Digital Marketing - SEM Specialist

UWorld; Hyderabad; On-site; INR 1,800,000 - 3,600,000; Full time

Job summary

UWorld is seeking a senior SEM professional to plan, create, and manage PPC campaigns across Google, Bing, and Facebook. You will conduct keyword research, optimize bids, and align queries to landing pages to boost conversions.

You will provide weekly and monthly performance reports, test ad copy and keywords, and leverage A/B testing to maximize campaign results. Strong analytics and certifications are required.

Qualifications

• Bachelor's or Master's in Marketing or a quantitative field.
• 6+ years SEM experience managing PPC campaigns across Google, Bing, and Facebook.
• Certified in AdWords, Bing, and Facebook Business.
• Google Analytics certification required.
• Up-to-date with the latest SEM trends and best practices.
• Experience with bid management tools (e.g., Click Equations, Marin, Kenshoo, Search Ignite).

Responsibilities

• 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 while keeping within budget and maintaining Quality Score, impression share, CTR, etc.
• Monitor, evaluate, and present campaign performance with weekly and monthly reports and KPI analysis.
• Align search queries to landing pages to increase conversions.
• Test keyword phrases, split Ad Groups, and run A/B tests to maximize performance.
• Write concise ad copy to improve CTAs and landing pages for conversions.
• Ongoing keyword discovery, expansion, and optimization.

Skills

SEM expertise

PPC management

Keyword research

Campaign optimization

Performance reporting

Ad copywriting

Landing page optimization

A/B testing

Multi-channel ads

Education

Bachelor's or Master's in Marketing or quantitative field

Tools

Google Ads (AdWords)

Bing Ads

Facebook Ads

Click Equations

Marin

Kenshoo

Search Ignite

Google Analytics

Job description

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.

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

• Bachelor's/Master's degree in Marketing or a quantitative, test-driven field
• 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