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Job Summary

As a paid search marketing professional, I manage ad campaigns on publisher sites such as Google or Bing. My day-to-day work includes researching keyword expansion opportunities, writing text ads, managing bids, and pacing budget. Collectively, these tasks are referred to as campaign optimizations. This is typically a client-facing job with frequent meetings to review performance.

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Andrew's Career Path

I received my bachelor's degree before finding my way into paid search marketing. I say finding because my original plan was to be an accountant, but after finishing my degree realized it just wasn't for me.

I cut my teeth at a small agency where I managed mainly retail and B2C paid-search accounts. After a few years there, I moved to a global agency and began managing higher budget/complexity accounts for national brands within auto, finserv, and travel verticals.

I found day-to-day account management enjoyable, but after six years was ready for a new challenge. I now work on the publisher side where I provide data, insights, and recommendations to career and education clients.

For me, the agency experience was great, and I would say it prepared me well for the work I do today.

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Hard Skills

A career in paid search marketing would be difficult without a deep understanding of the following:

  • Pay-Per-Click Model

  • Excel

  • PowerPoint

  • PowerBI

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Soft Skills

Many more soft skills could be included, but these represent the top four from my perspective:

  • Teamwork

  • Communication

  • Multitasking

  • Time Management

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Work/Life Balance

Flexibility has improved as my career has advanced. When I started in paid search marketing, flexibility was limited. Start and end times were strict, I had one week of paid vacation per year, and one week of paid sick time per year. It's all relative, but this was limited in comparison to today.

The company I work for now allows me to choose when I want to start and stop, I have three weeks of paid vacation per year, and two weeks of paid sick leave.

Also, I was working for my current employer when my son was born. They allow fathers to take up to three months of paid leave for bonding time, so needless to say, I was fortunate to be able to be with my wife and son during this significant transition. Truly an incredible benefit and commitment to work/life balance.

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Pay

According to the Bureau of Labor Statistics, the national estimate for Market Research Analysts and Marketing Specialists is $62,560 (median). National wage estimates by percentile:

  • $33,950

    10th Percentile

  • $45,550

    25th Percentile

  • $88,260

    75th Percentile

  • $121,720

    90th Percentile

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