Digital Marketing - SEM Specialist

UWorld is a worldwide leader in online test prep for college entrance, undergraduate, graduate, and professional licensing exams throughout the United States. Since 2003, over 2 million students have trusted us to help them prepare for high-stakes examinations.

We are seeking a Search Engine Marketing (SEM) Specialist who will manage all paid search campaigns on Google, Yahoo, and Bing, as well as other search and display marketing engines. The SEM Specialist will effectively manage the paid search budget and work with the SEO and Marketing team in order to maximize ROI, drive traffic, and enhance the customer base.

Your Role

• Plan, create and manage PPC campaigns for several product lines and manage daily bids for all campaigns on Google, Bing, and Facebook
• Keyword research and management to optimize bids
• Optimize bidding at the keyword, placement, device, geographic, demographic, and other levels
• Perform daily account management of PPC campaigns, review underperforming keywords and ensure PPC campaigns stay within budget while maintaining Quality Score, impression share, click-through rate, and other important metrics
• Monitor, evaluate, and present the performance of campaigns by generating weekly and monthly performance reports and analyzing trends, goals, opportunities, and other KPIs
• Align specific search queries to appropriate landing pages to increase conversion rates
• Test keyword phrases, split Ad Groups, and A/B test ad copy to maximize campaign performance
• Write engaging and concise copy to modify CTAs on ads to boost click-through rates and landing pages to boost conversion rates
• Perform ongoing paid keyword discovery, expansion, and optimization

Your Experience

• Bachelors/Masters degree in Marketing or a quantitative, test-driven field
• 4-6 years of proven SEM experience and success managing PPC campaigns across Google, Bing, and Facebook Business
• Current with the latest trends and best practices in search engine marketing
• In-depth experience with bid management tools (eg, Click Equations, Marin, Kenshoo, Search Ignite)
• Strong analytical skills and experience generating SEM reports
• Familiarity with A/B and multivariate experiments
• AdWords, Bing, Facebook Business certification required
• Google Analytics certification required
  

Soft Skills

• Excellent attention to detail, organization skills, and articulate ideas clearly and concisely
• Exceptional follow-through, personal drive, and the desire to make a difference
• Positive attitude with a willingness to put aside ego for the sake of what is best for the team
• Ability to adapt, switch gears, and thrive in a fast-paced environment