PPC Specialist

Job Title: PPC Specialist

Key Responsibilities:

• Develop, implement, manage, and optimise Pay-Per-Click (PPC) campaigns across Google Ads (Search, Display, Shopping, YouTube) and Microsoft Ads.
• Conduct thorough keyword research, analysis, and expansion to maximise campaign reach and relevance.
• Write compelling, engaging, and effective ad copy, testing variations to improve performance.
• Manage campaign budgets effectively, ensuring optimal allocation and pacing to achieve performance goals.
• Implement and manage bidding strategies (both manual and automated) to maximise ROI/ROAS and achieve CPA targets.
• Continuously monitor campaign performance, analyse data using tools like Google Analytics (GA4), identify trends, and generate actionable insights for improvement.
• Design and execute A/B tests on ad copy, landing pages, bidding strategies, audiences, and other campaign elements.
• Optimise campaigns based on key metrics including Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate, Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS).
• Generate regular, insightful performance reports for key stakeholders, highlighting results, trends, and recommendations.
• Stay current with the latest PPC trends, platform updates (Google Ads, Microsoft Ads), industry best practices, and algorithm changes.
• Collaborate with wider marketing team members (SEO, Content, Social Media) and potentially web developers/designers to ensure alignment and optimise conversion paths.
• Manage and optimise product feeds for Google Shopping campaigns (if applicable).
• [Optional: Explore, test, and potentially manage campaigns on paid social platforms like LinkedIn Ads, Meta (Facebook/Instagram) Ads, etc., depending on company strategy].
• Assist with conversion tracking setup and troubleshooting using tools like Google Tag Manager (GTM).

Required Qualifications & Experience:

• Proven hands-on experience managing PPC campaigns (minimum [e.g., 2+] years) with demonstrable results.
• In-depth knowledge and practical experience with Google Ads and Microsoft Ads platforms and features.
• Strong understanding of PPC principles, keyword research methodologies, bidding strategies, and optimisation techniques.
• Proficiency in using web analytics tools, particularly Google Analytics (GA4).
• Experience with budget management and performance forecasting.
• Highly analytical with the ability to interpret data, identify trends, and make data-driven decisions.
• Excellent attention to detail and organisational skills.
• Strong written and verbal communication skills.

Desired Skills & Platforms:

• Relevant certifications (e.g., Google Ads Search, Display, Shopping; Microsoft Advertising Certified Professional).
• Experience with Google Tag Manager (GTM) for conversion tracking setup.
• Experience managing Paid Social Media advertising campaigns (LinkedIn, Meta, etc.).
• Experience with Google Shopping feed management tools.
• Familiarity with landing page optimisation principles and tools.
• Advanced skills in Microsoft Excel or Google Sheets for data analysis and reporting.
• Experience working within an agency environment or specific industry (e.g., E-commerce, SaaS, Lead Generation).
• Experience with reporting/dashboarding tools (e.g., Looker Studio, Power BI).