Digital Marketing Manager
Job description
Original text imported from Reed
ROLE PURPOSE:
We are seeking a skilled and results-oriented Digital Marketing Manager to join our higher education company. As a Digital Marketing Manager, you will play a critical role in developing and executing strategic paid campaigns to promote our educational programs, drive student enrolment, and enhance our brand visibility. Your expertise in Google/Meta advertising and data analysis will contribute to the success of our digital marketing initiatives. This is an exciting opportunity to make a significant impact on our student recruitment efforts and overall business growth.
ROLE AND RESPONSIBILITIES:
- Develop and implement PPC strategies for student recruitment: Create and execute comprehensive PPC campaigns that effectively target prospective students, promote our programs, and drive quality leads. Conduct market research, competitor analysis, and audience segmentation to identify opportunities and refine targeting strategies.
- Manage PPC campaigns and budgets: Set up, monitor, and optimize PPC campaigns across various advertising platforms, including Google Ads, Bing Ads, and social media channels. Monitor budget allocations, bid strategies, and ad performance to maximize return on investment (ROI) and achieve enrolment targets.
- Conduct keyword research and ad copywriting: Perform in-depth keyword research to identify relevant and high-converting keywords for our target audience. Develop compelling ad copy that aligns with our brand voice, highlights our unique value proposition, and encourages user engagement and conversions.
- Monitor and analyse campaign performance: Regularly monitor campaign metrics, including click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Utilize analytics tools to gather insights and make data-driven decisions to optimize campaigns, improve performance, and increase student enrolment.
- Implement landing page optimization strategies: Collaborate with the marketing and web development teams to create and enhance landing pages that align with PPC campaigns. Implement best practices for landing page design, user experience, and conversion rate optimization to improve lead quality and conversion rates.
- Stay updated on industry trends and best practices: Continuously stay abreast of industry trends, emerging technologies, and best practices in PPC advertising, digital marketing, and higher education marketing. Leverage this knowledge to propose innovative strategies and drive ongoing improvements to our PPC campaigns.
- Create and manage campaigns across Facebook and Instagram, with a strong focus on audience segmentation, lookalike modeling, retargeting, creative testing, and conversion tracking.
- Audience Targeting: Build and manage advanced targeting strategies including custom audiences, lookalike audiences, interest-based targeting, and behavioural segmentation.
- Ad Creative Management: Collaborate with design/content teams to develop compelling ad creatives (images, videos, carousels, reels) and test variations for performance.
- Optimization & Scaling: Continuously monitor performance, adjust bids, budgets, and placements, and scale winning campaigns to maximize ROI.
- Retargeting & Funnels: Create retargeting strategies to nurture leads through the funnel—from awareness to conversion.
- Analytics & Reporting: Track KPIs including CTR, CPC, CPA, ROAS, and LTV. Provide weekly and monthly performance reports with actionable insights.
- Compliance & Best Practices: Ensure all campaigns follow Meta’s advertising policies and stay updated with platform algorithm changes and emerging ad formats.
ESSENTIAL SKILLS AND EXPERIENCE:
- Excellent written and spoken communication skills.
- Bachelor's degree in marketing, advertising, or a related field (preferred)
- Proven experience as paid marketing manager or in a similar role, preferably in the higher education industry
- Proficiency in Google Ads, Meta Ads, TikTok and LinkedIn ads
- Strong analytical skills with the ability to interpret data and make informed decisions.
- Excellent understanding of keyword research, ad copywriting, and campaign optimization techniques
- Familiarity with analytics tools such as Google Analytics and conversion tracking
- Ability to work effectively in a fast-paced, deadline-driven environment.
- Strong communication and collaboration skills, with the ability to work cross-functionally with marketing and web development teams.
Key skills
AI-extracted from the job advert
Application advice
5 AI-generated recommendations to maximise your chances.
⭐ Highlight your Google Ads and Meta advertising expertise prominently as these are the primary platforms mentioned for student recruitment campaigns
📊 Quantify your PPC results: 'Managed £50k monthly ad spend, achieving 23% lower CPA and 180% ROAS for education sector'
🎯 Emphasise your higher education or student recruitment experience as this role specifically targets educational program promotion
🌐 Showcase your landing page optimization skills and collaboration with web development teams for conversion improvements
🤝 Demonstrate your ability to work with creative teams on ad development and your experience with audience segmentation strategies
Suggested CV bullets
3 bullets our AI drafted for this specific advert, mirroring its ATS keywords.
Add these 3 bullets under your most recent experience:
- •Managed £45k monthly Google Ads budget for education sector, achieving 28% reduction in cost per acquisition and 165% ROAS across 12 program campaigns
- •Implemented Meta advertising strategy with lookalike modeling and retargeting, generating 340 qualified student enquiries and increasing conversion rates by 42%
- •Optimised landing pages in collaboration with web development team, improving campaign conversion rates from 3.2% to 5.8% for higher education programs
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Letter preview — tailored to Gedu
Dear Hiring Manager,
Gedu's focus on strategic student recruitment through digital channels aligns perfectly with my expertise in Google Ads and Meta advertising for educational institutions. My experience managing PPC campaigns and implementing audience segmentation strategies would directly support your enrolment targets and brand visibility goals.
My background in digital marketing has equipped me with comprehensive skills in campaign optimization, conversion tracking, and data analysis. I have successfully managed multi-platform advertising budgets, developed compelling ad copy, and collaborated with creative teams to enhance landing page performance and drive quality leads.
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Interview questions
10 questions generated from this advert.
Technical
- ›How would you structure a Google Ads campaign for student recruitment in higher education?
- ›What metrics would you prioritise when optimising PPC campaigns for educational institutions?
- ›How do you approach audience segmentation for Facebook and Instagram campaigns targeting prospective students?
- ›What tools and methods do you use for keyword research in the education sector?
- ›How would you set up conversion tracking for student enquiries and enrolments?
Behavioural
- ›Describe a time when you had to optimise an underperforming PPC campaign. What was your approach?
- ›Tell me about a challenging budget constraint you faced and how you maximised ROI within those limits
- ›How do you handle competing priorities when managing multiple campaigns simultaneously?
- ›Describe a situation where you had to collaborate with other teams to improve campaign performance
- ›Give an example of when you used data analysis to make a significant improvement to a marketing campaign
STAR answer examples
Model answers using the Situation-Task-Action-Result framework. Adapt to your own experience.
Describe a time when you had to optimise an underperforming PPC campaign. What was your approach?
Tell me about a challenging budget constraint you faced and how you maximised ROI within those limits