What is Paid Search?
Paid search is a form of marketing that is done online on the result pages of search engines, also known as SERPS (Search Engine Result Pages). Renowned search engines like Google and Bing are famously practicing paid search. However, paid search is different from the conventional form of advertising and only requires customers to pay for each click that takes place.
How is Paid Search used?
Zippia reviewed thousands of resumes to understand how paid search is used in different jobs. Explore the list of common job responsibilities related to paid search below:
- Worked in Google AdWords, AdWords Editor and Marin platforms to optimize Paid Search accounts.
- Prepare client reports on paid search campaigns spending and performance as needed to
- Provide recommendations to improve paid search presence and performance.
- Served as liaison with paid search engine contacts.
- Create new paid search accounts, or guide seamless transitions of existing accounts for new clients.
- Managed and optimized client's paid search campaigns in Google AdWords and Yahoo!
Are Paid Search skills in demand?
Yes, paid search skills are in demand today. Currently, 1,298 job openings list paid search skills as a requirement. The job descriptions that most frequently include paid search skills are paid search specialist, director, search marketing strategies, and search marketing manager.
How hard is it to learn Paid Search?
Based on the average complexity level of the jobs that use paid search the most: paid search specialist, director, search marketing strategies, and search marketing manager. The complexity level of these jobs is challenging.
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What jobs can you get with Paid Search skills?
You can get a job as a paid search specialist, director, search marketing strategies, and search marketing manager with paid search skills. After analyzing resumes and job postings, we identified these as the most common job titles for candidates with paid search skills.
Paid Search Specialist
Job description:
Paid search specialists or PPC specialists mainly manage internet pay-per-click advertising campaigns. The specialists conduct research, decide on purchases, analyze results, and alter the course for optimization. They oversee the strategy, implementation, SEO, design, and analysis of advertising campaigns' performance. Their responsibilities include the determination of trends of insights and trends for maximum return of investment in the paid search campaigns. Knowledge in internet marketing, marketing strategy, and SEO is necessary for this job.
- Paid Search
- Digital Marketing
- Google Adwords
- SEM
- Search Campaigns
- PPC
Director, Search Marketing Strategies
- Digital Marketing
- Paid Search
- SEM
- PPC
- ROI
- Search Engine Marketing
Search Marketing Manager
Job description:
A search marketing manager is typically in charge of utilizing web search engines for marketing operations, ensuring efficiency and smooth workflow. Their responsibilities include developing strategies to identify the best practices to optimize search marketing procedures, managing the budgets and schedules, assessing the performance of the workforce, and monitoring the progress of all operations. They may also address issues and concerns, resolving them promptly and efficiently. Furthermore, as a search marketing manager, it is essential to lead and encourage the workforce to reach goals, all while implementing the company's policies and regulations.
- Paid Search
- Digital Marketing
- Google Analytics
- Google Adwords
- SEM
- Search Campaigns
Search Marketing Analyst
Job description:
A search marketing analyst is responsible for managing the company's online presence by developing marketing techniques and strategizing in creating engaging content to increase web traffic and improve search quality. Search marketing analysts analyze the current market trends to identify web designs and approaches to meet public demands and interests, incorporating ideas to boost online visibility. They also assist the marketing team in generating promotional campaigns by actively posting on social media platforms to gain an audience. A search marketing analyst must have excellent communication and organizational skills, especially in handling pages and adjust business plans as needed.
- Digital Marketing
- Paid Search
- Google Analytics
- WordPress
- Keyword Research
- Campaign Performance
SEM Specialist
Job description:
An SEM specialist is in charge of understanding search engine rankings and optimizing the company's website to bring traffic to it via both organic as well paid search engine methods. To become an SEM specialist, you need to know how to do data analysis around the web and combine all the elements of online marketing, social marketing, and marketing analytics to create a strategy for the company's website.
