The Senior SEM Specialist is responsible for strategizing, executing, and optimizing all paid search initiatives across Google Ads and Bing Ads for the entire Group of Companies. This role ensures high-quality lead generation, cost-efficient campaign performance, and adherence to paid advertising best practices. The ideal candidate is analytical, data-driven, and highly experienced in managing multi-brand SEM campaigns.
Key Responsibilities
- Lead and manage performance-driven campaigns across Google Ads (Search, Display, Video, Performance Max) and Bing Ads (Microsoft Advertising).
- Plan, execute, and continuously optimize SEM campaigns across multiple brands under the Group of Companies (GOC).
- Conduct deep keyword research to develop high-intent and cost-efficient campaign structures.
- Monitor daily campaign performance and adjust targeting, bids, and budgets based on platform data and business goals.
- Optimize campaigns for conversion volume, lead quality, and ROE targets.
- Implement A/B tests
for ads, audiences, keywords, bidding strategies, and landing pages to improve performance.
- Track, analyze, and report on key metrics including CPC, CTR, CPCon, CPQL, conversion rate, ROAS, and impression performance.
- Collaborate with the Marketing Officer to align landing page content, creative materials, and conversion assets.
- Ensure full compliance with Google Ads and Bing Ads policies, platform updates, and industry best practices.
- Identify opportunities for new campaigns, expansions, and scaling within various business units.
- Maximize overall lead generation, cost efficiency, and return on advertising efforts for all brands
Qualifications
- Bachelor’s degree in Marketing, Business, Communications, or any related field.
- Minimum 3–5 years of hands-on experience managing Google Ads and/or Bing Ads campaigns.
- Proven experience running Search, Display, Video, and Performance Max campaigns.
- Strong understanding of keyword research, bidding strategies, remarketing, audience segmentation, and conversion optimization.
- Experience handling multi-brand
or multi-location account structures.
- Proficient in using analytics tools such as Google Analytics, Google Tag Manager, Looker Studio, or similar.
- Strong analytical, numerical, and problem-solving skills.
- Excellent communication and reporting skills.
- Google Ads Certification is a strong advantage.
Skills & Competencies
- Expertise in SEM strategy, optimization, and scaling
- Strong analytical and data interpretation skills
- Understanding of conversion tracking, attribution, and lead quality scoring
- Ability to manage budgets and large-scale campaigns
- Continuous improvement mindset; strong attention to detail
- Collaboration and cross-functional communication
- Ability to work under pressure and deliver results to hit KPIs
