Welcome to Beyond the Paid, the official website for Melissa Mackey.

I’ve been in the search engine marketing space since the dawn of Google Ads (formerly AdWords) in 2002.

While I haven’t blogged on this site much recently, here are links to my recent articles in industry publications:

• 10 things to eliminate from your life to be more productive at work – most-viewed post on Search Engine Land in 2022
• How and why marketers are revisiting PPC campaign organization
• How to make PPC automation work for lead gen
• Quality score in paid search: Vanity or valuable?
• Scale Your B2B Lead Generation With Discovery Ads
• A Complete Guide to Google Ads Editor
• Close Variants Are Like Click Fraud – Here’s Why
• B2B PPC: How It’s Different from B2C
• What Is The Workday Consumer? PPC Town Hall video
• 5 Keys to Successful B2B Paid Search Automation

You can find my latest writings on Search Engine Land and Search Engine Journal, and up-to-date commentary on #ppcchat on Twitter.

Find me on LinkedIn too.

I’ve spoken at search conferences since 2010. You can catch me at SMX Advanced this June.

Related Posts:

• As We Go Along
• 10 Years of Beyond The Paid
• PPC Advice For My 18 Year Old Self
• Teachers
• The Importance Of The PPC Brain

This post isn’t about search. It’s about me.

Six months ago, just before I left for SMX Advanced, I was diagnosed with bronchitis. No big deal – I’ve had it countless times throughout my life. I’ve dealt with asthma for 20 years. I’ve had a nagging cough for at least 5 years. I was a little tired before I left for Seattle, but I picked up my prescription for antibiotics and went on my way.

By the time I left Seattle, I felt awful. Those of you with whom I had dinner the last night of the show may have noticed that I was exhausted, and I wore my jacket throughout the dinner because I was so cold.

When I got home, I went to the doctor, who said I had pneumonia. Long story short, I spent most of July sick. After countless tests, CT scans, and x-rays, I was diagnosed with bronchiectasis.

Needless to say, it was pretty sobering. “Can’t be cured.”

After trying multiple therapies, I now have a percussive vest to help clear my lungs – yes, the same thing they use for cystic fibrosis patients, and the old people in the photos on that website. I’ve got a super heavy medical device that I have to use for 30 minutes, twice a day. I’m halfway through my morning session right now, shaking as I type this.

But this post isn’t a pity party. It’s to say how thankful I am for the blessings in my life. My husband and children, and my extended family, who have all been super supportive. My job, in which I’m blessed to work from home, where I didn’t have to take more than a half day off work during my worst days, because I could sit at my desk at home and rest when I needed to. This industry, which keeps me inspired and engaged, even on days when I’m too tired to do anything but work.

I can still walk and go to the gym. My half marathon days are behind me, but I can still do 5Ks, if at a slower pace than before. I can still play the clarinet and saxophone – in fact, my doctors believe that playing a wind instrument has saved me from being much sicker, due to the expanded lung capacity and the vibrating of the instrument while I play, which mimics the vest and other therapies. I can still travel to conferences, although I may sometimes decline the evening networking to save my energy.

And this came at a good time in my life. I’m established in my career. This would have been a lot harder if I were new to my job. My kids are in their second year of college, living on campus, so I’m not running after little ones, which gives me more time to rest. And I already know how to play the clarinet. 🙂

I’m grateful for my friends in this industry, who have cheered me on and commiserated with me over the years. I love that although we’re spread out all over the world, we’re just a tweet away and can chat with one another about PPC challenges.

So if I miss a week of blogging here and there, now you know why. I’ll leave you with a favorite song by the Monkees, As We Go Along. There’s still so much to do in the sunlight.

Related Posts:

• Welcome to Beyond the Paid!
• 10 Years of Beyond The Paid
• PPC Advice For My 18 Year Old Self
• Teachers
• The Importance Of The PPC Brain

I’ve seen a lot of posts out there recently with people giving advice to their 18-year-old selves. One I liked featured some of the top college basketball seniors, including one of my favorites, Michigan State’s Denzel Valentine.

