What are the responsibilities and job description for the SEM / PPC Specialist position at Benzinga?
We are seeking a detail-oriented and results-driven SEM / PPC Specialist with proven expertise in Google Ads and Bing Ads to join our Performance Marketing team. The ideal candidate will be responsible for planning, implementing, and optimizing paid search campaigns to maximize ROI and meet marketing objectives. This role requires a strategic thinker who can analyze campaign performance data and make data-driven decisions to improve results continuously.
Key Responsibilities
- Campaign Strategy & Execution
- Develop and execute paid media strategies across Google Ads and Bing Ads platforms.
- Conduct keyword research and audience targeting to structure campaigns effectively.
- Set up campaign parameters (bidding, budgets, ad groups, targeting) based on strategic goals.
- Optimization & Performance Management
- Perform ongoing campaign optimizations (adjust bids, update keywords, refresh creatives) to improve ad performance and ROI.
- Identify growth opportunities and recommend new strategies to expand reach and visibility.
- Implement A/B testing for ad copy, landing pages, and targeting methods to improve conversion rates.
- Budget Management
- Monitor daily spend across all paid search channels to ensure campaigns are within budget.
- Forecast and allocate budgets to meet performance and business objectives.
- Provide regular budget pacing reports and recommendations for any necessary adjustments.
- Analytics & Reporting
- Track, measure, and analyze campaign performance metrics (CPC, CTR, CPA, ROAS, etc.) using tools like Google Analytics, Google Ads, and Bing Ads reporting.
- Generate weekly, monthly, and quarterly reports on campaign performance, including insights and recommendations.
- Present findings to stakeholders, explaining complex data insights in an understandable way.
- Cross-functional Collaboration
- Work closely with the marketing and creative teams to develop compelling ad copy and landing pages that align with brand guidelines.
- Collaborate with SEO specialists to ensure cohesive strategies that maximize overall search visibility.
- Coordinate with other departments (e.g., Sales, Product) to align campaign objectives with broader business goals.
- Market & Trend Analysis
- Stay current with industry trends, platform updates, and best practices in search engine marketing.
- Conduct competitive analysis to identify opportunities for differentiation and growth.
- Propose new channels, platforms, or strategies for testing and potential scaling.
Qualifications & Skills
- Experience:
- 3 years of hands-on experience managing paid search campaigns on Google Ads and Bing Ads.
- Demonstrated success in optimizing campaigns for both e-commerce and lead-generation environments is a plus.
- Technical Skills:
- Proficient with Google Ads, Bing Ads, Google Analytics, and other analytics/reporting tools.
- Strong understanding of PPC, keyword research, audience segmentation, and bidding strategies.
- Familiarity with conversion tracking (GTM, pixel implementation, etc.).
- Analytical Abilities:
- Advanced knowledge of Excel/Google Sheets for data manipulation and reporting.
- Ability to interpret large data sets and derive actionable insights.
- Soft Skills:
- Excellent communication and presentation skills.
- Detail-oriented, highly organized, and able to manage multiple projects simultaneously.
- A growth mindset with a passion for continuous learning and improvement.
