Paid Media Specialist

Job Description

Job Description

At Mindify Wellness and Care, we are at the forefront of compassionate and innovative mental healthcare. Our mission is to empower individuals on their journey to mental wellness by providing accessible, evidence-based services and fostering a supportive, stigma-free community. We leverage technology and a patient-centered approach to deliver exceptional care. We are seeking a talented and ethically-minded Paid Media Specialist to help us effectively reach those who need our support through strategic digital advertising across various platforms.

Position Summary: The Paid Media Specialist at Mindify Wellness and Care will be responsible for the strategic planning, execution, and optimization of our paid advertising campaigns across Google Ads (Search, Display, YouTube) and social media platforms, primarily Facebook/Meta (Instagram, Facebook) . This critical role involves driving awareness, lead generation, and patient acquisition, all while maintaining a deep understanding of the unique sensitivities and ethical considerations within the mental health industry. The ideal candidate will be highly analytical, creative, and passionate about connecting individuals with the care they need.

Key Responsibilities:

• Comprehensive Campaign Strategy & Management:
  • Develop, implement, and manage integrated paid media strategies across Google Ads (Search, Display, YouTube) and social media platforms (Facebook, Instagram) to achieve Mindify Wellness and Care's marketing objectives (e.g., lead generation, patient inquiries, brand awareness, app downloads).
  • Conduct in-depth keyword research for Google Ads, and thorough audience segmentation and targeting research for social media ads, all tailored to the mental health sector.
  • Structure campaigns, ad sets/groups, and targeting parameters for optimal performance and efficiency across both search and social channels.
  • Manage daily, weekly, and monthly budgets effectively across all platforms, ensuring maximum ROI and efficient spend.
• Ad Creative & Copywriting for Both Channels:
  • Craft compelling, compliant, and empathetic ad copy and headlines that resonate with individuals seeking mental health support, adhering strictly to advertising platform policies for sensitive categories.
  • Collaborate closely with our design and content teams to develop high-performing visual assets (images, videos) specifically optimized for the unique requirements of Google Display/YouTube and social media ad formats.
  • Implement rigorous A/B testing strategies for ad creatives, copy, landing pages, and bidding strategies to continuously improve campaign performance on both Google and social platforms.
• Performance Analysis & Cross-Platform Optimization:
  • Routinely monitor, analyze, and report on key performance indicators (KPIs) such as impressions, clicks, CTR, CPC, CPA, conversion rates, and ROI, specifically differentiating performance between Google and social channels.
  • Utilize Google Analytics, Google Ads, Facebook Ads Manager, and other relevant analytics tools to derive actionable insights and identify opportunities for optimization across all campaigns.
  • Proactively adjust bidding strategies, targeting, ad placements, and budget allocation on both Google and social platforms to maximize campaign effectiveness and achieve desired outcomes.
  • Identify and implement strategies to improve Quality Scores in Google Ads and relevance scores in Facebook Ads.
• Compliance & Ethical Advertising:
  • Stay rigorously up-to-date with Google Ads and Facebook/Meta advertising policies, especially those pertaining to healthcare, sensitive topics, and privacy (e.g., HIPAA compliance, special ad categories).
  • Ensure all advertising campaigns are ethical, transparent, and do not make misleading or overly aggressive claims, maintaining a compassionate and trustworthy voice.
  • Maintain a sensitive and empathetic tone in all ad messaging, reflecting Mindify Wellness and Care's core values.
• Integrated Reporting & Communication:
  • Prepare clear, concise, and insightful performance reports for stakeholders on a regular basis (weekly, monthly, quarterly), providing a holistic view of performance across all paid channels.
  • Communicate campaign results, strategic recommendations, and market insights effectively to the marketing team and leadership.
  • Collaborate with other marketing team members (e.g., SEO, content, web development) to ensure integrated digital strategies and a cohesive user journey.
• Industry Trends & Innovation:
  • Continuously research and stay informed about the latest trends, best practices, and algorithm changes in Google Ads, Facebook/Meta Ads, and the broader digital advertising landscape.
  • Identify and propose new advertising opportunities, platforms, or technologies that could benefit Mindify Wellness and Care's outreach efforts.

Qualifications:

• Education: Bachelor's degree in Marketing, Advertising, Business, Data Analytics, or a related field.
• Experience:
  • 3+ years of hands-on experience managing and optimizing robust campaigns across both Google Ads (Search, Display, YouTube) and Facebook/Meta Ads (Facebook, Instagram) .
  • Prior experience in the mental health, healthcare, or wellness industry is highly preferred, demonstrating an understanding of sensitive topics and compliance.
  • Proven track record of driving measurable results (leads, conversions, ROI) through paid media campaigns.
  • Experience with conversion tracking setup and troubleshooting (Google Tag Manager, Facebook Pixel).
• Skills:
  • Expert-level proficiency in Google Ads platform and Facebook Ads Manager.
  • Strong analytical skills with the ability to interpret complex data, identify trends, and translate insights into actionable strategies.
  • Excellent understanding of PPC (Pay-Per-Click), bid strategies, audience targeting, and conversion rate optimization (CRO) for both search and social.
  • Proficiency in Google Analytics for comprehensive reporting and analysis.
  • Exceptional written communication skills for crafting compelling and compliant ad copy for diverse platforms.
  • Ability to work independently and as part of a collaborative team.
  • Strong organizational skills and meticulous attention to detail, with the ability to manage multiple campaigns and budgets simultaneously.
  • Adaptability to a fast-paced environment and the rapidly evolving digital advertising landscape.
  • High degree of empathy and sensitivity when addressing mental health topics in advertising.
• Certifications (Highly Valued):
  • Google Ads Certifications (Search, Display, Video, Measurement)
  • Facebook Blueprint Certifications (Media Planning, Buying)

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