Tomorrow, my twins will turn 19. I don’t expect either of them to go into PPC – they’re not interested in it – but nonetheless, I was inspired to share PPC advice for my 18 year old self.

Don’t be afraid to fail.

I was an 18 year old hotshot. I did well in school and was good at a lot of things: sports, music, writing, and more. I thought I’d be a huge success right out the gate.

Not even close.

The very next year, when I was 19, I took accounting. It was the hardest class I had ever and would ever take – including grad school, and that’s saying something. I studied for hours every night just to get a 2.5 in the class.

A couple years later, my first job was a disaster. It wasn’t a good fit for me. I failed at it.

But failing is learning. I learn far more from failing than I do from succeeding. At 18, I was afraid to fail. I can’t say I love it now, but I’m not afraid to fail. 18 year olds, don’t be afraid to fail. It’ll teach you a great lesson.

Technology will evolve into something you can’t imagine right now.

Let’s face it – I’ll be 50 next month. I was 18 in 1984. Google wasn’t even a gleam in Larry and Sergey’s eyes – in fact, Larry Page was an 11 year old student right here in East Lansing. The internet itself didn’t exist, at least not publicly. Computers existed, but were not commonly used. We had a Commodore 64 at home, but I didn’t have one at college. No one did. We hand-wrote term papers and then typed them on a typewriter. DVDs and iPods didn’t exist either – we rented VHS tapes and listened to music on Walkmans.

Just the other day I was talking to my daughter about VHS tapes – she had watched the movie “Be Kind, Rewind”  in her film class at MSU and thought it was funny. Even at 18, she remembers using a portable CD player and watching kids shows like Veggie Tales on VHS. A ton has changed in her lifetime, not to mention mine.

My point is, the career you end up with may not even exist right now. Mine sure didn’t. Go with the flow. Learn skills that translate across jobs: writing, thinking, and analyzing will get you a long way in whatever career you choose.

Be curious and ask why.

PPC is like CSI – performance fluctuations are often a mystery begging to be solved. The answers are not going to be fed to you – you’ll need to dig them out. Learn how to research and ask questions. You should always be asking “why” – why isn’t this keyword performing? Why did that ad perform better? Why didn’t this feature work the way I thought it would?

Critical thinking is a crucial PPC skill as well. Don’t believe the hype and hyperbole in the blogosphere – read, understand, test, and think for yourself. Don’t fall for gimmicks like “great PPC hacks” and “this feature is a unicorn” and other hyperbole. Some things you read or hear might work great; others will be a disaster for the accounts you’re managing. Learn to spot the BS.

Find mentors and sponsors.

This advice goes whether you decide on a career in PPC or anything else. Find a mentor or teacher who will take you under their wing and show you the ropes. In every job I’ve ever held, I’ve tried to find someone to emulate. Sometimes it’s been a manager or boss. Sometimes it’s been a more senior coworker. In PPC, it’s often been colleagues I’ve met at conferences or online. The point is, find someone who is willing to answer your questions and give advice. Find someone whose actions you respect, and emulate them.

Also be on the lookout for what I call “reverse role models” – those who show you what not to do. We’ve all had bad bosses and coworkers over the years. Take note of the things that upset you and make sure you don’t do them!

My husband and I have always tried to teach our kids that there are good and bad people out there. You will not always get along with everyone. You’ll have bad teachers, bad classmates, bad sports coaches, and bad neighbors. Learn how to deal with these people in a mature and professional manner. We’ve never allowed our kids to quit or switch just because of a bad teacher or classmate. We’ve helped them learn to deal.

(Let me caveat this by saying we haven’t forced them to tolerate abuse of any kind. There is a time for parents to step in, too – and part of being a parent is knowing when to draw the line.)

Do what you love.

