Analyst, Search Engine Marketing

Overall Job Summary

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.

Essential Duties and Responsibilities (Min 5%)

• 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.

Required Qualifications

Experience: 4 – 6 years Search Engine Marketing, Account Management or comparable digital marketing experience

Education: Bachelor’s degree in Marketing or Advertising

Professional Certifications: Google Adwords Certification desired

Preferred knowledge, skills or abilities

Must have strong communication and presentation skills (written and verbal); a positive attitude; ability to work as a team and independently are a necessity; able 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 is required; required proficiency in Microsoft Excel, Word, and PowerPoint.

Working Conditions

Physical Requirements

Disclaimer

This job description represents an overview of the responsibilities for the above referenced position.  It is not intended to represent a comprehensive list of responsibilities.  A team member should perform all duties as assigned by his/ her supervisor.

Company Info

At Tractor Supply and Petsense by Tractor Supply, our Team Members are the heart of our success. Their dedication, passion, and hard work drive everything we do, and we are committed to supporting them with a comprehensive and accessible total reward package. We understand the evolving needs of our Team Members and their families, and we strive to offer meaningful, competitive, and sustainable benefits that support their well-being today and in the future.

Our benefits extend beyond medical, dental, and vision coverage, including company-paid life and disability insurance, paid parental leave, tuition reimbursement, and family planning resources such as adoption and surrogacy assistance, for all full-time Team Members and all part-time Team Members. Part time new hires gain eligibility for TSC Benefits by averaging at least 15 hours per week during their 90-day lookback period. The lookback period starts the first of the month following the date of hire. If the 15-hour requirement was met, the benefits eligibility date will be the first day of the month following 4 months of continuous service.

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