SEM, PPC, CPC, etc…

Look, I’m going to be honest with you—all these acronyms and buzzwords on my résumé—they’re only here to get past the applicant tracking system (ATS). ATS is the class of software that recruiters employ to scan through hundreds of résumés searching for best matches.

If someone has been in marketing—particularly digital marketing—for the past few years, they’ve undoubtedly had experience with all these things. Filtering out resumes that contain overarching terms like “digital advertising” but fail to mention “Pay-Per-Click” is a bit like trying to hire a driver, but tossing out any applicant that didn’t specifically state that they can depress a brake pedal.

On the other hand, much of the job of a digital marketer is being aware of how to appease the algorithms that govern digital marketing. So maybe this isn’t a bad filter after all?

Anyway, just so we’re checking all the boxes: I have experience with Search Engine Marketing (SEM), specifically a lot of experience with Google Ads (formerly Google Adwords) and Bing Ads in the most competitive vertical there is—insurance. You can easily pay $60 or more for a single ad click there, so the stakes are high for a small business.

I’ve worked out budgets based on Pay-Per-Click, Pay-Per-Impression, etc. I have experience with Social Media Marketing (SMM), and Paid Social Media (PSM). I’ve used the built-in analytics for Facebook (Facebook Insights) and Twitter Analytics. Back ten years ago, I worked with a team that invented its own reddit analytics software.