Search Engine Marketing: The Good, the Bad, and the Data-Driven

Is Search Engine Marketing a Dream Job? Here’s What You Might Not Know

While a career in Search Engine Marketing (SEM) offers exciting opportunities, read my previous post here, it’s important to go into it with your eyes wide open. In this post, I’ll explore some of the downsides of working in Search Engine Marketing to consider alongside the many pros I’ve highlighted.

Pressure & Performance:

SEM is a performance-driven marketing channel. You’ll be constantly optimizing to meet (and hopefully exceed) campaign goals. This can be motivating, but it also comes with significant pressure. Be prepared to adapt quickly and adjust strategies as needed. In fact, According to O*NET, 61% of search engine marketers feel time pressure at least once a week or more. And remember, achieving one goal often leads to an even more ambitious one being set.

Always-On Mentality:

The fast-paced nature of SEM can sometimes lead to an “always-on” mentality. While automation tools are making a difference, marketing departments can be lean. When issues arise, SEM professionals are often expected to fix them, even outside of regular working hours. This can be particularly challenging when deadlines loom or problems occur during vacations.

Competitive Landscape & Learning Curve:

SEM positions are unlikely to be your first job out of college. As mentioned in my previous post, SEM directly impacts business revenue, so companies seek candidates with a proven track record. This means you’ll likely need some industry experience and knowledge before landing your first role.

The Potential Impact of Marketing Automation:

The advancement of machine learning and marketing automation presents crucial considerations for marketing professionals. While recent years have seen the emergence of various machine learning features, such as auto-creating ad copy, the long-term impact on SEM roles remains uncertain.

As a marketing manager focused on paid search, I recognize the potential threat of a keywordless future. However, in the short term, while automation may handle certain tasks, it is unlikely to replace the strategic thinking and human expertise essential for successful SEM campaigns.

Still Considering a Search Engine Marketing Career?

A career in SEM offers a dynamic and rewarding path, but it’s not without its challenges. Weighing the pros and cons allows you to make an informed decision about whether SEM aligns with your career goals. If you’re passionate about digital marketing and thrive in a fast-paced environment, SEM could be a perfect fit. Remember, the best way to navigate the cons is to be prepared and adaptable. If you would like to know more about working in SEM, feel free to contact me here.