Melissa Mackey

Melissa Mackey

Online Marketing Manager

Search Supervisor

Articles by Melissa Mackey

Why We Need Control in PPC

control-ppc

Modifiers are the answer to many PPC issues. Rather than taking control away from advertisers, modifiers would give marketers the control we need.

17 Keys to Success in Social PPC

LinkedIn Twitter Facebook

While social PPC won't replace Google Adwords any time soon, it's become an effective source of incremental leads and sales for savvy businesses. Next time you launch and run a paid social campaign, use these 17 tips for success.

The Biggest Mistake PPC Advertisers Make

ppc-mistake

Even in this day and age, PPC advertisers often make the huge mistake of neglecting to focus on conversions. Here are some of the most common conversion errors made in the PPC advertising world today.

The Best and Worst Things About Twitter Ads

Twitter Advertising

There's much to like about Twitter ads – good targeting, message amplification, innovations, and campaign control. However, we also have to deal with the bad – date ranges, display of active promoted tweets, campaign editing, and navigation.

18 Must-Have Paid Tools for PPC Success

Tool Box

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.

26 Free Must-Have Tools for PPC Success

Toolset

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.

How to Generate Awareness Using PPC

Google Trends Product Launch 2011

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.

B2B Search: It's Time To Go Mobile

Mobile Devices

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.

The Actual Impact of PPC on Sales [Case Study]

mmtrafficandsales

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 More PPC Tasks That Are Ideal for an Intern

Careers

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.

6 PPC Tasks That Are Ideal for an Intern

Interns Wanted

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.

A 5-Step Summer Review for Your PPC Account

back-2-school

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.

PPC in 10 Minutes Per Day

alarm-clock545

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.

Do the PPC Engines Reward the Right Behaviors?

Reward for  High Performance

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.