What does an SEM specialist do?
Search engine marketing (SEM) specialists play a pivotal role in digital marketing, focusing on optimising online visibility and driving targeted traffic to websites. They manage pay-per-click (PPC) advertising campaigns, conduct keyword research and implement strategies to enhance online visibility and conversions.
SEM specialists are essential for companies in India due to the increasing reliance on digital channels for marketing and customer acquisition. They are responsible for maximising the impact of online advertising, which is crucial for staying ahead in the digital landscape, reaching potential customers and driving business growth.
SEM specialist skills include analysing campaign performance, collaborating with marketing teams and knowledge of search engine algorithm trends. They contribute to the effectiveness of digital marketing campaigns and help businesses reach their target audience and achieve marketing goals.
Note that SEM differs from SEO; while SEM (Search Engine Marketing) optimises a website for paid search engine visibility, SEO (Search Engine Optimisation) optimises a website for organic search engine visibility. The roles of SEO specialists and SEM specialists vary accordingly.
Job description: Template
We’re looking for a young and efficient SEM specialist to join us at [Company X].
As an expert in search engine marketing, you will be crucial in implementing, managing and optimising paid search campaigns to drive targeted traffic. You will also manage PPC campaigns, conduct keyword research and implement strategies to enhance online visibility. The ideal candidate is a highly analytical and data-driven digital marketing professional with a proven track record in managing successful SEM campaigns and driving results.
We seek dedicated individuals with strong SEM skills and a commitment to driving digital marketing success to apply for this role. In addition to a competitive salary, we offer a creative, results-driven work environment and ample growth opportunities within the firm.
Objectives of the role
- Developing and implementing effective SEM strategies to increase online visibility and drive qualified traffic.
- Conducting keyword research to identify relevant and high-performing keywords for paid search campaigns.
- Creating and optimising paid search campaigns and PPC advertising across various platforms (Google Ads and Bing Ads).
- Collaborating with cross-functional teams, including content creators and web developers, to align SEM efforts with overall marketing goals.
- Analysing campaign performance data, identifying ongoing trends and implementing optimisation strategies.
Your tasks
- Conduct thorough keyword research and competitor analysis to inform our clients' campaign strategy.
- Develop compelling online advertising copy and creative assets for PPC campaigns.
- Set up and manage paid search campaigns, including bid management and budget allocation.
- Monitor and analyse key performance indicators (KPIs) such as click-through rates, conversion rates and return on ad spend (ROAS).
- Implement A/B testing and other techniques to improve campaign performance.
- Provide regular reporting and analysis of campaign performance to stakeholders and insights for improvement.
- Stay informed about changes in search engine algorithms and industry best practices.
Required skills and qualifications
- Bachelor’s degree in Marketing, Business or a related field.
- 2+ years of experience as an SEM specialist with a demonstrable portfolio in managing paid search campaigns.
- In-depth knowledge of PPC advertising platforms and best practices.
- Strong analytical skills and proficiency in data analysis tools.
- Excellent understanding of search engine algorithms and ranking factors.
- Detail-oriented with strong organisational and multitasking abilities.
- Excellent communication skills and the ability to work collaboratively within a team.
- Knowledge of display advertising, remarketing, and other digital marketing channels.
- Familiarity with web analytics tools such as Google Analytics.
- Proficiency in using bid management and optimisation tools.
- Experience with local search optimisation and geo-targeting.
Preferred skills and qualifications
- Google Ads certification and other relevant certifications.
- Experience with Google Analytics and other analytics tools.
- Knowledge of SEO best practices.
- Familiarity with social media advertising platforms.
- Multilingual proficiency for effective communication in a diverse digital market.
- Proficiency in conversion optimisation, display advertising, web analytics and A/B testing.
