Company Description
Artemisia College of Art & Design is the largest design college in Madhya Pradesh, offering UGC-recognized degree and diploma programs. The college specializes in Animation, Game Design, Interior Design, Fashion Design, Painting, and Photography. With a focus on nurturing creative talent, Artemisia provides a supportive and innovative learning environment. The institution is committed to academic excellence and producing professionals ready for the evolving design industry.
Role Description
This is a full-time, on-site role for a Senior Performance Marketing Specialist specializing in Google Ads, YouTube, and Meta, based in Indore. The candidate must understand not only lead generation but enrolment economics, geographic optimization, and advanced bidding strategies.
This role requires deep expertise in:
- Google Ads (Search, Performance Max, Display, YouTube)
- Meta Ads (Facebook & Instagram)
- Funnel tracking & offline conversion optimization
- Geographic campaign structuring
- Intent-layered keyword architecture
- Education industry performance dynamics
Core Responsibilities
1. Campaign Architecture & Structuring
- Build geo-tiered campaign structures based on state-wise admission performance.
- Consolidate fragmented campaigns while preserving learning density.
- Create 3-layer intent segmentation:
- High Intent (Exact match)
- Mid Intent (Phrase match)
- Discovery (Controlled Broad)
- Prevent internal auction competition between campaigns and ad groups.
- Design negative keyword isolation matrix.
2. Advanced Google Ads Management
Must have hands-on experience with:
- Search campaigns (exact/phrase/broad layering strategy)
- Performance Max control and restructuring
- Audience signals inside PMax
- Placement exclusions (apps, junk inventory)
- URL expansion control
- Brand exclusions
- Device bid adjustments
- Dayparting strategy
Candidate must understand:
- Match type hierarchy
- Smart bidding learning phases
- When to use Max Conversions vs Target CPA
- When to temporarily revert to manual CPC
- How to stabilize volatile campaigns
3. Geographic Optimization Expertise
Must be able to:
- Design state-based campaign clusters
- Allocate budgets based on enrolment contribution
- Apply radius targeting around Tier-1 cities
- Fix Presence vs Presence or Interest issues
- Prevent small-town traffic leakage
- Use location bid adjustments strategically
4. Enrolment-Focused Optimization (Very Important)
The candidate must understand:
- Lead Admission
- How to optimize for cost per admission, not just cost per lead
- How to structure campaigns based on enrolment probability
Must be able to:
- Implement offline conversion tracking
- Upload GCLID-based conversion data
- Assign weighted values:
- Lead
- Qualified Lead
- Campus Visit
- Admission
- Use value-based bidding
5. YouTube Strategy
- Build structured YouTube funnels (cold, warm, remarketing)
- Custom intent audience creation
- Student portfolio-based creative strategy
- View-to-lead tracking
- Placement optimization
- Frequency control
- Must understand YouTubes role in education decision cycle.
6. Meta Ads Expertise
- Campaign segmentation by geography
- Funnel layering (TOF, MOF, BOF)
- Lookalike audiences from admissions
- City-level targeting refinement
- Creative testing framework
- Lead form vs website conversion optimization
- Parent-targeted campaigns
7. Data & Analytics Skills
Must be comfortable with:
- GA4
- Conversion tracking setup
- Google Tag Manager
- UTM structuring
- Attribution modelling
- Cost per qualified lead analysis
- Device & time-based segmentation
- State-level performance analysis
- Weekly optimization reporting
Should be able to answer:
- Which state gives best admission ROI
- Which device converts better
- Which hour of day has highest CVR
- Which keywords bring high-intent traffic
8. Performance Reporting
- Weekly performance dashboards
- Admission-weighted performance reports
- Budget reallocation recommendations
- Identification of statistical losers
- Forecasting scalability
- Required Skill Level
- Minimum 4–5 years experience in performance marketing
- Proven track record in education sector preferred
- Strong understanding of smart bidding mechanics
- Experience handling 5L–25L monthly ad budgets
- Comfortable restructuring poorly structured account
Not Looking For
- Basic ad operators
- Only creative-focused marketers
- Boost post type Meta specialists
- We need someone who understands auction behaviour, economic clustering, and value-based optimization.
Role:
Marketing and Communication - Other
Industry Type:
Education / Training
Department:
Marketing & Communication
Employment Type:
Full Time, Permanent
Role Category:
Marketing and Communication - Other
Education
UG:
Any Graduate
Key Skills
Skills highlighted with are preferred keyskills
Interested Candidates can share their resume at - [Confidential Information]
