Paid Search Specialist

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. What does that mean? Well, we pump peanut butter into your jar, and the oil in your car. We glue the soles of your shoes, the glass in your windows and the screen on your phone. We spray the finish on your vehicle, coatings on your pills, the paint on your house and texture on your walls. Graco is part of your daily life.

The Search Marketing Specialist will manage and optimize our paid search and marketplace campaign. This role will focus on developing data-driven campaign strategies that drive brand visibility, lead generation, and sales growth. Work closely with various teams to ensure that our paid search efforts align with our SEO strategies and business objectives.

• Manage and optimize significant media budgets across multiple social media channels and campaign types.
• Work closely with the SEO team to provide regular insights on conversion trends and performance metrics to leadership.
• Make data-driven recommendations for budget shifts and reallocations to maximize ROI.
• Develop and maintain a flexible budget strategy that can quickly adapt to changes in campaign performance.

• Design and execute comprehensive campaigns that address all stages of the purchase journey—awareness, consideration, purchase, and post-purchase retention—while optimizing each campaign to meet desired KPIs.
• Tailor strategies and tactics to ensure effective messaging and engagement at each stage, utilizing a mix of digital channels.
• Perform in-depth keyword research, create compelling ad copy, and configure campaigns to enhance overall effectiveness.
• Conduct thorough analysis of historical performance data to determine optimal budget allocation across the funnel, ensuring that resources are directed where they will have the greatest impact.
• Utilize attribution modeling to assess the impact of various marketing activities on final conversions, adjusting budget allocations based on insights gained from multi-channel interactions.
• Regularly review campaign performance and adjust budget allocations based on changing business objectives and overall campaign effectiveness.
• Develop audience segments for targeted messaging at each stage of the funnel.
• Manage Graco’s marketplace campaigns (Amazon) along with providing vendor direction, including Sponsored Products, Sponsored Brands, and Sponsored Display ads.
• Research and propose additional paid media investment opportunities with anticipated ROI.

• Conduct in-depth analysis of campaign performance across all funnel stages and channels.
• Identify trends, opportunities, and areas for improvement in conversion rates.
• Provide regular performance reports and actionable insights to Graco management.
• Conduct in-platform experiments to improve conversion rates and cost per conversion metrics.

• Collaborate with SEO and content teams to ensure alignment between paid and organic strategies.
• I ncorporate keyword research and search intent data into paid campaign strategies.
• Optimize landing pages and ad copy to improve quality scores and ad relevance.
• Other duties as assigned.

• Bachelor’s degree in Marketing, Business, or a related field.
• 3+ years of experience in digital advertising or performance marketing, with a proven track record of managing large media budgets.
• Strong analytical skills with experience in data-driven decision-making and budget optimization.
• In-depth understanding of full-funnel marketing strategies and tactics.
• Expertise in managing campaigns on Google Ads, Microsoft Ads and programmatic advertising channels.
• Experience with CRM platforms.
• Strong communication skills for presenting complex data and strategies to senior management.

• Global industrial manufacturing experience and knowledge.