How Bill Belichick influences marketing team leadership and mentoring
Finding the best position for each team member to help them succeed guides everyday thinking – from account assignments to delegation and mentoring.
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.
How to strategically disagree with a client so everyone wins
We all argue now and then, but how do you keep the parties in the conversation from doubling down? Use these strategies to avoid doubling down and have more meaningful interactions with clients.
If content is king, then context is queen
In this age of sound bites and clickbait headlines, contributor Matt Umbro contends it's more important than ever to dig deeper into what we're told.
Update these 3 organizational buzzwords to shift perceptions
Contributor Matt Umbro believes you can improve the way you think about and attack challenges by changing the way you talk about them.
Successful digital marketers possess these 3 traits. Do you?
Contributor Matt Umbro lays out the qualities you should be looking for in new hires, while also cultivating them in yourself as you progress in your career.
Should you connect with your clients across social platforms?
Connecting with clients on Facebook or Instagram can be a slippery slope. Columnist Matt Umbro explains why it's better to keep your work and personal lives separate.
Why freelance marketing work could be damaging your personal brand
While freelancing can be a great way to earn extra marketing dollars, columnist Matt Umbro says you need to have the right mindset and be wary of potential issues.
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 performance by location for efficient management and reporting.
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 an audit that are easily overlooked or underexplored. Don't make these mistakes!
Use these 5 tips for more engaging client presentations
Are your presentations winning over your clients and prospects? Columnist Matt Umbro shares tips for crafting presentations that truly connect with your audience.
Is your marketing career progressing as it should be?
The ideal digital marketing career path is still pretty undefined, given that the industry is quite young. Columnist Matt Umbro takes a stab at laying out a successful trajectory -- from first entering the industry to becoming a team leader.
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 likely to make the biggest impact on your CTR and conversion rates.
Stop hogging the conversation with clients and higher-ups. How to share your insights while encouraging listener engagement
Are you really paying attention to your listeners' social cues when presenting? Columnist Matt Umbro explains why it's critical to stop talking and instead encourage participation in a conversation.
What it means to be a critical thinker and why marketers need to embrace the concept
Columnist Matt Umbro calls on marketers to use their intellectual abilities to question, scrutinize and analyze and make informed decisions.
3 ways agency account managers can work better with new client hires
Dealing with a new hire can come with hurdles, but don't let it intimidate you. Columnist Matt Umbro explains how to make the transition as smooth as possible and improve your client relationship.
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 talk to your clients about industry updates and account issues.
4 tactics you can use today to become a better listener
Are you really listening to your client? Columnist Matt Umbro discusses key ways to tune in to what your client is saying -- and ultimately improve your relationship with them.
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 live.
Know your digital marketing strengths, but more importantly, acknowledge your weaknesses
Don't ignore your shortcomings. Columnist Matt Umbro says if you want to succeed in digital marketing, you need to recognize where you excel and where you need help.
Why you need to embrace delegation
Marketers who excel at their craft may find it difficult to hand off work to others, but columnist Matt Umbro argues that the long-term benefits are worth it.
How Do You Actually “Think Outside The Box” In Digital Marketing?
Don't make outside-the-box thinking a one-time thing. Columnist Matt Umbro discusses ways to apply this mentality on a daily basis to improve your workflow and foster innovation.
How Much Did Countdown Ads Play Into Search 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? Columnist Matt Umbro sought to find out.
Do You Need To Better Prioritize Your Digital Marketing Efforts?
It's time to clean up that account clutter! Columnist Matt Umbro offers steps for prioritizing your workflow to make the biggest impact and improve performance.
Stop Saying “It Depends” And Give Better Answers
Success in digital marketing often depends on a number of factors, so it can be difficult to give clients definitive answers to their questions. But columnist Matt Umbro believes we can do better -- here's how.
The 25% Rule For Reporting And Why It Matters
Are you spending too much time on reporting? Columnist Matt Umbro examines three techniques to help you improve your reporting efficiency.
3 Unique Areas To Explore When Hiring A PPC Agency
Choosing the right PPC agency can be a daunting task. Columnist Matt Umbro has some tips on what you should discuss during the sales process.
6 Dos And Don’ts Of Client Relations For Paid Search (Or Any Digital Marketing Discipline)
How do you maintain strong, long-term relationships with your pay-per-click clients? Columnist Matt Umbro offers up some tips.
3 Tactics To Ensure Your PPC Reports Matter
Columnist Matt Umbro shares tips on creating account update reports with just the right amount of -- and the most impactful -- detail.
Foster Better Campaign Performance Through Superior Client Relations
You may be a pro at tactical campaign management, but columnist Matt Umbro says you'll never reach your potential unless you're also cultivating a strong agency-client relationship.
Think Holistically When Determining Your PPC Budget
Many companies don't worry about their PPC spend as long as they're making money, but columnist Matt Umbro argues that appropriate budgeting is key to a successful campaign.