Paid Search Specialist
6 months ago
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As a paid search specialist for Greater China, you are a local channel expert and have a thorough understanding of the leading Chinese search engines (e.g., Baidu, Sogou, 360 Search) and other relevant platforms. Being the local channel expert means that you are eager to stay up-to-date on the latest trends and innovations in the Chinese digital advertising landscape which help to inform the global paid search channel activation. You will have knowledge and experience of planning, building, running, optimizing, and reporting on paid search programs, including budget management and pacing.
You will enjoy using the platforms as well as additional tools and technologies available such as Adobe Analytics and MSIGHTS to analyse regional paid search performance. Based upon our paid media KPIs and campaign performance you will identify areas for improvement with the goals to increase conversions, optimize for target CPA goals, and efficiently increase leads. You will develop and deliver comprehensive standardized reports to track key metrics to present to stakeholders, in close collaboration with the rest of your team (IMT) and our Media Agency.
A good understanding of integrated content marketing will allow you to be an expert in paid search content and customer journeys, to support the creation of regional paid search content. Being customer-first, you will appreciate regional audience needs and support in delivering effective paid search campaign assets.
The success of your role will focus on ensuring paid search is being activated and is performing in region, aligned to our global plans. You will collaborate with internal teams and external agencies to ensure seamless campaign execution and will be a strong stakeholder manager and communicator.
YOUR PROFILE
Minimum 3 years’ experience in paid media SEM REQUIRED; Programmatic Buying and Social are pluses Strong understanding of leading Chinese search engine platforms, including Baidu and pluses are Sogou, 360 Search, Bing and Google. Experience in working for and/or managing paid media agencies Excellent analytical skills with the ability to interpret and leverage data to optimize campaign performance. Extensive knowledge about the region, especially as it pertains to paid media; including local platform nuances Capable of managing advertising budgets effectively Excellent stakeholder manager You will have a data-driven, digital, customer-first mindset Skilled at using tools and technology to track campaign performance Top organizational and project management skills A strong team player who is both proactive and positive about all that’s possible Fluent communication skills in both English and Chinese
ABOUT THE TEAM
The Integrated Media Team (IMT) develops and owns SAP’s global paid media strategy and is responsible for delivering successful integrated media programs at scale, in partnership with our agency-of-record (OMD).
A truly global org, the IMT spans; APJ, GC, Japan, EMEA /MEE, LAC and NA with specialists in region within SAP and on the agency-side. This specialist team leads global paid media planning, execution and optimisation to deliver always-on performance marketing.
As a team of experts, the IMT is knowledgeable and has deep experience of running digital paid media campaigns and stays on-top of industry advancements, to ensure SAP is innovating to help drive performance. The IMT integrates across Acquisition Channels to support building cohesive channel strategies and collaborates closely with other teams across SAP, including being a close partner to IDT and BAM.
The IMT is responsible for driving partnership with key platforms; including owning relationships and managing our Paid Media Agency of Record (OMD), LinkedIn, Google.
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