Senior PPC/SEM Specialist

This is a fully remote position, open to applicants in Egypt, +4 more countries.

📋 Description

• Take charge of and enhance various client paid search accounts in sectors such as education, automotive aftermarket, manufacturing, and other direct-response fields.

• Oversee Google Ads for Search, Display, Remarketing, YouTube/Demand Gen, Performance Max, and Local/LSAs when applicable.

• Manage Microsoft Advertising across Search and Audience Network.

• Improve campaign structure through intent mapping, negative keywords, match types, AI Max discipline, geo-targeting, audience segmentation, asset groups, and differentiation between brand and non-brand terms.

• Utilize Performance Max and AI Max with necessary controls, including brand exclusions, search themes, and feed quality management.

• Minimize unnecessary spending while enhancing ROAS, CPA/CPL, cost per enrollment or sale, and volume of qualified inquiries.

• Create and evaluate direct-response ad copy and extensions through testing.

• Anticipate budget needs, inquiries, expected CPA, and ROAS for proposals and monthly strategies.

• Assess account performance and pinpoint opportunities for efficient scaling.

• Ensure conversion tracking is maintained across GA4 and Google Ads.

• Collaborate on enhanced conversions and offline conversion imports.

• Employ Google Tag Manager, conversion diagnostics, and call tracking as necessary.

• Work alongside landing-page/UX and SEO teams to boost paid traffic outcomes.

• Collaborate with Client Services, Digital Media, SEO, and Creative teams.

• Engage in client and internal meetings.

• Report on campaign performance, costs, outcomes, and proposed adjustments.

• Clarify account-level performance shifts and actions taken to enhance results.

• Develop a testing playbook specifically for ChatGPT Ads.

• Initiate tests focusing on CPC and outcome-optimized bidding, pixels, Conversions API, creatives, and contextual query fit.

• Assess SEM and high-intent networks using clear criteria for scaling or halting efforts.

• Investigate opportunities within Amazon Ads, Apple Ads, Microsoft Copilot ad platforms, and select native or intent networks.

• Advise on which secondary SEM networks should receive budget allocations based on performance metrics and unit economics.

• Aim to enhance account structures and conversion tracking within 60–90 days, boost ROAS and/or decrease CPL, formulate a ChatGPT Ads testing plan, and suggest secondary SEM networks.

⛳️ Requirements

• A minimum of 4 years of direct experience in paid search marketing.

• Agency experience is highly preferred.

• Daily hands-on experience with Google Ads and Microsoft Advertising is essential.

• Proven track record of demonstrating account-level enhancements, such as increased ROAS, reduced CPA, or effective scaling.

• Familiarity with lead generation and offline conversion settings.

• Experience with Performance Max and AI Max is required.

• Current or recently obtained Google Ads certification is necessary.

• Microsoft Advertising certification is an advantage.

• Experience in education, career colleges, trades, automotive aftermarket, manufacturing, or financial services direct response is a plus.

• Familiarity with ChatGPT Ads/OpenAI Ads Manager is a bonus.

• Experience with Amazon Ads is advantageous.

• Background in Apple Ads, Reddit Ads, or other intent networks is a plus.

• Strong competency in managing and optimizing Google Ads across Search, Display, Remarketing, YouTube/Demand Gen, Performance Max, and Local/LSAs.

• Capability to handle Microsoft Advertising across Search and Audience Network.

• Solid understanding of campaign architecture, intent mapping, negatives, match types, geo-targeting, audience segmentation, asset groups, and the distinction between brand and non-brand segmentation.

• Proficiency in writing and testing direct-response ad copy and extensions.

• Ability to forecast spending, inquiries, CPA, and ROAS accurately.

• Strong understanding of GA4, Google Tag Manager, conversion diagnostics, enhanced conversions, and offline conversion imports.

• Capability to analyze ROAS, CPA/CPL, cost per enrollment or sale, qualified inquiry volume, and wasted expenditure.

• Experience in managing lead-generation campaigns where conversions may happen offline.

• Resume must be submitted in English and in PDF format.

• Availability to work from 8:30 AM to 5:30 PM CT is required.

• A video showcasing skill sets must be submitted using the same email as the application.

• Proficiency in English is mandatory for the application process.

🏝️ Benefits

• Fully remote work setup.

• Opportunity to take charge of hands-on paid search execution for various direct-response client accounts.

• Chance to help expand the agency's capabilities beyond Google and Microsoft Advertising.

• Opportunity to shape the agency's strategy for ChatGPT Ads and assess additional high-intent advertising networks.

• Experience working with a global clientele across sectors like education, automotive aftermarket, manufacturing, and other direct-response industries.