How to effectively segment accounts with multiple locations
What's the best account structure for multilocation business advertisers? Columnist Matt Umbro shares some setups that allow you to easily view...
Matt Umbro
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.
4 critical areas to consider when performing AdWords audits
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...
How to write PPC text ads in 2017’s sophisticated environment
There are now so many ways to customize your search ads that optimization can seem complex. Columnist Matt Umbro discusses which components are...
How you can better communicate PPC industry updates to clients
PPC is about more than just managing accounts -- it's about managing client relationships, too. Columnist Matt Umbro provides some advice for how to...
How to prepare for AdWords’ expanded text ads and device-based bidding
Columnist Matt Umbro provides some advice for advertisers who want to be ahead of the game when Google's recently announced AdWords changes go...
Get up close with PPC KPIs to improve your performance
What are the primary metrics that define success for your PPC campaigns? Columnist Matt Umbro explores the pros and cons of optimizing for some...
How Much Did Countdown Ads Play Into Advertisers’ Strategies This Holiday Season?
Many advertisers have seen great results using the countdown customizer in AdWords, but just how many utilized them during the holiday season?...
Sitelinks, Callouts & Structured Snippets, Oh My!
Paid search advertisers now have another tool in their kit -- structured snippet extensions. Columnist Matt Umbro explains how to employ them and how...
Gauging The Impact Of The AdWords Countdown Customizer
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...
Need To Grow Your PPC Account? Look To The Search Queries
Many paid search marketers use Search Query Reports to identify negative keywords, but columnist Matt Umbro shows that these reports have the...
Why You Need To Make Dynamic Copy An Integral Part Of Your 2015 PPC Strategy
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,...
Measuring PPC Account Efficiency Vs. Volume: A Case Study
In making your PPC accounts efficient, are you passing up volume that could be profitable? Columnist Matt Umbro checked it out in one account....
How To Prioritize Your E-Commerce PPC Campaign Builds
Over the last couple of years, the prioritization of e-commerce PPC campaign builds has shifted dramatically.With the rise of Google Shopping and...