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The goal of an SEM (search engine marketing) manager is to increase online traffic to their company’s website. They mainly achieve this by ensuring that the website and webpages come up at the top of search engine results pages in relation to relevant searched keywords.
SEM managers rely on a combination of different techniques in order to achieve the greatest possible ROI (Return on Investment).
In more detail
The main goal of the SEM manager is to increase company revenues by increasing online traffic to the company’s website. Greater traffic leads to more leads and therefore increased sales.
They may work closely with SEO managers to devise strategies that improve the company ranking on SERPs (search engine results pages). They may also employ other digital marketing techniques, such as PPC (pay per click) advertising. This refers to obtaining highly visible positions among the first search results. Overall, they are in charge of managing different online campaigns and defining their budget.
The SEM manager also needs to track the performance of all the web techniques employed. This allows them to evaluate the most effective methods and improve their digital marketing efforts. It is also important to analyse market trends to understand consumer behaviour.
Staying on top of digital marketing trends is the key to devising the most effective SEM strategies.
In order to work as an SEM manager, it is important to have a strong background in digital marketing. It is important to have a degree in Marketing, Business, Economics, or even IT. Knowledge of different digital marketing techniques such as SEO, PPC, and SEA is essential.
Additionally, SEM managers must have great data analysis and research skills in order to measure and evaluate the performance of the techniques they use. They should also have good communication skills, both verbal and written, as they are often tasked with presenting results.