Melissa Mackey on Muck Rack

Melissa Mackey

East Lansing, Lansing
As seen in: Search Engine Land, HuffPost, Search Engine Journal, MediaPost, Search Engine Watch, NewsBreak, The Telegraph (Macon), The Entrepreneurial Way with AI
Formerly @Mel66. Director, Paid Search at Compound Growth Marketing. Top 50 Most Influential PPC Expert. PPC, Michigan State, Monkees, Van Halen.
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Articles

Why your B2B PPC metrics may be lying to you

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By Melissa Mackey
| Search Engine Land
B2B PPC advertisers have more options than ever for measuring success. In the past, you had to rely on form-fill data alone. Now, you can feed a wealth of offline conversion data into Google Ads and Microsoft Ads. It’s tempting to measure every possible metric, but optimizing toward all of them isn’t a good idea. If you’re optimizing toward everything, you’ll probably end up succeeding at nothing.
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How to use YouTube Ads to drive B2B conversions

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By Melissa Mackey
| Search Engine Land
When you think of video advertising on YouTube, you probably think of ecommerce: Videos showing products. Influencers doing an unboxing. Other visuals of consumer products that lend themselves to the video format. Even Google’s own case studies for video emphasize consumer-focused themes. Just look at the analysis of the top 2025 video ads. See any B2B brands there? Me neither. It’s true that YouTube Ads perform very well for ecommerce advertising aimed at consumers.
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How to optimize B2B PPC spend when budgets and confidence are low

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By Melissa Mackey
| Search Engine Land
By now, you’re almost certainly feeling the effects of the that started earlier this month. Economic instability seems to be a fact of life nowadays. Large shifts in supply chains, along with stock market volatility, can be scary for advertisers. It’s hard to contemplate spending money on advertising when uncertainty rules the day. Here’s how to optimize B2B PPC campaigns in an uncertain economy.
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