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.
Skills and Knowledge • Proven experience with all ad platforms detailed in this job description; • Familiarity running both brand building and lead-gen campaigns; • Expert knowledge of Google Ads Editor • Knowledge of Ahrefs (or a similar tool) for conducting keyword research; • Strong copywriting and attention to detail to ensure proper spelling, grammar, URLs, budget, etc.; • Intermediate Photoshop skills; • Ability to simultaneously manage multiple ad accounts; • Exceptionally organized;
Experience • 5-7 years experience in Digital Marketing; • Minimum two years of managing campaigns on Google, Facebook, and LinkedIn.
Education • Bachelors in Marketing or equivalent degree required; • Masters degree preferred.
• Motivated self-starter and problem solver — always looking for ways to improve performance and efficiencies; proactively moving on to the next thing: new ad copy, new audiences, new targeting, new bidding strategies, etc.; • Creative and resourceful — able to write compelling ad copy for even the most dry of content. Know how to extract key points of emphasis for our programs and match that to known personas to create ads that resonate.
About New England College
New England College is a private, non-profit college, located in the quintessential New England town of Henniker, New Hampshire dedicated to providing exceptional education for undergraduate, graduate, and doctoral students from all over the world.