Paid Advertising Support Services

The Vendor is required to provide to obtain written proposals from qualified suppliers to professionally plan, manage, optimize, and track media investments for the college across their growing paid advertising operation.
- Google Ads
•    Day-to-day management and continuous optimization of 25+ campaigns across paid search, display, re-marketing, discovery, and video
•    Responsibility to maximize conversions, contain cost of acquisition, and make course corrections based on lead quality
•    Processes to mitigate ad fraud and brand safety risks
•    Robust testing strategy across all platform variables (creative, landing page, dayparting, targeting, etc.)
•    Ability to manage Microsoft Advertising if desired
- Programmatic Digital
•    Targeted placement across display, video, streaming audio, Over the Top/Connected TV (OTT/CTV), native, programmatic Out-of-Home ("OOH")
•    Robust lift measurement capabilities particularly for brand-heavy media
•    Access to niche 3rd party audiences, Private Marketplace (PMP) deals, and ability to leverage 1st party data for programmatic
•    Ideally expertise with a leading demand side platform
- Traditional Media Planning & Buying
•    Planning and procurement of non-digital media including broadcast radio, public radio, local TV, local print, and OOH advertising
- Paid Social
•    Advanced capabilities in the planning, execution, and measurement of paid social campaigns across Facebook, Instagram, and LinkedIn (currently being managed in-house)
•    Expertise in the planning, execution, and management of paid social campaigns across platforms such as Twitter, TikTok, Twitch, Clubhouse (currently outside of the college’s media mix)
- Creative Development
•    Preferably some in-house capabilities for creative development particularly for emerging platforms that require dedicated video creative 
- Performance Reporting
•    Weekly channel-level analysis and performance updates. Monthly campaign-level analysis, performance updates, and reporting calls to make campaign optimization/management decisions with college Marketing team.
•    Ability to recommend opportunities and strategies to improve campaign and creative performance.