Job Summary:
The Paid Search Strategist is responsible for managing paid search campaigns from top to
bottom, including but not limited to paid search campaign set-up, budget management, setting
and adhering to KPIs, optimization, reporting and identifying actionable insights for our clients.
Supervisory Responsibilities:
● None.
Duties/Responsibilities:
● Manage high volume paid search and YouTube campaigns for multiple clients.
● Maintain targeted campaign budgets, develop strong internal and external
relationships, and control campaign risks.
● Engage in all facets of clients’ SEM campaigns, including initial planning,
implementation, monitoring, optimization, analysis and reporting.
● Collaborate with the Media team to integrate paid search into overarching media
recommendations.
● Execute campaign launches: keyword and copy creation, analytics and tracking
implementation.
● Daily campaign management: Monitoring campaign performance against client goals,
including but not limited to search terms reports, negative keyword lists, keyword
quality score audits (landing page experience, ad copy relevancy, estimated CTR).
● Budget management: manage pacing, daily budgets, as well as overall platform
allocations.
● Bid management: Implement bid strategies and optimization efforts at the campaign, ad
group and keyword levels.
● Identify and recommend opportunities in related channels outside of search (YouTube,
Gmail, GDN, etc.).
● Manage platform tools to effectively achieve the highest ROAS/ROI across the major
search engines (Google, Bing, Amazon, YouTube, etc.) as well as be a champion for
wider Google advertising where appropriate.
● Develop campaign copy/creative, text-based titles and descriptions; establish keyword
creations and mapping to campaign goals.
● Must be able to minimize CPC by increasing your quality index.
● Generate performance reports and conduct campaign audits.
● Analyze data to develop actionable insights that can be measured and reported.
● Develop performance metrics to provide recommendations and continually revise
campaign strategy.
● Ensure that SEM campaigns satisfy clients’ goals. Strong time management and project
management skills with attention to details and focus on quality of results.
● Stay abreast of SEM industry trends and platform updates.
● Execute client invoicing and insertion orders.
Required Skills/Abilities:
● Experience with managing CPA and CPC campaigns.
● Knowledge of Google Ads and YouTube.
● Client-facing presence and communication skills.
● Maintaining strong internal and external relationships, ensuring the SEM campaigns
meet client goals.
● Proficiency with gaining actionable insights from analytic tools.
● Knowledge of tagging is helpful but not required.
● Experience working on large-scale national accounts is a plus but not required.
● Experience working with the media buying software, Advantage, is a plus but not
required.
● Experience collaborating between channels (Social, Display, SEO, etc.)
● Google Ads Certifications required.
● Must be a self-starter.
● Strong verbal and written communication skills.
Milestones and Performance Indicators:
● The Work: Ensures all campaigns are running as planned on budget, and with the
proper creative message.
● Thought Leadership: Identify minimum of one trend within the industry to highlight in
internal communications.
Education and Experience:
● Bachelor's degree in Advertising, Marketing, Business Administration, or related field
● 3+ years of experience managing high volume paid search campaigns
● Google Ads Certifications required
● Bonus: Agency or advertiser-side experience in the Travel, Tourism, and Recruitment
verticals
Next Role Progression:
● Senior Strategist, Paid Search
Working Conditions:
Prolonged periods of sitting at a desk and working on a computer.
Must be able to lift up to 15 pounds at times.
Hybrid office scenario.
Travel requirements - In town travel necessary, occasional overnight travel needed.
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