Liberty University is seeking a highly skilled Ad Copy Analyst to join our digital marketing team. This role will focus on reviewing ad performance metrics, creating engaging ad copy, and managing recommendations for ad optimization across Google and Bing. Additionally, the specialist will oversee content management and creation for microsites and websites, ensuring that all digital touchpoints are optimized for user experience and conversion. This position is essential to improving the quality and effectiveness of our digital presence and message.

ESSENTIAL FUNCTIONS AND RESPONSIBILITIES

• Ad Copy Management
  • Review and analyze ad copy performance metrics, including CTR, conversion rates, and Quality Scores.
  • Write compelling, conversion-focused ad copy for various audience segments and university programs.
  • Conduct A/B testing to evaluate ad copy effectiveness and refine messaging.
  • Monitor and implement ad copy recommendations, both automated and team-based, to optimize ad performance.
  • Ensure ad copy aligns with Liberty University's brand voice and is compliant with platform guidelines.
• Microsite and Website Content Management
  • Collaborate with the digital team to create, edit, and publish content for Liberty University's microsites and main website.
  • Coordinate with various departments to ensure content is accurate, updated, and reflective of current academic offerings.
  • Monitor and track content performance, making data-driven adjustments to enhance user experience and conversion.
• Collaboration and Strategy
  • Work closely with the analytics and digital marketing teams to align ad and content strategies with broader marketing goals.
  • Conduct research on industry trends and competitor content to identify new opportunities for optimization and engagement.
  • Provide regular reporting on ad and content effectiveness and make data-driven recommendations for improvements.
• All other duties as assigned

SUPERVISORY RESPONSIBILITY

None

QUALIFICATIONS AND CREDENTIALS
Education and Experience

• Bachelor's Degree required
• Bachelor's degree in marketing, communications, journalism, or related field preferred.
• 2+ years of experience in digital advertising, specifically in ad copywriting and performance optimization.
• Strong understanding of Google Ads, Bing Ads, and their respective ad copy formats and policies.
• Proven ability to analyze ad performance metrics and translate data into actionable copy recommendations.
• Excellent written communication skills, with a focus on detail and creativity.
• Experience with content management systems (CMS) and familiarity with SEO and web analytics tools.
• Ability to manage multiple projects and deadlines independently.

ABILITIES AND COMPETENCIES ESSENTIAL TO THE FUNCTION OF THE JOB
Communication and Comprehension

• Exceptional verbal and written communication skills
• Ability to understand, speak, and write English in order to convey messages and correspond in an articulate and professional manner.
• Capability to represent the department and university in a professional manner
• Proficiency in Microsoft Office programs and formats

Problem Solving

• Intuitively able to reason, analyze information and events, and apply judgment in order to solve problems of both a routine and complex nature.

Physical and Sensory Abilities

• Occasionally required to travel around campus.
• Frequently required to sit for extended periods to perform deskwork or type on a keyboard.
• Regularly required to hear and speak in order to effectively communicate orally.
• Occasionally required to stand, walk, and climb stairs to move about the building.
• Handle materials, reach overhead, kneel or stoop in order to conduct business.
• Regularly lift 10 or fewer pounds.

WORKING CONDITIONS
Work Environment

The working environment in which one will typically perform the essential functions of this position is a climate-controlled call center office setting. It is well lighted and the noise level is moderate to loud.

Driving Requirements

There are no driving requirements for this position.

Target Hire Date
2025-04-14

Time Type
Full time

Location
Remote Location

The University is an Equal Opportunity Employer. We believe it is our moral and legal obligation to meet the responsibility of ensuring that all management practices regarding employees are conducted in a nondiscriminatory manner. In compliance with Title VII of the 1964 Civil Rights Act, and other applicable federal and state statutes, all recruiting, hiring, training, and promoting for all job classifications will be administered without regard to race, color, ancestry, age, sex, national origin, pregnancy or childbirth, disability, military veteran status or other applicable status protected by law, including state of employment protected classes. It is, therefore, our policy and intention to evaluate all employees and prospective employees strictly according to the requirements of the job. All personnel related activities such as compensation, benefits, transfers, job classification, assignments, working conditions, educational assistance, terminations, layoffs, and return from layoffs, and all other terms, conditions and privileges of employment will be administered without regard to race, color, ancestry, age, sex, national origin, pregnancy or childbirth, disability, military veteran status or other applicable status protected by law, including all applicable state of employment protected classes. The University is a Christian religious-affiliated organization; and as such, is not subject to religious discrimination requirements. The University's hiring practices and EEO discrimination practices are in full compliance with both federal and state law. Federal law creates an exception to the "religion" component of the employment discrimination laws for religious organizations (including educational institutions), and permits them to give employment practice preference to members of their own religious beliefs.