Search Engine Marketing (SEM) Specialist (8a-5p) Marketing & Public Relations - Johnson City, TN

• The Search Engine Marketing (SEM) Specialist is a key driver in our digital strategy, responsible for managing and optimizing paid search (PPC) campaigns that enhance acquisition and engagement. This role requires an analytical mindset, technical proficiency, and a solid understanding of SEM best practices. Operational Responsibilities Paid Search Campaign Management Campaign Development & Execution:
• Develop, implement, and manage PPC campaigns across platforms such as Google Ads, Microsoft Advertising, and other relevant search engines.
• Oversee SEM campaign setup, including comprehensive keyword research, bid strategy development, ad copy creation, and dynamic search ads optimization where applicable, as well as assist with landing page optimization.
• Manage campaign expectations and align user intent to maximize performance and business outcomes.
• As necessary, build, test and continuously optimize dedicated landing pages that drive conversions and support campaign goals, in collaboration with the digital content and design teams. Budget & Strategy:
• Manage and allocate campaign budgets effectively with a focus on efficiently driving intended results.
• Refine bidding strategies and continuously test ad elements to maximize return on ad spend (ROAS) and reduce cost-per-click (CPC) or -conversion. Performance Monitoring & Optimization Data-Driven Analysis:
• Track, analyze, and report on key performance indicator (KPI) metrics, such as click-through rates (CTR), CPC, conversion rates and ROAS.
• Leverage conversion tracking and other insights to make data-driven decisions and optimize campaigns and enhance user experience, engagement and ROI. Continuous Improvement:
• Collaborate with others on performance media team to design and execute A/B and multivariate tests as needed on ads and landing pages.
• Implement findings to drive measurable improvements in campaign performance. Cross-Functional Collaboration & Reporting
• Work closely with performance media team, other digital experience team members, and relevant stakeholders to align SEM efforts with broader initiatives.
• Partner with creative, marcom, martech/analytics, and other teams as necessary to develop and refine both search and Performance Max campaigns that mirror consumer journeys.
• Deliver regular, actionable performance reports and strategic insights to stakeholders to support data-driven decision-making. Industry Trends, Best Practices & Compliance Awareness
• Stay current with emerging SEM trends, tools, and best practices, with an emphasis on healthcare-specific strategies.
• Monitor competitor activities and benchmark against industry standards to maintain a competitive edge while ensuring compliance with healthcare regulations. Qualifications & Skills Technical Expertise
• Proven experience managing and optimizing paid search campaigns on platforms such as Google Ads and Microsoft Advertising.
• Proficient with SEM and analytics tools (e.g., Google Analytics*, Google Tag Manager) and keyword research platforms.
• Familiarity with Google Ads scripts is a plus.
• Understanding and practical experience with audience segmentation strategies.
• Knowledge of when dynamic search ads are appropriate and how to optimize them. Analytical & Strategic Acumen
• Analytical skills with the ability to interpret data and translate insights into effective strategies.
• Experience in conversion tracking and optimization to ensure campaigns are both effective and measurable.
• Detail-oriented with the ability to manage multiple campaigns and priorities simultaneously. Communication & Collaboration
• Excellent written and verbal communication skills, with an ability to clearly present performance insights and campaign strategies.
• Proven track record of working effectively in a team environment and engaging with cross-functional stakeholders. Healthcare Acumen
• Familiarity with healthcare marketing regulations and compliance standards, ensuring ethical advertising practices is beneficial.
• Candidates who do not have healthcare experience understand that acquiring this knowledge on the job is a requirement. Health system experience is highly desirable.

• Education and Experience
• Bachelor’s degree in Marketing, Digital Media, or a related field
• A minimum of 3 years of hands-on digital marketing experience, preferably in paid-search campaign management Professional experience in healthcare or similarly regulated industries is a plus. Licenses and

Google Ads and Microsoft Advertising certifications may be helpful but are not required Work

Day On Call: No Weekends: No

No Travel Shift Details: 8a-5p City/State: Johnson City, TN Location: Ballad Health Corporate