Smile is a national digital health company with almost 20 years in the industry, comprising 5 divisions including the National Dental Network, Health Fund Partnerships, Projects & Investments, plus more recently, Retail Dental Cover and Corporate Dental Cover.
Smile is committed to revolutionising quality healthcare accessibility and affordability for the people of Australia. Smile is the top-rated dental cover in the country, offering Retail Dental Cover to the public and Corporate Dental Cover to companies and their teams across Australia.
Smile has been operating successfully with a globally distributed team since 2017.
The Role
ROLE OBJECTIVES
This performance profile aims to attract a PPC Manager with a demonstrated history of crafting and executing effective paid search campaigns across various platforms to drive traffic, conversions, and revenue growth. As the PPC Manager at Smile, you will be responsible for optimising and expanding our paid search initiatives to increase visibility and drive qualified leads for Retail Dental Cover and Corporate Dental Cover.
Key Responsibilities
Strategic Campaign Development:
Develop and execute paid search strategies aligned with business goals to increase member acquisition for our dental cover products across Google, Bing and other relevant search platforms.
Continuously monitor, analyse, and optimise PPC campaigns to maximise ROI, improve click-through rates, and reduce cost per acquisition across platforms. This includes optimising targeting options, ad placements, and bidding strategies.
- Keyword Research & Management:
Conduct thorough keyword research to identify relevant search terms and opportunities. Manage keyword bids, ad copy, and landing page optimisation to enhance campaign performance across all advertising channels.
Effectively manage PPC budgets to ensure optimal allocation of funds across campaigns and channels, maintaining a balance between cost efficiency and performance.
Develop testing hypotheses and implement a prioritised testing plan to ensure continuous learning.
Coordinate A/B testing of ad copy and bidding strategies to identify high-performing variations and improve overall campaign and company search performance.
Generate regular reports on key PPC metrics, including impressions, clicks, conversions, and cost per conversion across all advertising platforms. Provide actionable insights and recommendations based on data analysis to drive continuous improvement in campaign performance.
- Collaboration and Communication:
Work closely with our SEO lead and the rest of the Growth Marketing team to align PPC strategies with our organic search initiatives and overall marketing programs s. Communicate campaign performance, updates, and insights effectively to stakeholders.
KEY PERFORMANCE INDICATORS
- ROI (Return on Investment):
Measure the return generated from PPC campaigns compared to the investment made, ensuring positive ROI for each campaign.
- CTR (Click-Through Rate):
Monitor the percentage of users who click on PPC ads compared to the total number of impressions, aiming for high CTRs indicative of ad relevance and effectiveness.
Track the average cost paid for each click on PPC ads, optimising campaigns to achieve lower CPC while maintaining performance.
Measure the percentage of users who take desired actions, such as filling out a form or making a purchase, after clicking on PPC ads, optimising campaigns to improve conversion rates.
- CPA (Cost Per Acquisition):
Calculate the average cost incurred to acquire a new member or lead through PPC campaigns, aiming for efficient acquisition costs.
Monitor the average position of PPC ads in search engine results pages (SERPs), aiming for higher ad positions to increase visibility and clicks.
Ideal Profile
Qualifications & Skills
- Bachelor's degree in marketing, advertising, business, or a related field.
- Previous experience in digital marketing, specifically in PPC advertising.
- Proficiency in using PPC advertising platforms such as Google Ads, Bing Ads, or social media advertising platforms.
- Strong analytical skills to interpret data and make data-driven decisions.
- Knowledge of SEO and SEM best practices.
- Excellent communication and organisational skills.
- Certifications such as Google Ads certification or other relevant industry certifications may be preferred.
- Experience with A/B testing and optimising performance campaigns.
- Ability to stay up-to-date with industry trends and best practices in PPC advertising.
If you believe you are a great fit for the role and meet ALL requirements above, we look forward to hearing from you!
What's on Offer?
- Opportunity within a company with a solid track record of performance
- Opportunity to make a positive impact
- Fantastic work culture
