Search Specialist
Description
Company: GoHealth Urgent Care
Position: Search Specialist
Reporting to: Digital Media Manager
Location: GoHealth markets (Remote)
Company Description
GoHealth Urgent Care is transforming urgent care through an innovative model with a deep patient and consumer focus, data-driven operations, and cutting-edge technology. GoHealth UC is one of the fastest growing urgent care companies in the country with approximately 150 locations across New York, Connecticut, Delaware, North Carolina, Missouri, Oklahoma, Oregon, Washington, and California, and dozens of additional sites under contract over the next 12 months.
With a strong emphasis on patient satisfaction, GoHealth UC uses Business Intelligence solutions to make informed, data-driven decisions. Innovative and award-winning clinic design, website and mobile check-in solutions lead to improved patient experiences, as well as operational efficiencies. GoHealth UC has a unique partnership model and a multi-channel marketing strategy that focuses on the communities it serves and enhances brand awareness, fueling growth for the organization in existing and future markets.
The GoHealth UC joint venture model has proven to be extremely effective and competitively differentiating. Prominent co-branding with its large, integrated health system partners and deep IT integration have led to increased volume and financial results, as well as improved clinical quality. GoHealth UC’s unique health system collaboration model has given its patients greater access to the entire healthcare continuum through same day or next day referrals to primary care physicians, specialists and other ancillary services.
TPG Growth, one of the world’s leading investment funds, invested in GoHealth Urgent Care in 2014 to help launch the new urgent care brand and its national growth plan. TPG Growth is the middle market and growth equity investment platform of TPG, the world’s largest private equity firm with over $103 billion of assets under management.
Position Description
We are seeking a Search Specialist to support and drive the strategy for our growing paid search channel under the guidance of the Digital Media Manager. The Search Specialist will work closely with our agency partner to ensure the success of our paid search initiatives. This role involves driving strategy, reporting on performance, keeping the team updated with the latest paid search trends, and assisting in budgeting and forecasting decisions.
Campaign Strategy and Management:
- Drive the development and implementation of paid search tactics to target potential customers throughout their digital journey with GoHealth Urgent Care.
- Collaborate with the PPC agency to ensure all campaigns are strategically aligned, driving value and innovation across channels.
- Provide strategic oversight and direction for the agency in managing day-to-day paid search activities, including keyword research, campaign builds, ad copywriting, testing, bid management, landing page selection/optimization, and campaign optimization.
- Conduct regular audits of Google Ads and other paid search accounts to identify opportunities for improvement.
- Maintain deep understanding of bidding technologies, search ad types and the Google ads platform.
- Support campaign testing execution to continually enhance performance and achieve KPIs.
- Provide ad hoc support to SEO team in the form of audits, local listings management, etc.
Collaboration and Partnerships:
- Work closely with internal teams such as local marketing, IT, creative, web and BI to ensure a cohesive and localized paid search strategy.
- Collaborate with the SEO Manager to develop an integrated search strategy that includes paid search, organic search, and local search.
- Partner with the Brand Director and Creative Director on ad copy creation, ensuring brand voice consistency and setting a schedule for refreshing/testing copy.
- Maintain positive working relationships with key vendor partners, such as Google and Microsoft.
Monitoring, Reporting, and Trend Analysis:
- Track, analyze and interpret the performance of paid search campaigns, monitoring daily metrics such as impression share, cost per click (CPC), cost per acquisition (CPA), and conversion rate.
- Provide regular performance reports and insights to the Digital Media Manager and other stakeholders.
- Identify areas for optimization and communicate required actions to improve campaign effectiveness.
- Stay updated with industry best practices, vendor capabilities, costs, and technology advancements.
Communication and Insights:
- Consistently and clearly communicate insights and strategy to stakeholders with varying backgrounds and priorities regarding paid search.
- Tailor communication to address different stakeholder concerns, ensuring clarity and alignment with their specific interests and goals.
Budgeting and Forecasting:
- Assist in making budgeting decisions for paid search campaigns to ensure optimal allocation of resources.
- Contribute to forecasting efforts to predict campaign performance and financial outcomes.
- Work with the agency and internal stakeholders to manage budgets and hit performance targets.
Candidate Qualifications
Qualifications:
- 2+ years of experience in managing and optimizing paid search campaigns (Google Ads, Microsoft Ads).
- Strong analytical skills with a data-driven approach to decision-making.
- Proficiency in Google Analytics, Google Ads and other relevant tools.
- Excellent organizational and time management skills.
- Strong communication skills, capable of presenting complex data and insights in an understandable format.
- Intermediate to advanced Excel skills and proficiency with PowerPoint.
- Experience in agency or agency management is a plus.