Senior Performance Marketing Specialist (Google Ads, YouTube & Meta)

Education Sector Experience Preferred
- Immediate Joiner

Role Overview

We are looking for a highly analytical and strategic Performance Marketing Specialist to manage and scale paid campaigns for a leading design college.

This role requires deep expertise in:
Google Ads (Search, Performance Max, Display, YouTube)

Meta Ads (Facebook & Instagram)

Funnel tracking & offline conversion optimization

Geographic campaign structuring

Intent-layered keyword architecture

Education industry performance dynamics

Core Responsibilities

1. Campaign Architecture & Structuring

Build geo-tiered campaign structures based on state-wise admission performance.

Consolidate fragmented campaigns while preserving learning density.

Create 3-layer intent segmentation:
High Intent (Exact match)

Mid Intent (Phrase match)

Discovery (Controlled Broad)

Prevent internal auction competition between campaigns and ad groups.

Design negative keyword isolation matrix.

2. Advanced Google Ads Management





Must have hands-on experience with:
Search campaigns (exact/phrase/broad layering strategy)

Performance Max control and restructuring

Audience signals inside PMax

Placement exclusions (apps, junk inventory)

URL expansion control

Brand exclusions

Device bid adjustments

Dayparting strategy

Match type hierarchy

Smart bidding learning phases

When to use Max Conversions vs Target CPA

When to temporarily revert to manual CPC

How to stabilize volatile campaigns

3. Geographic Optimization Expertise

Must be able to:
Design state-based campaign clusters

Allocate budgets based on enrollment contribution

Fix Presence vs Presence or Interest issues

Prevent small-town traffic leakage

Use location bid adjustments strategically

4. Enrollment-Focused Optimization (Very Key)

Lead ≠ Admission

How to optimize for cost per admission, not just cost per lead

How to structure campaigns based on enrollment probability

📌 Performance Marketing Specialist (Indore)
🏢 Artemisia College of Art & Design
📍 Indore