Michael Page
Paid Search Manager
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Paid Search Manager
As a Paid Search Manager, you will manage, optimise and scale Paid Search campaigns across multiple markets and platforms, reporting into the Head of Paid Social. This is a highly technical, analytical and commercially-oriented role, with a lot of scope to have an impact.
Client Details
This opportunity is with a leading iGaming entertainment company, working for its flagship online casino brand. They have a global presence, with the UK as a key market; they are innovative and ambitious, always looking to evolve and stay ahead of the competition. The company culture is supportive, collaborative, fast-paced and innovative; with opportunities to learn and take responsibility, and to get promoted and progressed on a meritocratic basis.
Description
This is an opportunity to join a growing team with multimillion pound budgets which is undertaking ongoing global expansion. The role would suit someone with strong technical Paid Search knowledge, excellent analytical skills and a genuine test-and-learn mindset to make a measurable commercial impact in a fast-paced international environment. The Paid Search Manager will have the opportunity to hire and manage an Executive within the first year of joining the business.
Responsibilities:
- Develop and execute paid search strategies across Google Ads, Microsoft/Bing Ads, Apple Search Ads (ASA) and Universal App Campaigns (UAC)
- Take ownership of the day-to-day management, optimization and performance of accounts across multiple markets.
- Identify opportunities to scale acquisition while maintaining agreed CPA, ROAS and profitability targets.
- Conduct keyword research, search query analysis, bid management and campaign optimization.
- Develop and test ad copy, extensions/assets and targeting strategies to improve campaign performance.
- Monitor key performance metrics including CTR, CPC, conversion rates, CPA, ROAS and revenue.
- Identify trends, issues and opportunities within campaign data and take appropriate action.
- Manage and optimize Universal App Campaigns (UAC) and Apple Search Ads (ASA) activity.
- Develop an understanding of app acquisition performance and how paid search activity contributes to overall player acquisition.
- Work closely with relevant internal teams to ensure app campaigns are effectively tracked, measured and optimized.
- Plan and implement A/B tests across keywords, ad copy, targeting, bidding strategies and landing pages.
- Work with creative, product and other relevant teams to develop and test landing pages and messaging.
- Use test results and data to make informed decisions and continuously improve campaign performance.
- Proactively investigate new opportunities, tools and approaches.
- Contribute to budget planning, forecasting and monthly reporting.
- Manage allocated Paid Search budgets effectively and ensure spend is aligned with performance and profitability targets.
- Monitor pacing and proactively highlight potential overspend, underspend or performance issues.
- Contribute to business cases and recommendations for increasing investment in successful markets and campaigns.
- Work closely with the Marketing Analytics team to ensure accurate tracking, reporting and measurement.
- Analyze campaign and market-level data to understand performance and identify actionable insights.
- Use analytics to inform campaign strategy, rather than relying solely on platform-reported metrics.
- Develop regular performance reports and communicate key findings and recommendations.
- Write and develop compelling, performance-focused search ad copy
- Work closely with creative teams to develop creative assets for CPPs (Custom Product Pages) for ASA
- Collaborate to develop creative testing strategies and plans for Paid Search Campaigns.
- Develop, implement and analyse creative tests across search ads and ASA campaigns, using learnings to continuously improve acquisition performance.
- Work collaboratively with marketing and analytics teams.
- Communicate performance, challenges and opportunities to senior stakeholders.
- Share best practice and knowledge, and be confident challenging and influencing within the business, based on data and insights.
- Keep up to date with changes across Google Ads, Microsoft Ads, UAC, ASA, and stay informed about algorithm changes, new platform features, market developments and competitor activity.
- Proactively identify and test new opportunities that could improve acquisition performance.
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Profile
- Established experience in Paid Search, ideally within igaming, e-commerce or another performance-driven industry.
- Proven experience managing Paid Search campaigns and budgets across multiple markets.
- Strong working knowledge of Google Ads and Microsoft Advertising (Bing Ads).
- Experience with Universal App Campaigns (UAC) and Apple Search Ads (ASA) is highly desirable.
- Multi-market experience is desirable.
- Strong understanding of Paid Search fundamentals, including keyword strategy, bidding, ad copy, targeting, campaign structure and performance optimisation.
- Strong analytical skills, with the ability to interpret data, identify trends and make commercially sound decisions.
- Experience with A/B testing and experimentation, including landing-page, messaging and creative testing.
- Comfortable managing budgets, forecasting and working towards performance targets.
- Proven experience writing search ad copy, with an understanding of how messaging influences CTR, conversion rate and overall campaign performance.
- Experience developing or contributing to creative-testing strategies, ideally within Apple Search Ads or app-acquisition campaigns.
- Previous people management or mentoring experience is advantageous, but not essential.
- A diligent, motivated approach and strong attention to detail.
- Curiosity and a genuine desire to learn-particularly across new platforms, markets and technologies.
- Strong commercial awareness and a focus on delivering measurable results.
- Confidence using data to make sound, performance-led decisions.
- The ability to work independently, prioritise effectively and take ownership of assigned markets and campaigns.
- Comfort working with multinational teams across different markets and cultures.
- Clear communication skills, with the confidence to challenge and influence stakeholders when needed.
- A proactive, accountable and hands-on approach to campaign management.
- A collaborative mindset and the ability to thrive in a fast-paced, evolving environment.
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Job Offer
- Salary between £45,000 and £50,000, plus up to 10% discretionary bonus
- 24 days holiday leave.
- Hybrid working model - 3 days/week in the office in Central London
- Private healthcare and life insurance.
People are at the heart of Michael Page. We are committed to creating an inclusive environment. As an inclusive recruiter we welcome applications from people of all backgrounds, identities and experiences. If you require any adjustments or accommodations during the recruitment process, we'll work with you to ensure you can perform at your best.
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