SEO/sem/pay Per Click Mentor

2 months ago

Waterloo, Canada Accelerator Centre Full time

SEO/SEM/Pay Per Click Mentor
- Contractor or Consultant

The** **SEO**/SEM** Mentor**, **will work with our high-potential entrepreneurs providing expert level guidance and advice helping startups understand and implement effective search engine optimization strategies to improve their online visibility, drive traffic, and ultimately boost revenue growth. The SEO/SEM mentor will need to take a comprehensive digital marketing approach, balancing immediate paid visibility with sustainable, organic growth. This combined skill set helps startups maximize their online presence across both organic and paid channels.

Reporting to the Director, Programs and Client Experience, the SEO/SEM Mentor will help our portfolio of more than 150 companies to incorporate valuable SEO/SEM strategies into their operations and technologies.

This role will be engaged as a **third-party consultant **and will be compensated hourly based on client demand; we anticipate the initial time required to be approximately 5-10 hours per week, but the hours will vary from week to week. This variation provides for a flexible schedule.

**Key Requirements and Responsibilities**:

- Developing a unified SEO and SEM strategy
- The mentor will help startups integrate organic (SEO) and paid (SEM) strategies to create a cohesive approach, utilizing SEM to quickly gain visibility while building long-term SEO efforts.
- Advising startups on coordinating SEO and SEM keyword strategies to avoid cannibalization and maximize ROI by targeting keywords with the best blend of cost and organic.
- PPC campaign management and optimization
- Mentoring startups in setting up SEM campaigns, structuring ad groups, and choosing the right bidding strategies in platforms like Google Ads.
- Teaching best practices for writing effective ad copy that aligns with the startup’s branding and resonates with target audiences, along with A/B testing ads for performance optimization.
- PPC Campaign Management Skills
- Expertise in setting up, structuring, and optimizing campaigns within Google Ads, Microsoft Advertising, or other PPC platforms. This includes managing ad groups, selecting bid strategies, and configuring campaign settings for targeted reach.
- Skill in crafting compelling ad copy that is both relevant and conversion-focused, with an understanding of character limits, keyword usage, and best practices for high click-through rates (CTR).
- Experience in segmenting audiences for PPC, including remarketing strategies, demographic targeting, and custom audience creation.
- Advanced Analytics and Data Analysis
- PPC-specific metrics: Familiarity with metrics like CTR, Quality Score, impression share, and conversion rates specific to SEM.
- Proficiency in setting up and interpreting conversion tracking within Google Ads and other platforms, and experience with tools like Google Tag Manager for advanced tracking needs.
- Competitor Analysis and Market Research
- Experience in using tools like SEMrush, Ahrefs, or SpyFu to analyze competitors’ SEM strategies, ad copy, and spending patterns to uncover opportunities.
- Ability to keep up with changes in PPC trends, ad formats, platform updates, and evolving user behaviors that impact paid search strategies.
- Landing Page Optimization for Conversions
- Skills in optimizing landing pages for conversions (CRO), including experience with tools like Unbounce, Google Optimize, or Optimizely to A/B test page elements.
- An understanding of UX best practices to create effective landing pages that align with SEM objectives and provide a smooth transition for users coming from paid ads.
- Familiarity with SEM Tools and Platforms
- Google ads and Microsoft advertising: Deep experience in these core SEM platforms, including account structure, ad formats, budget management, and reporting.
- Familiarity with bid management and automation tools (e.g., WordStream, Marin Software, or Google’s Smart Bidding) to efficiently manage larger campaigns.
- Knowledge of retargeting tactics within Google Ads and other platforms to keep brands top-of-mind for users who have previously interacted with the website.
- Awareness, consideration, conversion, and post-conversion strategies
- Performance advertising
- Outcome-based metrics, conversion tracking, optimization techniques, real-time data analysis, and ad formats and re-targeting
- Meeting with clients individually, or as part of a group of mentors, or group of clients
- Consulting with the AC Programs team to ensure client needs are met
- Updating the AC’s CRM with time tracking and client notes from mentor meetings
- Participating in a monthly mentor team meeting and other AC meetings as required
- Well-rounded skill set in paid media, technical ad management, and performance tracking, alongside traditional SEO skills
- Expanded educational background and certifications
- Google ads certification, digital marketing certifications, practical portfolio in PPC
- Experience managing succes

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