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).