Search Engine Marketing

Role Overview

This position is for a Senior Executive in Search Engine Marketing based in Gurugram. The role reports to the Deputy Manager - Performance Marketing and sits within the Marketing function, supporting growth across business lines such as Ground Transport (Buses, Cabs & Trains), Holidays, Forex, and Gift Cards.

About the Team

The Marketing team works to strengthen brand visibility, bring in new customers, and increase engagement across channels. The Performance Marketing unit acts as a key growth driver by using data-led strategies, analytics, and paid search channels such as Google Ads to attract quality traffic, improve conversions, and deliver strong return on marketing spend.

What the Role Involves

• Plan, run, and refine search engine marketing campaigns across Google Ads for multiple emerging business categories.
• Create campaign strategies that improve visibility, increase traffic quality, and support conversion targets.
• Carry out keyword research, competitor benchmarking, and audience segmentation to find high-value targeting opportunities.
• Handle Google Ads account activities such as campaign setup, budget distribution, keyword selection, ad creation, bid control, and ongoing performance monitoring.
• Track core metrics like ROAS, conversion rate, and quality score, then make practical changes to improve results.
• Run A/B tests and other experiments on ad copy, landing pages, and related elements to lift conversion performance.
• Work with content and design teams to develop effective ads and landing pages aligned with campaign goals.
• Keep up with market trends, best practices, and platform updates so campaigns remain competitive and effective.
• Prepare regular performance reports, insights, and recommendations for campaign improvement.
• Create SEM presentation decks and support monthly or fortnightly reviews with function leaders.
• Track competitor moves and market shifts to identify new optimization and growth opportunities.
• Perform periodic account audits to ensure compliance with search engine policies and suggest corrective actions where needed.

Qualification and Experience

• A bachelor's degree in marketing, business, or a closely related discipline is required.
• Applicants should have 2 to 4 years of hands-on experience in Search Engine Marketing, with a strong focus on Google Ads.
• Practical knowledge of Google Ads features such as campaign creation, keyword research, bid management, and performance measurement is essential.
• Experience with newer Google Ads formats such as Performance Max is preferred.
• Comfort using Adobe Analytics, Redash reports, and similar tracking tools to evaluate campaign outcomes is expected.
• A clear understanding of SEO fundamentals and how they connect with SEM strategy is needed.
• Exposure to other search advertising platforms like Bing Ads will be considered an added advantage.
• Candidates should have a strong analytical approach and be able to turn data into actionable decisions.
• Good organization and project management skills are important for handling several campaigns at the same time.
• The role calls for someone who can work independently as well as collaborate effectively in a fast-moving, deadline-driven environment.

Key Success Factors

• Strong command over advertising platforms including Google Ads and other major paid search or paid social tools.
• Ability to use analytics platforms such as Adobe Analytics, Google Analytics, and Redash to interpret performance data.
• Disciplined budget management to maximize ROI and support campaign objectives.
• Consistent optimization focus to improve campaign outcomes and maintain positive returns.
• Awareness of market trends, algorithm changes, and digital advertising best practices.
• Flexibility to adjust campaigns quickly in response to platform updates and market conditions.
• Working knowledge of tracking codes and tagging for accurate measurement and reporting.
• Ability to understand customer behavior, preferences, and pain points to sharpen targeting.
• Strong communication skills for sharing ideas, strategies, and performance updates clearly in writing and verbally.