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Online Marketing Specialist Paid Search

The Online Marketing Specialist Paid Search is responsible for developing, executing, and optimizing paid search marketing strategies that deliver qualified traffic and measurable growth to AutomationDirect's digital properties.

This role manages performance marketing campaigns across Google Ads and Microsoft Ads platforms supporting AutomationDirect's product-driven B2B e-commerce business. The specialist will leverage automation, machine learning capabilities within advertising platforms, and emerging AI tools to continuously improve campaign performance. Through structured experimentation, data analysis, and ongoing optimization, this specialist will refine targeting, creative development, bidding strategies, and reporting to maximize results.

This role will play a key part in shaping paid search strategy and identifying new opportunities to improve digital marketing performance. AutomationDirect encourages data-driven experimentation and continuous improvement across digital marketing programs.

This position operates with limited supervision and requires strong analytical skills, sound judgment, and the ability to independently manage testing initiatives and optimization efforts.

What Success Looks Like in this Role

In this role, you will:

• Improve return on ad spend (ROAS) and reduce cost per acquisition (CPA) through continuous optimization and testing
• Identify and scale high-performing campaigns that drive qualified product traffic and revenue
• Implement structured experimentation that generates actionable insights and improves campaign performance
• Build automated reporting and dashboards that improve visibility into paid search performance

Responsibilities:

Performance Marketing & Campaign Management

• 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.
• Coordinate with Google and Microsoft representatives to identify optimization opportunities and new beta features

Optimization & Experimentation

• 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.

Data Analytics & Performance 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.

E-Commerce & Product Marketing Support

• 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.

Marketing Technology, Innovation and Process Documentation

• 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:

Required Qualifications:

• Bachelor's degree in marketing, technical field, or related discipline OR equivalent, relevant experience
• 35 years of current hands-on experience managing and optimizing Google Ads or Microsoft Ads campaigns with a focus on measurable performance improvements
• Experience managing paid search campaigns for B2B e-commerce or product-driven businesses
• Proven experience with Google Ads, Google Merchant Center, Google Analytics, and Microsoft Ads
• Proficiency in Microsoft Office applications

Additional Preferred Skills:

• 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