Search Engine Marketing (SEM) Specialist Job Description Template

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Search Engine Marketing (SEM) Specialist Job Description Template

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:

  1. Keyword Research: Research and identify relevant keywords and search terms that align with the client's goals and targeted audience.

  2. Campaign Strategy: Develop a strategic plan for SEM campaigns, including objectives, budget allocation, bidding strategies, and target audience.

  3. 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.

  4. Bid Management: Monitor and adjust keyword bids to ensure optimal campaign performance, based on factors like keyword competitiveness, budget constraints, and performance metrics.

  5. 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.

  6. A/B Testing: Continually test different ad variations, targeting options, and landing page designs to optimize campaign performance and drive better results.

  7. Competitor Analysis: Monitor and analyze competitor ads, keywords, and strategies to adjust campaign tactics and maintain a competitive advantage.

  8. Conversion Tracking: Set up and monitor conversion tracking tools to measure the effectiveness of ad campaigns and understand the impact on business goals.

  9. Reporting: Provide regular reports and analysis on SEM campaign performance, including key insights, trends, and recommendations for improvement.

  10. 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.

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