR, Impression Share, Quality Score, Search Lost IS, Conversions, Revenue, and Spend

• Analyze Search Terms Reports to identify winning keywords and eliminate wasted spend

• Identify optimization opportunities based on campaign performance

• Prepare daily, weekly, and monthly performance reports with actionable insights

• Highlight performance trends and recommend next steps

Budget Management & Scaling

• Manage daily, weekly, and monthly advertising budgets efficiently

• Allocate budgets based on campaign performance

• Scale winning campaigns while maintaining target CPA and ROAS

• Monitor budget pacing and ensure efficient utilization of advertising spend

Tracking & Conversion Setup

• Ensure accurate conversion tracking using Google Tag Manager and Google Ads Conversion Tracking

• Verify GA4 integration and conversion events

• Validate Enhanced Conversions, remarketing tags, and audience signals

• Troubleshoot tracking issues and coordinate with the technical team when required

Account Management

• Monitor overall account health and campaign delivery

• Monitor Google Merchant Center Diagnostics daily

• Troubleshoot campaign issues, product disapprovals, policy violations, and account suspensions

• Maintain a clean and organized Google Ads account structure

• Stay updated with Google Ads features, Merchant Center updates, AI bidding strategies, and industry best practices