Paid Search Specialist

We need to output HTML fragment with sections only if content present. Use

for headings: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. We have content: About The Role (prose). Responsibilities: "What You'll Do" list of duties. Requirements: maybe "Qualifications" includes required education/experience. Skills: "Role-based Skills" list. Benefits: "What You'll Find At Moroch" list. Pay: none. Schedule: none (though hybrid work mentioned but not schedule specifics). Should we include Schedule? No specific schedule info, so omit. Pay omitted. We must not repeat job title. No Job ID. Remove boilerplate: equal opportunity statement, travel requirements? Travel may be required up to 10% - that's maybe schedule? Not exactly schedule; but it's a detail about travel. Could be considered schedule? The instruction: include Schedule section only if posting actually states them. Travel requirement is not schedule; but maybe we could put under Schedule? The instruction says Schedule section for schedule info. Travel is not schedule. Probably omit. We need to preserve all substantive info. So include About the role paragraph. Responsibilities as ul li. Requirements? There's "Qualifications" section with bullet-like sentences. Could treat as Requirements heading? Actually there is a "Qualifications" heading in the posting. So we can use

Qualifications

with ul li of each qualification item. Also there is "Role-based Skills" which could be under Skills heading. Also "Core Skills" and "Leadership Skills" maybe also under Skills. We'll combine. We need to avoid filler like "commensurate with experience". Not present. We need to output only HTML fragment. Let's extract content. About The Role paragraph: "This role plans and manages paid search activities for assigned accounts, turning client objectives, promotional calendars, and business priorities into practical campaign strategies that drive efficient customer acquisition. The position conducts keyword, query, and audience research, develops compliant and persuasive ad copy, and continuously optimizes campaign structure, targeting, and bidding to improve reach, relevance, and conversion performance. It closely monitors budget pacing, forecasts spend, and validates tracking and measurement setup to ensure campaigns stay aligned with performance goals and that reporting is based on accurate data. The job also interprets results to identify performance drivers and risks, communicates actionable insights to stakeholders, and maintains strong coordination, documentation, and quality control across cross-functional teams and campaign activities." Responsibilities (What You'll Do) list items: - Develop tactical search strategies — Translate client objectives, seasonality, promotions, and business priorities into tactical paid search plans for assigned accounts, selecting campaign structures, targeting approaches, and optimization priorities that support efficient customer acquisition. - Conduct keyword and audience research — Build and refine keyword, query, and audience strategies using search intent, competitive insights, and market trends to expand qualified reach, improve relevance, and uncover new growth opportunities for client campaigns. - Write compliant, high-performing ad copy — Create and refine search ad messaging that aligns with brand standards, promotional calendars, and platform policies while improving click-through rate, ad relevance, and conversion performance across campaigns. - Monitor pacing and forecast spend — Track budget pacing and performance trends across assigned accounts, identify risks to delivery or efficiency early, and recommend budget shifts or forecast adjustments to keep campaigns aligned with monthly and promotional targets. - Ensure measurement accuracy — Validate tagging, conversion tracking, URL parameters, and platform-to-analytics alignment so campaign performance is measured accurately and optimization decisions are based on reliable data. - Identify and communicate performance insights — Interpret campaign data to surface clear drivers of performance, explain variances against goals, and provide actionable recommendations to internal teams and clients in a concise, business-focused manner. - Coordinate cross-channel execution — Partner with media, analytics, creative, and client stakeholders to align paid search initiatives with broader marketing efforts, launch dependencies, and local or franchise-specific business needs. - Maintain operational accuracy and documentation — Keep campaign settings, naming conventions, QA checklists, testing records, and optimization notes organized and up to date to support efficient execution, knowledge sharing, and account continuity. Qualifications (list): - Analytics Coursework — Formal academic coursework or documented training in statistics, digital marketing, media planning, analytics, or Excel-based data analysis is preferred because the role requires defensible optimization decisions based on performance data, pacing, and testing results. - Relevant Degree — Bachelor's degree in marketing, advertising, business, communications, analytics, or a closely related field, or equivalent work experience demonstrating the ability to apply quantitative analysis, campaign planning, and client-facing communication in paid search environments. - Platform Scope — Demonstrated experience supporting multiple client accounts or business lines with responsibility for conversion tracking validation, performance analysis, promotion launches, and cross-functional coordination in agency, retail, services, QSR, or other multi-location marketing environments. - SEM Experience — 2 to 4 years of hands-on experience managing and optimizing paid search campaigns in Google Ads and Microsoft Advertising, including campaign setup, keyword development, ad copy testing, bid and budget management, and weekly performance reporting. - Google Ads — Current Google Ads Search Certification or equivalent verifiable credential is preferred as evidence of up-to-date platform knowledge in search campaign setup, optimization, measurement, and policy compliance relevant to daily execution. - Measurement Credential — Current certification in Google Analytics, Microsoft Advertising, Search Ads 360, or another recognized search measurement or bid-management platform is preferred when the credential validates the ability to troubleshoot tracking, interpret performance data, and optimize efficiently at account level. Skills: Role-based Skills list: - Paid Search (PPC) Advertising - Google Ads - Budget Pacing - Google Analytics - Microsoft Advertising - AB Testing - Search Ads 360 - Audience Targeting - Ad Copywriting - Google Merchant Center - Keyword & Search-Query Strategy - Paid Search Bid Management Also Core Skills list: - Analytical Thinking - Functional & Technical Knowledge - Precision & Accuracy - Effective Communication - Client Focus - Technology Readiness - Continuous Learning - Strategic Thinking Leadership Skills list: - Teamwork & Collaboration - Building Alignment - Emotional Intelligence Also agency values: "Uphold our agency values — Humanity. Diversity. Integrity. Tenacity. Curiosity." Could be included under Skills or maybe as separate? Not a heading; we could include under Skills as part of values. But we can just include under Skills as bullet. Benefits: "What You'll Find At Moroch" list: - Medical, dental, and vision coverage - 401(k) with company match - Generous PTO, paid holidays, and give back time for volunteering - Hybrid work - Mental health and wellbeing resources - Fitness reimbursement - Paid parental and child-bonding leave Also "About Moroch" paragraph maybe not needed as it's descriptive but could be considered About the role? Already have About the role. The "About Moroch" is company description; could be omitted? It's substantive but not required sections. The instruction: Preserve ALL substantive information; do NOT invent or summarize away detail. So we should include it somewhere. Could be a paragraph after About the role? But we have no heading for company overview. Could add a

