A young paid search marketing specialist.

The Advertising genius of the 1940s William Bernbach used to say: Never do anything yourself that you can hire someone else to do, especially if they can do it better.

In the fast-paced world of online marketing where time directly translates to money, this sentiment rings especially true. 

Whether you operate your marketing department or outsource your digital marketing efforts, having a well-paid search marketing specialist on your team will prove to be an invaluable asset to your business.

In this article, we look at what exactly a paid marketing specialist does, why you need them, and what to look for when hiring one.

What is a Paid Search Marketing Specialist?

A paid search marketing specialist is a digital marketing professional that specializes in paid search (PPC) and to a lesser extent the search engine optimization (SEO), of your digital advertising strategy. They are directly involved in managing and overseeing the growth of a business on Google and other search engines. They ensure that your online presence is optimized and compliant with search engine rules and requirements.

A paid search marketing specialist understands how to effectively make purchasing decisions, analyze results and change course when necessary to optimize the overall return of a campaign. They intensely understand Google Ads, and conversion value in Google ads, and use these tools flawlessly to drive sales.

Why Should You Work with a Paid Search Marketing Specialist?

Expert knowledge

A paid search marketing specialist has an in-depth understanding of the workings of paid search marketing. They are up to date with the latest Google algorithmic adjustments, they understand what keywords to use and how often, and they know all the rules and paid search best practices to drive traffic to conversion.   

Specialized Experience

Because they are so specialized, a search marketing specialist quickly builds up an arsenal of experience in what to do to optimize a paid search marketing campaign.

The intricacies of managing Google Ads, setting up ad groups, daily budgets, and analyzing and adjusting a campaign is something that you get better at if you do it daily.

What To Look for When Hiring a Paid Search Marketing Specialist

There are three key things to keep in mind when hiring a paid search marketing specialist. These include their experience, their skill set, and their availability.


Nothing beats experience in the world of paid search marketing. Even with all the best practices and theoretical knowledge under your belt the nature of paid search marketing is such that you have to be able to quickly react to a fast-changing situation. Experience and time spent in similar situations are the only way to come out on top.

Skill Set: 

It goes without saying, that without the necessary skill set, a paid search marketing specialist will not be able to do the task required to run a successful paid search campaign. They need to have the skills to manage paid search accounts, set up keyword research, create ad groups and analyze and set up daily budgets. They need the technical skills required to use the tools necessary to run a successful paid search campaign.


Make sure the person you are considering as a paid search marketing specialist is committed. There is nothing more detrimental to the success of a paid search campaign than a paid search specialist that is doing the bare minimum required. 

A team of paid search marketing specialists.

What To Avoid When Hiring a Paid Search Marketing Specialist

Unfortunately, there are also a few things that should act as warning signs when considering a paid search specialist.

Suspicious work history

Large gaps of no employment, and leaving various positions in a short amount of time are all warning signs that you should ask about before choosing a paid search specialist.

Lack of knowledge

A major red flag to watch out for is if a candidate is not able to perform the tasks necessary to be a successfully paid search marketing specialist. Make sure a new candidate is asked about specific technical aspects of the job as well as a possible hands-on interview to assess their level of skills. 

Final thoughts

The digital marketing landscape changes rapidly. New technologies emerge, and old ones become outdated very quickly. To stay ahead of the game, you need the right experts in-house to ensure success.

A paid search marketing specialist is crucial for any business selling online to scale the number of sales they are making exponentially. Working with an agency that specializes in paid search marketing is a great way of getting those experts onboard without having to spend too much time learning the ins and outs of paid search marketing.

NAV43 is a marketing agency that specializes in paid search marketing. Give us a call today to see how we can help.

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