As a Performance Marketing Manager - Paid Search at Kraken, you will oversee the strategy and execution of paid search campaigns globally. Your primary responsibilities will include leading the channel strategy, managing a significant marketing budget, optimizing campaigns to achieve user acquisition goals, and collaborating with various teams to ensure that all marketing initiatives align with Kraken’s objectives. You'll also be responsible for providing detailed analysis and recommendations for continuous improvement of campaigns.

To qualify for the role of Performance Marketing Manager - Paid Search at Kraken, candidates should possess at least 5 years of hands-on experience in performance marketing, with a specific focus on paid search. Familiarity with advertising platforms like Google Ads and Bing Ads is essential, as well as strong analytical skills to interpret data effectively. Experience with mobile measurement partners and a background in consumer tech products are also highly recommended. Additionally, you should have a passion for data-driven decision making and a self-starter mindset.

At Kraken, the professional growth of a Performance Marketing Manager - Paid Search is supported through continuous learning opportunities and collaboration with industry pioneers. You will have access to resources and training that facilitate experimentation, and the opportunity to work with cross-functional teams that provide diverse perspectives. This collaborative environment fosters both personal and professional development while enhancing your ability to drive impactful marketing strategies.

Kraken's culture is rooted in crypto values and a mission-driven ethos designed to accelerate global cryptocurrency adoption. As a Performance Marketing Manager - Paid Search, you will be part of a diverse and inclusive team that celebrates unique talents and backgrounds. The work environment promotes innovation, creativity, and mutual respect among its members, creating a rewarding experience while striving to achieve financial freedom and inclusion for everyone.

A Performance Marketing Manager - Paid Search at Kraken should be proficient in several key marketing platforms, including Google Ads, Bing Ads, and Apple Search Ads. Additionally, familiarity with mobile measurement partners such as Appsflyer or Branch, along with analytic tools like Google Analytics and Tableau, is vital. Mastery of these platforms is essential for optimizing campaign performance and ensuring the success of your marketing initiatives.

When optimizing paid search campaigns, it’s essential to continually analyze KPIs such as click-through rates, conversion rates, and return on ad spend. Utilize A/B testing for ad copy and landing pages, and adjust bidding strategies based on performance data. Additionally, segmenting campaigns by audience and geography can improve targeting and ultimately lead to better results.

In my previous roles, I used Google Ads to create and manage effective paid search campaigns. My experience includes setting up keyword strategies, refining targeting options, and using ad extensions to enhance visibility. Using analytics, I monitored the performance of these campaigns regularly, making necessary adjustments to optimize results based on data-driven insights.

I approach budget management by first setting clear objectives linked to the overall marketing strategy. This allows me to allocate funds effectively based on performance. I regularly monitor expenses and results, making real-time adjustments as needed to ensure we achieve the desired return on investment while staying within our budget.

When measuring the success of a marketing campaign, I prioritize metrics such as Customer Acquisition Cost (CAC), Cost Per Sale (CPS), Conversion Rate, and Return on Ad Spend (ROAS). These metrics provide a holistic view of campaign performance and help identify areas for improvement for future initiatives.

I stay updated with industry trends by following key influencers and reading reputable blogs focused on marketing, analytics, and the crypto space. Participating in webinars, attending conferences, and engaging in relevant online communities help me maintain a finger on the pulse of emerging strategies and technologies in performance marketing.

One particularly successful campaign I managed focused on a new product launch. I developed a targeted Google Ads strategy, combining keyword research and compelling ad copy. Through constant monitoring and optimization, we achieved a 30% increase in conversions compared to previous campaigns, significantly reducing our Customer Acquisition Cost and gaining valuable insights that informed future strategies.

The biggest challenges in managing paid search campaigns include navigating constantly changing algorithms, dealing with competition for keywords, and optimizing for varying user behaviors across multiple platforms. Staying adaptable, continuously testing new approaches, and leveraging data-driven insights are critical to overcoming these challenges and achieving campaign success.

Facilitating collaboration with other teams involves clear communication and establishing shared goals. Regular meetings to discuss campaign objectives and status updates foster teamwork. Utilizing project management tools helps keep everyone aligned, while involving cross-functional expertise allows for more comprehensive strategies that drive better results.

I find tools like Google Analytics and Tableau to be very effective for analytics and reporting. They offer in-depth insights into user behavior and campaign performance, allowing data visualization that helps convey findings to stakeholders clearly. Additionally, I utilize marketing automation platforms that integrate seamlessly with these tools for comprehensive reporting.

My process for A/B testing involves first defining a clear hypothesis based on user behavior analysis. I develop variations for key elements like headlines or landing pages and set up the tests. I monitor performance closely, ensuring to gather sufficient data to make informed decisions. The results guide me in optimizing campaigns, ultimately improving overall performance.