Paid Search Analyst

As a Paid Search Analyst at GoHealth, your main responsibilities will include developing innovative paid media strategies, conducting keyword research, managing PPC campaigns, and analyzing campaign performance through various tools. You will also be tasked with optimizing ongoing campaigns, ensuring a positive ROI, and providing detailed reports to stakeholders. Collaborating with cross-functional teams is essential to create compelling ads that resonate with our audience.

To become a Paid Search Analyst at GoHealth, you should have a Bachelor's degree in Marketing or a related field, along with 2-3 years of experience in paid search marketing or SEM. Google Ads and/or Bing Ads certifications are essential, as is experience with web analytics tools like Google Analytics. Strong communication skills and an analytical mindset will help you succeed in this role.

At GoHealth, we prioritize the development of our employees. As a Paid Search Analyst, you'll have access to professional growth opportunities, mentorship programs, and continuous learning resources to help you expand your skills and expertise in the rapidly evolving digital marketing landscape.

In your role as a Paid Search Analyst at GoHealth, you will use a variety of tools including Google Ads, Bing Ads, Google Analytics, and Heap to monitor and analyze campaign performances. These tools will allow you to gain crucial insights into user behavior and campaign effectiveness, ensuring that your strategies are data-driven.

The pay range for the Paid Search Analyst position at GoHealth is between $60,000 and $70,000 per year. This range reflects various factors, including location, experience, skills, and responsibilities, ensuring competitive compensation for your contributions.

When developing a paid media strategy, begin by identifying your campaign's goals and target audience. Conduct thorough keyword research to find relevant terms and phrases, and then create compelling ad copy. Monitor the performance closely using analytics tools to make data-driven optimizations throughout the campaign. Highlight past experiences where your strategies brought measurable results during your interview.

Key metrics to consider include Click-Through Rate (CTR), Cost Per Click (CPC), Return on Ad Spend (ROAS), conversion rates, and overall ROI. During the interview, demonstrate how you have used these metrics in past campaigns to identify areas for improvement and make successful changes.

I prioritize tasks by assessing the urgency and impact of each campaign. I categorize them based on deadlines and potential performance improvements. Sharing your specific strategies for this approach can provide clarity to the interviewer on how you manage your workload effectively.

In my previous experience, I identified a campaign that wasn't generating desired results. I revised the targeting options and tested different ad copy variations, which led to a significant decrease in CPC and an increase in conversions. Prepare a similar story to illustrate your analytical skills and the effectiveness of your optimization strategies.

A/B testing is crucial in determining which variations of ads resonate better with audiences. I use A/B testing to evaluate different headlines, ad copies, or call-to-action elements, enabling data-backed decisions. In your interview, be ready to discuss specific examples of A/B tests you’ve conducted and their outcomes.

I regularly read industry blogs, attend webinars, and participate in online forums dedicated to digital marketing. Additionally, I subscribe to newsletters from major platforms like Google Ads. You can mention your commitment to continuous learning and how you integrate new strategies into your work.

I commonly use Google Analytics, Bing Ads, and AdWords reporting tools for performance analysis. These tools help me track metrics effectively and develop insights. Mentioning specific tools can showcase your familiarity with essential resources in the field.

I have collaborated with designers, developers, and content creators to align our marketing goals and enhance campaign outcomes. Effective communication within cross-functional teams allows us to adopt a holistic approach. Prepare examples that illustrate your collaborative skills and how they’ve contributed to campaign success.

I approach negative feedback as a learning opportunity. I listen carefully, analyze the concerns, and provide detailed insights on how we can pivot strategies to achieve better results. Reinforcing your ability to handle criticism and adapt will resonate with interviewers.

My approach involves developing a budget plan based on historical data and forecasts while continuously monitoring spend against performance. I prioritize channels yielding the best ROIs, ensuring we adhere to the budget while maximizing efficiency. Discuss your experience in budget management to highlight your financial acumen.