ATS Keywords for
Digital Marketing Specialists
Digital marketing is screened almost entirely on platforms and metrics, because that is how the work is actually specified. A requisition names the ad platforms, the analytics stack, the CMS and the target metric, and the applicant tracking system checks for each. This is a discipline where being specific costs nothing and vagueness costs everything: "ran paid campaigns" matches no platform, while naming Google Ads and Meta Ads matches two. The terms below follow the channels as postings list them.
14 ATS keywords for Digital Marketing Specialist CVs
What each term signals to the system reading your CV.
Google Ads / PPC
The most screened paid-channel term, and postings use both the platform name and the acronym.
Meta Ads / Facebook Ads
Platform-specific buying experience that Google Ads experience does not imply.
SEO (on-page, technical)
Subtypes are searched separately, and technical SEO is the scarcer of the two.
Google Analytics / GA4
The GA4 version string now appears explicitly, so include it rather than the legacy name alone.
Conversion rate optimization (CRO)
Names the optimisation discipline and appears as both phrase and acronym.
Email marketing (Mailchimp, Klaviyo)
Platform names are matched individually in ecommerce postings.
Content management systems (WordPress)
Hands-on publishing ability is a stated requirement in most specialist roles.
Keyword research (SEMrush, Ahrefs)
Tool names prove operational SEO work rather than oversight of it.
Social media advertising
Distinct from organic social and screened as its own competency.
Landing page optimization
The concrete deliverable tied to conversion responsibilities in the posting.
Marketing automation
Workflow and nurture building is a named requirement in B2B specialist roles.
ROAS / CPA / CTR
Performance metrics that signal you are accountable for efficiency, not just output.
Google Tag Manager
Tracking implementation is a specific, checkable skill that many candidates lack.
A/B testing
Systematic testing is written into most performance marketing requisitions.
How to use this list
- Name every platform you have run campaigns in — these are the literal strings the filter checks, one by one.
- State the monthly ad spend you managed; it is the fastest way to communicate the level you operate at.
- Report channel results in that channel's metric: ROAS for paid, organic sessions for SEO, open and click rate for email.
- Add GA4 explicitly if you have migrated or configured it — the version distinction shows up in postings now.
Frequently asked questions
Everything you need to know before you upload.
Do Google certifications help?
Yes, more than in most fields. Google Ads and Analytics certifications are frequently listed as preferred qualifications, which makes them literal keyword matches, and they are cheap to obtain relative to that benefit.
How do I present freelance or agency client work?
Group it under one role with the client types and the results, rather than listing every client as a separate position. It parses cleanly, reads coherently, and keeps the channel keywords concentrated.
Specialist or performance marketer — which title should I use?
Use the posting's title in your summary line. The underlying skills are similar, but titles are searched literally and a mismatched one weakens an otherwise strong match.
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