Melissa Mackey

  • Getting Started with Audience Targeting in PPC

    2016 has been dubbed “The Year of Audience Targeting in PPC” by Acquisio, and with good reason. Up until recently, PPC advertisers have had two weapons in their arsenal: search and social. Search is, by definition, an expression of intent: users are telling you exactly what they’re looking for. When search advertisers choose the right keywords, they usually get great results from search.

    Melissa Mackey/ The SEM Postin Social Paid Search Google- 9 readers -
  • 5 Killer PPC Landing Page Ideas For Competitor Keywords

    If you’ve ever tried bidding on competitor keywords in PPC, you know it’s not easy. Your ads may not even show due to low quality scores that are almost automatically assigned by the search engines. If you’re lucky enough to get impressions and clicks, it’s tough to get visitors to stay on your landing page. Killer landing pages can help solve both of these problems.

    Melissa Mackey/ The SEM Postin Google- 10 readers -
  • Why SMB Retailers Don’t Do Search

    Retail, or online shopping, is an integral part of Google and Bing’s success in PPC. Amazon and eBay are probably the best-known and most ever-present retailers in PPC, but countless others are selling millions of dollars of products via PPC every day. I got my start in search doing in-house PPC for an ecommerce site.

    Melissa Mackey/ The SEM Post- 16 readers -
  • 13 Expert Tips for Mobile PPC

    The year of mobile has come and gone, so it’s time to get on the mobile PPC bandwagon. Even though more than half of Google’s searches now come from mobile, advertisers are often reluctant to dip their toes in the mobile PPC waters. According to a study by eConsultancy, only 34 percent of companies and 20 percent of agencies have a defined mobile strategy in place.

    Melissa Mackey/ Search Engine Watchin Paid Search- 8 readers -
  • The Ultimate Guide to PPC Call Tracking

    It’s hard to imagine a business that doesn’t want to take phone calls from customers. Sure, huge e-commerce entities like Amazon don’t relish getting calls, but they’re the exception rather than the rule. Even if you don’t sell products over the phone, you’re still happy to take calls from people who want to know what time you open or how to get to your store.

    Melissa Mackey/ Search Engine Watchin Paid Search- 9 readers -
  • Why Bing Ads Will Eventually Overtake Google Adwords

    In the fourth quarter of 2014, Yahoo/Bing saw its highest paid search market share since the Search Alliance was formed back in 2008: Yahoo/Bing now has a 26% market share, compared with Google’s 74%. If you’re not on the Bing Ads bandwagon yet, it’s time to get busy. I believe Bing Ads will eventually overtake Google Adwords in ad market share. Here’s why.

    Melissa Mackey/ The SEM Postin Paid Search Google- 42 readers -
  • 3 Sneaky Ways to Bid on Competitor Keywords

    In the advertising world, most businesses have to deal with competitors. In traditional media, many publishers offer competitive separation, where your ads will be separated by physical space (in print) or time (in broadcast) from your competition. In search, though, your ads appear alongside your competitors.

    Melissa Mackey/ Search Engine Watchin Paid Search- 11 readers -
  • Supercharge Your PPC Workflow

    There are a never-ending number of tasks needed for successful PPC workflow. Sometimes it feels like there is too much to do and too little time to do it. Establishing a routine for PPC optimization helps calm the chaos. Supercharge your PPC workflow with these daily, weekly, monthly, and quarterly tasks. Daily: Daily tasks should be done even on your busiest days.

    Melissa Mackey/ Search Engine Watchin Paid Search- 8 readers -
  • Supercharge Your PPC Workflow

    There are a never-ending number of tasks needed for successful PPC workflow. Sometimes it feels like there is too much to do and too little time to do it. Establishing a routine for PPC optimization helps calm the chaos. Supercharge your PPC workflow with these daily, weekly, monthly, and quarterly tasks. Daily: Daily tasks should be done even on your busiest days.

    Melissa Mackey/ Search Engine Watchin Paid Search- 6 readers -
  • 6 Ways to Prepare Your B2B PPC Account for the Holidays

    It’s the fourth quarter of the year, and by now you’ve probably read several articles about preparing for the holiday rush in PPC. For e-commerce advertisers, the holidays are the busiest time of year, mirroring the cycle seen in brick-and-mortar retail stores. If you’re a B2B advertiser, you might read these articles and smile.

    Melissa Mackey/ Search Engine Watch- 6 readers -
  • Why We Need Control in PPC

    Last week, Google announced that the option to exclude close variant match types was going away in September. The PPC community, predictably, went ballistic. But then some began to question why we are all going so crazy – after all, how many of us actually exclude close variants anyway? That’s beside the point, though. The point is that we want, and need, the choice.

    Melissa Mackey/ Search Engine Watchin Paid Search- 4 readers -