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SEM Specialist

SEM Specialist Job Description

An SEM Specialist (Search Engine Marketing) in Canada is a highly analytical and results-driven professional responsible for the strategic planning, execution, and optimization of paid search advertising campaigns. This role focuses on driving qualified website traffic, generating leads, and achieving key conversion goals across platforms like Google Ads and Microsoft Ads. The SEM Specialist leverages in-depth keyword research, compelling ad creation, sophisticated bidding strategies, and meticulous performance analysis to maximize campaign ROI and enhance overall digital marketing efforts. Candidates must possess a strong analytical mindset, expert proficiency with SEM tools, and the ability to adapt strategies to evolving market trends. A bachelor's degree in Marketing, Business, or a related quantitative field is preferred, alongside relevant certifications (e.g., Google Ads, Microsoft Advertising). A deep understanding of Canadian search consumer behaviour, regional targeting, and local market nuances is essential.

Typical SEM specialist duties:

Develop, implement, and manage comprehensive paid search strategies and campaigns across Google Ads, Microsoft Ads, and other relevant platforms.Conduct in-depth keyword research, audience segmentation, and competitive analysis to identify growth opportunities in the Canadian market.Create, test, and optimize compelling ad copy, ad extensions, and landing page experiences to improve quality scores and conversion rates.Manage daily bid optimizations and campaign budgets to achieve target KPIs such as ROI, CPA, and ROAS.Monitor campaign performance closely using analytics tools, identifying trends, anomalies, and opportunities for continuous improvement.Generate detailed performance reports and present actionable insights to stakeholders, explaining campaign results and strategic recommendations.Stay current with the latest SEM trends, platform updates, and competitive landscape, particularly within the Canadian digital advertising space.Collaborate with marketing, content, and web development teams to ensure a cohesive and effective digital marketing strategy.

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Salary for SEM Specialist
61750 - 77750
Low
61750
The candidate is new to the role or has limited experience and is building necessary skills.
Mid
70500
The candidate has moderate experience in the role, meets most requirements or has equivalent transferrable skills, and may also have relevant certifications.
High
77750
The candidate has extensive experience and advanced skills for the role, and may also have specialized certifications.
Projected salaries for related positions Job title Low Mid High Marketing Automation Manager 80000 101500 118000 Marketing Automation Specialist 60250 77750 93000 Email Marketing Automation Specialist 77250 93250 101250 Growth Marketing Manager 78000 105000 111250 Digital Marketing Manager 83250 102750 117750 Digital Marketing Specialist 58250 65750 77750 Performance Marketing Manager 78000 97500 107500 Digital Project Manager 71500 96250 108500 Email Marketing Manager 75250 90250 98250 Email Marketing Specialist 58250 68000 76750 Digital Strategist 75250 89750 109000 SEO Content Manager 70500 88000 105500 SEO Specialist 60000 70250 81000 Web Analytics Specialist 64500 77000 91000 Community Manager 53500 62500 74000

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Our starting salary projections come from a rigorous, multistep process so that our numbers accurately reflect the marketplace. They are based on actual compensation for professionals Robert Half has matched with employers across the country and third-party job posting data from Textkernel that we use to independently validate the salary levels. Starting compensation—pay for someone new to a role—can vary significantly based on a candidate’s skills, experience and certifications, as well as other factors including industry, company size and revenue, and demand for the role. To reflect this variability, we report our salary data in three levels: low, mid and high.