From Cautious to Confident: Reflections of a Junior Digital Marketer at The Digital Stride

I'm struck by how much has changed since I began work at The Digital Stride three months ago. What began as a whirlwind of new terms and concepts has evolved into a journey of practical application and meaningful contribution. This last month has been particularly transformative, pushing me to apply my newfound knowledge in ways I couldn't have imagined at the outset.

Applying Knowledge in Real-World Scenarios

My first month was all about laying the groundwork with Google Ads, Microsoft Ads, and Google Analytics 4. The second month saw me delving into the psychology of marketing and honing my skills in display campaigns and keyword research. This final month has been about putting theory into practice, tackling complex tasks that have truly tested my mettle.

Crafting Compelling Ad Extensions

One of the most exciting projects this month was creating ad extensions from scratch for a new product campaign. This task allowed me to apply the principles I learned from our Director’s (Pete’s) concept-focused sessions and the "Paid Traffic Mastery" course. Crafting these extensions required a deep understanding of our client's products and target audience, and the ability to convey value propositions concisely. It was rewarding to see how these extensions could enhance our adverts' visibility and click-through rates.

Continuous Improvement in Ad Copy

Building on last month's efforts, I continued to review and replace existing ad copy. This ongoing process has sharpened my copywriting skills and taught me the importance of continuous optimisation. It's fascinating to see how small changes in wording or structure can significantly impact advert performance. This month, I tackled improving the ad quality score and click-through rate (CTR) for a client. My main approach was enhancing ad content by adding headlines and descriptions with more keyword inclusions. After implementing these changes, we saw a marked increase in both ad quality score and CTR, validating the effectiveness of our strategy.

Troubleshooting and Problem-Solving

Our PPC manager, Amy, noticed a newly added script in one of our accounts wasn't functioning properly and assigned me to resolve the issue. This script, which we use across several accounts, is designed to remove unwanted ad placements from campaigns automatically. I quickly identified the problem and implemented the necessary fixes. The results were immediate and significant. Once corrected, the script began excluding numerous placements daily, greatly improving our campaign efficiency. This experience reinforced the importance of meticulous attention to detail and perseverance in problem-solving. It also underscored the critical role of technical knowledge in PPC management. Successfully troubleshooting this issue not only gave me a sense of achievement but also validated the technical skills I've developed in this field. The incident demonstrated how applying these skills can directly impact campaign performance and client outcomes.

Expanding on Extension Strategies

In addition to creating new extensions, I reviewed existing ones and created additional extensions for our campaigns. Extensions on a campaign are important because they enhance the visibility, engagement, and performance of ads by providing additional information or interactive elements that go beyond the basic ad format. A big part of my work involved crafting sitelinks, structured snippets, and callout extensions for several campaigns. For the sitelinks, I focused on guiding users to specific landing pages, improving their journey by offering direct links to key sections of the website. With structured snippets, I highlighted important product features and service categories, ensuring users could quickly see what the business offers at a glance. Callout extensions were all about emphasising value propositions like special offers or standout features, helping to make the ads more compelling and enticing. These extensions were critical in enhancing ad relevance, boosting click-through rates, and ultimately driving more conversions. This process allowed me to see how different types of extensions work together to provide a comprehensive advert experience for users. Applying my growing knowledge to enhance our clients' advert presence across various platforms was gratifying.

Stepping into Reporting

Towards the end of the month, I assisted in preparing reports for clients, providing insights on running campaigns. This experience gave me a broader perspective on how our work translates into tangible results for clients. It also improved my data visualisation and communication skills, as I learnt to present complex information in a clear, actionable format.

Reflecting on Growth

Looking back on these three months, I'm amazed at how far I've come. From the initial Google Skillshop certifications to now contributing meaningfully to client campaigns, every step has been a learning opportunity. The supportive environment at The Digital Stride, especially the mentorship from Amy, Pete and Simon (our Director), has been instrumental in my rapid growth.

Looking Ahead

As I wrap up this internship, I'm excited about the future of digital marketing and my role in it. I'm keen to continue developing my skills in PPC management, particularly in areas like automation and AI-driven strategies. The foundation I've built here at The Digital Stride has prepared me well for the challenges and opportunities that lie ahead in this dynamic field.

Final Thoughts

This internship has been more than just a learning experience; it's been a journey of personal and professional growth. The key takeaway from these three months is the importance of continuous learning and adaptation in the ever-evolving world of digital marketing. I'm grateful for the opportunity I've had at The Digital Stride and excited to see where this experience will take me in my career.

To future interns and aspiring digital marketers: embrace every challenge, ask questions, and never stop learning. The digital marketing landscape is vast and ever-changing, but with persistence and curiosity, you can thrive in this exciting field.

Finally, I'm delighted to be able to share that I've officially started a full-time contract at The Digital Stride as a Junior PPC Executive! 

‍