BYF Ireland - Intern Role Profile – “Bing Ads”

Carl Wallace

Role: Bing Ads Account Associate for the UK market

Location: Dublin

My Background

Hey there! My name is Carl Wallace and I am a Bing Ads Account Associate working on the UK mid-market. I am currently taking a year away from my studies to complete this internship. I return in September to University College Dublin to complete my Bachelors degree of Commerce. I am a Dun Laoghaire native so work isn’t too far away! In our international team, Irish people are a rarity which gives the work place a very diverse and vibrant nature! There are several different nationalities with people hailing from many different cultures.

My Role

My role in a nutshell is to build and maintain relationships with my customers through ongoing support and sales. I manage a book of business for the UK market where I am helping my customers with their paid search advertising campaigns on the Bing Network. Primarily, I support four account managers for the UK market with their book of business by offering account optimizations, performance reporting, campaign management and search account set up.

My Experience so far

My Bing Ads experience could be best described as ‘eye opening’. I came into this internship filled with anxiety but also excitement. I didn’t really know what to expect if I’m honest. I’ve held an open mind to all opportunities which has afforded many different experiences not just relating to my role but other side projects such as Hackathon.

Hackathon is a multi-day event for Microsoft employees worldwide to collaborate on new projects and new features. It brings teams together across the company to conceptualize and build projects that help us realize the company's mission. Together with my team, I participated, and we had set ourselves the goal of revolutionizing how the rewards system works, wanting to bring personalized rewards to Bing. The judging was conducted by panels of experts from across the company. Each category (Consumer, Business, etc.) had a judging panel that looked at every project submitted, and then chose three finalists. Our project was a finalist in the Advertiser category and was also shortlisted for the overall Global Prize. Overall there were 3,387 projects across 83 countries. Satya Nadella and the Senior Leadership Team chose the 1st place winners in each category and the Grand Prize winner; we came second in our category, Advertising.

Also, I have had the opportunity to travel to London and Manchester allowing me to grasp the opportunity to meet clients face to face. Managing different customers has given me responsibility. Knowing that the decisions you make relating to your clients will have a direct business impact is a very exciting prospect. I continually attempt to create a positive change by optimizations. I’ve also been lucky enough to be involved in a few intern projects such as bringing Bing to UCD. Leading a team to evangelize the Microsoft story and incorporate Bing into a social networking module of 250 university students has been very exciting.

My Top Tip

My top tip/advice for anyone thinking about applying for an internship at Microsoft is to go for it and apply firstly! It’s a very exciting time to be a part of the company, especially Bing, as it grows exponentially year over year. With the launch of Windows 10 and the release of exciting new devices such as Surface Book Pro and HoloLens, the company is continually innovating and pushing the boundaries at the top of the tech industry.

Approach the internship with an open mind to everything would be the most valuable piece of advice I could give.

Get involved in as many projects as possible even beyond the scope of your role.

The more you get involved in the more you learn!

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