What Does an SEM Strategist Do?
An SEM strategist develops and manages paid search campaigns designed to increase visibility, drive traffic, and generate conversions for a business. They research keywords, create ad copy, and implement bidding strategies that maximize return on investment. SEM strategists monitor campaign performance closely, making adjustments to targeting, budgets, and creatives to improve outcomes. Their work ensures that businesses effectively reach potential customers in search engines like Google and Bing.
Beyond day-to-day campaign management, SEM strategists provide insights into digital marketing trends and collaborate with marketing teams to align SEM efforts with broader business goals. They analyze campaign data, prepare performance reports, and recommend strategies that drive growth. By combining analytical skills with creativity, SEM strategists help organizations stay competitive in crowded digital marketplaces and ensure that ad spend is optimized for the best possible results.
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SEM Strategist Core Responsibilities
- Develop and manage PPC campaigns across platforms such as Google Ads and Bing Ads
- Conduct keyword research and optimize campaigns for target audiences
- Write and test ad copy for relevance, engagement, and conversions
- Manage budgets, bids, and performance tracking for campaigns
- Use analytics tools to monitor KPIs and generate reports
- Collaborate with marketing and content teams to align SEM with overall strategy
- Perform A/B testing to refine targeting and messaging
- Stay up to date on industry trends, tools, and best practices
Required Skills and Qualifications
Hard skills
- Proficiency in Google Ads, Bing Ads, and PPC management platforms
- Strong knowledge of keyword research and campaign optimization
- Experience with Google Analytics, GA4, and conversion tracking
- Ability to create, test, and optimize ad copy and landing pages
- Familiarity with bid strategies, audience targeting, and remarketing
Soft skills
- Strong analytical and data-driven mindset
- Creative problem-solving and adaptability
- Excellent written and verbal communication skills
- Ability to manage multiple campaigns and priorities
- Collaboration skills for cross-functional teamwork
Education
- Bachelor’s degree in marketing, business, or related field required
Certifications
- Google Ads Certification required
- Microsoft Advertising Certification and Google Analytics Certification preferred
Preferred Qualifications
- 3–5 years of experience managing paid search campaigns
- Experience working with e-commerce or B2B digital marketing
- Familiarity with SEO/SEM integration and programmatic advertising
- Proven track record of improving ROI through paid search strategies
National Average Salary
SEM strategist salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a SEM Strategist is:
$81,255
Sample Job Description Templates for SEM Strategists
Junior SEM Strategist
Position Overview
We are seeking a junior SEM strategist to support our digital marketing team in managing paid search campaigns. This entry-level role is ideal for individuals with a foundational understanding of search engine marketing who are eager to develop hands-on experience with PPC platforms. You will assist in campaign setup, keyword research, and performance reporting while learning from senior team members.
Responsibilities
- Assist with keyword research and ad copywriting
- Support campaign setup and tracking across Google Ads and Bing Ads
- Monitor daily campaign performance and report key metrics
- Help conduct A/B tests to optimize ads and landing pages
- Collaborate with team members on campaign adjustments
- Stay current on industry trends and best practices
Requirements
Hard skills
- Basic knowledge of Google Ads and Bing Ads platforms
- Familiarity with keyword research tools and techniques
- Understanding of Google Analytics or similar reporting platforms
- Strong data entry and spreadsheet skills
Soft skills
- Eagerness to learn and apply new concepts
- Attention to detail and organizational skills
- Ability to work collaboratively in a team environment
- Strong written and verbal communication
Education
- Bachelor’s degree in marketing, business, or related field preferred
Certifications
- Google Ads Certification encouraged within first year
Preferred Qualifications
- Internship or prior experience in digital marketing
- Exposure to SEO, paid social, or other online advertising channels
Mid-Level SEM Strategist
Position Overview
We are hiring a mid-level SEM strategist to plan, execute, and optimize paid search campaigns across multiple platforms. This role requires prior experience managing PPC campaigns and the ability to deliver measurable results that support business objectives.
Responsibilities
- Manage Google Ads, Bing Ads, and remarketing campaigns
- Conduct keyword research and identify targeting opportunities
- Write, test, and optimize ad copy for engagement and conversions
- Monitor budgets and adjust bids to maximize ROI
- Generate performance reports and recommend improvements
- Collaborate with marketing and content teams on integrated campaigns
Requirements
Hard skills
- Proficiency in Google Ads, Bing Ads, and Google Analytics
- Strong knowledge of keyword research and bid management
- Experience with A/B testing and landing page optimization
- Ability to track conversions and analyze campaign performance
Soft skills
- Strong analytical and problem-solving abilities
- Effective communication and collaboration skills
- Ability to manage multiple campaigns simultaneously
- Adaptability in fast-paced environments
Education
- Bachelor’s degree in marketing, business, or related field required
Certifications
- Google Ads Certification required
- Microsoft Advertising Certification preferred
Preferred Qualifications
- 2–4 years of SEM or digital marketing experience
- Familiarity with e-commerce or B2B paid search strategies
Senior SEM Strategist
Position Overview
We are looking for a senior SEM strategist to lead high-impact paid search initiatives and drive business growth through advanced campaign management. This role requires expertise in SEM platforms, data analysis, and strategy development, along with the ability to mentor junior team members.
