By: Amanda Stickler, Search Intern
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| Amanda Stickler |
“Amanda Stickler, you are assigned to Search,” The Human Resources representative said on the first day.
“What is search,” I thought to myself.
To be honest, I had no idea going into this summer internship, but I was soon to learn.
My time as a Search Intern at Starcom thus far has taught me so much about the wonderful world of search. I started off knowing virtually nothing, but now I am learning new things everyday.
In the search department I am assigned to work with Nintendo, and have been doing a little bit of everything including keyword and copy builds, weekly optimizations, reporting, and restructuring.
A keyword and copy build is one of the first steps in creating a search campaign. Keywords are the queries that people type into search engines like Google, Yahoo and Bing. Because people are already searching for a brand/product/idea, they are classified as actively engaged consumers.
In order to link the potential customer’s query with our product, we build out a list of potential keywords that people might type in while looking for our client’s products. When these keywords are triggered, our paid ad will then show on the engine. These ads can be found on the top of the search engine, or on the right side of the page.
Example of a paid search ad:
The ad copy we prepare is then seen by the person on a search engine in the form of a three line text-ad; and our hope is that people will then click on our ads. A paid search ad is different from an organic (non-paid) ad in that it shows up along the top or right side of a search engine.
A main benefit of SEM (Search Engine Marketing) is that you can see results instantly. Digital advertising allows you to track different metrics in order to see how often your ad is showing and how often it is being clicked on. Instant metrics allow us to make daily changes (optimizations) to our campaigns, and allow us more control over their daily performance.
Reporting allows us to pull these metrics to see how our campaigns are performing. Some of the main things we measure are impressions (the number of times are ads show), clicks (the number of times people click on our ad), and click through rate (clicks/impressions).
As an intern, my main project for the summer is the Dragon Quest Monsters: Joker 2 Nintendo Campaign.
My objective is to run the campaign from start to finish including creating keywords and copy, trafficking the campaign through Kenshoo (third party tool) to Google, YouTube, and Yahoo/Bing, and doing weekly optimizations (changes) and reporting.
This past Friday we went live with this campaign. First, I created the keywords and ad copy, which included over 5,000 keywords! In order to upload these keywords and ads to Google and Yahoo/Bing, I used a third party tool called Kenshoo.
Kenshoo integrates all campaigns into one online dashboard, making it easier to keep tabs on all Nintendo campaigns. Once all the keywords and ads were uploaded to Kenshoo, all I had to do was push them through the engines (Google and Yahoo/Bing), and then the campaign was live!
Over the next week or so I will periodically check on this campaign with daily budget updates and weekly reports. From these tools, I will be able make optimizations to improve its overall performance.
Although I have already gotten a lot of experience through various campaigns, I am very excited to work on this game from start to finish.
Dragon Quest Monsters: Joker 2 Ad Example:
Overall, I have learned a lot about search and have really enjoyed myself while doing so. I have even noticed a big improvement in my excel skills along the way!
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