Search analysts plan, administer, and oversee marketing campaigns using paid search strategies and tactics. They gather research to steer audience targeting and channel placement, offer guidance on content and creative development, supervise deployment, and monitor live campaigns. They compile and evaluate analytics, identifying key metrics that will be used to determine the success of the campaign. They prepare reports summarizing outcomes and significant events or factors that affected performance. They provide ongoing expertise and guidance to assist with strategic planning.
Search analysts typically have a bachelor’s degree in a marketing or computer science discipline, and a background in managing SEO or digital marketing campaigns. They should have an in-depth understanding of paid search principles, strategies, and tactics. Proficiency with analytics programs or platforms is helpful.