Matt Umbro will be speaking on Paid Search at Engage 2018, which will take place March 8th, 2018 in Portland, Oregon. For more information or to purchase tickets, please click here.
1) Please give us your background and let us know what you do for a living.
I am the Associate Director of Search At Hanapin Marketing, the company that runs PPC Hero. Along with crafting Search strategy, I manage enterprise level accounts and blog for industry sites. I’ve been in the Search industry, focusing on PPC, for 10 years. I was lucky enough to find a career I loved right out of college.
2) What are some guiding principles for writing effective AdWords Ads?
It’s easy to say that your ads should stand out, but how do you make that happen? You have to focus on two pivotal areas – the double headlines and the entirety of your ad copy. Even though the description line has increased its character limit, it doesn’t stand out. You need to put your most important messaging in your double headlines where they will catch users’ attention. Furthermore, ad extensions should be considered a component of ads, not an add-on. Frame your messaging with all available features.
3) How do you decide which sitelinks to choose?
I determine which sitelinks to use based on the relevance to the search query. If a user is searching for a company’s trademark term, my sitelinks will be about the company (i.e.: Solutions, Our Story, Contact Us, etc). For general searches, the sitelinks will be additional options the user may want to click. For example, if a user searches for “leather chairs,” possible sitelinks would include “brown leather chairs,” “black leather chairs,” and “clearance leather chairs.” Choosing the right sitelinks goes back to the notion of ad extensions being a part of your ad copy creation.
Todd Mintz knows PPC…knows Social Media…knows SEO…knows Blogging…knows Domaining…and knows them all real well. He runs growth marketing for )and is also a Director & Founding Member of SEMpdx: Portland, Oregon’s Search Engine Marketing Association, and he can be found here on Twitter and Facebook.