Search Engine Marketing Strategist

Hearst Communications Amherst , NY

Posted 3 weeks ago

The SEM Strategist will work with our existing Search Engine Marketing team to provide strategic SEM services for our clients. The SEM Strategist will be responsible for researching, identifying and implementing emerging SEM trends and tactics.

This role will manage all aspects of day to day SEM strategy for clients. As part of the Search Engine Marketing Team, this individual will create new campaigns, develop targeted keyword lists, conduct bid management and optimization, develop advertising creative, prepare reports and analyze landing pages and keyword copy in support of advertiser goals. Confidence, accountability and action-oriented attitude and habits are keys to success.

Success metrics will be based on growth in overall qualified PPC traffic and conversions for a specific customer base.

The ideal candidate should also be comfortable in a client facing role with strong written and verbal communication skills. This individual will be required to present strategic SEM implementation plans and reports to our clients via conference calls. Candidate must be posses organizational and time management skills as they will be responsible for the management of several advanced SEM campaigns.


  • Develops keyword lists and ad copy for search campaigns.

  • Builds and launches SEM campaigns within Google Adwords and Microsoft Ad Center.

  • Creates new paid search campaigns utilizing various internal Web-based systems.

  • Designs, builds and analyzes effectiveness of landing pages used in search engine marketing campaigns.

  • Performs quality assurance prior to launching campaigns to ensure accuracy of campaigns.

  • Makes campaign, ad copy and keyword optimization changes based on analyzing key performance indicators such as CPC, CPL, and CTC.

  • Provides monthly updates to clients regarding performance of SEM campaigns and communicates regularly with clients to discuss metrics and trends.

  • Performs campaign budget stewardship to ensure campaigns are managed efficiently and target CPLs are achieved.

  • Performs in depth keyword research and strategic analysis.

  • Performs competitive keyword and strategic analysis.

  • Recommends website content and layout suggestions for better user experience and lead conversion.

  • Implements lead tracking systems.

  • Monitors and implements new and emerging trends in SEM.

  • Recommends changes in methods to increase traffic to websites

  • Performs other related duties as assigned.


The incumbent/candidate must have a detailed work ethic, be highly motivated, well organized and be able to communicate effectively with a diverse group of individual customers, as well as all levels of employees. Candidate must have solid time management and written/oral communication skills. Computer skills are required for this position. Mastery of MS Excel, Word, PowerPoint, Photoshop, needed. A strong understanding of HTML, CSS, Javascript, server side data and PHP is preferred but not required. Knowledge and experience with Google Adwords and Microsoft Ad Center is preferred but not required. Organizational skills and ability to manage multiple simultaneous projects and resources are required.

As part of its continued efforts to maintain a safe workplace for employees, Hearst Newspapers requires that all employees who receive a written offer of employment be fully vaccinated (as defined by the CDC) against the coronavirus by the first day of employment as a condition of employment, to the extent permitted by applicable law. Hearst Newspapers will consider requests for reasonable accommodations due to medical, including pregnancy or a pregnancy-related condition, and/or religious reasons on an individual basis in accordance with applicable legal requirements.

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Search Engine Marketing Strategist

Hearst Communications