Objective: The Online Marketing Specialist – Performance Marketing is responsible for developing, executing, and optimizing paid search marketing strategies that deliver qualified traffic and measurable growth to AutomationDirect’s digital properties. This role manages performance marketing campaigns across Google Ads and Microsoft Ads platforms supporting AutomationDirect’s product-driven B2B e-commerce business. The specialist will leverage automation, machine learning capabilities within advertising platforms, and emerging AI tools to continuously improve campaign performance. Through structured experimentation, data analysis, and ongoing optimization, this specialist will refine targeting, creative development, bidding strategies, and reporting to maximize results. This role will play a key part in shaping paid search strategy and identifying new opportunities to improve digital marketing performance. AutomationDirect encourages data-driven experimentation and continuous improvement across digital marketing programs. This position operates with limited supervision and requires strong analytical skills, sound judgment, and the ability to independently manage testing initiatives and optimization efforts. What Success Looks Like in this Role In this role, you will: Improve return on ad spend (ROAS) and reduce cost per acquisition (CPA) through continuous optimization and testing Identify and scale high-performing campaigns that drive qualified product traffic and revenue Implement structured experimentation that generates actionable insights and improves campaign performance Build automated reporting and dashboards that improve visibility into paid search performance Responsibilities: Performance Marketing Campaign Managment Develop, launch, manage, and optimize performance marketing campaigns across Google Ads and Microsoft Ads. Conduct keyword research, audience targeting, bid management, and ad copy development. Utilize platform automation such as Smart Bidding, Performance Max, and audience signals to improve campaign efficiency. Monitor campaign performance and implement data-driven optimizations to improve conversions and reduce acquisition costs. Coordinate with Google and Microsoft representatives to identify optimization opportunities and new beta features Optimization Experimentation Utilize automation tools and machine learning features within advertising platforms to identify optimization opportunities. Design and execute structured experiments including A/B testing, bid strategy testing, audience targeting tests, and creative experiments. Use AI-assisted tools to generate and test ad variations, messaging, and keyword strategies. Analyze experiment results and implement successful optimizations across campaigns. Identify opportunities for automation to streamline campaign management and reporting. Data Analytics Performance Reporting Monitor and analyze campaign performance, website traffic, and conversion metrics using analytics platforms. Track and report on key performance indicators such as ROAS, CPA, conversion rate, and revenue contribution from paid search. Develop dashboards and automated reporting using analytics and visualization tools. Prepare monthly performance reports highlighting insights, testing outcomes, and optimization strategies. Fulfill ad hoc reporting and marketing performance analysis requests.