Our marketing morsels interview series with the titans of digital marketing continues with today’s insights from Matthew Umbro, Director of Paid Search at Exclusive Concepts, regular speaker at HeroConf, and founder of weekly Twitter roundtable #ppcchat.

matthew umbro ppcchatName: Matthew Umbro
Title: Director of Paid Search at Exclusive Concepts and Founder of PPC Chat
Company: Exclusive Concepts

What’s the first metric you check when you start work for the day?

Cost per conversion is the first metric I review. Even though return on investment is ultimately the most important metric, cost per conversion tells me right away how we’re trending. If this metric is higher than our target, I immediately know there are areas in the account that I need to address.

What’s one metric you rarely bother to check? 

I don’t pay too much attention to the competitive metrics. I understand the importance of these metrics, but I have to pay attention foremost to my account performance. I believe that by improving my keyword click-through rates and quality scores, performance will follow suit.

What do you think will be the most important marketing platform in 10
years?

I honestly can’t say. Ten years ago I was barely using the internet and now it’s the basis of my career. I don’t know what the most important platform will be in ten years, but I’m sure I’ll adapt.

What’s your favorite advertising campaign (e.g. Betty White Super
Bowl ad, Got Milk billboard, etc.)?

Great question!  I really like the Geico commercials. I think they are absolutely ridiculous and have very little to do with car insurance, but they are funny and make me remember the brand.

What inspired you to start #ppcchat?

At my previous agency, I was the only PPC specialist. I didn’t have anyone to ask questions or bounce ideas off of, so I went to Twitter, which allowed me instantaneous feedback. After a while I thought it would be cool if we as PPC specialists could share our knowledge in one central location. I polled other PPC specialists on Twitter and asked if they would be excited about a community where we could share our ideas and debate the hot topics. They were.

Thus, the hashtag #PPCchat was created to share and discuss everything PPC. We have weekly chats about various topics, but the hashtag is also used throughout the week for us to communicate all things PPC.

In your mind, what’s the best thing about having such a strong community in SEM?

I mentioned it in the previous question, but the instantaneous feedback. Anyone can ask questions or share ideas and get an immediate response. It’s also a great place to post blogs and any info about new features or “ads in the wild.” Finally, the community is a great place to learn. I’ve utilized many techniques and tips that I learned from PPC Chat.

What are the three most important qualities of a good account manager?

Professionalism – An account manager needs to exude confidence and be reliable. Whether it is day-to-day work, client communication, or interactions with the team, account managers must remain even-keeled and be great representatives of the company.

Creativity – Every PPC account is unique and needs to be treated accordingly. Account managers should craft custom strategies for each account and not be afraid to test.  I always tell account managers to make each account their own.

Work Ethic – Account managers need to have a strong determination and desire to succeed.  Additionally, they need to have a superior attention to detail.  Having these qualities generally produces awesome account managers.

What’s the one marketing lesson you wish you had learned earlier?

It’s not necessarily a marketing lesson, but client communication is huge and sometimes is a good indicator of how an account is performing. In my best-performing accounts I’ve always had great relationships with my clients. Subsequently, the communication wasn’t as good with clients who weren’t performing as well. It’s imperative that account managers continue to learn and hone their client communication skills.

In three words or fewer: the future of SEM is…?

Ever-changing and exciting!

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