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Key Responsibilities and Required Skills for SEM Specialist

💰 $65,000 - $95,000

MarketingDigital MarketingSEMPPCAdvertising

🎯 Role Definition

As our SEM Specialist, you will be the driving force behind our paid search strategy, taking full ownership of our pay-per-click (PPC) campaigns from ideation to execution and optimization. You are a master of platforms like Google Ads and Microsoft Ads, with a passion for digging into data to uncover actionable insights. This role is critical for generating high-quality leads and driving revenue growth. You will be responsible for managing significant ad budgets, conducting in-depth analysis, and constantly A/B testing to improve campaign performance. If you are an analytical thinker who thrives in a fast-paced environment and is obsessed with delivering measurable results and maximizing return on ad spend (ROAS), we want to hear from you.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Coordinator
  • PPC Analyst
  • Marketing Assistant with a focus on paid media

Advancement To:

  • SEM Manager
  • Senior PPC Strategist
  • Digital Marketing Manager

Lateral Moves:

  • SEO Specialist
  • Digital Analytics Specialist
  • Marketing Automation Manager

Core Responsibilities

Primary Functions

  • Develop, execute, and manage complex, end-to-end paid search (PPC/SEM) campaigns across Google Ads, Microsoft Ads, and other search platforms.
  • Conduct comprehensive keyword research and analysis to identify new expansion opportunities and optimize existing campaign structures.
  • Actively manage and allocate campaign budgets to ensure optimal performance and achieve monthly and quarterly lead, traffic, and ROI goals.
  • Write, test, and refine compelling ad copy and messaging to improve click-through rates (CTR) and conversion rates (CVR).
  • Continuously monitor, analyze, and report on campaign performance metrics, providing actionable insights and data-driven recommendations to stakeholders.
  • Implement and manage sophisticated A/B and multivariate testing strategies for ad copy, landing pages, bidding strategies, and audience targeting.
  • Perform daily account management, including bid adjustments, pacing, and quality score optimization to maintain a high level of performance.
  • Stay at the forefront of SEM trends, algorithm updates, and new platform features to ensure our strategies remain innovative and competitive.
  • Collaborate closely with SEO, content, and web development teams to create a cohesive, integrated digital marketing approach and optimize landing page experiences.
  • Manage and refine bidding strategies, utilizing both manual and automated bidding models (e.g., tCPA, tROAS) to maximize efficiency.
  • Analyze competitor advertising strategies, ad copy, and landing pages to identify strategic opportunities and potential threats.
  • Generate and present detailed weekly, monthly, and quarterly performance reports that translate complex data into clear business insights for leadership.
  • Implement, verify, and manage conversion tracking and attribution models using Google Tag Manager and Google Analytics.
  • Conduct regular, in-depth account audits to identify areas for improvement in account structure, keyword targeting, and campaign settings.
  • Build and manage audience segments, including remarketing lists for search ads (RLSA), custom audiences, and lookalike audiences.
  • Forecast campaign performance, budget requirements, and potential outcomes for strategic planning and goal setting.
  • Troubleshoot and resolve campaign performance issues, including ad disapprovals, tracking discrepancies, and sudden performance dips.
  • Develop and maintain a logical campaign hierarchy and naming convention for efficient management and clear reporting.
  • Manage relationships with platform representatives (Google, Microsoft) to gain insights, resolve issues, and participate in beta programs.
  • Optimize campaigns for different devices (desktop, mobile, tablet), ensuring a seamless user experience and tailored messaging.
  • Leverage scripting and automation where possible to streamline repetitive tasks and improve account management efficiency.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis to answer key business questions.
  • Contribute to the organization's broader digital marketing strategy and roadmap with insights from paid search.
  • Collaborate with business units to translate their objectives and data needs into effective paid search campaign requirements.
  • Participate in sprint planning and agile ceremonies within the marketing team.

Required Skills & Competencies

Hard Skills (Technical)

  • Expert-Level Proficiency in Google Ads & Microsoft (Bing) Ads: Deep understanding of all campaign types (Search, Display, Shopping, Video).
  • Google Analytics (GA4): Advanced knowledge of reporting, goal tracking, and audience segmentation.
  • SEM Tools: Extensive experience with platforms like SEMrush, Ahrefs, SpyFu, or similar tools for research and competitive analysis.
  • Bid Management Platforms: Familiarity with tools such as SA360, Kenshoo, or Marin Software is a plus.
  • Advanced Excel / Google Sheets: Mastery of pivot tables, VLOOKUPs, and complex formulas for data analysis and reporting.
  • Google Tag Manager (GTM): Proficiency in implementing and managing tags, triggers, and variables for conversion tracking.
  • Landing Page Optimization (LPO): Experience with LPO principles and tools like Unbounce, Instapage, or Google Optimize.
  • Data Visualization: Ability to create clear and insightful dashboards and reports using tools like Looker Studio, Tableau, or Power BI.
  • Conversion Rate Optimization (CRO): Strong understanding of A/B testing methodologies and statistical significance.
  • Scripting: Basic knowledge of Google Ads Scripts (JavaScript) for automation is highly desirable.
  • SQL: Foundational knowledge of SQL for querying databases is a strong advantage.

Soft Skills

  • Strong Analytical & Problem-Solving Skills: Ability to dissect complex data sets and extract meaningful, actionable insights.
  • Exceptional Attention to Detail: Meticulous in campaign setup, budget management, and data analysis to prevent costly errors.
  • Excellent Communication: Ability to clearly articulate campaign performance, strategy, and insights to both technical and non-technical stakeholders.
  • Strategic Thinker: Goes beyond day-to-day execution to see the bigger picture and align SEM with business objectives.
  • Proactive & Results-Driven: A self-starter who is constantly seeking opportunities for improvement and is motivated by achieving and exceeding KPIs.
  • Adaptability: Thrives in a dynamic environment and can quickly pivot strategies in response to performance data or market changes.
  • Project Management: Strong organizational skills to manage multiple campaigns, priorities, and deadlines effectively.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree in a relevant field or equivalent hands-on professional experience.

Preferred Education:

  • Google Ads Certification (Search, Display, etc.)
  • Microsoft Advertising Certified Professional

Relevant Fields of Study:

  • Marketing / Digital Marketing
  • Business Administration
  • Economics or Statistics
  • Communications

Experience Requirements

Typical Experience Range:

  • 3-5+ years of direct, hands-on experience managing PPC/SEM campaigns in a dedicated role.

Preferred:

  • Proven experience managing significant monthly ad spends (e.g., >$50,000/month).
  • Experience in a competitive industry, such as e-commerce, B2B SaaS, or lead generation.
  • A portfolio or case studies demonstrating successful campaign management and measurable ROI improvement.
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