Media Buyer - Social & Native

Summary

Join HealthCare.com's innovative marketing team as a Media Buyer, responsible for planning, executing, and optimizing paid social media and native/display advertising campaigns across various platforms. You will focus on generating high-quality inbound calls and leads, requiring a deep understanding of these platforms and experience managing large budgets. The ideal candidate possesses at least 3 years of experience in social media and native/display advertising, strong analytical skills, and a creative mindset. Success in this role demands navigating Facebook's Special Ad Category limitations and optimizing campaigns for ROI. Experience in the health insurance industry is highly desired. This position offers the opportunity to work from home and includes a comprehensive benefits package.

Requirements

• Bachelor’s degree in Marketing, Advertising, Business, or a related field
• Proven experience (3+ years) as a Media Buyer or Paid Social Specialist, with a specific focus on Facebook, Instagram, TikTok, Snapchat, Native, and Display advertising
• Experience managing campaigns on >$10,000 daily budgets
• Hands-on experience and familiarity with major social and native/display ad platforms (Facebook Ads Manager, Instagram Ads, TikTok Ads Manager, Snapchat Ads Manager, Taboola, Outbrain, Revcontent, DSPs, Google Display Network)
• Demonstrable experience managing advertising campaigns within Facebook's Special Ad Category, particularly understanding its limitations and effective strategies for industries like health insurance
• Demonstrable experience in managing campaigns with the primary goal of generating inbound calls or high-quality leads
• Strong analytical skills with the ability to interpret data, identify trends, and make data-driven decisions
• Experience with A/B testing methodologies and conversion rate optimization (CRO) specific to social media, display, and native campaigns
• Familiarity with web analytics tools (e.g., Google Analytics) and call tracking platforms
• Excellent understanding of media buying metrics, bidding strategies, PMPs (Private Marketplace Deals), and budget management for all platforms
• Creative mindset with the ability to develop engaging ad copy and concepts suitable for different social, native, and display formats
• Strong attention to detail and organizational skills
• Ability to work independently and as part of a collaborative team
• Excellent communication and presentation skills
• Strong Excel or SQL proficiency

Responsibilities

• Develop, launch, and manage large-scale paid media campaigns across Facebook, Instagram, TikTok, Snapchat, Taboola, Outbrain, Revcontent, Google Display Ads, and various DSPs
• Relentlessly focus on generating high-intent inbound calls and leads through all managed social, native, and display channels
• Strategize, implement, and optimize campaigns while adhering to platform-specific requirements, including Facebook's Special Ad Category for health insurance advertising
• Conduct thorough audience research, segmentation, contextual targeting, and site list management to target relevant demographics and environments for health insurance products
• Write and test compelling ad copy, headlines, and descriptions, and collaborate with creative teams to develop engaging visuals and landing pages optimized for call conversions
• Monitor campaign performance daily, analyzing key metrics (CPC, CPM, CPA, CPL, CTR, Call Duration, Conversion Rates) and making data-driven adjustments to optimize for call volume and quality
• Effectively manage and allocate campaign budgets across multiple platforms to maximize ROI
• Perform A/B testing on various campaign elements (creatives, targeting, placements, landing pages, bidding strategies) to improve call generation outcomes
• Track and report on campaign results, providing insights and recommendations to marketing leadership
• Stay current with the latest trends, best practices, algorithm changes, and new ad features across all platforms, particularly as they relate to call generation and the health insurance industry
• Ensure all advertising campaigns comply with health insurance industry regulations (e.g., HIPAA, CMS) and platform-specific advertising policies
• Collaborate with sales and operations teams to ensure lead quality and alignment between marketing efforts and sales objectives
• Manage relationships with ad platform representatives, publishers, and other third-party vendors

Preferred Qualifications

• Experience in the health insurance industry (ACA & Medicare) or another highly regulated industry (e.g., finance, mortgage) is strongly preferred
• Knowledge of health insurance advertising regulations and compliance (e.g., HIPAA, CMS) is a significant plus

Benefits

• Opportunity to work from home
• Excellent work environment
• Medical, dental, and vision insurance
• Up to 15 days of paid time off
• 11 company observed holidays
• 8 weeks of paid parental leave
• 401k plan with company match
• Life insurance
• Professional growth opportunity