Melissa Mackey

Melissa Mackey

Online Marketing Manager

Search Supervisor

Articles by Melissa Mackey

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.

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.

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.

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.

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.

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.

Using Web Analytics for PPC Optimization


Campaign optimization is one of the most important tasks a PPC manager can perform and essential to PPC success. But if you’re spending all your time in the AdWords and Bing Ads interfaces, you’re missing a big part of the PPC optimization picture.

Eliminating Ambiguity in PPC


In PPC, the context is in the mind of the searcher. When we search for something, we know what we mean, but a search engine may not. As a result, especially with one-word queries, you fall into the ambiguity trap. Fortunately, there are solutions.

5 Overlooked PPC Keyword Research Tools


Keywords are the building blocks of nearly all search-based PPC campaigns. But these free tools are often overlooked in the PPC keyword research process. Taking these tools for a whirl may just help take your campaigns to the next level.

3 Ways PPC Averages Lie


There’s an old adage that says “averages lie.” Nowhere is this truer than with PPC data. If you’re focusing exclusively on averages, your campaign is undoubtedly suffering. Some aggregation is necessary. but it’s a mistake to focus only on averages.

It’s Time to Give Microsoft adCenter a Try


If you’re like a lot of PPC advertisers, you’re probably spending most of your time on Google AdWords, probably because it sends you most of your traffic. But if you haven’t used Microsoft adCenter recently, it’s time to take another look.

Pruning an Overgrown PPC Campaign


Whether its overgrown ad groups, sickly keywords, unproductive keywords, overgrown ad copy tests, or a particular product or service is failing to thrive in PPC, it's time to get pruning. Your PPC garden will thank you with healthier growth.

4 Ways to Kill Your PPC Health


An agency/client PPC relationship is a lot like a doctor/patient relationship. Both parties are responsible for the health of the campaign, and they need to work together. Not doing so can lead to less than optimal PPC well-being.

How to Win the PPC Championship


In PPC, it’s great to grab one of the premium positions above the search results – but you can still score (i.e. convert) even if you’re in a side position. So what keeps PPC advertisers from crossing the 50-yard line of search and scoring?