The SEM Specialist is responsible for developing and executing comprehensive search engine marketing strategies that combine paid and organic tactics to drive qualified traffic and maximize ROI. This role demands expertise in keyword research, campaign structure, bid management, and data analysis, along with a collaborative approach to align search initiatives with broader marketing and business goals.

Key responsibilities include:

• Campaign Planning & Setup: Architect paid search campaigns in Google Ads and Microsoft Ads, defining account structure, ad groups, keywords, and match types to align with performance objectives
• Keyword Strategy & Research: Conduct in-depth research to identify high-value keywords and long-tail opportunities, incorporating competitive analysis and search volume trends
• Ad Copy & Landing Page Optimization: Write and test compelling ad copy variations, collaborate with UX/design teams to optimize landing pages for relevance and conversion, and ensure alignment with SEO best practices
• Bid Management & Budget Allocation: Implement automated and manual bidding strategies, adjust budgets and bid modifiers based on performance data, and maintain strict cost-per-click (CPC) and cost-per-acquisition (CPA) targets
• Performance Monitoring & Reporting: Analyze search metrics (impressions, CTR, Quality Score, conversion rate) in Google Analytics and Ads platforms, build actionable reports, and present insights and recommendations to stakeholders
• SEM & SEO Alignment: Partner with SEO specialists to coordinate keyword targeting, content optimization, and site structure improvements that amplify paid search results
• Testing & Continuous Improvement: Design A/B tests for ad copy, extensions, and landing pages; iterate on findings to enhance campaign efficiency and effectiveness

The SEM Specialist stays current on algorithm updates, emerging ad formats, and industry trends to continuously refine strategies and maintain competitive advantage in search marketing.