Role: Search Engine Marketing
Level: Senior Executive
Location: Gurugram
Reporting To: Deputy Manager - Performance Marketing
About The Function
The Marketing function at MakeMyTrip is responsible for building a strong brand presence, driving customer acquisition, and maximizing engagement across all channels. By combining creativity with data-driven insights, the team designs and executes targeted campaigns that deliver measurable business impact. Within this, the Performance Marketing team spearheads customer acquisition and growth initiatives across key business verticals, including Ground Transport (Buses, Cabs & Trains), Holidays, Forex, and Gift Cards. As a critical growth engine for MakeMyTrip, the team leverages data-driven marketing strategies, advanced analytics, and performance channels such as Google Ads to drive high-quality traffic, optimize conversions, maximize marketing ROI, and deliver sustainable business growth.
About The Role
The incumbent will be responsible for planning, executing, and optimizing search engine marketing campaigns across Google Ads for multiple Emerging Businesses. The role focuses on driving qualified traffic, improving conversion rates, and maximizing return on investment through data-driven campaign strategies and continuous optimization. It involves managing campaign budgets, monitoring performance, preparing forecasts, conducting account audits, and partnering with cross-functional teams to enhance campaign effectiveness, unlock growth opportunities, and achieve business objectives.
What Will You Be Doing
- Develop and execute effective search engine marketing strategies to increase visibility, drive traffic, and achieve conversion goals.
- Conduct keyword research, competitive analysis, and audience targeting to identify relevant and high-performing keywords for our campaigns.
- Manage and optimize Google Ads accounts, including campaign setup, budget allocation, keyword selection, ad copy creation, bid management, and performance tracking.
- Monitor campaign performance metrics (ROAS, conversion rates, quality score, etc.) and identify areas for improvement. Implement necessary adjustments to maximize campaign performance.
- Perform A/B testing and other experiments to optimize ad copy, landing pages, and other elements to improve conversion rates.
- Collaborate with the content and design teams to create compelling and relevant ad copies and landing pages that align with our marketing objectives.
- Stay updated with industry trends, best practices, and algorithm changes to ensure our campaigns remain competitive and effective.
- Generate regular reports and provide insights on campaign performance, KPIs, and recommendations for improvement.
- Prepare SEM report slides/decks and assist in presenting to function heads in monthly/fortnightly meetings.
- Stay informed about competitor activities and market trends, identifying opportunities for growth and optimization.
- Conduct regular audits to ensure compliance with search engine policies and recommend corrective actions as needed.
Qualification & Experience
- Bachelor's degree in marketing, business, or a related field.
- 2-4 years of hands-on experience in Search Engine Marketing, specifically Google Ads.
- Strong knowledge of Google Ads platform, including campaign setup, keyword research, bid management, and performance tracking.
- Experience of new Google Ads types/formats (e.g., performance max) is preferred
- Proficient in using Adobe Analytics, Redash reports and other relevant tracking tools to measure campaign performance and derive actionable insights.
- Solid understanding of SEO principles and how they relate to SEM strategies.
- Familiarity with other search engine marketing platforms such as Bing Ads, etc., is a plus.
- Analytical mindset with the ability to interpret data, identify trends, and make data-driven decisions.
- Strong organizational and project management skills with the ability to handle multiple campaigns simultaneously.
- Ability to work independently and collaboratively in a fast-paced, deadline-driven environment.
Key Success Factors Of The Role
- Proficiency in Ad Platforms: Mastery of major advertising platforms (Google Ads, Bing/Facebook Ads).
- Proficiency in Analytical Tools: Skilled in using analytics tools (Adobe/Google Analytics, Redash) to track performance and derive insights.
- Budget Management: Efficiently allocate and manage budgets to optimize ROI and achieve campaign goals.
- ROI Focus & Optimization – Continuously optimize campaigns to enhance performance and ensure a positive return on investment.
- Industry Trends & Platform Updates – Stay updated with the latest trends, changes in algorithms, and best practices in digital marketing.
- Adaptability & Agility – Quickly adapt strategies based on new developments, platform updates, and evolving market conditions.
- Tracking & Tagging – Implement and manage tracking codes and tags to accurately measure and report on campaign performance.
- Customer Insights – Understand customer behavior, preferences, and pain points to create more targeted and effective campaigns.
- Communication Skills – Excellent written and verbal communication skills with the ability to clearly present ideas, strategies, and performance insights.
