Paid Search Specialist

at  Perlego

WHAT WE DO

At Perlego, there are almost 100 of us working hard to make education accessible to all. We believe access to good quality affordable learning unlocks potential. Knowledge should be more accessible, not locked behind sky-high price tags.
We recently expanded our library to make over 1 million books affordable for learners, earned a 100% Gold ASPIRE rating for accessibility and reached over 15 million people. The next stage of Perlego is twofold: 1) expand our support to students and publishers globally, and 2) build a product that goes beyond the book, a platform that helps students study smarter and educators teach more effectively.

WHAT YOU’LL GET

At Perlego we believe in the key role you will play to achieve our shared mission. You’ll belong to a culture of dreamers, team players and avid learners with a flexible, value-based approach. Here, you can become your best self, and through your talent, make a real impact in the world of education.
What we’re looking for:
We are seeking a highly motivated and results-driven Paid Search Specialist to join our growing Marketing team approaching the complete in-housing of Paid Advertising activity with a primary focus on Paid Search channel. You will play a pivotal role in driving the Paid Acquisition of direct-to-consumer (DTC) subscribers across multiple markets by running ad campaigns that deliver measurable impact.
The ideal candidate will have a solid background in Digital Advertising, particularly across Paid Search (Google & Bing), with a track record of driving and improving performance defined by CPA and ROAS targets. You will closely work with the Performance Marketing Manager, a fellow Paid Search Specialist and the wider team to jointly develop Customer Acquisition strategies, manage the live activity on Paid channels, and analyse performance to optimise results.
How we work together:
We follow a matrix structure and organise ourselves into cross-functional tribes working towards common goals, with each tribe containing all the necessary roles and skills to deliver on our objectives. You will play a big part in our cross-functional Consumer tribe by collaborating with the Marketing, Product, Design, Data, Engineering & Customer Experience teams to drive growth in our DTC channel.

FLEXIBLE

We operate a flexible hybrid working environment. For this role, we’re looking for someone who will attend our London office a minimum of twice a week. At Perlego, we empower you to work in a way that supports your needs and your life. We trust people to know what works best for
At Perlego, we empower you to work in a way that supports your needs and your life. We trust people to know what works best for them. Check out our Flexa profile to find out more.
We are also flexible if you wish to work remotely overseas for short periods of time, as long as you remain a UK tax resident

IT’S THE PERFECT ROLE FOR YOU IF YOU HAVE:

• Considerable experience in Paid Search with hands-on management of activity focused on delivering conversions, and working knowledge of Paid Social
• Solid understanding of the wider Digital Marketing and multi-channel efforts
• Communication and teamwork skills to effectively work towards common goals
• Problem-solving nature with an interest in generating new commercially viable ideas
• Ability to market our offering by utilising custom targeting and messaging tactics
• Strong analytical capabilities to drive actionable insights for performance improvements that reflect in efficiency and profitability
• Intermediate or advanced reporting and data processing skills, e.g. data lookups, pivot table aggregation, Google Ads automation scripts, conditional rules for data grouping and labelling
• Conversion attribution and tracking knowledge
• ️ It’s a big plus if you have:
• Background in D2C (direct-to-consumer) / Subscriptions / eCommerce
• Full-funnel activation experience aiming for awareness, consideration and conversions
• Keen interest in copywriting, creative iteration and user experience
• Working knowledge of GCLID (Click ID) tracking & conversion import methods
• Data visualisation skills, in particular with Google Looker Studio

WHAT SUCCESS LOOKS LIKE IN THIS ROLE:

• Month 1 - acquire a deep understanding of our existing Paid activity and business priorities, campaign structure, bidding, tracking & attribution, reporting methods, regional segmentation, budget allocations and forecasts.
• Month 2 - prepare for the complete in-housing of all Paid functions with the guidance of the Performance Marketing Manager and our current Ad Agency partner, working closely in tandem with the fellow Paid Search Specialist.
• Month 3 - fully take over the Paid activity and hands-on management of our campaigns, establishing new workflow dynamics within the expanded internal Paid team.
• Month 6 - efficiently operate the channel and develop your own sub-expertise within this discipline by sharing, splitting & streamlining some of the functions with your counterpart, based on your individual career aspirations and areas of interest (e.g. advanced technical side of Paid vs. the creative/user experience/messaging side).