SEM Manager

Location: Alta
Posted on: March 14, 2023

Job Description:

Contact Ginny Root at 319-423-6979
 
Essential Duties & Responsibilities
• Lead the day-to-day paid search marketing activities across multiple search engines (Google, Yahoo, MSN, Bing, etc.) including the campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns.
• Develop near and long-term PPC account strategies, roadmaps and execute day-to-day tactics that increase revenue, site traffic, conversion and margins.
• Effectively oversee a 3rd party PPC vendor that executes on keyword bid management and general account management of PPC campaigns to grow PPC traffic, revenue and maximize return on investment.
• Oversee keyword research (discovery and expansion), review and editing of creative copy, review and analysis of web site performance metrics, and optimization of campaigns.
• Oversee testing of ad positions, ad copy, and landing pages based on traffic patterns, navigation paths, bounce rates, conversion and average order size.
• Determine and coordinate the right level of spend with internal staff and vendors to meet ROI expectations, cost of acquisition and the goals of the business.
• Identify and report on key performance indicators, and opportunities for improvement on a regular basis.
• Continually discover and leverage best practices and new tools within the online marketing domain as applicable to our business and PPC.
• Serve as the "product expert" in our industry and create an associated keyword expansion roadmap, working with the merchandising team to develop relevant ads and landing page content.
• Drive continued innovation and best practice implementation, regularly sharing your knowledge with the marketing and leadership teams.
• Integrate strategies and recommendations into other active marketing channels such as Email Marketing and Social Media.
 
Educational and Experience Requirements  
A Bachelor’s degree in Marketing or Business and a minimum of five years of directly related SEM experience is required for this position.  Previous experience in business to consumer marketing is preferred.  Additional qualifications include:
 
• Proven track record of success in developing and managing PPC across Google, Yahoo!, and Bing.
• Ability to analyze a wide variety of performance metrics, including: CTR, CPA, Conversion Rate, and Profit Margins.
• Fluent in the search landscape, including performing competitive analysis, keyword development, tracking tools, bid-management systems and reporting tools.
• Previous experience in analyzing marketing metrics, quantitative evaluations of marketing efforts, establishing test methodologies, and analyzing results.
• Ability to work with 3rd party vendors, agencies, affiliates and partners.
• Experience in building business models and cases in the online space.
• Proficiency of Google Analytics, WebTrends, and/or web analytics.

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