SEO Specialist vs. Paid Ads Expert: How to Choose the Right Role for Your Marketing Team?

In an increasingly competitive digital marketplace, Malaysian companies often face the decision of whether to prioritize SEO or Paid Advertising in their marketing strategies. Both roles are essential for driving growth, but the choice depends on your company’s goals, budget, and long-term vision.

This article looks at what SEO Specialists and Paid Ads Experts do, their key skills, their salaries, and how they can help your business.

Introduction to the Job Titles

1) SEO Specialist

An SEO Specialist is responsible for improving a website’s visibility in search engine results through organic strategies. This means improving different parts of the website, like content, layout, and user experience, to boost its search engine ranking. SEO is a long-term strategy that builds sustainable growth over time.

2) Paid Ads Expert

A Paid Ads Expert, on the other hand, manages and optimizes paid advertising campaigns across various digital platforms like Google Ads, Meta Ads, TikTok Ads and LinkedIn Ads. The goal is to generate immediate traffic and conversions by strategically placing ads in front of the right audience. Paid ads deliver quick results and can be highly targeted, making them a powerful tool in digital marketing.

Salary Information for 2024

The salaries for these roles can vary significantly based on experience, expertise, location and company size.

1) SEO Specialist

• Junior Level: RM3,300 to RM5,000 per month
• Senior Level: RM5,800 to RM8,300 per month
• Manager Level: RM8,300 to RM12,500 per month

2) Paid Ads Expert

• Junior Level: RM4,200 to RM5,800 per month
• Senior Level: RM6,700 to RM10,000 per month
• Manager Level: RM10,000 to RM15,000 per month
  

Essential Skills for Each Role

1) SEO Specialist

1. Keyword Research: Proficiency in identifying relevant keywords that align with user search intent and drive organic traffic.

• Junior Level: Basic understanding of keyword tools like Google Keyword Planner.
• Senior Level: Ability to identify long-tail keywords and competitive analysis.
• Manager Level: Strategic keyword planning across multiple campaigns and markets.

2. On-Page SEO: Skill in optimizing website content, meta tags, and headers to improve search visibility.

• Junior Level: Editing meta tags and on-page elements.
• Senior Level: Advanced optimization techniques including schema markup.
• Manager Level: Leading on-page SEO strategy across large-scale websites.

3. Technical SEO: Knowledge of website architecture, indexing, and crawlability to ensure search engines can effectively navigate the site.

• Junior Level: Basic technical understanding and use of tools like Screaming Frog.
• Senior Level: Solving complex technical SEO issues like site speed and mobile optimization.
• Manager Level: Overseeing technical audits and ensuring overall site health.

4. Link Building: Expertise in acquiring high-quality backlinks to improve domain authority.

• Junior Level: Basic outreach for guest posting and link acquisition.
• Senior Level: Building relationships with influencers and securing high-authority links.
• Manager Level: Designing comprehensive link-building strategies.

5. Content Strategy: Ability to create and optimize content that drives traffic and engages users.

• Junior Level: Writing SEO-friendly blog posts and articles.
• Senior Level: Developing content calendars and optimizing existing content.
• Manager Level: Leading content strategy aligned with business goals.

6. Analytics & Reporting: Proficiency in using tools like Google Analytics to track and report on SEO performance.

• Junior Level: Basic reporting and data interpretation.
• Senior Level: Advanced analytics and KPI tracking.
• Manager Level: Strategic insights and data-driven decision-making.

7. User Experience (UX): Understanding the impact of user experience on SEO and optimizing the website accordingly.

• Junior Level: Basic UX principles and A/B testing.
• Senior Level: Implementing UX improvements to enhance SEO performance.
• Manager Level: Overseeing UX and SEO integration across digital assets.

8. Local SEO: Knowledge of optimizing for local search results, including Google My Business and local citations.

• Junior Level: Setting up and optimizing Google My Business profiles.
• Senior Level: Managing local SEO campaigns for multiple locations.
• Manager Level: Leading local SEO strategy across multiple regions.
  

