Do you handle situations like a rookie or a paid search pro?
The secret of "being advanced" is…well…it's sort of like "Being John Malkovich." You have to put in your 10,000 hours. Or, as Geoffrey Colvin deftly explains in "Talent Is Overrated," the greats in any field achieve most of it through "deliberate practice." Lots of it.
To risk an embarrassingly exaggerated chess analogy, seeing many situations does help you improve in the paid search game, provided the right progressive environment is in place for continuous improvement.
I do my best, at advanced seminars like SES Search and Social Accelerator, to provide as many cutting-edge tips as possible, but there's no shortcut that can substitute for putting in the time. As a relaxing hobby, I also like to observe the ways that advanced paid search marketers handle situations. You can spot one if you are one. Five of their hallmarks are as follows:
Note: most of the above suggestions relate to actionable, frequent account management and iteration toward more efficient outcomes as part of a coherent plan.
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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November 19, 2014
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