Google Ads is used by Digital Marketers to create pay per click advertisements which appear on various search engines that run on Google. They often partner with Marketing Analysts who combine Google Ads and Google Analytics to determine the success of marketing efforts, suggest optimizations, and conduct market research.
Paid Search Managers organize pay per click campaigns through Google Ads. It’s their primary specialization so they’re experts in using Google Ads, Google Analytics, and designing advertisements with a high conversion rate. A Search Manager’s job is similar to a Paid Search Manager, except that they don’t pay for advertisements. Instead they use organic growth marketing tactics to achieve their desired results.
A Social Media Strategist combines these roles with a focus on social media instead of search engines. Social Media Strategists plans and creates free and paid advertisements along with content to grow the reach of a given account. Some Social Media Strategists use Google Ads to promote their social media account or a product being sold through that account.
A Marketing Manager combines all of these roles. They plan, design, create, and execute marketing plans across multiple social media platforms, search engines, and websites. They utilize Google Ads to run their paid advertisements. Some Marketing Managers oversee employees and any of the roles we’ve listed here could have a Marketing Manager as a supervisor.
While Google Ads is a great way to start your foray into digital marketing, it's probably not enough to get you a job on its own. But in combination with Google Analytics, basic graphic design, and digital marketing strategies you’d be well on your way to a robust career in this field.
Google Ads Career Options
Here are a few career paths for which you’ll likely need Google Ads skills in order to succeed. We also include additional info about their average salaries, their day-to-day responsibilities, and a link to learn more about each career.
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Digital Marketer
Digital marketers are responsible for designing, managing, and reviewing digital marketing campaigns. Using their expertise in search engine optimization (SEO), social media, backlinks, and digital ads, digital marketers provide data and demographic-driven marketing strategies. They may also help companies develop content marketing strategies through the use of blogs. Digital marketers also use data analytics to review digital marketing campaign results and provide guidance for future campaigns.
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Search Manager
A search manager brings expertise with search engines and a deep understanding of how they work to drive results. They will generally work across search from organic search (SEO) to paid search. In this type of role, the manager would oversee both organic and paid search operations, including strategy, optimization, and reporting. In organic search, the manager would be in charge of finding the right keywords to target, improving rank for those keywords, and optimizing the site for SEO. Within paid search, the manager would build the strategy, manage the campaigns, and continually test and optimize for the best performance.
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Paid Search Manager
A paid search manager is tasked with leading search marketing campaigns, generally on Google and Bing Ads. The manager leads the day-to-day strategy, reporting, analysis, and optimization of paid search campaigns. Day-to-day campaign management includes updating bids, adding/removing keywords, monitoring profitability, and more. Strategy and optimization include designing and adjusting paid search strategy to align with overall business goals, running tests to improve performance, and working with other digital partners to develop omnichannel marketing campaigns.
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Marketing Analyst
A marketing analyst brings marketing expertise to companies and organizations to assist with their marketing initiatives. Depending on the type of role and company they are working for, the marketing analyst's job can vary in channels and the type of work. In some cases, the marketing analyst will be in charge of providing analytical support for a specific channel or set of marketing channels. The marketing analyst may also be involved in coming up with strategies, finding the right audiences, performing competitive analyses, and optimizing channels.
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Digital Strategist
Digital Strategy is the work behind digitally rich projects like websites, social media, SEO content, digital marketing, and more. Digital Strategists identify opportunities for growth and make plans for new website releases, content for their client with a specific end goal in mind, or an advertising campaign.
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Social Media Strategist
Social Media Strategists design social media blueprints to achieve a client's or company's marketing targets. They also create content and manage client or company accounts.
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Marketing Manager
Marketing Managers oversee a team of marketing professionals who find ways to grow the business they're working for, execute those growth ideas through campaigns, and analyze and report on those campaigns.
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Web Optimization Specialist
Web optimization specialists are experts at analyzing web traffic and making targeted recommendations to increase user engagement. Acting as user-surrogates, web optimization specialists analyze data on user behavior and advocate for new features or functionalities to improve the end-user experience. Web optimization specialists often work with web developers and designers to create funnels, web applications, and marketing campaigns. These professionals must have experience with data analysis, user-testing, prototyping and digital marketing development.
Learn about becoming a Web Optimization Specialist