Marketing and Communications Associate – Paid Search

As a Marketing and Communications Associate – Paid Search at Cleveland Clinic, your primary responsibilities include developing and managing paid search campaigns to support lead-generation goals. You'll analyze data to measure and evaluate campaign KPIs, monitor daily media execution, and audit monthly media spending, ensuring that all strategies align with business objectives. Additionally, you'll compile comprehensive reports and work closely with various internal and external stakeholders to execute effective marketing tactics.

To qualify for the Marketing and Communications Associate – Paid Search role at Cleveland Clinic, you need a Bachelor’s degree in marketing, communications, or a related field. Furthermore, having at least three years of experience in program development and four years of advertising experience is essential. Proficiency in digital marketing tools, including PPC networks and web analytics platforms is also crucial, as is a firm understanding of lead-generating tactics and advertising certifications.

In your role as a Marketing and Communications Associate – Paid Search at Cleveland Clinic, you'll utilize various digital marketing and web analytics tools. Familiarity with platforms like Google Ads, Microsoft Ads, and Google Analytics 4 is vital for conducting performance analysis. Additionally, proficiency in Microsoft Office Suite and competitive research platforms for digital campaign tracking will help streamline your project management tasks effectively within the healthcare marketing landscape.

This position as a Marketing and Communications Associate – Paid Search at Cleveland Clinic typically requires on-site work at the Beachwood facility, from 8:00 AM to 5:00 PM. However, depending on your projects and team needs, there may be opportunities for flexible work arrangements in alignment with the organization's policies.

Cleveland Clinic prides itself on fostering a supportive and collaborative team culture. As a Marketing and Communications Associate – Paid Search, you'll be part of a passionate team dedicated to providing patient-first healthcare. The organization encourages personal and professional growth, ensuring that every caregiver contributes to shared success, often leading to strong inter-departmental relationships and ongoing learning opportunities.

When building a paid search campaign, I begin by defining the campaign's objectives and identifying the target audience. Then, I conduct thorough keyword research to select high-performing keywords relevant to our audience. After creating compelling ad copy and selecting landing pages, I set up the account structure. During the execution phase, I continuously monitor performance metrics to make data-driven adjustments that enhance ROI.

Certainly! In my previous role, I noticed our PPC campaign was underperforming due to low click-through rates. I conducted an analysis of our ad copy and landing pages, identifying areas for improvement. By rewriting the ad text to better align with user intent and optimizing the landing page for conversions, we saw a 30% increase in click-through rates within a month, significantly enhancing lead generation.

For paid search campaigns, I focus on several key performance indicators, including click-through rate (CTR), conversion rate, cost per acquisition (CPA), and the return on ad spend (ROAS). Monitoring these metrics allows me to assess campaign effectiveness, make necessary adjustments, and optimize budgets for better overall performance.

I make it a priority to stay current with digital marketing trends by following industry blogs, attending webinars, and participating in relevant online communities. I also engage with thought leaders on social media platforms and take advantage of opportunities to attend conferences. Keeping abreast of changes in algorithms, new advertising features, and competitive strategies helps me innovate our marketing approaches.

I have extensive experience using Google Analytics to track website performance, user behavior, and marketing campaign success. I utilize its reporting features to gain insights into audience demographics, behaviors, and the effectiveness of different channels. With this data, I can inform my marketing strategies, adjust campaigns based on user engagement, and accurately report on our ROI.

My process for creating reports starts with identifying the key performance indicators that need to be included, based on stakeholder interests. I gather data from various channels, analyze it for insights, and create visualizations to ensure clarity. After drafting the report, I ensure it addresses any specific questions stakeholders may have and is presented in a concise, easy-to-understand manner.

In a fast-paced marketing environment, I prioritize tasks by assessing deadlines, stakeholder needs, and potential impact on campaign performance. I maintain a detailed task list and regularly review my priorities to ensure I’m addressing urgent and high-impact items first. Effective communication with team members also plays a critical role in managing priorities and ensuring that deadlines are met.

To test new media for lead generation, I conduct small-scale A/B tests on different channels or ad formats. This includes varying ad copy, targeting strategies, and bidding options. By analyzing the performance of each variant, I can determine which approach yields the best results before rolling out a full campaign. Continuous optimization based on analytics informs future media testing.

When disagreements arise within a team about marketing strategies, I advocate for an open discussion where all perspectives can be shared. I find it helpful to reference data to support our positions. By focusing on shared objectives and collaboratively brainstorming solutions, we can reach a consensus that benefits our campaigns while preserving a positive team dynamic.

I have significant experience managing external vendors in various marketing projects. This involves clearly communicating project goals and expectations, coordinating timelines, and monitoring deliverables closely. I ensure regular check-ins and feedback loops to maintain alignment and address any issues promptly. Building strong relationships with vendors fosters collaboration and ultimately enhances campaign success.