JOB PURPOSE:

The Paid Media Specialist is responsible for driving demand and lead generation for Affordable Care’s network of supported dental practices through innovative and strategic social media advertising. This position involves the creation and management of effective social media advertising campaigns that align with our marketing objectives. The Paid Media Specialist will utilize their expertise to optimize ad performance, ensuring efficient budget utilization and maximum lead acquisition. The primary focus is on creating high-performing ad campaigns on Facebook and Instagram that deliver significant lead generation results.

The purpose of the Social Media Ads Manager is to enhance Affordable Care’s supported dental practices’ digital presence, engagement, and lead generation across multiple platforms, primarily Facebook and Instagram. This role focuses on creating and managing high-impact social media advertising campaigns that effectively reach target audiences, drive KPI improvements, and support the marketing objectives of Affordable Care’s supported practice locations. The Social Media Ads Manager will utilize their expertise in social media advertising to develop innovative strategies, optimize ad performance, and contribute significantly to the company's growth and online brand reputation.

GENERAL DUTIES & RESPONSIBILITIES: 

• Develop, implement, and manage paid social media campaigns on Facebook and Instagram to support the marketing objectives of our 400+ local dental practices.
• Collaborate closely with the Social Media Manager and other team members to create compelling ad copy, visuals, and landing pages that drive conversions and enhance brand awareness.
• Monitor and analyze campaign performance data, providing regular reports and actionable insights to optimize ad spend and improve campaign effectiveness.
• Conduct A/B testing and other experiments to identify the best strategies for targeting, creative, and messaging.
• Stay up-to-date with industry trends, platform updates, and best practices to ensure our paid media strategies are cutting-edge and effective.
• Manage a total annual advertising budget of $3M+, ensuring efficient allocation and utilization of funds to achieve desired outcomes.
• Assist with other related marketing tasks as needed, contributing to a well-rounded and flexible marketing team.
• Track and report on key performance indicators (KPIs) such as cost per lead (CPL), conversion rates, return on ad spend (ROAS), and overall campaign ROI.
• Assist in exploring and implementing strategies for future growth into other social media channels such as LinkedIn, Twitter, TikTok, etc.

GENERAL KNOWLEDGE, SKILLS & ABILITIES:

• Profound knowledge of all Facebook/Instagram ad formats (Single Image, Carousel, Video, Stories, etc.).
• Skilled in Facebook Lead Ads for effective ‘On-Facebook’ lead generation.
• Advanced capability in audience targeting on Facebook & Instagram, utilizing Custom, Lookalike, Saved, and Retargeting audiences.
• Strong ability to leverage Facebook Insights for building more effective audiences and campaigns.
• Develop, manage, and scale Facebook ad campaigns that meet or exceed established KPIs.
• Strategize and oversee the lead acquisition strategy.
• Expertise in using advanced features within Facebook Ad Manager to enhance campaign performance: Pixel, CAPI, Retargeting, Ad Placements, Ad Targeting, Custom Audiences, and Look-a-like Audiences.
• Maintain up-to-date knowledge of Facebook’s tools for building campaigns, audience creation, conversion tracking, and other key functionalities.
• Utilize communication platforms like Facebook Messenger and AI tools to enhance lead acquisition strategies.

QUALIFICATIONS

• Bachelor’s degree in marketing, communications, or related field.
• 3+ years of experience in managing paid social media campaigns, with a strong focus on Facebook and Instagram.
• Proven track record of successfully managing large advertising budgets and delivering measurable results with at least $1M annual ad spend managed.
• Proficiency in social media advertising platforms, including Facebook Ads Manager and Instagram Ads.
• Knowledge of the dental industry or healthcare marketing is a plus.
• Experience with other social media platforms (LinkedIn, Twitter, TikTok, etc.) is a plus.
• Demonstrated ability to work as a collaborative partner within a team, contributing to a positive and productive work environment.