SEM/SEO Specialist

The Digital Marketing Specialist will have a specific area of focus of search engine marketing (SEM) and search engine optimization (SEO). This position will manage and optimize all paid search (PPC) campaigns on Google, Google Ads, and Google AdWords as well as Google Display and YouTube video advertising campaigns. Additionally, this role will maximize scale of campaigns based on monthly budget, create update and maintain on-going performance, optimization and testing of SEM efforts. The SEM/SEO specialist role will also work with Digital Marketing leadership and content teams to execute the SEO content strategies such as defining best practices, technical SEO, on and off-page SEO to drive traffic and conversions which will result in new customers.

Major Responsibilities:

• Responsible for research of competitive paid search landscape.
• Responsible for the execution of paid, digital marketing activities that support improved awareness and acquisition for new and existing patients including Google AdWords PPC, Google digital display, YouTube video campaigns and other digital channels.
• Responsible for implementation of search engine optimization tactics.
• *Perform extensive keyword research for upcoming digital marketing campaigns for both SEM and SEO.
• Ideation and generation of search ad copy and testing of ad copy sets.
• *General PPC account maintenance, auditing and optimizations.
• Weekly and monthly SEM campaign and SEO reporting.
• Coordination with digital marketing team to report findings and recommendations.
• Analysis of paid search trends through Google Analytics, search platform reports and third-party tools.
• Identify and work with content teams for opportunities for SEO and SEM improvements, landing page improvements and calls-to-action.
• Recommend changes to website architecture, content, linking and other factors to improve SEO for targeted keywords.
• Work with various vendor and the DX team to install conversion tracking codes where needed.
• Responsibility for managing diverse teams including hiring, performance reviews, coaching, promotion and termination. Responsible for managing program budgets, vendor contracts and relationships and necessary policy adherence.

Education/Experience Required:

• Level of Education: Bachelors degree or equivalent work experience, Masters Degree preferred Field of Study (if applicable): Marketing, advertising, digital, computer science Years of Experience: 2-5 years of progressive experience. Describe Type Experience: Advertising, media planning, digital, marketing technology

Knowledge, Skills & Abilities Required:

• * Strong written and oral skills. * Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns. * Advanced knowledge of digital paid advertising platforms and tools including Google Adwords, Google AdWords editor, Google Remarketing, Google Customer Match, Google RLSA, Google Analytics, Google Tag Manager, YouTube and Display advertising. Knowledge of other bid-management tools such as, Marin, Kenshoo, Search Ignite, etc. * Advanced knowledge of search engine optimization techniques and competitor analysis including optimizing on-page copy, off-page principles and technical SEO. * Ad copy writing for SEM. * Good understanding of landing page and user experience skills to optimize for search campaigns. * Manage campaign expenses, staying on budget and estimating monthly costs and reconciling discrepancies. * Solid understanding of performance marketing, conversion, online customer acquisition. * Up-to-date with the latest trends and best practices in search engine marketing * Familiarity with A/B and multivariate testing experiments * Develop and recommend link building strategies
• License/Registration/Certification: Google AdWords Certification and Google Advanced Analytics Certification Issued by (Governing Body): Google

Physical Requirements and Working Conditions:

• N/A

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This job description indicates the general nature and level of work expected of the incumbent. It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the incumbent. Incumbent may be required to perform other related duties.