6 Tips for Starting out in Paid Search
As the digital marketing space is continually getting more and more siloed and specialized, it’s becoming easier to pick a discipline you enjoy and fully immerse yourself in — mastering that craft. For me, it’s paid search and performance marketing. If you are considering diving into paid search marketing or starting your first gig in the field, here are some important things to add to your toolbelt: 1. Don’t Be Afraid of Being Wrong It’s easy coming into a new role and wanting to be amazing at everything right out the gate. It’s not easy exposing yourself and your shortcomings in front of your new team. But, you should! I would much rather be wrong in front of my peers instead of being wrong in front of a client. It’s in these moments that we get to learn and grow as professionals to understand what to look for in a given scenario. Being able to lean on your peers for insights or perspectives you didn’t consider helps you get better and makes for a more united and cohesive team. In my opinion, no question is a dumb question. I will gladly explain something to someone if it means we can all move one step forward together because that’s how I would want to be guided. I’ve been dismissed many times in my career, and that’s never allowed me to get better. Allow yourself to be wrong so you can allow others to be wrong without feeling punished for doing so. Equally, offer your own ideas. Coming into paid search, whether fresh out of school or transitioning from a different field, you have unique experience that others don’t. A fresh pair of eyes can spot opportunities or new perspectives on topics where seasoned eyes may not be able to. A quote from Einstein I love is: “We cannot solve our problems with the same thinking we used when we created them.” Bring your thoughts and ideas and table them with your peers. Very likely, others may have similar ideas and have chosen not to voice them. They will appreciate you bringing them to light. Even if your ideas are turned away, the answer is always no if you don’t speak your mind 2. Ask Lots of Questions It’s not enough to simply be wrong. You must have an unwavering desire to not only understand how to do something, but also why and when doing that will be useful again. These will serve you again as another tool in your utility belt if you can understand and contextualize a problem and its solution. I had a close high-school friend who knew how to do all of the calculus problems in our class, but only exactly how they were taught. I asked genuinely, ”Do you know why it’s done that way?” I was met with a puzzled look, ”No, I just do it that way the book says,” she laughed. Well, my desire to understand concepts, theories, and the why allowed me to answer questions she couldn’t later on, and that lesson has served me throughout my life. Not only will you understand how to tackle new problems, asking questions builds rapport with your team, and opens them up to asking questions too. 3. Practice. Practice. Practice. Read blog posts, watch YouTube videos, and ask your peers for advice to not only learn why things are done, but also how they execute those same tasks in their own way. There are a hundred ways to get to your destination. Learning different methodologies can surprise you and show you how to tackle a problem in a way you had not thought of before. This will allow you to practice and know exactly (quite literally) what buttons to push to get the answer you need faster. I am a firm believer that nothing in life is truly that hard to learn–some things just take more time to master and understand. Many of the tasks that you will be faced with may take some time to execute the first few passes, but you’ll go from crawling to sprinting very quickly as long as you put in the time. Always work to make yourself more valuable–to your clients, your team, and ultimately the marketplace. Your potential for growth really depends on your focus and your effort. 4. Communication and Transparency We all know communication is paramount in every aspect of life, and paid media is no different. Having clear communication with your peers and your clients helps everyone fire on all cylinders and prevents wasted time and unmet expectations. The only time someone gets disappointed is when the outcome does not meet their expectations. Make it clear to your team and clients what the end goal is and leave no room for unanswered questions. Be transparent with your capabilities and encourage your team to do the same so deadlines are met. 5. Stay Organized and Show Your Work Being able to prioritize is a skill. You will be bombarded daily with “urgent” requests from all stakeholders. It’s important to develop a personal filter for what matters. “Urgent” does not always equal “important”, and you’ll need to push back at times or make it clear that there are more pressing tasks that must come first. There is a funny quote that I sometimes reference that says, “Your bad planning should not become my emergency.” Work on improving your planning and communicate with your team so there are never any emergencies. Additionally, I find it very helpful to explain your work–just like you would in math class. It allows you to stay organized and to pick up where you left off. It also helps your peers/clients understand your thought process. This allows you to display your mastery on a topic to a client, but equally allows your peers to review your work and point out any mistakes before it becomes client-facing. 6. Ask for Feedback I think an underrated skill is knowing how to ask for feedback. This
The Art of Data Storytelling
Storytelling is deeply rooted in our evolution as humans. If we take a look around our daily lives, we are surrounded by stories and narratives. You can be listening to your child tell you a funny story about their day at school or be engulfed in the latest episode of Ozark. On the other hand, individuals like Martin Luther King and Mahatma Gandhi used the power of storytelling to inspire change and convey their message across the world. Nowadays, being effective in today’s modern workplace requires the ability to analyze data and communicate those insights through a storyline if you want to influence your audience and stand out as an A player. A large component to what makes a Paid Media Account Manager successful is his or her ability to communicate data-centric performance to a client who might not have the same experience as them. Analyzing the results from an A/B landing page test or how a new bid strategy was able to scour new search terms to improve conversion volume at an effective CPA and then communicating the results to your clients are some examples of how developing your skill as a data storyteller can help your professional career. Here are 3 tips to improve your skills as a data storyteller: Connect with your audience The first step to data storytelling is to establish a baseline with your audience. You’ll want to know where they are coming from, their experience, their expectations, and ultimately what they care about. Gathering this information will help you frame your conversation in a way that will not only foster the relationship but drive action and progress for both parties. Structure your narrative Every good story has 3 key elements: beginning, middle, and end. Instead of just throwing out performance metrics with no background story, create an outline to deliver your insights. First, create context and then back it up with your data analysis so that your audience can appreciate the metrics involved. Finish up the story with a conclusion whether that is a thoughtful decision to be made together, a solution, or next step action item to execute on. Listening is key Communication is a two way street. In order to reach the desired conclusion, you need to be mindful of the audience’s cues and feedback in order to effectively adapt your narrative in real-time. Make sure you incorporate pauses, welcome questions and feedback, as well as read body language and facial expressions from your audience. Use concrete language In order to help your audience develop a clear understanding of what you’re trying to communicate, avoid vague wording, technical jargon, and unfamiliar acronyms. Focus on providing specific examples and details that will contribute to a sense of clarity and simplicity across the room. Data Visualization Memes that go viral on social media are powerful. We can learn from them in order to capture our audience’s attention. Leveraging charts, diagrams, and pictures can support your narrative by delivering your data points in a way that’s much easier to grasp and remember. At the end of the day, you don’t have to be JK Rowling to tell a great data story or be an effective communicator as a paid media professional. As long as you maintain clarity on the overarching goal and continue to connect with your audience on a human level, you will be able to deliver your strategy and insights in the most impactful way possible.