Paid search
When looking to hire a paid search specialist on YunoJuno, understanding the nuances of this digital marketing discipline will help you make an informed choice.
Paid search professionals specialise in managing and optimising pay-per-click (PPC) advertising campaigns across platforms like Google Ads, Microsoft Ads, and additional search networks. They're instrumental in driving qualified traffic to your website whilst maintaining a positive return on ad spend (ROAS).
Essential expertise to look for
A proficient paid search specialist should demonstrate:
- Deep understanding of keyword research and match types
- Experience with bid management and budget allocation
- Proficiency in crafting compelling ad copy
- Knowledge of quality score optimisation
- Analytics and conversion tracking expertise
- Understanding of landing page optimisation
Key interview questions
- How do you approach audience targeting and segmentation?
- What's your process for optimising campaign performance?
- How do you handle negative keywords and search query reports?
- What strategies do you employ for competitive markets?
- How do you approach A/B testing in paid search campaigns?
How to shortlist candidates
Focus on professionals who:
- Show relevant certifications (Google Ads, Microsoft Advertising)
- Have experience in your industry or similar markets
- Present clear case studies with measurable results
- Demonstrate analytical thinking and problem-solving abilities
Red flags to watch for
- Inability to explain their optimisation strategies clearly
- Lack of experience with automated bidding strategies
- No mention of mobile optimisation or device-specific strategies
- Poor understanding of attribution models
What paid search specialists can solve
- Poor campaign performance and high cost per acquisition
- Inefficient budget allocation across campaigns
- Low quality score and poor ad relevance
- Inadequate conversion tracking and reporting
- Limited campaign scalability
- Underperforming landing pages
The right paid search specialist will serve as a strategic partner, helping you navigate the complex world of search advertising whilst delivering measurable results aligned with your business objectives.