This is perhaps the most important advice I can give. When I was 18, I wanted to be the next Jane Pauley. I loved television and everything about it. I was a telecommunications major at Michigan State and was convinced I had the smarts and the skills. I’d wanted to do this for as long as I could remember.

Obviously, that didn’t happen. I’m not the anchor of NBC Nightly News. By the middle of my junior year of college, I realized I needed to be more realistic. But I didn’t give up on what I loved. My first job was in broadcast – selling advertising for a local radio station.

I learned that I hated selling, but I loved advertising. I eventually got into marketing for a local company. It was there that I got into search when Adwords launched their CPC program in 2002. I’m doing what I love, even though my job now is something I couldn’t even have dreamed of at 18 in 1984.

The moral of the story is, don’t give up on your dreams – but find something practical to pay the bills in the meantime. And be open to new directions.

The Final Word

So much has changed since I was 18 – it’s literally a different world. What was once the stuff of Star Trek fantasy is now a reality. It’s amazing. So to all the 18 year olds out there, enjoy the ride.

What would you tell your 18 year old self? Share in the comments!

Related Posts:

• Welcome to Beyond the Paid!
• 10 Years of Beyond The Paid
• Teachers
• The Importance Of The PPC Brain
• Resilience

On Sunday, February 23, I was in the midst of a mundane task: putting away laundry. A loose piece of blanket binding on the bed had gotten looped around my leg without my realizing it. As I started to walk toward my dresser, the loop basically pulled the rug out from under me. I took a header into the dresser.

My first thought was, “That’s the hardest I’ve ever hit my head.” And then the pain kicked in.

To make a long story short, my husband took me to the ER, where I was diagnosed with a concussion. In a lifetime of playing sports, including risky ones like skiing, I get a concussion in my own bedroom.

The doctor ordered a week of complete brain rest. I was not to watch TV, check email, play video games, or do anything but rest, really. I was dismayed at this news.

As it turned out, though, I really couldn’t do these things anyway. Even forming a complete sentence was challenging those first few days. If someone was talking to me, I had to literally shut my eyes to be able to process what they were saying – any visual stimulus made it impossible to focus on the spoken words.

As the days progressed, things got easier. I was able to read by Friday – thank goodness, as I’d gotten bored with sleeping all the time! By Monday, I was cleared to return to work.

I thought I was in good shape mentally. And yet, I found that doing simple, routine tasks like preparing a report or reviewing Adwords or Google Analytics data was painstakingly slow and difficult. I made a few silly mistakes, too – I caught them before it was too late, but they were mistakes I normally wouldn’t have made.

In short, my brain wasn’t 100%. While I was fine with physical activities like showering and making dinner, I struggled with mental tasks like focusing on PPC.

At that point I realized how dependent we are on brain power in PPC. I knew that my brain was one of my most reliable tools for PPC, and yet I took it for granted.

I know many of you agree. When I polled my Twitter friends about their must-have PPC tools, several of you said “my brain.” (That post is coming, I promise! I’ll update this post with a link when it goes live.) We rely on our ability to think, analyze, reason, and create successful PPC campaigns. And we don’t realize how powerful that brain power is until it’s lost.

Thankfully, after just one day things got better. On Tuesday, my brain worked faster, and I made fewer mistakes. I didn’t get as tired. My brain “muscle” was getting stronger. It came back fast once I was ready. Today, I feel like myself again.

The moral of the story here is that we all need to take a moment and be thankful for our brains. In this profession, they’re our most crucial tool. We don’t use hammers, saws, stethoscopes, or chemistry labs. We rely on our brains. Respect the PPC brain, my friends.

Related Posts:

• Welcome to Beyond the Paid!
• 10 Years of Beyond The Paid
• PPC Advice For My 18 Year Old Self
• Teachers
• Resilience

It’s been a tough week. On Monday, April 15, the woes we all feel on Tax Day were set to be tempered by the annual excitement of the Boston Marathon. In a split second, the exhilaration of the day turned to horror when bombs exploded near the finish line.

