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You are here: Home / Archives for Melissa Mackey

Getting Started with Audience Targeting in PPC

January 21, 2016 at 6:44 am PST By 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 […]

5 Killer PPC Landing Page Ideas For Competitor Keywords

September 9, 2015 at 5:41 am PST By Melissa Mackey

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. […]

Why SMB Retailers Don’t Do Search

July 16, 2015 at 6:58 am PST By Melissa Mackey

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. […]

Can Facebook Unseat Google?

May 27, 2015 at 6:19 am PST By Melissa Mackey

Can Facebook Unseat Google?

Over the years, marketers have speculated over who would become the next Google. I’ve even wondered that myself, positing that Bing could overtake Google in a few years. But the next Google killer may not even be a search engine. Facebook made a couple announcements recently that indicate they’re ready to take a whack at […]

Using Google Analytics To Track PPC Content Performance

April 21, 2015 at 4:00 am PST By Melissa Mackey

Using Google Analytics To Track PPC Content Performance

Content marketing is all the rage these days. I probably see 5 or more tweets per day about how to do effective content marketing. And it’s not just hype: content works, especially for high-consideration products or services that have a long sales cycle. The phrase “long sales cycle” can strike fear in the hearts of […]

5 Ways To Ensure Awesome PPC Reports

March 10, 2015 at 4:32 am PST By Melissa Mackey

5 Ways To Ensure Awesome PPC Reports

Ah, PPC reporting. It’s a necessary part of any PPC manager’s job, and yet often the most hated. Sure, creating weekly or monthly reports can be tedious, but it’s also important to both the PPC manager and their clients or bosses. I asked members of the PPCChat community for tips on creating great reports. Here […]

Why Bing Ads Will Eventually Overtake Google Adwords

February 5, 2015 at 5:00 am PST By Melissa Mackey

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 […]

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