Search Engine Marketing (Sem) Specialist

What You'll Do

We are looking for an experienced Search Engine Marketing Specialist to join our Global Media team. Working alongside our Integrated Search (Paid and Organic) leadership, you will help to optimize the Cisco presence across the search engine results page, passionate about our persistent goal of improving the customer experience and driving business outcomes. You will be responsible for the management of our paid search marketing initiatives while collaborating closely with SEO managers to build coordinated paid & organic search strategies, as well as with partners around the world, to ensure we are meeting the needs of our prospects and customers. This role will report to the Global Paid Search Manager.

Job Responsibilities The primary responsibility of the Search Engine Marketing Specialist is to maximize the performance of search engine marketing campaigns across our global activations based on business objectives, data insights, and platform capabilities.

• Optimize campaign performance using foundational search marketing tasks (budget management, bid adjustments, search query mining, etc).
• Craft all aspects of SEM campaign strategy based on the goals of the business. Initiatives where you will be a primary contributor include keyword/targeting strategy, messaging approach, bid strategy design, as well as investment optimization.
• Provide thought leadership within the Cisco organization and externally through authored POVs or presenting at conferences to highlight Cisco’s innovative approach to search marketing.
• Develop strategic roadmaps and highlight testing opportunities as platform offerings evolve.
• Manage the localization and translation of keywords and ad copy for priority countries in either Asia Pacific or Europe Middle East markets.
• Share regular updates with key leaders that contain concrete insights and context for changes in performance. The audiences you will be engaging with are far-reaching in terms of seniority & physical location.
• Advise the build of reporting dashboards that will be used for optimization and performance readouts.
• Recommend process improvements that can increase operational efficiency or improve quality of SEM activations.
• Translate SEM strategy to in-platform activations that scale across the globe.

Qualifications

• Experience with SEO content strategy and execution is not required, but preferred.
• Great presentation skills (to internal teams, leadership, and clients)
• Second language reading or writing proficiency is not required, but preferred.
• At least 2 years running search engine marketing campaigns in Google Ads and Microsoft Advertising. Experience leading local engines such as Baidu, Naver, and Yahoo! Japan are a plus.
• Proficiency in Search Ads 360, Google Analytics, and Campaign Manager 360 are not required, but strongly encouraged.
• Proficiency in Excel will be required in this role. Must be comfortable using PivotTables, formulas (ie VLOOKUP, IF statements), as well as managing large data sets.
• Experience managing complex, international paid search campaigns.
• Deep understanding funnel dynamics and the optimization levers can be used to impact key metrics.

Business Impact According to recent research from Google, search is the #1 source used by B2B buyers when exploring products & services for their company. Given the prominence of the channel as a trusted research tool, search engine marketing is one of the most impactful messaging tactics at our disposal. Crafting an advanced, scalable search marketing program that prides itself on operational efficiency and results is critical to the success of our broader marketing objectives.

Search differentiates itself from other digital marketing tactics due to the pull nature of the channel. The words/phrases used in a search query provide critical clues regarding the searcher’s intent. Cisco’s breadth of solutions & reputation as a global technology leader means we face stiff competition across a wide and dense array of auctions. Through the power of Search, we can meet our customers where they are, with the right message, at the right time to build an affinity for the Cisco brand and prevent our competitors from seizing the opportunity.

Why Cisco

#WeAreCisco , where each person is outstanding, but we bring our talents to work as a team and make a difference powering an expansive future for all.

We adopt digital, and help our customers implement change in their digital businesses.

Day to day, we focus on the give and take. We give our best, give our egos a break, and give of ourselves (because giving back is built into our DNA.) We take accountability, bold steps, and take difference to heart. Because without diversity of thought and a dedication to equality for all, there is no moving forward.

So, you have colorful hair? Don’t care. Tattoos? Show off your ink. Like polka dots? That’s cool. Pop culture geek? Many of us are. Passion for technology and world changing? Be you, with us!