Description
Develop, execute, and optimize paid search and Shopping strategies across Google Ads, Microsoft Advertising, and related platforms to drive qualified traffic and revenue. Analyze search queries, audiences, and auction dynamics to align intent with keywords, bids, and creative. Leverage data, automation, and testing to maximize ROI and continuously measure, report, and refine performance.
- • Stay current on ad platform policies, privacy regulations (e.g., GDPR/CCPA), and SEM best practices; ensure campaign compliance.
- • Coordinate with merchandising and operations to pause or adjust ads for inventory or availability changes.
- • Set up call extensions, lead forms, and appointment features to improve the ad-to-customer experience.
- • Evaluate and procure SEM tools for bid management, feed management, tracking, and reporting.
- • Integrate ad platforms with CRM/ERP to enable offline conversion tracking and audience syncing.
- • Define tracking, landing page, and product feed requirements with developers and designers.
- • Assist in negotiating contracts with SEM vendors, data providers, or agencies.
- • Propose SEM strategies and cross-channel integrations to marketing leadership.
- • Advise on data governance, consent, and tagging policies for advertising and measurement.
- • Develop ad copy, extensions, and creative mockups for Search, Shopping, and YouTube placements.
- • Build and structure campaigns, ad groups, keywords, and audiences within ad platforms.
- • Define product feed specifications, pricing rules, and taxonomy for Shopping campaigns.
- • Align campaigns with promotions, seasonality, and inventory; ensure ads and feeds reflect current offers.
- • Perform keyword research, query mining, and auction insights to identify opportunities and threats.
- • Forecast budgets, traffic, CPA, ROAS, and revenue; build scenarios and pacing plans.
- • Coordinate with partners and co-op programs on branded SEM initiatives.
- • Collaborate with SEO, paid social, and email teams to share insights and align messaging.
- • Optimize keyword targeting, match types, negatives, and ad schedules based on performance patterns.
- • Plan, launch, and manage Search, Shopping, Performance Max, and remarketing campaigns.
- • Monitor and analyze KPIs such as impressions, CTR, Quality Score, CPC, CVR, CPA, ROAS, and LTV.
- • Work with creative teams to develop assets for responsive search ads, Shopping, and video ads.
- • Implement and validate conversion tracking via GA4/GTM, platform pixels, and server-side tagging.
- • Enrich audience and bidding strategies with CRM data, market research, and first-party signals.
- • Collaborate on landing page speed, relevance, and UX to improve Quality Score and conversion rate.
- • Create testing roadmaps for ad copy, assets, landing pages, and bid strategies.
- • Evaluate new ad formats, betas, and automation features; recommend adoption.
- • Manage audience targeting, geotargeting, and device bid adjustments.
- • Manage Display and YouTube campaigns that support search objectives.
- • Coordinate paid social retargeting and audience sharing to complement SEM.
- • Define KPIs and build dashboards and reports for stakeholders.
- • Run A/B and multivariate tests on ads, bids, and audiences; iterate based on results.
- • Own SEM budget pacing, bid strategies, and performance reporting to leadership.
- • Optimize RSA assets, sitelinks, images, and Merchant Center data for performance and policy compliance.
- • Partner with CRO teams to optimize forms, checkout, and post-click paths for higher conversion.
- • Manage Local campaigns and extensions; optimize Local Services Ads and map listings.
- • Troubleshoot feed and tracking issues; maintain Merchant Center health and error resolution.
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Last reviewed: Jan 2026
