SEM Senior Analyst, Paid Search Activation

Citi•New York, NY

12d

About The Position

Upload and structure campaigns in Google Ads and Microsoft Ads, including ad groups, keywords, match types, and bid strategies. Write and traffic ad copy variations, ensuring alignment with brand tone and compliance requirements. Implement sitelinks, callouts, structured snippets, and other ad extensions. Apply audience targeting, geotargeting, device bid adjustments, and scheduling. Apply UTMs, click trackers, and Floodlight/Conversion tags. Test tags in GTM and validate firing in QA tools before launch. Confirm alignment with analytics team tracking documentation. Perform structured QA checks: ad approval status, correct URLs, negative keyword coverage, budget caps, and proper account hierarchy. Validate campaign builds against compliance requirements (disclaimers, negative keywords, etc.). Ensure proper account hygiene, deduplication of keywords, ad rotation settings, bid strategy checks. Check daily budget pacing, CTR, CPC, and conversion trends; flag anomalies. Run “morning health checks” on campaign performance dashboards. Generate weekly campaign performance reports with commentary. Set up A/B or multivariate ad copy and landing page tests. Monitor test performance, capture results, and report insights back to Managers/Strategists. Maintain build trackers, QA logs, and pacing sheets. Document learnings from campaign builds to improve SOPs.

Requirements

2-5 years of experience in SEM execution.
Strong working knowledge of Google Ads, Microsoft Ads, SA360, GA4, and Excel/Sheets.
Meticulous attention to detail and process discipline.
Strong analytical mindset with ability to troubleshoot quickly.
Bachelors/University degree or equivalent experience

Nice To Haves

Hands-on keyboard agency experience a plus.
Prior experience working in highly-regulated industries preferred.

Responsibilities

Upload and structure campaigns in Google Ads and Microsoft Ads, including ad groups, keywords, match types, and bid strategies.
Write and traffic ad copy variations, ensuring alignment with brand tone and compliance requirements.
Implement sitelinks, callouts, structured snippets, and other ad extensions.
Apply audience targeting, geotargeting, device bid adjustments, and scheduling.
Apply UTMs, click trackers, and Floodlight/Conversion tags.
Test tags in GTM and validate firing in QA tools before launch.
Confirm alignment with analytics team tracking documentation.
Perform structured QA checks: ad approval status, correct URLs, negative keyword coverage, budget caps, and proper account hierarchy.
Validate campaign builds against compliance requirements (disclaimers, negative keywords, etc.).
Ensure proper account hygiene, deduplication of keywords, ad rotation settings, bid strategy checks.
Check daily budget pacing, CTR, CPC, and conversion trends; flag anomalies.
Run “morning health checks” on campaign performance dashboards.
Generate weekly campaign performance reports with commentary.
Set up A/B or multivariate ad copy and landing page tests.
Monitor test performance, capture results, and report insights back to Managers/Strategists.
Maintain build trackers, QA logs, and pacing sheets.
Document learnings from campaign builds to improve SOPs.