- Digital Marketing
- Paid Search
- Google Analytics
- Keyword Research
- Search Engine Marketing
- Google Adwords
Search Marketing Specialist
Job description:
A search marketing specialist is responsible for utilizing web search engines for marketing operations. Their responsibilities include developing web platform strategies to attract visitors and potential clients, plan search marketing campaigns, gather and analyze data, and monitor the progress of campaigns, performing corrective measures as needed. There are also instances where they must produce written advertisement materials and come up with particular keywords. Furthermore, as a search marketing specialist, it is essential to maintain an active communication line with staff, coordinating every step of the way.
- Digital Marketing
- Paid Search
- B Testing
- A/B
- Marketing Campaigns
- Google Analytics
Search Strategist
Job description:
A search strategist varies depending on institution and roles in their different categories. This is an individual who makes your website or articles to be among the first in line when a customer searches for certain keywords that are related to your organization or a specific product. The duties and responsibilities include developing online marketing strategies and tactics and running simulations and possible outcomes to a strategy to help in revenue forecasting.
- Digital Marketing
- Google Analytics
- Paid Search
- Keyword Research
- User Experience
- Marketing Campaigns
Search Engine Marketing Strategist
- Digital Marketing
- Paid Search
- Campaign Performance
- Search Engine Marketing
- SEM
- Website Traffic
Search Engine Marketing Manager
Job description:
A search engine marketing manager is in charge of overseeing the operations and workforce involved in search engine marketing. They mostly devise strategies to reach targets faster, identify new trends and opportunities, set budget and goals, and optimize various tools to catapult a campaign into a success. There are also instances where they must produce progress reports, liaise with clients, and perform optimization. Furthermore, as a manager, it is essential to lead and encourage the team to reach goals, all while implementing the company's policies and regulations.
- Digital Marketing
- Google Analytics
- Paid Search
- Keyword Research
- Search Engine Marketing
- Search Engine Optimization
How much can you earn with Paid Search skills?
You can earn up to $62,694 a year with paid search skills if you become a paid search specialist, the highest-paying job that requires paid search skills. Directors, search marketing strategies can earn the second-highest salary among jobs that use Python, $112,940 a year.
| Job title | Average salary | Hourly rate |
|---|---|---|
| Paid Search Specialist | $62,694 | $30 |
| Director, Search Marketing Strategies | $112,940 | $54 |
| Search Marketing Manager | $80,550 | $39 |
| Search Marketing Analyst | $67,096 | $32 |
| SEM Specialist | $61,808 | $30 |
Companies using Paid Search in 2026
The top companies that look for employees with paid search skills are Ryder System, Cornerstone OnDemand, and Uline. In the millions of job postings we reviewed, these companies mention paid search skills most frequently.
| Rank | Company | % of all skills | Job openings |
|---|---|---|---|
| 1 | Ryder System | 12% | 6,017 |
| 2 | Cornerstone | 12% | 362 |
| 3 | Uline | 9% | 1,450 |
| 4 | Acxiom | 9% | 1,221 |
| 5 | Merck | 8% | 1,893 |
2 courses for Paid Search skills
1. 2023 Google Ads Training (AdWords): Paid Search (PPC) Ads
In this Search 101 course you will learn the basics of paid search marketing and be able to build your first search campaign in under 2 hours. Have you ever wanted to master digital marketing and PPC? Are you thinking about advertising your new website or showcasing your new product? Then this is the best place to start. Search is the greatest opportunity for your business to succeed. Now it's time to learn the basics from a Google Ads professional. Topics in this Search 101 course include the following: Understanding digital marketing basics and why it mattersThe difference between SEO and SEMHow to set up a Google Ads accountDetailed explanation of keywords and how to use themTips for making excellent creatives or adsChoosing the right bidding strategy and budgetBuilding the best Campaign StructureMeasuring the results of your CampaignWalkthrough of Search terms ReportLearn about Optimization ScoreWith over 4 years working specifically on Google Ads, Brandon is an expert that knows how to translate complex topics into easy to understand lessons. He's worked with thousands of clients and understands a wide variety of business models. His courses are straight forward and are perfect for beginners as well as professionals. If you have any questions feel free to reach out...
2. Google AdWords Essentials: Getting Starting with PPC & Paid Search Campaigns
Learn the ins and outs of creating Google AdWords search campaigns with WordStream’s Mark Irvine in this essential step-by-step class!...