PPC Specialist

Quacquarelli Symonds Limited; Bengaluru; Hybrid; INR 450,000 - 650,000; Full time

Job summary

QS World University Rankings is seeking a PPC Specialist in Bengaluru to manage and optimize paid search and paid social campaigns for student recruitment. This role supports a hybrid work model with required in-office presence 2 days per week.

You will drive campaign strategy, execution, testing, and analytics to maximise enrolment outcomes and ROI across platforms while collaborating with cross-functional teams.

Responsibilities

• Plan and implement PPC campaigns globally for QS student enrolment.
• Build campaigns, ad groups, audiences, keywords, and ads daily.
• Conduct keyword research to identify targeting opportunities.
• Collaborate with teams to align PPC with business goals.
• Create and optimize campaigns across Meta, Google, TikTok, LinkedIn, and other channels.
• Run A/B tests on ads, audiences, and landing pages.
• Monitor performance and identify optimization opportunities.
• Set up conversion tracking and GA4 goals.
• Report PPC results to management and regional teams.
• Improve ad creatives, impression share, and CPC/CPA.
• Test new creative approaches to boost performance and engagement.
• Identify opportunities for continuous improvement through structured testing.

Job description

Role: PPC Specialist

Location: Bangalore

Job type: Full time, Permanent

This position offers a hybrid work model, allowing flexibility between working from home and our office. Employees are expected to work 2 days in the office per week.

Why QS?

At QS, we believe that work should empower you. That’s why we foster a flexible working environment that encourages every employee to own their career whilst flourishing personally and professionally. Our commitment to people development is recognised globally: QS is a Gold-accredited Investors in People organisation, placing us among the top 28% of workplaces worldwide. Our company values underpin everything we do – we collaborate, respect and support each other.

It’s our mission to empower motivated people around the world to fulfil their potential through higher education, ensuring that everyone has access to opportunities that change lives.

Our diversity makes us stronger. By sharing our experiences, we learn from one another and achieve more together, driving progress across the sector.

At QS, you’ll be responsible for implementing real change in the international higher education landscape. You’ll take on meaningful challenges that see a positive impact across the business and the wider sector.

We’re confident you’ll feel right at home here. QS was named as one of Newsweek’s Top 100 Most Loved Workplaces® in the UK (October 2023), recognising the respect, trust and appreciation that drive our culture every day.

The role

As a PPC Specialist, you will manage, execute, and optimise Paid Search and Paid Social PPC marketing campaigns for our student recruitment products and services. The goal is to deliver the most efficient results across conversions, traffic, and other key performance indicators.

Within this role, you will devise and execute the PPC strategy agreed with the Head of Performance Marketing, whilst managing all aspects of planning, implementation, reporting, campaign administration, auction bid management, and optimisation.

The ideal candidate will possess a deep understanding of digital marketing trends, AI and analytics tools, with a proven track record of optimising PPC campaigns to drive measurable results.

This role is critical to the success of our student recruitment strategy, helping the business reach the right audiences at the right time and maximise the return on our digital marketing investment. Through effective campaign management, testing, optimisation, and data-driven decision-making, the PPC Specialist will directly contribute to student enrolment growth and the achievement of our global recruitment objectives.

Role responsibilities

• Plan, develop, and implement PPC campaigns and new PPC activities worldwide for all QS student enrolment activities.
• Build and maintain campaigns, ad groups, audiences, keywords, ads, and targeting on a daily basis.
• Conduct thorough keyword research and analysis to identify optimal targeting opportunities.
• Collaborate with cross-functional teams to align PPC strategies with overall business goals and objectives.

Campaign Execution

• Create, manage, and optimise PPC campaigns across platforms such as Meta, Google, TikTok, LinkedIn, OpenAI, and other relevant channels.
• Develops and runs A/B tests on ads, audiences, landing pages, messaging,
• Monitors campaign performance and identifies optimisation opportunities.

Analytics & Reporting

• Utilise analytics tools to track and analyse campaign performance.
• Implement tracking, conversion actions, feeds, audiences, and other campaign requirements.
• Analyse performance and optimise campaigns based on established KPIs.
• Set up conversion tracking aligned with GA4 goals and platform objectives.
• Report on PPC performance to the line manager, senior management, and relevant regional QS student enrolment teams.

Creativity & Optimisation

• Take responsibility for improving PPC ad creative, impression share, Quality Scores, cost per click, and cost per conversion.
• Test and develop new creative approaches to improve campaign performance and engagement.
• Identify opportunities for continuous improvement through structured testing