Paid Ads Expert

1. Campaign Management: Ability to create, manage, and optimize paid advertising campaigns across platforms.

• Junior Level: Setting up and managing basic ad campaigns on Google Ads.
• Senior Level: Running complex campaigns across multiple platforms and markets.
• Manager Level: Overseeing multiple campaigns and ensuring alignment with business goals.

2. Data Analysis: Skill in analyzing ad performance data to make informed decisions and optimize campaigns.

• Junior Level: Basic understanding of metrics like CPC, CTR, and conversion rates.
• Senior Level: Advanced analysis of ROI and attribution models.
• Manager Level: Strategic decision-making based on data insights and market trends.

3. Budget Management: Expertise in allocating and optimizing ad budgets to maximize ROI.

• Junior Level: Managing small budgets effectively.
• Senior Level: Optimizing budgets across multiple campaigns.
• Manager Level: Strategic budget allocation and forecasting.

4. Audience Targeting: Ability to define and target specific audience segments to maximize ad relevance.

• Junior Level: Setting up basic targeting options like demographics and interests.
• Senior Level: Using advanced targeting techniques like lookalike audiences.
• Manager Level: Leading audience segmentation strategy across all campaigns.

5. Copywriting: Crafting compelling ad copy that drives clicks and conversions.

• Junior Level: Writing basic ad copy for search ads.
• Senior Level: Developing creative ad copy for different platforms and formats.
• Manager Level: Overseeing and refining ad messaging across campaigns.

6. A/B Testing: Proficiency in conducting A/B tests to optimize ad performance.

• Junior Level: Setting up basic A/B tests for ad variations.
• Senior Level: Analyzing test results to improve campaign performance.
• Manager Level: Strategically implementing A/B testing across all campaigns.

7. Platform Expertise: In-depth knowledge of advertising platforms like Google Ads, Facebook Ads, and LinkedIn.

• Junior Level: Understanding the basics of one or two platforms.
• Senior Level: Mastery of multiple platforms and ad formats.
• Manager Level: Strategic use of platforms based on business objectives.

8. Remarketing: Skill in creating and managing remarketing campaigns to re-engage users.

• Junior Level: Setting up basic remarketing lists and campaigns.
• Senior Level: Advanced remarketing strategies across multiple platforms.
• Manager Level: Leading remarketing initiatives to drive conversions.

Which Role Should Your Company Prioritize?

1) SEO Specialist:

• Long-term Value: SEO offers a sustainable solution for businesses looking to build organic traffic over time. Once your site ranks well for certain keywords, you continue to benefit from that visibility without ongoing costs for each visitor.
• Cost-Effective in the Long Run: While SEO requires an upfront investment in terms of time and resources, it becomes more cost-effective over time compared to continually paying for ads. It’s ideal for businesses with tighter budgets that can’t afford ongoing ad spend.
• Organic Trust: Users tend to trust organic search results more than ads, which can lead to higher engagement and better long-term customer loyalty. If your company prioritizes building trust and authority, SEO is the way to go.
• Best for: Companies focusing on long-term growth, organic trust-building, and those who want to avoid the fluctuating costs of paid ads.

2) Paid Ads Expert:

• Instant Traffic and Results: Paid ads deliver immediate visibility. If you need quick results, like driving traffic for a product launch or limited-time promotion, a Paid Ads Expert can help you get eyes on your content fast.
• Highly Targeted Audience: Paid ads allow for precision targeting. You can reach specific demographics, interests, and behaviors, giving you control over who sees your ads. This is especially useful for companies with a clear customer profile or when entering new markets.
• Scalable Strategy: Paid ads can be scaled quickly. If a campaign is working well, you can increase your budget and immediately see more results. This flexibility makes paid ads ideal for fast-paced or growth-oriented businesses.
• Best for: Companies that need immediate traffic, have larger marketing budgets, or are in highly competitive markets where quick visibility is crucial.

Why Not Both? Combining SEO and Paid Ads for Maximum Impact

In many cases, companies don’t need to choose one over the other; instead, they can leverage both SEO and Paid Ads together for a more comprehensive marketing strategy.

