Online Marketing Specialist - Paid Search

Responsibilities

• Develop, launch, manage, and optimize performance marketing campaigns across Google Ads and Microsoft Ads.
• Conduct keyword research, audience targeting, bid management, and ad copy development.
• Utilize platform automation such as Smart Bidding, Performance Max, and audience signals to improve campaign efficiency.
• Monitor campaign performance and implement data-driven optimizations to improve conversions and reduce acquisition costs.
• Collaborate with Google and Microsoft representatives to identify optimization opportunities and new beta features.
• Utilize automation tools and machine learning features within advertising platforms to identify optimization opportunities.
• Design and execute structured experiments including A/B testing, bid strategy testing, audience targeting tests, and creative experiments.
• Use AI-assisted tools to generate and test ad variations, messaging, and keyword strategies.
• Analyze experiment results and implement successful optimizations across campaigns.
• Identify opportunities for automation to streamline campaign management and reporting.
• Monitor and analyze campaign performance, website traffic, and conversion metrics using analytics platforms.
• Track and report on key performance indicators such as ROAS, CPA, conversion rate, and revenue contribution from paid search.
• Develop dashboards and automated reporting using analytics and visualization tools.
• Prepare monthly performance reports highlighting insights, testing outcomes, and optimization strategies.
• Fulfill ad hoc reporting and marketing performance analysis requests.
• Support paid search initiatives for e-commerce and product-driven campaigns.
• Provide keyword research and performance marketing insights for new product launches.
• Develop targeted campaigns to increase product visibility, qualified traffic, and conversions.
• Collaborate with internal teams including product managers and product engineers to align marketing strategies across channels.
• Partner with SEO, product, and content teams to coordinate paid and organic search initiatives.
• Research and evaluate emerging performance marketing technologies, automation tools, and advertising platform capabilities.
• Stay current on PPC best practices, platform updates, and industry trends.
• Evaluate new tools, features, and beta opportunities to maintain competitive advantage.
• Document procedures related to campaign creation, testing, optimization, and reporting.
• Maintain documentation for campaign strategies, experimentation processes, and performance insights.
• Document communications and recommendations from Google and Microsoft representatives.

Qualifications

• Bachelor’s degree in marketing, technical field, or related discipline OR equivalent, relevant experience
• 3–5 years of current hands-on experience managing and optimizing Google Ads or Microsoft Ads campaigns with a focus on measurable performance improvements
• Proven experience with Google Ads, Google Merchant Center, Google Analytics, and Microsoft Ads
• Proficiency in Microsoft Office applications
• Familiarity with generative AI tools such as ChatGPT, Gemini, or similar platforms for marketing workflows
• Familiarity with AI-assisted ad copy generation and creative testing
• Familiarity with AI-driven keyword research, clustering, and search intent analysis tools
• Familiarity with marketing automation and predictive analytics platforms
• Ability to leverage AI and automation tools to improve campaign optimization, reporting automation, and marketing insights
• Experience using data visualization or reporting tools such as Power BI
• Experience with campaign experimentation, A/B testing, and data-driven optimization