A Search Engine Marketing Specialist develops website traffic by purchasing ads on internet search engines. Launches and maintains paid search advertising campaigns for a company. Analyzes marketing data related to search query results.
As SEM/SEO Specialist, you'll drive our paid and organic search performance. On the SEO side, you'll own content strategy, link-building, and keyword strategy to grow search rankings. On the SEM side, you'll build, execute, report on, and optimize PPC campaigns to increase qualified site traffic. You'll also extend these efforts across the broader digital marketing mix, including Google Display Network, YouTube, social platforms, and our internal DSP.
Essential Duties & Responsibilities:
Lead the planning, development, execution, and optimization of paid search campaigns across Google, Yahoo, and Bing, in line with business strategy and budget requirements. Conduct keyword research, write and implement ad copy, and set bid strategies and budgets across multiple stores to maximize ROAS. Leverage AI-powered tools (e.g., for keyword research, ad copy generation, bid optimization, and performance analysis) to improve campaign efficiency and results. Identify optimization opportunities and run A/B tests to continually improve campaign performance. Partner with the Digital Media Buyer to run, QA, and optimize campaigns across DSP, social media, and email. Monitor and report on PPC and broader campaign performance using analytics tools, tracking key KPIs. Manage SEO efforts, including keyword strategy, content strategy, and link-building to improve search rankings. Recommend improvements to website architecture, content, and internal linking to strengthen SEO positioning. Monitor and optimize brand visibility in AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity) as part of the broader SEO strategy. Collaborate with the marketing team to align SEM/SEO efforts with overall brand voice and marketing initiatives. Stay current on SEO, SEM, and PPC industry trends, tools, and best practices, including the evolving impact of AI on search. Other duties as assigned.
Education & Experience:
Bachelor's degree in Marketing, Business, or a related field. Two to three years of experience in successfully developing and executing SEM campaigns across Google, Yahoo, and Bing. Google Ads certifications or other relevant certifications are a plus. Experience with keyword research tools like Brightedge, Conductor, SEM Rush, MOZ, and Ahrefs. Experience with DSPs (e.g., The Trade Desk, DV360) and social media advertising platforms (Meta, Pinterest, TikTok, etc.) is a plus.
Skills & Abilities:
Proficiency in analytic tools such as Google/Adobe Analytics to analyze campaign performance and make data-driven decisions. Comprehensive knowledge of performance marketing, conversion, and online customer acquisition. Up-to-date with the latest trends and best practices in search engine marketing. Expertise in Google Analytics, Google Ads, Bing Ads, and other critical SEM tools. Familiarity with AI-powered marketing tools for campaign optimization and content generation, and awareness of AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity). Strong analytical capabilities, numerical skills, and experience in generating comprehensive SEM reports. Demonstrated knowledge of computerized software, including Microsoft Office Word, Excel, PowerPoint. Familiarity with GA4. Ability to apply effective communication skills, reading, verbal and written, to interact with customers, colleagues, and stakeholders. Ability to apply effective and accurate data entry. Ability to work independently and in a team environment. Ability to multitask and prioritize tasks in a fast-paced environment.
Physical Demands:
Ability to move up to 15 lbs. Ability to remain in a stationary position for an extended period.
