Senior Paid Search Strategist

3 weeks ago

Toronto ON, Canada Critical Mass Full time

As a Senior Paid Search Strategist, you will own the creation, execution, and optimization of paid search campaigns, acting as the strategic SEM lead and advisor for a major national brand. You’ll provide leadership and expertise in account structure and setup, ongoing budget and bid management, and continuous performance optimization. You will collaborate across multiple teams and disciplines, present data-driven insights, and deliver actionable performance reporting to clients. You will be responsible for defining and communicating SEM goals, maintaining client satisfaction, and educating both internal and external teams on the evolving SEM landscape and its opportunities.

You Will:

  • Lead the ongoing development, implementation, and optimization of SEM strategy for a national brand with $1M+ budgets
  • Work as part of a larger SEM team, aligning your campaigns with your colleagues’ strategies to reduce costs & improve performance by sharing learnings
  • Translate business goals to SEM platform activation strategies/tactics
  • Own the hands-on execution and management of day-to-day performance for multiple campaigns, including budget pacing, campaign setup, account structure, targeting strategy, bid strategy, platforms, data usage, performance optimizations, testing strategy, troubleshooting, and downstream client funnel optimization
  • Clearly communicate paid search best practices and strategies, both internally and externally
  • Create and share search POVs and case studies across the agency
  • Develop consistent account processes and procedures
  • Craft compelling ad copy and guide CRO strategies to drive high-quality traffic and conversions
  • Deliver actionable insights to clients through insightful, visually compelling reports (including analysis and strategic recommendations)
  • Identify market and consumer trends, telling a story with search data
  • Run iterative testing strategies to drive incremental performance lifts
  • Map out search tactics and strategies on a daily, weekly, monthly, quarterly, and annual basis
  • Conduct regular SEM audits and competitive analyses to identify net-new opportunities
  • Provide data-driven insights and recommendations to refine our strategy and improve campaign performance
  • Stay on top of the latest trends in the SEM landscape, keeping clients educated and adapting our search strategies as needed in response

You have:

  • 4+ years of hands-on experience managing and optimizing paid search campaigns with large spends
  • Excellent written and verbal communication skills, with the ability to clearly and persuasively articulate paid search strategies
  • Strong presentation and storytelling skills, with an emphasis on data visualization
  • High attention to detail
  • Proven success in optimizing SEM campaigns and achieving substantial improvements in performance over time
  • High proficiency in industry-standard SEM tools (e.g. Google/Microsoft Ads, Google Analytics, Google Tag Manager, and Google Ads Editor)
  • Ability to react quickly, assess, and implement solutions
  • Excellent data analysis and problem-solving skills
  • A passion for testing and learning and a proactive approach
  • Ability to mine search data for campaign performance insights, uncovering opportunities to drive ROI
  • Passion for staying current in a rapidly evolving digital environment, leveraging new tools and techniques to gain a competitive edge

You May Have:

  • Advanced Excel/spreadsheet experience a plus
  • Google Ads certification a plus
  • Experience with Discovery, YouTube/Video, Display, Shopping/PLAs, and Social campaigns a plus
  • Experience with additional search tools such as Search Ads 360, SEMrush, Spyfu, Adgooroo, Marin, Skai, or Google Merchant Center a plus
  • Experience with Google Data Studio and other data visualization tools (e.g Tableau) a plus
  • Experience in the automotive industry a plus

The Talent Team at Critical Mass is focused on ensuring we provide the best training, onboarding, and employee experience possible Our new hires & employees are the future of our organization, and we want to set you up for long-term success. In an effort to do so, we expect our team to work from anoffice a minimum of 4 days a week . The ask stems from our want to:

Strengthen opportunity for continuous learning
Improve collaboration and team relationships.
Increase employee engagement

This work model balances the need for individual flexibility while maintaining the relentless customer focus we provide at CM. We understand that not everyone may feel comfortable with this expectation, so we ask that you please let us know immediately if there are any concerns so we can help navigate accordingly.

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