Internships are a way to increase your skillset and make new connections! I was lucky enough to have two internships here at JH. Both internships were with the Digital Marketing Team. During my first internship, I got to learn what Digital Marketing was in terms of SEO, SEM and Social Media, while working with platforms like Social Pilot, Meta Business Suite, Semrush, SpyFu, Google Ads and Google Analytics. In my second internship, I got to expand upon these skills by digging deeper into these platforms.
Projects I Got to Work On
AB Testing
I got to conduct a lot of AB tests! I worked with Responsive Search Ads within Google Ads. Responsive Search Ads allow you to upload 15 headlines and 4 descriptions. AI then uses its best judgment to produce different combinations of those headlines and descriptions to see what combinations they think will bring the best results.
I found a RSA which I thought could be improved, (my A) then I replaced about 5 headlines and 2 descriptions based on their performance (to make it my B). Once I submitted the B RSA for review to Google, I waited 30 days to compare the results. Sometimes, the B RSA did not have enough impressions to accurately compare the results so I waited two more weeks to check the impressions again. Once I had comparable results, I began to see if the B ad had any takeaways, positive or negative that I could improve upon in the next AB test. After I ran my first round of AB tests, I applied position pinning. Position pinning puts limitations on AI because sometimes you know what combinations will work better than AI. Overall, I learned a lot about Responsive Search Ads and how to keep improving them.
Updating the JH Website
I was tasked with updating the JH website based on errors, notices, and warnings Semrush determined. I was able to update title tags, duplicate meta descriptions, anchor texts, images without alt attributes, etc.
Quick Guide:
- Meta Descriptions should have no more than 155 characters
- Anchor Text should be between 2-5 words
- Title Tags should be no more than 60 characters long
- Alt Text shouldn’t be longer than a sentence
Social Posts for Clients
Something I got to do every month was create social media posts for a client in the manufacturing industry that was focused on hiring. I enjoyed the challenge of coming up with a new topic for each post. I researched the company before writing the copy. I did this by searching their website for more information on their job positions and looking at their previous social posts to make sure I was not repeating a topic that had been recently mentioned.
Once the client approved the posts, I scheduled them using SocialPilot, Meta Business Suite, sometimes Meta Ads Manager and YouTube!
Internship Activities
Lunch N' Learns
JH wants its interns to have the chance to meet with and learn from their knowledgeable leaders in different departments. Since interns are placed in different departments, they might know a lot about the one they are in, but not so much about the others. Lunch N' Learns are a way for interns to ask questions and understand the company more. We learned about developing our brand and how the Project and Account Managers conduct meetings with clients.
GFW Intern Experience
This year, Greater Fort Wayne, Inc. began their Internship Experience. This is an intern-focused program that allows interns in Fort Wayne the opportunity to network with each other. The events were hosted around town at the Children's Zoo, Crazy Pins, Charlie's Place and the Tincaps! These events were fun because I got to meet other interns around the city.
Shadowing Other Departments
I had the opportunity to shadow in the Promo and Project Management department. This was insightful like the Lunch N' Learns were. I got to shadow these departments for a day each, seeing and learning what they did daily. It opened my eyes to the company as a whole because JH employees are responsible for many different tasks.
I learned valuable skills during my time with JH that I am excited to build upon. I recommend interning at JH! Everyone is very easy to get along with and wants you to have a positive internship experience. They even have a ping pong table that I got to play a couple (8) rounds on. Thank you JH for giving me the opportunity these past two summers!!
