Ever feel like the world of paid search is evolving faster than you can keep up with?
With constant updates and the push to embrace AI and automation, it can be easy to feel overwhelmed and discouraged as a paid search marketer. But you are not alone.
In a dynamic field like paid search, success doesn’t lie in sticking to what worked yesterday, but in adopting a growth mindset.
Prospering in PPC is not what you know now; it’s about your willingness to learn.
This article explores the concept of a growth mindset and highlights conversations within the paid search community that illustrate this mindset.
What is a growth mindset?
It is the belief that your skills and knowledge are not set in stone.
By working hard, learning, and being open to feedback, you can continually improve and reach your goals.
Imagine seeing challenges as opportunities for learning and growth rather than obstacles. That’s the power of a growth mindset!
A contrast to a growth mindset would be a fixed mindset.
With a fixed mindset, people believe that their talents and intelligence are fixed.
If you’re “not good at math,” you’ll never be good at data analysis (a crucial skill in PPC).
This fixed view example can hinder your progress and leave you feeling discouraged when you face setbacks while working with accounts.
A common misconception is that you don’t have the skills to effectively explain or create presentations about campaign strategy. This skill can be learned and developed through practice.
Why a growth mindset is important for PPC marketers
Whether you’re a seasoned expert or considering a career in PPC, understanding the key qualities of successful and happy paid search professionals can be helpful.
We often hear about technical skills and campaign optimization tricks, but let’s be real: happiness is also very important.
A growth mindset will not only help you succeed in your career, but also contribute to a more enjoyable work life.
Imagine spending all day looking at data, writing ad copy, and trying to keep up with PPC while feeling unhappy. If you don’t feel fulfilled and enjoy your work, you can feel seriously demotivated.
Dig deeper: Becoming a world-class PPC ad buyer: 8 key lessons
What a growth mindset might look like in action
Paid search experts with a growth mindset believe that their skills and knowledge are constantly evolving. This translates into:
Continuously analyzing data to understand new audience needs and search trends. It tests a new type of campaign that the industry has yet to embrace. Actively participate in industry discussions and ask insightful questions, even if they feel uncomfortable.
Questions often arise within the community, and it is through these discussions that we gain deeper insights, uncover hidden opportunities, and improve our understanding of the platforms.
You may be interested in presenting and speaking at a paid search conference. Although you may feel nervous or unprepared, a growth mindset reminds you that you can successfully present to your peers with practice and preparation.
A fixed mindset can prevent you from taking on new challenges and pushing the boundaries of your knowledge.
It’s easy to get comfortable in our routines and stick to what we know works. However, this limits our growth potential.
Advertisers need professionals who also have a growth mindset.
Brands don’t want the same old tricks year after year. A growth-minded expert will try new strategies, discover new ways to engage audiences, and stay receptive to ideas from emerging markets.
Human expertise and the power of machines mean that the future of paid search is here.
Consider, for example, automated bidding or recent advances in AI.
Some may see these changes as a loss of control, but a growth mindset sees them as opportunities to improve account performance and spend more time improving landing pages and the customer experience.
This willingness to learn, experiment and adapt keeps paid search experts at the forefront.
Dig deeper: How to advance your SEM career: 9 attributes to master
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Paid Search Collective Conversations: Exploring How the Paid Search Community Fosters Learning and Adaptability
Let’s look at the conversations happening on LinkedIn within the paid search community. Here’s part of Julie Bacchini’s viral LinkedIn post with 225 reactions:
See the full post here.
In the post, Friedman Bacchini acknowledges the limitations of data and the value of alternative approaches, both hallmarks of a growth mindset.
Sharing a hard truth, however uncomfortable, can expose areas for improvement, leading to better long-term results. Conversations like this spark productive conversations and promote accountability in the community.
Your post does a great job of differentiating between hard truth and negativity. A growth mindset approach involves delivering the truth in a constructive and respectful way, which he does very well here.
Another example comes from Jordan Brunelle. In his post, Brunelle highlights the importance of understanding the public.
He also points out that different clients need different strategies.
Both of these points demonstrate that you are a professional with a growth mindset, adapting your approach accordingly.
A final point highlights that continuous learning ensures that they can serve “super niche” audiences and identify hidden problems that customers may not even know they have.
The paid search community also offers crowdsourced advice for new marketers entering the field.
Amalia Fowler recently shared a LinkedIn post celebrating graduation season, encouraging her fellow professionals to share their advice for aspiring marketers.
In his advice, Charley Brennand advocates focused learning and adaptability. A key piece of your targeting is to focus on a niche. This aligns with a growth mindset by promoting deep learning instead of trying to be a big craft.
Jyll Saskin Gales has built her entire business model around growth. As a pioneer among Google Ads trainers, she stands out in the industry.
He often shares on LinkedIn how he meticulously studies Google’s documentation to deepen his understanding of the platform.
In addition to actively seeking new information, she is willing to find weaknesses and areas of opportunity, even in established resources such as the Google Ads Help Center.
Cultivate a love of learning and experimentation
The paid search industry thrives on a collaborative spirit, where we learn from each other’s successes and challenges to stay ahead of the curve.
The industry is dynamic and successful experts embrace the power of a growth mindset.
Therefore, abandon the fixed mindset and cultivate a love of learning and experimentation.
In the long run, you will find PPC more enjoyable if you have a passion for growth and learning.
No matter how much you’ve learned, there’s always more to discover and improve in the ever-evolving world of paid search.
So keep an open mind, be willing to take risks and try new things and remember that your skills are not fixed, they can always be improved with hard work and determination.
Go deeper: broad knowledge vs. in-depth: How to decide which one is right for you
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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