Analyst, Search Engine Marketing

About the role

This position is responsible for executing, optimizing, and analyzing Search Engine Marketing (SEM) campaigns that increase Tractor Supply Company's visibility across search engines through paid advertising. The Analyst, SEM manages campaigns across Google Ads, Microsoft Advertising, Shopping, and Performance Max to drive qualified traffic and support eCommerce and omnichannel business objectives. This role partners with integrated media, eCommerce, marketing and 3rd party vendor teams to optimize campaign performance, identify opportunities, and provide actionable insights through reporting and analysis.

Responsibilities

• Execute and optimize paid search campaigns across Google Ads, Microsoft Advertising, Shopping, Performance Max, and other applicable campaign types.
• Manage campaign structure, keyword portfolios, budgets, bidding strategies, audience targeting, and ad copy to support business objectives.
• Conduct keyword research, search query analysis, and competitive monitoring to identify optimization opportunities.
• Monitor campaign performance and implement optimizations using automated bidding, audience signals, Performance Max insights, and platform best practices.
• Execute A/B tests across ad copy, landing pages, campaign settings, and audience targeting, documenting results and recommending improvements.
• Analyze campaign performance using key metrics including impressions, CTR, CPC, CPA, conversion rate, revenue, and ROAS, providing recommendations to improve performance.
• Support seasonal campaigns, promotional events, merchandising priorities, and product launches through paid search execution.
• Build recurring reports and dashboards that communicate campaign performance, trends, and optimization opportunities to internal stakeholders.
• Partner with IT and eCommerce teams to support accurate campaign tracking, conversion measurement, and reporting using Google Analytics 4 and other measurement tools.
• Monitor campaign budgets, pacing, Merchant Center health, Performance Max asset groups, and product feed quality to ensure campaigns are operating efficiently.
• Stay current on SEM best practices, platform updates, AI-driven capabilities, and industry trends, applying relevant enhancements to campaigns.

Requirements

• 4 – 6 years Search Engine Marketing, Account Management or comparable digital marketing experience
• Bachelor’s degree in Marketing or Advertising
• Google Adwords Certification desired

Qualifications

• Strong communication and presentation skills (written and verbal)
• Positive attitude and ability to work as a team and independently
• Ability to successfully manage and prioritize multiple campaigns in a deadline-driven atmosphere
• Strong analytical skills – gather, analyze, summarize, and present data
• Ability to manage multiple projects in a fast-paced environment and shift priorities
• Familiarity with tracking, analytics, and reporting including Google Analytics
• Search campaign management tools, including AdWords Editor
• Proficiency in Microsoft Excel, Word, and PowerPoint

Physical Requirements

• Sitting
• Standing (not walking)
• Walking
• Kneeling/Stooping/Bending
• Reaching overhead
• Lifting up to 20 pounds