The Top 3 Things I’ve Learned (So Far) As a SEM Intern

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Written by Zach Dumke
Well, since this is my first blog post I don’t really know how to start this.  Hi, my name is Zach Dumke and I am the SEM Intern here.  I am a senior at the University of Wisconsin-Milwaukee.  It was a dream come true when I found out I received this internship, this is where my passion lies.
There are a couple things that I learned right away as an intern in search marketing and I thought I would share these ideas for those of you who are new to the field, or are new to Search in general.
Number 1: Google Adwords and Analytics: Your ‘BFF’
One thing I learned right away was the importance of Adwords and GA.  I had dabbled a little prior to interning in both, but nothing to the extent as I am right now.  When it comes to tracking ads, keywords, etc, etc, both of these tools can tell you practically everything.  The amount of filters you can put on your data to find the exact metric you want is crazy.  If one can master both these tools, the possibilities for your clients (or your own website) are endless.
My Suggestion as an intern: Learn GA and Adwords, Know GA and Adwords, Become GA and Adwords.

Number 2: The Industry is Always Changing, Find Your Niche
Another thing I learned very quickly was how fast the industry is moving and changing.  I try to read about one blog post a night before bed to keep myself up to date, and I can’t.  Every day there is a new strategy, new website providing insight, or a new way to work around the reporting tool you thought you knew so well.  What I’ve learned from working with my awesome senior specialists, Allie and Jay, is do what works for you.  I have watched both them work, they don’t do everything the same, but they both perform well.
My Suggestion as an intern:  Find your groove, dance a little bit, and then upgrade to keep up with the newest dances (trends).
Number 3: Test, Test, and Then Test Again
Finally, test.  What I’ve learned from starting my very first social campaign is the importance of testing.  I have two ads, one with a lighter logo image, and one with a darker running on Facebook.  After a little over 3 days, with the same exact keywords and job buckets being targeted, the darker image was beating the lighter image as if it were the 1985 Bears vs. a pee-wee football team.  Now, if I hadn’t ran the darker image against the lighter one because I was afraid of going over budget, I would never would have known it was going to kill it.  This idea can run for any sort of PPC ad, or for what keywords you want to be shown for.  Although we all think we are experts, and we have some sort of Jedi-mind tricks on the community that is the Internet, we do not.  So, swallow your pride, take some chances and test ‘em.
My Suggestion as an intern: Don’t be afraid to test multiple ads. The one you may think is the best, could end up being your worst.
Intern, out.