Paid Search Specialist

The Post and Courier; Columbia (SC); On-site; USD 52,000 - 65,000; Full time

Job summary

The Post and Courier in Columbia, SC is seeking a Paid Search Specialist to plan, execute, and optimize paid search campaigns across Google Ads and Microsoft Ads, driving qualified traffic and leads.

You will analyze performance, implement conversion tracking, write compelling ad copy, and collaborate with the Digital Marketing team in a fast-paced agency setting.

Candidates with 0–2 years of experience and Google Ads certification (or willingness to obtain) are encouraged to apply.

Qualifications

• Bachelor's degree in Marketing or related field preferred.
• 0–2 years of experience in paid search or digital marketing.
• Google Ads Certification or willingness to obtain within 90 days.
• Basic understanding of Google Ads, Microsoft Ads, GA4, and GTM preferred.

Responsibilities

• Build, launch, and manage paid search campaigns in Google Ads and Microsoft Ads.
• Conduct keyword research to identify opportunities for growth and performance improvement.
• Write compelling ad copy aligned with client messaging and objectives.
• Structure campaigns with best practices: ad groups, keywords, audiences, targeting, bidding.
• Configure campaign settings, billing, and account setup as needed.
• Assist with implementing and validating conversion tracking and key events.
• Monitor performance and optimize: keyword adjustments, bid strategies, audience tweaks, ad tests, budget pacing.
• Conduct A/B testing to improve performance and ROI.
• Review search term reports and add negative keywords.
• Monitor budgets to align with client objectives.
• Prepare regular performance reports and provide actionable insights.
• Stay current on paid search updates and best practices.
• Support other digital marketing initiatives as assigned.

Skills

Analytical thinking

Detail-oriented

Data-driven

Strong communication

Multi-tasking

Education

Bachelor's degree in Marketing or related field

Tools

Google Ads

Microsoft Ads

Google Analytics 4

Google Tag Manager

Job description

The Paid Search Specialist is responsible for supporting the planning, execution, optimization, and reporting of paid search campaigns across platforms including Google Ads and Microsoft Ads. This role works closely with the Digital Marketing team to help clients achieve their marketing objectives by driving qualified website traffic, leads, and conversions through data-driven search engine marketing strategies.

The ideal candidate is analytical, detail-oriented, eager to learn, and passionate about digital marketing. This position offers an opportunity to develop expertise in paid search advertising, campaign optimization, conversion tracking, and performance reporting within a fast-paced agency environment.

Responsibilities

• Build, launch, and manage paid search campaigns in Google Ads and Microsoft Ads.
• Conduct keyword research to identify opportunities for campaign growth and performance improvement.
• Write compelling ad copy that aligns with client messaging and campaign objectives.
• Structure campaigns using industry best practices, including ad groups, keywords, audiences, targeting, and bidding strategies.
• Configure campaign settings, billing, and account setup as needed.
• Assist with implementing and validating conversion tracking, key events, and campaign measurement aligned with client goals.
• Monitor campaign performance and perform ongoing optimizations, including:
  • Keyword additions and exclusions
  • Bid adjustments
  • Audience optimizations
  • Ad copy testing
  • Budget pacing
• Conduct A/B testing to improve campaign performance and maximize return on ad spend.
• Review search term reports and implement negative keywords to improve traffic quality.
• Monitor campaign budgets to ensure efficient spending and alignment with client objectives.
• Prepare regular performance reports and provide actionable insights and recommendations.
• Stay current on paid search platform updates, industry trends, and best practices.
• Support additional digital marketing initiatives and special projects as assigned.

Requirements, Minimum Education Level & Experience

• Bachelor's degree in Marketing or equivalent experience, Advertising, Business, Communications, or a related field preferred.
• 0–2 years of experience in paid search, digital marketing, internships, or related marketing experience.
• Google Ads Certification (or willingness to obtain within the first 90 days of employment).
• Basic understanding of Google Ads, Microsoft Ads, Google Analytics 4, and Google Tag Manager is preferred.

Knowledge, Skills & Abilities

• Strong analytical and problem-solving skills with an interest in interpreting performance data.
• Excellent attention to detail and organizational skills.
• Strong written and verbal communication skills.
• Ability to manage multiple projects and deadlines in a fast-paced agency environment.
• Proficiency in Microsoft Excel and Google Sheets.
• Comfortable learning new digital marketing platforms and technologies.
• Ability to work independently while collaborating effectively within a team.
• Eagerness to continuously learn and stay current with digital advertising best practices.
• Positive attitude, strong work ethic, and willingness to take initiative.