PPC Specialist

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We are looking for a PPC specialist to join our team in West Kensington, London. You will be based within our content marketing team, which is responsible for the production of marketing materials and content to contribute to the recruitment of international students for a life-changing education experience. To get a better insight into our offering, take a look at one our videos.

As our specialist in PPC and performance media, you will act as the main authority to devise, advise, implement and improve campaigns from a holistic point of view – both from a marketing perspective, by optimizing CPC, CPM and CPL, and from a on-page and lead quality perspective, by looping feedback into campaigns.

The PPC Specialist will be responsible for launching various paid search, display, Gmail Sponsored promotions and paid social campaigns across Google Adwords, Yahoo, Twitter, Instagram, Facebook etc. to drive ongoing and last minute recruitment of international students to KIC Pathways colleges.

Key responsibilities:

• Develop, implement and monitor paid search campaigns for KIC Pathways to achieve objectives in targeted leads and customer acquisition


• Create and manage keyword list for multiple geographic regions


• Execute bid strategy


• Work with content, digital production and design teams to select, provide requirements and improvements for landing pages and URLs


• Act on lead quality feedback from recruitment team to improve campaign performance


• Continually track keyword performance and perform in-depth quantitative analyses of paid search marketing campaigns


• Potentially manage freelance/agency Pay Per Click suppliers outside of UK


• Source, contract and manage paid advertising campaign on third party networks or publisher sites


• Work with content and design colleagues to specify technical requirements of advertising design creative


• Recommend search engine marketing requirements to the Web Team where appropriate


• Be the search engine marketing expert within the Content and Marketing team, training and sharing best practice

About you

To be considered for the role, you will need:

• Prior experience of managing multiple or complex PPC accounts


• Specific knowledge of advertising platforms (Google Adwords, MSN, Yahoo etc.)


• Related online marketing experience including managing paid search marketing campaigns, campaign development, management, and performance reporting


• Comprehensive understanding of the search engine marketing industry including search engines and related tools/vendors


• Strong analytical and numerical skills


• Demonstrated ability to analyse and interpret complex data


• Ability to work on own initiative to plan, prioritise and deliver short and medium-term projects


• Proven interpersonal, communication and team-working skills


• Advanced knowledge of MS Excel

Also desirable would be:

• Google AdWords Qualification


• Direct knowledge or experience of Google and Web Analytics


• Direct knowledge or experience of the international education sector


• Experience of managing multilingual, multi-regional PPC campaigns


• A foreign language


• Knowledge of SEO and moving activity between paid and organic search

What we will offer you

As PPC Specialist, working right at the heart of Content and Marketing team, you will be joining a dynamic multilingual business in the high-growth industry of international education and in a company which prides itself on its exceptional student experience and study outcomes. You will benefit from exposure to sophisticated multi-channel marketing strategies, responsive rich-media web development and multilingual education planning and counselling across dozens of markets.

Permanent employees of Kaplan International enjoy a variety of benefits including a comprehensive pension plan, access to a subsidised café and bar, health and well-being schemes and childcare vouchers.

Application method

Please apply with CV/Linkedin application and covering letter.

Closing date: 12th February 2016

About us
Kaplan International Colleges, a division of Kaplan, Inc., is an exciting company in the world of international education. In our International Higher Education division, we offer a range of courses from University preparation programmes in the UK, Australia, USA, China, the Middle East and Nigeria through to full degree programmes, often in partnership with universities, at locations in Singapore, Hong Kong and Australia. Through our academic partnerships with leading universities, our expertise in international student recruitment and focus on first-rate pastoral care and student support, we offer international students high quality, flexible international higher education study opportunities.