Your Role
As a Paid Search Strategist, you will be responsible for developing strategy, implementing, tracking, and managing PPC campaigns across various digital channels for our clients on behalf of Blue Wheel. Using your expertise and up-to-date grasp of marketing strategies and best practices, you will manage campaigns from concept to execution to analysis. You will work collaboratively with internal Client Services account stakeholders to craft and execute powerful marketing strategies. You will also be an external voice for Blue Wheel, working directly with clients to articulate strategic and performance insights, provide recommendations, and deliver forward-thinking solutions.
Job Duties
Client Strategy & Growth Alignment
- Collaborate with Client Service teams to understand each client's brand, goals, and key performance metrics in the DTC space.
- Develop and execute paid search strategies that align with client objectives, including customer acquisition, revenue growth, and return on ad spend (ROAS).
- Proactively identify growth opportunities, such as new audience segments, emerging platforms, and advanced bidding strategies.
- Align campaign strategies with broader omnichannel marketing initiatives, ensuring a seamless customer journey across paid search, social, email, and organic channels.
Campaign Execution & Optimization
- Develop, launch, and manage paid search campaigns across platforms like Google Ads and Microsoft Ads.
- Implement data-driven optimizations, adjusting keyword bids, audience targeting, creative assets, and budget allocations to maximize performance.
- Utilize automation tools (e.g., Smart Bidding, Performance Max, SA360) and manual bid strategies to enhance efficiency and effectiveness.
- Perform ongoing A/B testing on ad creatives, landing pages, and targeting to drive incremental performance improvements.
- Leverage first-party data (CDPs, CRM platforms) and third-party audience segments to refine targeting strategies for retention and acquisition.
Data Analysis & Performance Reporting
- Prepare, compile, and present internal and external performance reports with actionable insights tailored to DTC client KPIs, such as CAC, LTV, and ROAS.
- Monitor and interpret campaign data, identifying trends, performance gaps, and new opportunities for scaling campaigns.
- Utilize analytics tools such as Google Analytics (GA4), Looker Studio, and attribution platforms to measure and communicate performance.
- Provide insights on budget pacing, forecasting, and investment strategies to maximize efficiency and profitability for clients.
Client Communication & Thought Leadership
- Attend all internal and external calls related to your client accounts, serving as the subject matter expert on paid search and programmatic strategies.
- Lead discussions on campaign performance, optimizations, and strategic shifts to ensure alignment with client goals.
- Educate clients and internal teams on evolving trends in search, programmatic, and digital advertising.
- Develop case studies and insights from successful campaigns to inform future strategies and support new business pitches.
Creative Development & Execution
- Write, test, and iterate ad copy tailored for DTC consumer behavior, optimizing for engagement, conversions, and brand voice consistency.
- Coordinate with creative teams to develop and deploy compelling ad assets, including image, video, and interactive ad formats.
- Ensure that ad creatives align with DTC brand messaging, landing page experiences, and consumer psychology.
- Experiment with new creative approaches, such as DSAs, RSAs, and interactive ad units, to enhance engagement and performance.
Cross-Functional Collaboration
- Work closely with paid social, email, and lifecycle marketing teams to ensure cohesive messaging and customer journey alignment.
- Partner with CRO teams to refine landing pages and improve conversion rates.
- Collaborate with developers and analytics teams to implement tracking solutions, pixel integrations, and audience segmentation strategies.
- Share insights and performance data with media buyers, strategists, and content teams to refine holistic DTC growth strategies.
Budget Management & Forecasting
- Manage and optimize ad spend across multiple DTC brands, ensuring cost efficiency and performance scalability.
- Continuously track pacing and profitability, making strategic recommendations to reallocate budget where needed.
- Forecast monthly and quarterly media spend based on historical performance, seasonal trends, and client goals.
Innovation & Testing
- Stay ahead of industry trends, platform updates, and algorithm changes to keep client strategies competitive.
- Experiment with emerging ad formats (e.g., Performance Max, AI-driven bidding strategies, video discovery ads) to drive incremental gains.
- Conduct rigorous A/B testing across audience targeting, bidding strategies, and creative messaging to refine best practices.
- Document test results and performance insights to continuously enhance agency-wide media buying strategies.
Preferred Qualifications
- Google Ads and Microsoft Ads certifications.
- Proven experience managing paid search campaigns in an agency environment.
- Hands-on experience with SA360, Performance Max, and other advanced search tools.
- Strong proficiency with analytics tools, including Google Analytics (GA4) and Looker Studio.
- Demonstrated ability to manage budgets across multiple accounts while driving measurable ROI.