Founded in 2006, The ABER Group is a Toronto based digital marketing agency that handles direct response digital marketing. Some of the services and activities that ABER are involved in are Pay-per-click (PPC) / Search Engine Marketing (SEM), digital Media panning & buying, analytics, tracking and troubleshooting etc. They also create branding campaigns and help client’s meet their digital objectives.
Amanda mentioned that her career at ABER Group began 8 years ago as an intern where she focused on the day-to-day management of SEM campaigns. Some of the tasks as an SEM intern involved working out/analysing Keywords, manually setting Cost-per-click (CPCs) and uploading SEM campaigns into Google & Bing. I learned that in recent years a lot has changed when it comes to the role of an intern due to machine learning and smart biddings. This alleviates a lot of the manual work that has to be done giving interns more time to expand onto other platforms such as Facebook, Instagram, YouTube, Google Display etc
In order to keep up with the trends and changes in the industry Amanda recommended to use all the social media platforms, sign up for Newsletters, opt in for social media updates, attend webinars, conferences and sign up for classes/courses on LinkedIn learning and Google Skill shop.
Moving forward I will keep track of company updates, and announcements via twitter and scan LinkedIn to read the headlines of the articles that give you an idea or a gist of what it is about. For example, it would be difficult to read the entire updated/new privacy laws of 5 different companies and platforms but you can read the headlines and snippet of a few articles or tweets and stay up to date and always come back to it when you require in-depth information.
Personally, a career in Search Engine Marketing does not appeal to me a lot as I do not see myself sitting behind a screen looking up keywords, crunching numbers and analysing charts. I am an outgoing person who values inter personal relationships and consider myself to be a good communicator. I would rather prefer a role in a PR & communications agency or a role that is much more client or public facing. That being said, these is just my initial thoughts on the matter and I do not know enough or have experienced enough of the digital marketing world to make a decision. I would like to learn more about this industry and gain some experience in it as I understand the value and power of digital marketing.
Amanda also gave some tips on applying for internships like proofreading your application, doing your due diligence – researching the company and hiring manager, reaching out the hiring manager via LinkedIn, communicating with the employer in a timely manner and avoiding cookie cutter cover letters and taking the extra step of customizing goes a long way in showing potential employers you are making an effort. Google Certifications are free and add a lot of value to your resume so it is important to complete courses/certifications relevant to the industry.
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