Digital Marketing Executive

Job Description: SEM Executive (Paid Search Specialist)

Role Summary: The SEM Executive is responsible for managing all paid search campaigns on Google, Bing, and other search engines. Their goal is to maximize the Return on Ad Spend (ROAS) and Conversion Rate for clients.

1. Primary Work (The "Core" - 100% Ownership)

   • Campaign Architecture: Setting up account structures (Search, Display, PMax, Remarketing) and managing daily budgets.

   • Bid Management: Optimizing manual or automated bidding strategies to hit target Cost Per Acquisition ($CPA$).

   • A/B Ad Testing: Writing and testing multiple versions of "Responsive Search Ads" (RSAs) to improve Click-Through Rate ($CTR$).

   • Conversion Tracking: Setting up and troubleshooting "Tags" and "Pixels" (via Google Tag Manager) to ensure every dollar spent is tracked to a sale or lead.

2. Secondary Work (The "Support" - Collaboration)

   • Landing Page Optimization: Working with the SEO/Dev team to ensure the page users land on is fast and relevant. The SEM Executive provides the "Conversion requirements"; the SEO/Dev team handles the "Technical implementation."

   • Keyword Coordination: Sharing "high-converting" paid keywords with the SEO team so they can target them organically.

3. Proxy Work (The "Bridge" - Contingency)

   • Basic Copywriting: Writing short, punchy headlines for ads if the copywriter is unavailable.

   • Competitor Intelligence: Using tools like SpyFu to see what competitors are spending on.

Role Overlap Prevention: The "Search" Boundary

To stop the overlap issues between SEO and SEM:

1. The "Keyword" Rule: The SEM Executive focuses on "Transactional" keywords (Buy now, Price, Hire). The SEO Executive focuses on "Informational" keywords (How to, What is, Guide).

2. The "Budget" Rule: The CSM owns the client’s money. The SEM Executive owns the allocation of that money within the platform. The SEM Exec should never increase a budget without the CSM's Accountable approval.

3. The "Landing Page" Rule: If a page is for an Ad, the SEM Executive has the final "Veto" on the layout to ensure it converts. If a page is for organic traffic, the SEO Executive has the final "Veto."

Agency Workflow Map.

This map shows exactly how a single client request flows through the Client Servicing Manager (CSM), SEO Executive, and Social Media Ex (SMM) without anyone stepping on each other's toes.

1. Integrated Search Workflow (The "Search Duo")

This 6-step cycle ensures that your agency isn't paying for clicks on keywords you already rank for organically, and vice-versa.

Phase 1: Budget & Goal Setting

• The Actor: Client Servicing Manager (CSM)

• Action: Defines the monthly ad spend and the target $CPA$ (Cost Per Acquisition).

• Deliverable: Approved Media Plan.

Phase 2: Keyword Synchronization

• The Actors: SEM Executive + SEO Executive

• Action: They meet to compare lists. SEM takes the "High Intent/Buying" keywords; SEO takes the "Education/Comparison" keywords.

• Deliverable: Shared Keyword Master Sheet.

Phase 3: Technical Setup (Tracking)

• The Actor: SEM Executive

• Action: Sets up Google Tag Manager (GTM) and conversion pixels.

• Deliverable: Verified "Conversion" tracking in Google Ads.

Phase 4: Creative & Landing Page Build

• The Actor: SEM Executive + Creative Team

• Action: SEM Executive provides the "Ad Copy" and "Landing Page Wireframe." Creative builds the visual assets.

• Deliverable: Live Landing Page and Ad Sets.

Phase 5: Launch & Real-Time Optimization

• The Actor: SEM Executive

• Action: Launches campaigns. Monitors "Negative Keywords" (to stop wasting money) and adjusts bids hourly/daily.

• Deliverable: Active Campaign Management.

Phase 6: The "Search Loop" Reporting

• The Actors: SEM + SEO + CSM

• Action: SEM identifies which paid keywords are converting best. They "hand off" these keywords to the SEO Executive to build long-term organic authority for them.

• Deliverable: Unified ROI Report for the Client.

• It is a Full Time Digital Marketing job for candidates with 1 - 3 years of experience.