Description
Design, execute, and optimize paid search programs that drive qualified traffic and revenue across Google and Microsoft search properties. Analyze query intent, audience signals, and performance data to guide bidding, budgeting, and creative decisions, implement robust measurement, and continuously test to improve outcomes.
- • Monitor budgets and pacing daily; adjust bids, audiences, and geotargeting to hit targets.
- • Stay current on ad platform policies, privacy regulations, and emerging paid search technologies to ensure compliance and performance.
- • Monitor inventory and promotions; pause or adjust ads to address stock or fulfillment issues with merchandising and customer service.
- • Implement processes to route qualified leads and ensure consistent post-click experiences.
- • Evaluate and procure SEM tools, bid management platforms, feed management, and reporting software.
- • Integrate product feeds with Merchant Center and inventory systems for Shopping and Performance Max.
- • Define tracking, landing page, and data requirements with UX and engineering to support paid search goals.
- • Negotiate and manage relationships with agencies, platform reps, and technology vendors.
- • Propose paid search initiatives across Search, Shopping, Performance Max, Local, and YouTube to marketing leadership.
- • Contribute to data governance and consent strategies for ad tracking and measurement.
- • Create and iterate ad copy, assets, and extensions; develop landing page briefs or wireframes.
- • Align paid search with broader marketing calendars, creative, and channel strategies.
- • Define conversion events, taxonomy, and technical specifications for accurate attribution.
- • Build and structure campaigns, ad groups, keywords, and audiences in Google Ads and Microsoft Advertising.
- • Coordinate promotions and assortment with merchandising and operations to maximize return.
- • Research query trends, auction insights, and competitor activity to inform strategy.
- • Model budgets, CPA, ROAS, and revenue forecasts; set targets and pacing plans.
- • Collaborate with brand partners on co-op budgets, brand terms, and joint promotions.
- • Expand and refine keywords; manage match types, negatives, and query mapping.
- • Plan and execute paid search, Shopping, remarketing, and RLSA programs.
- • Analyze performance metrics such as impressions, CTR, CPC, CPA, ROAS, revenue, LTV, and quality score.
- • Partner with creative and web teams to produce compliant ad assets, videos, and high-performing landing pages.
- • Implement and maintain analytics and ad tags, including GA4, GTM, conversion tracking, Enhanced Conversions, and offline conversion imports.
- • Use first-party data, CRM lists, and audience signals to improve targeting and bidding.
- • Ensure landing page speed, mobile responsiveness, and tagging accuracy with developers.
- • Develop asset strategies for RSAs, sitelinks, images, callouts, and image extensions.
- • Test and adopt new features and automation, such as smart bidding, broad match, and scripts.
- • Liaise with platform representatives to access betas, resolve issues, and unlock insights.
- • Manage YouTube and Display remarketing to support paid search goals.
- • Coordinate with paid social and SEO teams to align messaging, audiences, and testing roadmaps.
- • Define KPIs and deliver recurring reports and insights for stakeholders.
- • Run structured experiments on bids, budgets, audiences, ads, and landing pages using A/B or multivariate methods.
- • Own tracking hygiene, change logs, and governance; communicate impact analyses to executives.
- • Optimize ad and feed assets, including titles, images, and attributes, to improve relevance and conversion.
- • Partner on CRO initiatives to lift conversion rates and reduce acquisition costs.
- • Manage local extensions, location targeting, and Local Inventory Ads where applicable.
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Last reviewed: Jan 2026
