PPC Specialist / SEM Specialist

Job Description

Emerging Travel Group (or ETG) is a travel tech company, globally known for the brands RateHawk, ZenHotels and RoundTrip, spanning over 220 markets worldwide. We specialize in developing advanced online booking platforms for all types of clients — from individual tourists to travel agents and companies organizing business trips. Our solutions empower hoteliers to effortlessly showcase their accommodations, boosting visibility and attracting a broader audience.

Our mission is to create, distribute, and operate the most convenient travel products. We constantly innovate and break the rules of the highly complex travel industry to make travel more widely available for individuals, more rewarding for professionals, and simpler for everyone.

We are looking for a talented PPC Specialist, who will be involved to support and develop marketing campaigns of the RateHawk brand.

Job Responsibilities:

1. Advanced Google Ads Proficiency: Deep understanding and hands-on experience with Google Ads, including Search, Display, and Retargeting, with the ability to manage and optimize complex B2B campaigns for lead generation.
2. Strong Analytical and Data Interpretation Skills: Proficiency in data analysis, including experience using Google Analytics, cohort analysis, and the ability to derive actionable insights from campaign data.
3. Keyword Research & SEM Tools Expertise: Proficiency with SEM tools such as Google Keyword Planner, Ahrefs, and SEMrush for in-depth keyword research, competitor analysis, and performance tracking.
4. Experience in Budget Management and CAC Optimization: Proven ability to manage SEM budgets effectively, optimizing CAC and achieving defined KPIs and ROI targets.
5. Conversion Tracking and Performance Metrics: Experience with conversion tracking setup and optimization, and a thorough understanding of key SEM metrics such as CTR, CPC, CPA, and ROAS to drive SQL volume and ROI.
6. Collaboration with Analytics Teams: Ability to work closely with dedicated analytics teams, setting clear tracking requirements, analyzing cohort behavior, and ensuring data accuracy for informed decision-making.
7. Unit Economics Understanding: Knowledge of unit economics, with the ability to evaluate and optimize campaign spend relative to lead quality and customer acquisition cost.
8. Strong Communication and Stakeholder Management: Ability to communicate complex data insights and performance results clearly to stakeholders, with experience in translating technical metrics into business insights.
9. Adaptability to Industry Trends: Familiarity with emerging SEM trends, Google Ads features, and the travel industry landscape to ensure RateHawk stays competitive in the market.
10. Project Management Skills: Proficiency in project management, preferably with experience using YouTrack or similar tools, to manage multiple SEM initiatives and meet deadlines effectively.

Requirements

1. Extensive SEM Expertise: 5+ years of hands-on experience managing Google Ads campaigns, specifically targeting B2B audiences, with a strong track record of driving SQL volume, optimizing CAC, and achieving defined ROI targets within a set timeframe.
2. Proven Analytical Skills: Demonstrated experience with cohort analysis, performance segmentation, and advanced data interpretation to inform strategy and maximize campaign effectiveness.
3. Performance-Driven Optimization: In-depth knowledge of SEM performance metrics (CTR, CPC, CPA, ROAS) with a history of successfully optimizing campaigns to meet SQL, CAC, and ROI targets. Experience with A/B testing, bid management, and conversion rate optimization is essential.
4. Experience with B2B Marketing & Lead Generation: Proven ability to create and execute SEM strategies specifically for B2B lead generation, focusing on driving high-quality leads, reducing CAC, and accelerating time-to-ROI.
5. Advanced Knowledge of Google Ads Tools & Techniques: Strong proficiency with Google Ads tools (e.g., Keyword Planner, Bid Strategies, Conversion Tracking) and platforms like Google Analytics, with familiarity in implementing advanced SEM techniques and strategies for complex B2B campaigns.
6. Proficiency with Analytics and Tracking Systems: Experience collaborating with analytics teams and utilizing tools like Google Analytics, Google Tag Manager, and other tracking software. Demonstrated ability to define measurement criteria and ensure accurate tracking of performance metrics.
7. Budget Management Experience: Hands-on experience managing sizable SEM budgets, with an ability to allocate spend efficiently to achieve SQL and ROI targets while maintaining CAC within budget constraints.
8. Strategic and Technical Mindset: Ability to balance strategic thinking with technical skills to drive campaign performance, including experience in designing experiments and testing strategies that yield actionable insights.
9. Communication & Collaboration Skills: Strong interpersonal and communication skills to effectively collaborate with cross-functional teams, particularly with dedicated analytics and marketing teams. Experience translating campaign data into insights for stakeholders.
10. Continuous Learning & Adaptability: A proactive learner who stays current with SEM, digital marketing, and industry trends to leverage new Google Ads features, tools, and methodologies for RateHawk’s competitive advantage.
11. Language knowledge. Fluent in Russian and English;

Benefits

• Flexible schedules and opportunity to work remotely; 
• Ambitious and supportive team who love what they do, appreciate each other, and grow together;
• Internal programs for adaptation and training, development of soft skills, and leadership abilities;
• Partial compensation for participating in external training and conferences;
• Corporate English school: Group and individual lessons, speaking clubs with colleagues from all over the world;
• Corporate prices on hotels and travel services;
• MyTime Day Off - an extra non-working day without loss of compensation.