Matthew Umbro - Practical Ecommerce

Articles by: Matthew Umbro

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Matthew Umbro

Matthew Umbro

Matthew Umbro is a pay-per-click advertising expert and vice president, advertising, at Closed Loop, a leading digital marketing agency. He works and collaborates with clients worldwide across multiple industries to drive leads and brand awareness. He first contributed to Practical Ecommerce in 2013 and has been in the PPC industry since 2007.

Matthew is also the founder of #PPCChat, a weekly Twitter chat for industry specialists.

He holds a B.A. in Communication from the University of New Hampshire.

Contact Matt via email or LinkedIn.

Google Ads
My Top Google Ads Automated Rules

October 7, 2024 • Matthew Umbro

Automated rules can send alerts and adjust settings, resulting in streamlined oversight.
Google Ads
Holiday Promotions in Google Text Ads

September 10, 2024 • Matthew Umbro

Promoting holiday sales and events in text ads is tricky when Google picks the headlines and descriptions.
Google Ads
Google’s Search Tie-ups Are Illegal, Judge Rules

August 8, 2024 • Matthew Umbro

Google pays billions to Apple and other providers for being the default search engine.
Google Ads
Google Ads Alters Design, Broad Match, Payments

July 11, 2024 • Matthew Umbro

Three recent updates impact all advertisers to varying degrees, although the new interface design is the most obvious.
Google Ads
Google Ads Updates from Marketing Live 2024

June 6, 2024 • Matthew Umbro

Google announced over 30 new advertising features at this year's event. Here are the most impactful for merchants.
Google Ads
4 Google Ads Scripts to Free Up Time

May 12, 2024 • Matthew Umbro

Automating mundane tasks frees up time for account strategy and critical optimizations.
Google Ads
Google Ad Updates Reflect New SERPs

April 9, 2024 • Matthew Umbro

An ad's postion on the search results page is less important than its prominence, per Google.
Google Ads
Optimizing Google Ads without Keywords

March 10, 2024 • Matthew Umbro

Google's AI detects seachers' intent, lessening the need for keyword bidding.
Google Ads
Understanding YouTube Campaign Types

February 5, 2024 • Matthew Umbro

Google Ads offers seven YouTube campaign subtypes, ranging from reaching users while browsing to driving conversions.
Google Ads
How to Forecast PPC Costs and Revenue

January 7, 2024 • Matthew Umbro

Does increased spend on Google Ads produce more revenue? Here's a framework to help decide.
Google Ads
Google Ad Tactics for 2024

December 7, 2023 • Matthew Umbro

Google Ads is already incorporating AI into its interface. More changes are coming, including the elimination of third-party cookies.
Google Ads
Google Ads’ Holiday Timesavers

November 12, 2023 • Matthew Umbro

Don't waste time on menial advertising tasks. Here are four handy productivity boosters.
Google Ads
Value-based Bidding Drives Google Ads Success

October 12, 2023 • Matthew Umbro

Automated bid strategies based on conversion values and target ROAS produces the most profits.
Google Ads
Unpacking ‘Demand Gen’ Google Ads

September 3, 2023 • Matthew Umbro

Google's new top-of-funnel campaign type includes in-feed ads in YouTube Shorts.
Google Ads
Google Ads Streamlines Switch to Performance Max

August 13, 2023 • Matthew Umbro

Gradual is better when upgrading Dynamic Search and Display campaigns to Performance Max.
Google Ads
Google Ads Improves Brand Settings

July 19, 2023 • Matthew Umbro

Google sometimes co-mingles ads for brand and non-brand queries. The new settings ensure traffic and reporting are funneled to the right campaigns.
Google Ads
Reassessing Google Ads’ Broad Match

June 11, 2023 • Matthew Umbro

Broad match keyword types, once shunned by many advertisers, facilitate Google Ads' automation and machine learning.
Google Ads
How ChatGPT Complements Google Ads

May 4, 2023 • Matthew Umbro

Setting up pay-per-click campaigns is often laborious and time-consuming. Here's how AI can help with campaign structure, keyword selection, ad copy, audiences, and more.
Google Ads
Using Google Ads for Full-funnel Marketing

April 9, 2023 • Matthew Umbro

Full-funnel marketing introduces prospects to a brand and ultimately converts them to customers. Here's how to do it using Google Ads.
Google Ads
Google Ads Improves Automated Assets, Acquisition, More

March 7, 2023 • Matthew Umbro

Recent changes to Google Ads enhance flexibility and streamline navigation. Improvements address automatically created assets, customer acquisition, and interface design.
Google Ads
Updates to Performance Max Improve Transparency

February 14, 2023 • Matthew Umbro

Google's Performance Max campaigns run on auto-pilot, allowing little control or transparency to advertisers. With three recent updates, that grip is loosening a bit.
Google Ads
Google Ads Q&A: Budget, Keywords, Search Network

January 18, 2023 • Matthew Umbro

Contributor Matt Umbro, a pay-per-click pro, responds to questions from Google Ads advertisers, addressing campaign budgets, keyword limits, Search Network tactics, growth, and more.
Google Ads
What to Expect from Google Ads in 2023

December 13, 2022 • Matthew Umbro

Based on popularity in 2022 and trends in the past few years, we can anticipate Google Ads' focus in 2023. Here are four likely themes.
Google Ads
Google Ads’ Settings for Max Performance

November 7, 2022 • Matthew Umbro

The setup of accounts and campaigns in Google Ads directly impacts results. We address dos and don'ts for the most critical settings.
Google Ads
New Google Ads’ Setup Streamlines Ad Creation

October 16, 2022 • Matthew Umbro

Advertisers no longer have to create ads and extensions separately. We explain.
Google Ads
4 Outdated Google Ads Tactics to Reassess

September 4, 2022 • Matthew Umbro

It's easy to forget the tried and true methods for Google Ads set-up. Here are four once-popular practices that still hold value today when tweaked.
Google Ads
New Google Tag Improves Privacy, Ad Management

August 14, 2022 • Matthew Umbro

Google's new all-in-one tag addresses the cookie-less future and streamlines Ads' management while continuing accurate data collection.
Google Ads
5 Steps to Prepare Google Ads for 2022 Holidays

July 11, 2022 • Matthew Umbro

Get more from Google Ads this holiday season by preparing early. Here are five timely tips from Google Ads guru Matt Umbro, addressing Enhanced Conversions, extensions, and more.
Google Ads
Use ‘Experiments’ to Test Google Ads

June 5, 2022 • Matthew Umbro

Google Ads' Experiments is an underutilized feature to test (and improve) campaign performance. Pay-per-click pro Matt Umbro explains how to get started in this helpful piece.
Google Ads
4 Questions for a Prospective PPC Agency

May 9, 2022 • Matthew Umbro

Contributor Matt Umbro is a long-time pay-per-click agency exec. Here are four questions he would ask a prospective agency if the roles were reversed.