SEO News

Melissa Mackey

Melissa Mackey

Online Marketing Manager

Search Supervisor

Melissa Mackey is Search Supervisor at gyro , the largest independent B2B agency in the world. She also blogs at Searching Beyond the Paid, where she writes on the topics of pay-per-click marketing and other aspects of search engine marketing.

 

Articles by Melissa Mackey

  1. 18 Must-Have Paid Tools for PPC Success

    Sometimes free tools aren't enough. In enterprise PPC, or for tougher tasks like landing page optimization, paid tools are necessary to make an impact – here are 18 tools that will pay for themselves many times over in improved results.

  2. 26 Free Must-Have Tools for PPC Success

    While it's certainly possible to manage PPC using only the AdWords and Bing Ads online interfaces, doing so will be less than optimal. Here are the top recommendations from 20 top PPC experts on the must-have free tools for PPC success.

  3. How to Generate Awareness Using PPC

    The next time you're ready to launch a new product or service, be sure to include awareness campaigns in your marketing mix. Here's what you'll need to do to create search volume where none exists with the help of PPC advertising.

  4. B2B Search: It's Time To Go Mobile

    Your customers are using mobile devices. If you're paying to send customers to your site using PPC, a poor mobile experience will cost you. Now is the time to get your site ready for mobile prime time and harness the true power of mobile PPC.

  5. The Actual Impact of PPC on Sales [Case Study]

    PPC almost always drives incremental traffic to a website and some of those visitors are likely to convert. Most assume that more visits mean more sales and that fewer visits mean fewer sales. This case study illustrates the true value of PPC visits.

  6. Top Tips for Social PPC Success From the Experts

    While there are many similarities between social PPC and search PPC, there are some key differences. If you're struggling to get your head around Facebook, LinkedIn or Twitter PPC, here are some best practices for success from the social PPC pros.

  7. 6 More PPC Tasks That Are Ideal for an Intern

    Internships can be a win-win for both the intern and the company. Hiring the right intern can be a big help to a busy PPC manager, while offering invaluable job experience for the intern. Here are six tasks that are ideal for an intern.

  8. 6 PPC Tasks That Are Ideal for an Intern

    Internships are a well-established way for college students or recent graduates to gain experience in their field of choice. Here are six PPC tasks that are ideal for an intern, along with the skills the intern will learn.

  9. A 5-Step Summer Review for Your PPC Account

    Reviewing campaign goals and objectives, auditing analytics and conversion tracking, auditing your campaigns, studying up on enhanced campaigns, and reviewing your quality score are five ways to get your PPC accounts on track by Labor Day.

  10. PPC in 10 Minutes Per Day

    In an ideal world, we'd spend much more than 10 minutes per day on our PPC accounts. But on hectic days when you're stacked up, here are the top tasks that will keep performance strong when you're too busy for in-depth work.

  11. Do the PPC Engines Reward the Right Behaviors?

    Google and Bing both reward for A while hoping for B. That is, both search engines claim to provide simplified account management, while putting PPC advertisers in no-win situations, especially when it comes to quality score and enhanced campaigns.

  12. A Preview of Bing Ads' Keyword Distribution Graph

    The Bing Ads Keyword Distribution Graph takes data filtering and slicing to a new and visual level. It lets you identify low or high performing keywords, obtain subtotals by segments quickly, and more. Here's some of what PPC marketers can expect.

  13. Killer PPC Testing Using an Ad Testing Matrix

    The test matrix is your roadmap for executing PPC tests – it becomes a living record of all the tests you’ve done. By following a systematic approach to ad testing with a testing matrix, you’ll give yourself the best chance at great ROI from PPC.

  14. Using Multichannel Funnels in PPC

    While fancy attribution modeling is a reality today, most companies aren’t using it. It’s expensive, and marketers don’t understand it. Multichannel attribution isn’t going away, though, so it’s time to understand how it works.

  15. 3 Big PPC Mistakes Even Pros Make & How to Avoid Them

    Everyone makes mistakes. You’ve heard that saying a thousand times, yet it still rings true. Not even seasoned professionals are perfect. Usually blunders are the best way to learn. Here are some mistakes PPC pros have made, and how to avoid them.

  16. 1 PPC Resolution You Must Make: Fix Your Quality Scores

    It’s time to fix your quality scores. Many advertisers have hundreds, if not thousands, of keywords, so prioritizing optimization efforts is a must. Here’s how Bing Ads Intelligence can help improve your quality scores and landing page relevancy.

  17. 7 Questions To Expect From Your New PPC Manager

    So, you’ve taken the plunge and hired a new PPC manager. Maybe you’ve decided to hire a PPC agency, or maybe you’re keeping PPC in house but want someone to manage your program full time. Either way, congratulations! Here are 7 questions to expect.

  18. 3 Ways To Calculate PPC ROI

    You want to know if you’re making money on PPC, but what is the best method to calculate the return on your advertising investment? We examine three methods: return on ad spend, return on investment, and profit per impression or click.