Key Responsibilities

1. Google Ads / Google AdWords

- Plan, create and manage Google Ads campaigns for IPFC Academy's courses.
- Manage campaigns for CMA USA, CPA USA, CIA USA, ACCA, CFA and other courses.
- Conduct keyword research and identify high-intent keywords.
- Develop compelling ad copies focused on generating enquiries and admissions.
- Manage keywords, negative keywords, bids, budgets, locations and audiences.
- Monitor and optimise CPC, CTR, CPL, conversion rate and campaign ROI.
- Analyse search terms and eliminate irrelevant/low-quality traffic.
- Conduct A/B testing of ads, landing pages and campaign strategies.
- Monitor competitor advertising and identify new opportunities.
- Ensure proper conversion tracking for enquiry forms, calls and WhatsApp leads.

2. Facebook & Instagram / Meta Ads

- Plan, create and manage Meta advertising campaigns for IPFC Academy.
- Run campaigns for course enquiries, webinars, seminars, offers and admissions.
- Develop appropriate audience targeting strategies.
- Manage retargeting and lookalike audience campaigns.
- Coordinate with the design/content team to develop effective ad creatives.
- Test different creatives, copies, audiences and campaign objectives.
- Monitor CPL, lead quality and conversion performance.
- Continuously optimise campaigns based on performance data.

3. SEO

- Develop and execute an SEO strategy for IPFC Academy.
- Conduct keyword research for qualified courses and related search terms.
- Optimise course pages,



landing pages and blogs for relevant keywords.
- Monitor keyword rankings and organic traffic.
- Conduct competitor SEO analysis.
- Identify opportunities to improve organic lead generation.
- Work with the content team to develop SEO-focused blogs and website content.
- Manage basic technical SEO and off-page SEO activities.

4. Website Management & On-Page SEO

Take ownership of the day-to-day SEO optimisation of the IPFC Academy website.

Responsibilities include:

- Optimising page titles and meta descriptions.
- Optimising H1, H2 and H3 headings.
- Improving website content and keyword placement.
- Optimising URLs and internal linking.
- Optimising images and ALT tags.
- Identifying broken links and indexing issues.
- Improving website navigation and user experience.
- Recommending improvements to landing pages and enquiry forms.
- Improving CTAs such as "Enquire Now", "Book a Counselling Session", "Download Brochure" and "Join the Batch".
- Coordinating with developers for required website changes.
- Ensuring course pages are both SEO-friendly and conversion-oriented.

5. Lead Generation & Conversion

This is a critical responsibility of the role.

The candidate will be expected to work closely with the Career Counselling/Sales Team to improve the complete digital lead funnel:

Pay: ₹20,000.00 - ₹30,000.00 per month

Perks:

- Cell phone reimbursement

Work Location: In person

📌 Digital Marketing & Lead Generation Specialist (Kalighat)
🏢 International Professional Financial Careers Academy
📍 Kalighat