An SEM specialist is also referred to as a Pay-Per-Click (PPC) specialist, and this description is quite often used in local job ads. They tend to come from a variety of backgrounds, but have usually undergone specialist, independent SEM training after graduating with a degree from a university (e.g. in English, Computer Science, Communications).

The specialist SEM training courses started between 9 and 10 years ago and were offered by pioneering SEO and SEM practitioners who built schools catering specifically to web development and digital marketing.

Within these training courses, trainees are deployed to actual SEM projects where they’re required to apply their knowledge to real-life search challenges. Naturally, this enhances their skills in the SEM field, so most graduates hit the employment market completely job-ready.

As with Search Engine Optimization (SEO), SEM is an emerging industry. As a result, SEM specialists tend to range in experience from a few months up to 9-10 years:

• Junior – Junior SEM specialists are typically graduates of certification or diploma courses with up to 11 months of relevant experience.
• Intermediate – An SEM specialist with 1-2 years of relevant experience is considered intermediate.
• Senior – Senior SEM Specialists  have 2+ years of relevant experience.