Mark Irvine is a Senior Data Scientist at WordStream. Mark is chiefly responsible for creating WordStream’s data-driven industry research, analyzing data and spotting trends within AdWords, Google Analytics, Bing Ads, and Facebook. Mark regularly publishes on the Wordstream blog whenever a new ad format, feature, or major change to the SERP is announced. He regularly presents his research on trends in the SEM industry on webinars and at conferences around the country, such as SMX and Pubcon. His work has also been featured on CNET and CNN. In 2016, Mark was named one of the 15 most influential PPC Experts in 2016 by PPC Hero.
In his daily role, Mark trains and supports Wordstream Customer Success team of 60+ employees, managing over 18,000 unique clients.
Interview with Mark Irvine
by Taylor Murchison
Tell us a bit about yourself, what you do, and what your company does.
I’m a “data scientist” which means I’m responsible for the data of the 30,000+ Google, Bing, and Facebook advertisers that flow through the WordStream platform. Some of that is unsexy work – creating data infrastructure to collect and organize specific data – but that allows us to do some really exciting analysis with massive amounts of data to understand how changes in our dynamic online ecosystem impact real ad accounts.
What will you be speaking about at the State of Search Conference this year?
I’ll be discussing Google’s newest text ad formats – the new normal that is 3 headline/2 description Expanded Text Ads and Responsive Search Ads. How these new larger ad formats perform as well as their critical weaknesses.
What are the key takeaways you’d like the audience to get when they come to your session?
The biggest take away – not all ad copy is equal and more isn’t always better. When using these 3 headline/ 2 description fields, write them for a different audience than your older 2H/1D ETAs since they’ll show differently to users.