The evolution of the Paid Search Marketer
In today’s post, I thought it would be interesting to discuss how the function of paid search marketing has evolved and changed since its beginnings in 2000. Nowadays, paid search is the biggest revenue driver for most search engines, and search is globally moving towards intuitive results and anticipating user needs. As discussed in my article regarding the future of search, the sector is changing like never before, which obviously has consequences for paid search marketers. While the core activities of paid search marketers haven’t changed drastically, many others things have.
What hasn’t changed for Paid Search Marketers
Overall, the main day-to-day activities remain very similar, and paid search today is still about optimising search campaigns with the help of bid management and editorial tools. While Google clearly dominates the market, it is still essential to have a good knowledge of others platforms like Yahoo, Bing Baidu and Yandex.
A good paid search marketer still needs to demonstrate attention to detail, a creative approach to problem-solving, and an analytical mind. It is also important to be a team player in order to exchange best practices and be able to test new methods and technologies as they emerge.
What has changed for Paid Search Marketers
However, the importance of Paid Search keeps on increasing, and vs other media channels. With close scrutiny from decision makers, Paid Search has a strong influence on wider marketing strategy, such as aligning messaging across others channels in order for campaigns to be displayed seamlessly. Paid Search Marketers also have their say on the website content, as they provide recommendations to test and optimise the landing page experiences.
We can also note that more and more brands are now choosing to manage their paid search campaigns in-house, rather than through agencies, as it allows them to have a better integration of their campaigns with global marketing strategy, and to save on hefty agency fees.
Finally, as the industry keeps on changing and evolving, it is essential more than ever for Paid Search marketers to stay on top of trends and developments so they can really provide a better customer experience on search engine. Most of us actively take part in the search marketing community by going to industry events, being active on social media, and sharing ideas and best practices.
What about you, do you work in Search Marketing, and have you noticed any other changes in the role of a Paid Search Marketer? Do not hesitate to share your ideas in the comments, and feel free to continue the conversation on Twitter @gblecon.