SEO News

Melissa Mackey

Melissa Mackey

Online Marketing Manager

Search Supervisor

Articles by Melissa Mackey

  1. 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.

  2. 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. 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.

  4. 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.

  5. 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.

  6. 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.

  7. 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 avera

  8. 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.

  9. 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.

  10. 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.

  11. 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?

  12. The 4 Pillars of a Successful PPC Campaign

    Every now and then, we all need to remember the basics that are the framework behind every successful PPC campaign. If you’re new to PPC, step away from the AdWords interface and take a look at these mainstays before you do another thing with PPC.

  13. 9 Not-So-Great Points About Adwords Sitelinks

    Google AdWords’ Sitelinks are a powerful optimization tool for any PPC account – one you should be using, if you aren't already. However, there are some downsides to AdWords sitelinks, including painful conversion tracking and no ability to pause.

  14. 11 Great Points About Google AdWords Sitelinks

    Google AdWords’ Sitelinks are a powerful optimization tool for any PPC account – one you should be using, if you aren't already. From great CTR, to a competitive advantage, and to brand awareness, here's what's great about AdWords sitelinks.

  15. What’s In a Good PPC Report?

    Whether you’re an in-house or agency PPC professional, chances are you’ll need to provide regular campaign performance reports. The numbers in a good PPC report need to provide context, align with campaign goals, and lead to recommendations.