Matt Umbro is the Associate Director of Search at Hanapin Marketing. He specializes in eCommerce PPC and client relations, and he also oversees content production for PPC Hero.
What's the best account structure for multilocation business advertisers? Columnist Matt Umbro shares some setups that allow you to easily view performance by location for efficient management and reporting.
AdWords audits are a great way to win business and check on the health of an account, but columnist Matt Umbro notes that there are some aspects of an audit that are easily overlooked or underexplored. Don't make these mistakes!
There are now so many ways to customize your search ads that optimization can seem complex. Columnist Matt Umbro discusses which components are likely to make the biggest impact on your CTR and conversion rates.
PPC is about more than just managing accounts -- it's about managing client relationships, too. Columnist Matt Umbro provides some advice for how to talk to your clients about industry updates and account issues.
Columnist Matt Umbro provides some advice for advertisers who want to be ahead of the game when Google's recently announced AdWords changes go live.
What are the primary metrics that define success for your PPC campaigns? Columnist Matt Umbro explores the pros and cons of optimizing for some common paid search metrics.
Many advertisers have seen great results using the countdown customizer in AdWords, but just how many utilized them during the holiday season? Columnist Matt Umbro sought to find out.
Paid search advertisers now have another tool in their kit -- structured snippet extensions. Columnist Matt Umbro explains how to employ them and how they fit in with your other AdWords options.
Have you been using the countdown customizer to spice up your search ads? Columnist Matt Umbro shares the results of a case study which suggest that this feature may be worth testing.
Many paid search marketers use Search Query Reports to identify negative keywords, but columnist Matt Umbro shows that these reports have the potential to do so much more.
As we head into 2015, advertisers and searchers are both suffering ad fatigue. Part of this fatigue has to do with the current state of paid search, including which features are considered necessary. The other part has to do with advertisers not adapting to a constantly changing PPC world. Larry Kim first touched on this […]
In making your PPC accounts efficient, are you passing up volume that could be profitable? Columnist Matt Umbro checked it out in one account.
Over the last couple of years, the prioritization of e-commerce PPC campaign builds has shifted dramatically.With the rise of Google Shopping and with dynamic solutions now available to advertisers, standard Search Network text-ad campaign builds fall down the priority list. In today’s world of e-commerce PPC, I prioritize my campaigns as follows: Google Shopping (Product […]