Paid Search Specialist Salary: Pay, Skills, and How to Become One
Welcome to the Creative Careers Series. In this series, we discuss creative positions, pay, skillsets, and how you can land a job. Today we’re discussing paid search: the salary, job description, and more.
Last time, we covered digital marketing and the steps a person could take to become a digital marketing specialist. Today, we’ll be focusing on paid search. Specifically, we’ll look at the average paid search specialist salary and how you can enter this field.
What is a paid search specialist?
A paid search specialist primarily uses pay-per-click (or PPC) campaigns to generate interest and gain new customers. (What’s pay-per-click, again?) You may not use PPC in your job yet, but you might be surprised to know that you likely interact with PPC ads every day.
Pay-per-click involves the sponsored content you see at the top of your Google searches. PPC also comes into play any time you see an ad on Facebook or Instagram. In exchange for premium space on a platform, businesses have to pay—and the more clicks they get, the more they pay.
Source: Radd Interactive
But what are customers searching for on Google? How much is too much for an ad? And what’s the right amount to spend while still getting a return on your investment? These are the questions a paid search specialist has to answer.
As a paid search specialist, you’ll have to understand numbers. This is because some keywords are more expensive and competitive than others, requiring a keen knowledge of your company’s budget. What’s more, paid search specialists often need to work with creative teams (like content marketers, designers, and copywriters) to create sponsored blog posts, social media posts, and banner ads.
How much can I expect with a paid search specialist salary?
Okay, so how much does a paid search specialist make each year? Well, that of course depends on a number of things, like location and experience.
Luckily, many companies now allow employees to work from home, which could get you higher pay, even if you live in a less urban location. Here’s a general idea of what you can expect on average:
Average paid search specialist salary:
According to Glassdoor, the average paid search specialist in the United States, including all industries and years of experience, is ~$54,000 - $55,000/year. (This includes benefits.)
Beginner paid search specialist salary:
According to Glassdoor, the average salary for paid search specialists with 0-1 years of experience, including all industries, is $52,310/year. (This includes benefits.)
Senior paid search manager salary:
As with a lot of specialist positions, the more senior a person becomes, the more their title and responsibilities change. Some paid search specialists may want to take on more management as they advance.
According to Glassdoor, the average Senior paid search manager in the United States, including all industries and years of experience, is $92,542/year (including benefits).
Paid search skills for a resume:
Wondering what you’d need to put on your new resume? Below we’ve listed the paid search skills and programs that could put you above the competition.
A/B testing
Account management
Analytics & reporting
Campaign management
Content marketing
Ads management (Google Ads, Facebook Ads, LinkedIn Ads, Microsoft Ads, etc.)
Google Analytics
Google Search Console
Google Tag Manager
Lead generation
PPC knowledge
PPC campaign management
SEO (e.g. Moz, SEMrush, ahrefs, etc.)
Social media marketing
Paid search specialist job description example: what you can expect
Most companies will require a few key abilities when hiring paid search specialists. In addition to the skills listed above, you’ll need to be able to do the following:
Manage and optimize search and display ad campaigns
Build campaigns to increase sales and retain customers
The ability to meet benchmarks and increase ROI
Report data findings with clarity
A keen understanding of numbers and data
Write SEO-optimized copy for ads and landing pages
Understand bid management and exercise those skills
Research keywords and new processes
How to become a paid search specialist
Luckily, specialist roles are often entry-level, so you can break into paid search with a degree (e.g. marketing, PR, etc.) or digital marketing experience. Here are some ways to become a paid search specialist:
Take classes
Create your own campaigns
Apply for an internship or volunteer
Apply for roles
Take paid search classes
When it comes to paid search classes, there are a number of different kinds. You can take classes in-person or fully online through free videos, paid bootcamps, and e-learning services, like LinkedIn Learning or Udemy.
Here’s a list of paid search classes you can check out:
Google Ads Course from Simplilearn
Free on YouTube
Nearly 5 hours of content
Great for beginners and covers several Google programs
Meta & Facebook Ads Tutorial for Beginners
Free on YouTube
Less than an hour
Made for beginners
Classes start at $14.99 for new students
Various classes to choose from
1-month free trial
Price ranges from $39.99/month - $240/year
Access to LinkedIn’s full library of courses
Certificate of completion
SEO/ PPC Bootcamp - Oxford College of Marketing
Course tuition: ~$492
1-day virtual bootcamp
Certificate of completion
Accepts employer funding
Create your own campaigns
One of the best ways to learn paid search is through first-hand experience. Consider watching some YouTube videos and practicing with a small budget of your own.
When you create a personal brand, you’re free to experiment with different paid search programs. You’ll likely see which platforms are easiest to use and which channels you need to improve. Plus, these experiences may be leveraged into a position later.
Apply for an internship or volunteer
If you’re still in school, internships are an excellent way to gain experience and build your portfolio. Internships can often be found through colleges, alumni, and local businesses.
But maybe you’re not in school—and that’s okay! For those looking to switch careers, volunteer opportunities can offer a unique chance to gain experience and give back. You might join a local group you support, or offer marketing services for a community event.
Apply for roles
Because some paid search positions are entry-level, you may consider simply asking around and applying for positions. Alternatively, you may be able to transition into a paid search role at your current company.
Early in my career, I was able to transition into different roles and teams by talking to my managers and clearly outlining my goals. If possible, consider discussing your goals with people on your team.
Conclusion
If you’re interested in paid search (or you’re just curious about earning a paid search specialist salary), now may be the time to brush up on your PPC and SEO knowledge. Start developing hard and soft skills that make you valuable, so you can stay ahead of the competition.
Need help branding yourself or positioning your portfolio? We offer a variety of services, including consultations and rebrands. And your first consultation with us is always free.
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