Google Ads Analyst (D2C, Google)

Key Responsibilities

Keyword Research & Search Term Optimization:

● Conduct extensive keyword research using Google Keyword Planner, Google Trends, Search Terms Reports, SEMrush, Ahrefs, and other keyword research tools.

● Build comprehensive keyword lists covering high-intent, branded, non-branded, competitor, generic, and long-tail keywords

● Continuously discover new keyword opportunities based on customer search behavior and search trends

● Optimize keyword match types (Broad, Phrase, Exact) to improve campaign efficiency

● Regularly review Search Terms Reports to identify profitable keywords and eliminate irrelevant traffic

● Build and maintain negative keyword lists to reduce wasted spend

● Monitor keyword Quality Scores and recommend improvements

● Maintain a structured keyword master sheet for every product and category

● Stay updated with seasonal search trends and emerging keyword opportunities

Campaign Setup and Execution:

● Execute, set up, launch, and manage Google Ads campaigns

● Create and manage Search, Shopping, Performance Max, Display, Demand Gen, Remarketing, and YouTube campaigns

● Configure campaign objectives, budgets, bidding strategies, audience signals, locations, devices, schedules, and ad extensions

● Create Responsive Search Ads, Shopping campaigns, and Performance Max asset groups

● Ensure campaigns follow internal naming conventions and account structure

● Perform campaign QA before launch to ensure error-free execution

Campaign Optimization:

● Monitor campaign performance daily and take timely optimization actions

● Optimize bids, budgets, keywords, audiences, placements, devices, and schedules

● Pause underperforming campaigns and scale winning campaigns

● Improve Quality Score through better keyword selection, ad relevance, and landing page experience

● Execute A/B tests across ad copy, landing pages, bidding strategies, keywords, and campaign structures

● Continuously improve ROAS, CPA, CTR, Conversion Rate, and overall account efficiency

Google Merchant Center & Feed Optimization:

● Manage and maintain Google Merchant Center and Merchant Center Next

● Monitor Merchant Center Diagnostics and resolve product disapprovals, feed errors, and account issues

● Optimize product feeds to improve Shopping campaign performance

● Maintain product attributes including Titles, Descriptions, GTINs, MPNs, Brand, Product Type, Custom Labels, and Google Product Categories

● Optimize feeds to improve product visibility, CTR, and ROAS

● Work with supplemental feeds, feed rules, and automated feed improvements

● Coordinate with the catalog and development teams to ensure feed accuracy and freshness

● Ensure maximum product approval and Shopping eligibility

● Stay updated with Google Shopping policies and Merchant Center updates

Analytics and Reporting:

● Pull and analyze campaign performance data from Google Ads and Google Analytics (GA4)

● Track key metrics including ROAS, CPA, CPC, CTR, CVR, Impression Share, Quality Score, Search Lost IS, Conversions, Revenue, and Spend

● Analyze Search Terms Reports to identify winning keywords and eliminate wasted spend

● Identify optimization opportunities based on campaign performance

● Prepare daily, weekly, and monthly performance reports with actionable insights

● Highlight performance trends and recommend next steps

Budget Management and Scaling:

● Manage daily, weekly, and monthly advertising budgets efficiently

● Allocate budgets based on campaign performance

● Scale winning campaigns while maintaining target CPA and ROAS

● Monitor budget pacing and ensure efficient utilization of advertising spend

Tracking and Conversion Setup:

● Ensure accurate conversion tracking using Google Tag Manager and Google Ads Conversion Tracking

● Verify GA4 integration and conversion events

● Validate Enhanced Conversions, remarketing tags, and audience signals

● Troubleshoot tracking issues and coordinate with the technical team when required

Account Management

● Monitor overall account health and campaign delivery

● Monitor Google Merchant Center Diagnostics daily

● Troubleshoot campaign issues, product disapprovals, policy violations, and account suspensions

● Maintain a clean and organized Google Ads account structure

● Stay updated with Google Ads features, Merchant Center updates, AI bidding strategies, and industry best practices