How important is experience for SEM professionals?

Managing SEM campaigns in different industries is one kind of experience, and managing SEM campaigns with different kinds of conversion goals is another. It's also illuminating to optimize campaigns in the same account over time, to gain the experience of how different factors can change over time and/or seasonally.

Experience in SEM refers to the time and practical knowledge dedicated to planning, executing, and optimizing campaigns on search platforms like Google, Bing, or YouTube. This encompasses the variety of projects, clients, industries, and budgets a professional has worked with, along with the measurable outcomes achieved. Gaining experience in SEM contributes to a deeper understanding of the market, audience, tools, and best practices.

While learning theory behind SEM campaigns is valuable, there is no substitute for hands-on experience. Problem solving based on real-world factors is a big part of learning to optimize campaigns effectively.

Many confuse experience with expertise. Doing the same task poorly, sometimes for years and even decades, doesn't count for anything IF you don't evolve each day. If chess grandmasters can't beat the best chess machines in terms of optimisation, how does the average Google Ads qualified professional believe they can do so? Many can't come up with better suggestions than Google's Auto recommendations tab and in the thousands of audits we've completed on accounts, most have a change control history they would never want to be shown to their boss or clients. Knowing that like an average club chess player with a chess engine, you could compete comfortably and even beat chess grandmasters should give you an idea of how much experience matters.

People without an established routine are often the ones who bring out-of-the box ideas to the table, which can be useful. Things are changing fast in paid ads, and in marketing in general, right now due to the rise of AI and automation, so someone who is just learning now will have the advantage of not having to work at unlearning the old ways of managing and optimizing campaigns.

Anytime you have to do something new, it's going to take more time to learn how to do it effectively, and that's basically it. You'll make more mistakes and take longer to get it right, and this is part of the normal process of learning a skill and becoming an expert.

Courses, certifications, reading blogs are good ways to gain experience. However, connecting with SEM folks and learning from their gig experiences is an add on to look for. Best is to network with SEM professionals in different industries at varied level of work experience.

Google's free courses are a great way to become familiar with how SEM works and which types of ads are possible to create, plus you can earn certifications that will help build your credibility. If you have a colleague or mentor with more experience who can walk you through what they do and why they do it, this is great too.

I would recommend anyone who wants to be a great Search Engine Marketer to learn strong fundamentals of advertising and marketing first. Certifications are technical and limited. Expertise in the platform does not translate into good strategies.

Experience in Search Engine Marketing (SEM) holds significant weight in navigating the digital marketing realm. It’s more than just the time spent—it’s the culmination of knowledge, trials, and successes in orchestrating campaigns across diverse platforms like Google, Bing, or YouTube. This expertise encompasses project diversity, client interaction, budget management, and, crucially, the tangible outcomes delivered.

I believe in the power of GIVING BACK to our community. With this in mind, I encourage search engine marketers to engage in industry discussions, share insights in SEM-focused forums, and write informative articles to keep fellow marketers informed. Additionally, offer your time and expertise to guide emerging SEM talents in their career journeys. Example: I personally give time as a guest lecturer at Rome Business School for students studying for their master's degree. It's immensely rewarding to contribute knowledge, foster growth, and shape the future of digital marketing together. Let's continue elevating our field and help aspiring professionals succeed." ?? #SEM #DigitalMarketing #CommunityEngagement

Experience is vital for credibility and efficiency in SEM, however, there are a few things you can do to speed up the process: - Gain knowledge through courses, and certifications, (Google has many of these - and they're free). - Get as much hands-on experience as possible, even by setting up "dummy" campaigns to test the features and understand the process. - Keep experimenting, learning and A/B test your way to success.