• Complementary Strategies: Paid ads can drive immediate traffic, while SEO builds long-term authority. For example, you can use paid ads to promote high-performing content in the short term, while SEO efforts push that content up the search rankings over time.
• Data Sharing: Insights from paid ad campaigns (like which keywords convert best) can be used to refine your SEO strategy, and vice versa. By integrating data from both areas, you can optimize your overall digital marketing performance.
• Balancing Costs: While paid ads are excellent for instant traffic, they can become costly. As your SEO strategy matures, you’ll rely less on paid traffic, which can help reduce long-term ad spend.

Conclusion: Making the Right Choice for Your Business

Ultimately, the decision between hiring an SEO Specialist or a Paid Ads Expert depends on your company’s unique goals, budget, and timeline.

• If you’re focused on long-term growth and want to build a strong organic presence, an SEO Specialist is the best fit. Their work may take longer to show results, but it offers sustained value, helping your business achieve lasting visibility in search engines.
• On the other hand, if you’re looking for immediate results or need to promote a product launch or seasonal campaign, a Paid Ads Expert can drive quick traffic and conversions. Their expertise in targeting and optimizing paid campaigns ensures that your budget is spent efficiently and effectively.

In many cases, however, a combined approach can deliver the best results. By leveraging both SEO and paid ads, you can achieve immediate visibility while building a long-term foundation for organic growth. For companies with both short-term goals and a long-term vision, integrating both roles within your marketing team will provide the best of both worlds.

Whether you’re looking for immediate traffic or long-term sustainability, having the right specialist on your team is key to driving success in Malaysia’s competitive digital landscape. If you’re unsure which role to prioritize, consider discussing your needs with a professional recruitment agency, like Seekers Malaysia, to help you find the right talent to meet your marketing objectives.

How Headhunting Services Can Solve Recruitment Challenges

Recruiting top talent for SEO and Paid Ads roles can be challenging due to the specialized skills required. Headhunting services like Seekers Malaysia can significantly ease this process. Headhunters can find the right fit for your company by tapping into a large network of candidates, including those who aren’t actively looking for a job.

They also specialize in screening candidates, making sure you only see those with the exact skills and experience required. This saves time and reduces the risk of making a costly hiring mistake.

Why Use Seekers Headhunting Service?

Seekers Malaysia is not your traditional recruitment agency. We offer a performance-based headhunting service that combines cutting-edge technology with a large database of freelance recruiters. Here’s why you should choose us:

• Customized Search: We customize our search to find candidates who fit your specific needs, whether it's for SEO, Paid Ads, or any other digital marketing role.
• Speed: Our efficient processes mean you’ll have top candidates in front of you faster.
• Deep Industry Knowledge: Our expertise in the digital marketing landscape ensures we understand the unique challenges and requirements of these roles.

Alternative Suggestions for Budget Limitations

For companies with limited budgets, hiring freelancers can be a viable alternative. Freelancers can offer specialized skills on a project basis, allowing you to benefit from their expertise without the commitment of a full-time hire. When considering freelancers:

• Prioritize Experience: Look for freelancers with a strong portfolio and proven success in similar projects.
• Flexibility: Ensure they can work within your timeline and adapt to your business needs.

Performance-Based Headhunting Service for Specialist IT or Digital Talents

Seekers Malaysia is a headhunting service focused on getting results. We provide career advice, corporate support, and recruitment management to help employers find and hire experts in IT, digital and tech fields.

Our special method uses advanced technology and a large database of over 80,000 top candidates and 500+ IT and digital clients. This helps us quickly find and match highly skilled professionals to meet your business needs.

Learn more about our headhunting services or contact us to discuss your recruitment needs. We look forward to helping you find the right talent to drive your company's growth.

Get FREE Consultation Today

Are you searching for the best SEO Specialist or Paid Ads Expert for your business? Let Seekers Malaysia handle the search for you. Contact us today to learn more about our headhunting services and discover how we can help you secure top IT and Digital candidates in Malaysia