Biddable Search Specialist

About WPP Media WPP is the trusted growth partner for the world’s leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships – all united by our pioneering agentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth. WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working. For more information, visit wppmedia.com . Job Title: Biddable Search Specialist Company: WPP Media South Africa Location: Johannesburg, South Africa Reports To: Client Lead Role Overview Search is evolving faster than ever, and we are not looking for someone stuck in the old-school playbook of manual keyword babysitting and static spreadsheets. As a Biddable Search Specialist at WPP Media going into 2027, you are a dedicated Search & Intent expert. You will be responsible for the planning, execution, and algorithmic optimization of paid search campaigns across our client portfolio, spanning Google Ads, Search Ads 360 (SA360), Microsoft Advertising (Bing), and Retail Search platforms like Amazon Ads. You understand how modern search works: from traditional keyword intent and Google AI Overviews to Shopping feeds, Marketplace search, and Total Search (Paid + Organic SEO synergy). You know how to feed and steer search algorithms using first-party data, Value-Based Bidding, and high-performing feed/ad inputs. You are highly analytical, commercially minded, and passionate about mastering the future of Search. Key Responsibilities 1. Next-Gen Search Strategy & Innovation • Master the 2027 Search Landscape: Design forward-thinking search strategies across traditional Search engines (Google, Microsoft/Bing), AI-powered conversational search (Google AI Overviews, Copilot), and e-commerce/retail search engines (Amazon Ads, Google Shopping, local retail marketplaces). • Deep Intent & Keyword Research: Conduct comprehensive search query, audience intent, competitor, and marketplace research to capture demand across every stage of the consumer search journey. • Total Search Synergy (PPC + SEO): Understand how Paid Search and Organic Search (SEO) interact on the SERP, using unified search data to maximize incremental visibility, defend brand equity, and eliminate cannibalization. • Stay Ahead of Search Betas: Keep up to date with the latest shifts in paid search, AI search features, and retail media, proactively bringing “test-and-learn” search roadmaps to clients. • Brand Safety & SERP Governance: Implement rigorous brand safety, negative keyword architecture, and placement exclusions across Search, Shopping, and Performance Max to protect client brands and budgets. 2. Search Execution & Algorithmic Optimization • End-to-End Search Implementation: Build, manage, and optimize best-in-class campaigns across Google Ads (Search, Performance Max, Shopping, Demand Gen/YouTube Search), SA360, Microsoft Advertising, and Amazon Ads (Sponsored Products, Sponsored Brands). • Steer Search Algorithms: Move beyond legacy manual CPC setups by implementing modern search architectures (consolidated campaign structures, Broad Match + Smart Bidding, Value-Based Bidding, and New Customer Acquisition goals) that train search AI to optimize for real commercial value. • Shopping & Product Feed Optimization: Recognize that in modern Search and Retail Media, product feeds and assets are the new keywords. Optimize Google Merchant Center feeds, Amazon product listings/keywords, and RSA/PMax asset groups to win the auction. • Budget & Pacing Precision: Diligently manage, forecast, and control client search spends in line with WPP Media processes, dynamically shifting budgets toward the highest-intent, highest-ROI search queries and platforms. • Platform Partner Leverage: Leverage WPP Media’s strategic partnerships with Google, Microsoft, and Amazon to unlock beta access, search category insights, and account optimization support. 3. Search Data, Measurement & Commercial Impact • Actionable Search Insights: Interpret search term data, auction insights, impression share metrics, and conversion pathways to provide sharp, actionable recommendations that improve ROAS and CPA. • Modern Search Measurement: Utilize GA4, Enhanced Conversions, first-party customer match lists, and offline conversion imports (OCI) to feed accurate conversion signals back into search bidding algorithms. • Automated Reporting: Produce accurate, insightful reporting on all search activity via Looker Studio, SA360, WPP Open tools, and Excel, tied directly to client business KPIs. 4. Client Partnership & Internal Teams • Search Subject-Matter Expert: Act as the go-to Search specialist for clients and internal WPP Media teams, setting clear expectations and translating complex search changes into clear commercial impact. • Client Presence & Communication: Confidently present search strategies, performance reviews, and audit findings in client meetings, while maintaining proactive day-to-day communication via email and calls. • SLA & Process Compliance: Work closely with your client leadership team to ensure full compliance with customer-defined Service Level Agreements (SLAs), quality checks, and internal WPP Media finance/billing processes. The Ideal Candidate Experience & Mindset • 3–5+ years of dedicated Biddable Search experience (experience managing multi-client search portfolios strongly preferred). • A 2027 Search Mindset: Proven ability to move past “old-school” manual search setups. You understand how modern search auctions, AI Overviews, Smart Bidding, and retail search algorithms work and how to engineer better inputs to beat competitors. • Analytical & Detail-Oriented: Exceptional critical thinking and problem-solving abilities; able to spot search anomalies quickly and turn data into clear commercial decisions. • High Ownership: Ability to prioritize, multi-task, and work under pressure to meet strict deadlines with acute attention to detail. Technical & Platform Requirements • Google Ads Certified: Current certifications in Google Ads Search, AI-Powered Performance (PMax), Shopping, and Measurement. • Retail & Multi-Engine Search Experience: Hands-on experience, or strong working knowledge, across Amazon Ads (Sponsored Products/Brands), Google Shopping/Merchant Center, and Microsoft Advertising (Bing). • Google Analytics 4 (GA4) Certified: Strong ability to analyze search traffic, conversion funnels, and attribution models in GA4. • Search Tools Mastery: Advanced proficiency in Google Ads Editor, Microsoft Excel (pivot tables, lookups, search query analysis), PowerPoint, and Looker Studio. • Search Copywriting: Excellent copywriting and grammar skills tailored for high-intent Responsive Search Ads (RSAs), extensions/assets, and marketplace listings. Desirable (what will set you apart) • Experience and certification on the GMP Suite, specifically Search Ads 360 (SA360). • Amazon Ads Certifications (Sponsored Ads / Retail Media) or hands-on e-commerce feed management experience. • Solid working knowledge of SEO (how technical SEO, content, and Paid Search work together as “Total Search”) and Landing Page UX / Conversion Rate Optimization (CRO). • Experience using Google Ads Scripts, automated rules, or AI tools for search query mining, ad copy testing, and competitor analysis. • Basic knowledge of HTML and Google Tag Manager (GTM) for conversion tracking troubleshooting. Please read our Privacy Notice for more information on how we process the information you provide.