Search Engine Marketing (SEM) Specialist Job Description Template
Use this Search Engine Marketing (SEM) Specialist job description template to advertise the open roles for free using Longlist.io. You can use this template as a starting point, modify the requirements according the needs of your organization or the client you are hiring for.
Job Brief
We are looking for an SEM expert to manage all pay-per-click (PPC) marketing activities.
The Search Engine Marketing (SEM) Specialist will manage all paid search campaigns on Google, Yahoo and Bing, as well as other search and display marketing engines. A successful SEM Specialist will effectively manage the paid search budget and work with the SEO and Marketing team in order to maximize ROI, drive traffic, and customers.
Responsibilities
- Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns
- Track, report, and analyze website analytics and PPC initiatives and campaigns
- Manage campaign expenses, staying on budget, estimating monthly costs and reconciling discrepancies
- Optimize copy and landing pages for paid search engine marketing campaigns
- Perform ongoing paid keyword discovery, expansion and optimization
- Research and analyze competitor advertising links
Requirements
- Proven SEM experience and success managing PPC campaigns across Google, Yahoo and Bing
- Well-versed in performance marketing, conversion, and online customer acquisition
- Up-to-date with the latest trends and best practices in search engine marketing
- In-depth experience with bid management tools (e.g., Click Equations, Marin, Kenshoo, Search Ignite)
- Experience with website analytics tools (e.g, Google Analytics, NetInsight, Omniture, WebTrends)
- Strong analytical skills and experience generating SEM reports
- Familiarity with A/B and multivariate experiments
- Working knowledge of HTML, CSS, and JavaScript development and constraints
- BS/MS degree in Marketing or a quantitative, test-driven field
What does Search Engine Marketing (SEM) Specialist do?
A Search Engine Marketing (SEM) Specialist primarily focuses on paid search advertising campaigns to drive traffic and increase visibility on search engine result pages. On a day-to-day basis, their tasks may include:
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Keyword Research: Research and identify relevant keywords and search terms that align with the client's goals and targeted audience.
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Campaign Strategy: Develop a strategic plan for SEM campaigns, including objectives, budget allocation, bidding strategies, and target audience.
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Ad Creation and Optimization: Create compelling ad copy and work on optimizing ads and landing pages to improve click-through rates (CTRs) and conversion rates.
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Bid Management: Monitor and adjust keyword bids to ensure optimal campaign performance, based on factors like keyword competitiveness, budget constraints, and performance metrics.
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Performance Analysis: Analyze campaign performance using metrics like impressions, clicks, conversions, cost-per-click (CPC), return on ad spend (ROAS), and conversion rates. Identify areas for improvement and make data-driven decisions.
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A/B Testing: Continually test different ad variations, targeting options, and landing page designs to optimize campaign performance and drive better results.
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Competitor Analysis: Monitor and analyze competitor ads, keywords, and strategies to adjust campaign tactics and maintain a competitive advantage.
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Conversion Tracking: Set up and monitor conversion tracking tools to measure the effectiveness of ad campaigns and understand the impact on business goals.
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Reporting: Provide regular reports and analysis on SEM campaign performance, including key insights, trends, and recommendations for improvement.
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Stay Updated: Keep up with industry trends, algorithm updates, and new technologies that impact SEM strategies. Continuously learn and adapt strategies to stay ahead in the search engine marketing landscape.