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Career Story: Search Engine Marketing Specialist For An E-Retailer

Search Engine Marketing Specialist For An E-Retailer

Job Title: Search Engine Marketing Specialist

Type of Company: My company aids other companies in getting traffic to their websites through Search Marketing.

Education: BS, Marketing, University of Arizona

Previous Experience: I worked as a personal banker for JP Morgan Chase for a year just out of college before I transferred to their marketing department. I later shifted to their Partnership Division, doing sales mixed with marketing.

Job Tasks: Currently, I am in charge of managing our online client's search business. Millions of people search for products and services on the web and they are doing so through services like Google and Yahoo. People perform a search and either click on a paid advertisement (usually at the top or right hand side of the screen) or a natural listing (slightly below the sponsored listing).

My client, an online shoe retailer, pays money for keywords associated with the products they sell. They will pay $1.10 for the keywords 'Adidas shoes,' for example, when someone searches and clicks on their advertisement in Google. By tracking the number of searches, clicks, cost per click ($1.10), conversions and revenue, I can optimize their search marketing campaign to get a specific return on investment.

A typical day consists of discussing the client's goals, upcoming products they would like to feature, sales they may be running, new initiatives, etc. I also check their account in the different search engines (Google and Yahoo) and try to decide how to tweak their account based on their goals. I may need to pay less per click ($.90 instead of $1.10) or change the language we use in our advertisement - "Buy new Adidas Shoes Today" vs. "Adidas Shoes - Stylish and Comfy".

Best and Worst Parts of the Job: The best part of my job is making changes and seeing the positive effects of my hard work. Reaching my goals by implementing new changes or ideas is very fulfilling.

The worst Part of my job? Some tasks can be monotonous and redundant. Occasionally, I will have a long project that involves doing the same stuff frequently.

Job Tips: Math is a very good skill to have. There is a fair amount of analytical thought that goes into search engine marketing. Creativity is key as well, but focusing on numbers will give you a leg up in this industry. Additionally, the online world is changing and will continue to change. Keeping up on the new developments and technology is VERY important.

Additional Thoughts: The online marketing industry is very young, fun and lucrative. I enjoy working here because it's fast-paced and cutting edge. Additionally, it has allowed me to develop a skillset that can be applied to any job: analytical skills, people skills and the ability to learn quickly on the fly.

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