Responsibilities
- Develop and oversee SEM strategies across Google Ads, Bing Ads, and display networks
- Manage large-scale budgets and optimize spend for maximum ROI
- Conduct advanced keyword research and audience targeting
- Lead A/B testing and conversion optimization initiatives
- Analyze performance data and present findings to leadership
- Provide mentorship and training to junior SEM staff
Requirements
Hard skills
- Expertise with Google Ads, Bing Ads, and Google Analytics (including GA4)
- Strong knowledge of advanced bid strategies and automation tools
- Experience managing large-scale PPC budgets
- Proficiency with reporting dashboards and data visualization
Soft skills
- Leadership and mentoring abilities
- Strong analytical and strategic thinking skills
- Clear communication with both technical and non-technical audiences
- Ability to influence and drive results across teams
Education
- Bachelor’s degree in marketing, communications, or related field required
Certifications
- Google Ads Certification required
- Google Analytics Certification preferred
Preferred Qualifications
- 5–7 years of SEM experience with proven ROI results
- Experience with international SEM or multi-language campaigns
Lead SEM Strategist
Position Overview
We are hiring a lead SEM strategist to oversee paid search operations and ensure alignment with broader digital marketing goals. This role requires both strategic oversight and hands-on expertise to deliver measurable results across multiple campaigns.
Responsibilities
- Lead the development and execution of enterprise-level SEM strategies
- Supervise and mentor SEM strategists and junior staff
- Collaborate with senior marketing leadership to align SEM with business objectives
- Oversee A/B testing, campaign optimization, and budget allocation
- Provide regular performance reports to stakeholders
- Stay informed on emerging SEM tools and trends
Requirements
Hard skills
- Advanced knowledge of PPC platforms and digital advertising ecosystems
- Strong expertise in bid management, budget forecasting, and reporting
- Ability to integrate SEM with SEO, social, and content marketing strategies
- Proficiency with data visualization and reporting platforms
Soft skills
- Strong leadership and team management skills
- Excellent communication and presentation abilities
- Strategic and innovative thinking
- Ability to balance high-level strategy with hands-on execution
Education
- Bachelor’s degree in marketing, business, or related field required
Certifications
- Google Ads Certification required
- Microsoft Advertising Certification preferred
Preferred Qualifications
- 7+ years of SEM or paid media experience
- Proven success managing multi-channel campaigns at scale
SEM Manager
Position Overview
We are looking for an SEM manager to lead the paid search function, manage a team of strategists, and deliver results-driven campaigns that support business growth. This role requires expertise in SEM management, budget oversight, and team leadership.
Responsibilities
- Manage and develop a team of SEM strategists
- Define SEM goals and align campaigns with business objectives
- Oversee campaign budgets, forecasts, and ROI reporting
- Partner with marketing leadership to integrate SEM into cross-channel strategies
- Evaluate and implement new SEM tools and technologies
- Present campaign performance and insights to executives
Requirements
Hard skills
- Mastery of PPC platforms including Google Ads and Bing Ads
- Strong knowledge of budget management and forecasting
- Experience with advanced reporting and analytics tools
- Familiarity with SEO and its relationship to SEM strategies
Soft skills
- Executive-level communication and leadership abilities
- Ability to build, coach, and manage teams
- Strong organizational and project management skills
- Strategic mindset with focus on business outcomes
Education
- Bachelor’s degree required; master’s preferred
Certifications
- Google Ads Certification required
- Google Analytics or Microsoft Advertising Certification preferred
Preferred Qualifications
- 8–10 years of SEM and digital marketing experience
- Proven success managing enterprise-level campaigns and teams
Director of Paid Media
Position Overview
We are hiring a director of paid media to provide executive leadership over all paid digital channels, including SEM, paid social, and display advertising. This role requires setting strategic direction, managing budgets, and ensuring paid media efforts deliver measurable business impact.
Responsibilities
- Define the vision and strategy for paid media across all digital platforms
- Lead and mentor SEM managers and paid media specialists
- Oversee large-scale budgets and allocate resources effectively
- Collaborate with executives on digital marketing strategy and business objectives
- Evaluate performance metrics and present ROI to senior leadership
- Stay ahead of industry trends, tools, and regulatory changes
Requirements
Hard skills
- Mastery of SEM, paid social, and display advertising platforms
- Expertise in budget management and digital marketing analytics
- Strong knowledge of attribution modeling and multi-channel reporting
- Ability to oversee large-scale campaigns across industries and geographies
Soft skills
- Executive leadership and communication skills
- Strategic vision and ability to influence business outcomes
- Strong decision-making under pressure
- Ability to manage cross-functional teams and external partners
Education
- Bachelor’s degree required; MBA or advanced degree strongly preferred
Certifications
- Google Ads and Analytics Certifications required
- Additional certifications in paid social platforms are a plus
Preferred Qualifications
- 12+ years of experience in paid media and digital marketing leadership
- Proven track record of scaling enterprise-level paid media programs