about Moroch after About the role? The instruction says use

for prose. So we can include a paragraph about Moroch as prose. It's not a heading; we can just put it as a

. Similarly "Equal opportunity statement" and travel requirements are boilerplate to remove. So we remove those. Thus final HTML:

About the role

This role plans and manages paid search activities for assigned accounts, turning client objectives, promotional calendars, and business priorities into practical campaign strategies that drive efficient customer acquisition. The position conducts keyword, query, and audience research, develops compliant and persuasive ad copy, and continuously optimizes campaign structure, targeting, and bidding to improve reach, relevance, and conversion performance. It closely monitors budget pacing, forecasts spend, and validates tracking and measurement setup to ensure campaigns stay aligned with performance goals and that reporting is based on accurate data. The job also interprets results to identify performance drivers and risks, communicates actionable insights to stakeholders, and maintains strong coordination, documentation, and quality control across cross-functional teams and campaign activities.

Responsibilities

• Develop tactical search strategies — Translate client objectives, seasonality, promotions, and business priorities into tactical paid search plans for assigned accounts, selecting campaign structures, targeting approaches, and optimization priorities that support efficient customer acquisition.
• Conduct keyword and audience research — Build and refine keyword, query, and audience strategies using search intent, competitive insights, and market trends to expand qualified reach, improve relevance, and uncover new growth opportunities for client campaigns.
• Write compliant, high-performing ad copy — Create and refine search ad messaging that aligns with brand standards, promotional calendars, and platform policies while improving click-through rate, ad relevance, and conversion performance across campaigns.
• Monitor pacing and forecast spend — Track budget pacing and performance trends across assigned accounts, identify risks to delivery or efficiency early, and recommend budget shifts or forecast adjustments to keep campaigns aligned with monthly and promotional targets.
• Ensure measurement accuracy — Validate tagging, conversion tracking, URL parameters, and platform-to-analytics alignment so campaign performance is measured accurately and optimization decisions are based on reliable data.
• Identify and communicate performance insights — Interpret campaign data to surface clear drivers of performance, explain variances against goals, and provide actionable recommendations to internal teams and clients in a concise, business-focused manner.
• Coordinate cross-channel execution — Partner with media, analytics, creative, and client stakeholders to align paid search initiatives with broader marketing efforts, launch dependencies, and local or franchise-specific business needs.
• Maintain operational accuracy and documentation — Keep campaign settings, naming conventions, QA checklists, testing records, and optimization notes organized and up to date to support efficient execution, knowledge sharing, and account continuity.

Qualifications

• Analytics Coursework — Formal academic coursework or documented training in statistics, digital marketing, media planning, analytics, or Excel-based data analysis is preferred because the role requires defensible optimization decisions based on performance data, pacing, and testing results.
• Relevant Degree — Bachelor's degree in marketing, advertising, business, communications, analytics, or a closely related field, or equivalent work experience demonstrating the ability to apply quantitative analysis, campaign planning, and client-facing communication in paid search environments.
• Platform Scope — Demonstrated experience supporting multiple client accounts or business lines with responsibility for conversion tracking validation, performance analysis, promotion launches, and cross-functional coordination in agency, retail, services, QSR, or other multi-location marketing environments.
• SEM Experience — 2 to 4 years of hands-on experience managing and optimizing paid search campaigns in Google Ads and Microsoft Advertising, including campaign setup, keyword development, ad copy testing, bid and budget management, and weekly performance reporting.
• Google Ads — Current Google Ads Search Certification or equivalent verifiable credential is preferred as evidence of up-to-date platform knowledge in search campaign setup, optimization, measurement, and policy compliance relevant to daily execution.
• Measurement Credential — Current certification in Google Analytics, Microsoft Advertising, Search Ads 360, or another recognized search measurement or bid-management platform is preferred when the credential validates the ability to troubleshoot tracking, interpret performance data, and optimize efficiently at account level.

Skills

• Paid Search (PPC) Advertising
• Google Ads
• Budget Pacing
• Google Analytics
• Microsoft Advertising
• AB Testing
• Search Ads 360
• Audience Targeting
• Ad Copywriting
• Google Merchant Center
• Keyword & Search-Query Strategy
• Paid Search Bid Management
• Analytical Thinking
• Functional & Technical