As a walking distance racer myself, these events stunned me. It was a similar yet different feeling to September 11. While of course 9/11 was horrific beyond belief, it wasn’t as personal to me. I never worked in the World Trade Center. I’d been there, but only as a tourist.

The Boston Marathon is a race like many I’ve participated in myself. As a walker, I’ll never qualify for Boston, but I’ve crossed many a finish line and cooled down in the finish line area – just like the runners and spectators who were hurt and killed on Monday. The images that emerged on Monday and the days to follow were all the more upsetting because I could easily picture myself there.

This morning, I awoke to the news that the manhunt for the perpetrators of this terrible attack has taken on Hollywood-esque proportions. If the attacks themselves were hard to believe, this is nearly impossible for my traumatized brain to process. How does this happen in America?

But we’re a resilient sort. On 9/11, we bent, but didn’t break. A couple of weeks ago I visited the 9/11 memorial. It’s a stunning example of turning tragedy into something beautiful.

And we’ll do it again. On Sunday, I’m participating in the Lansing Marathon Half, along with my husband and son. I’ve been training since January and I’m not about to give up. Giving up lets the bad guys win. And we’re not about to let that happen.

Related Posts:

• Welcome to Beyond the Paid!
• 10 Years of Beyond The Paid
• PPC Advice For My 18 Year Old Self
• Teachers
• The Importance Of The PPC Brain

During the last couple months, I’ve been doing a lot of stretching. I’ve been literally stretching my tired muscles as I train to walk my second half marathon. I’ve been stretching mentally at work, too.

I’m a month into a 3-month project where I’m covering for a coworker who’s on maternity leave. It’s been a great experience so far – I’m not one to shy away from new challenges, and this has definitely been a challenge for me.

One of the great things about stretching is you learn how far you can really go. Walking a half marathon teaches you that you can walk farther and faster than you ever thought possible. In my project role, I’ve learned a few things too.

Rushing the job never works.

If you’re doing a 10-mile training walk, you need to allot enough time to complete the distance. I know I can’t cover 10 miles in an hour, so I don’t even try. Sure, you can (and should) push the pace a little, but I know my limits. If I don’t have 2 ½ hours free, I know I can’t do 10 miles.

The same thing goes for work. As with any new project or set of responsibilities, the sheer length of the to-do list tends to create a sense of urgency. It’s easy to fall into the trap of hurrying through a task to pare down the list.

I’ve always known that a rush job is never your best job, but this project has been a big refresher course in slowing down. It’s better to make sure everything is right than it is to race through everything as fast as you can. Luckily, I avoided major stumbles, but I was perilously close a couple times and it wasn’t fun.

Love what you do – or fake it till you make it.

Last year I walked my first half marathon. I had 2 goals: finish the race, and not come in last place. I’m proud to say I accomplished both goals! When I started training for this year’s race, I set some more aggressive goals that required some heavy-duty training. I’m not gonna lie – there were times that I really wanted to slow down or cut the distance short. But I kept going. And eventually, I found that I enjoyed pushing myself!

When it comes to PPC, I’m the luckiest person on earth because I get to do work that I love and get paid for it. It doesn’t feel like work. In this project, though, there’s a lot more client contact than I had before. While I love talking to clients, it can be challenging to be in meetings for 6-7 hours a day.

So, I took the same approach as I did with the marathon: faked it until I made it. It didn’t take long – maybe a week tops – to feel comfortable, but I’m sure if I’d copped a poor attitude, I’d still be struggling.

And really, it’s easy to talk to people. If you treat everyone as though they’re just the person you wanted to talk to, the conversation will be smooth and pleasant. If you take 5 seconds to confirm receipt of an email, you’ll ease worries. Simple things, to be sure, but they work.

The half marathon is a week from Sunday, and I know I’m ready. And I’ve hit my stride on my new project, too. It’s always good to stretch.

Related Posts:

• Welcome to Beyond the Paid!
• 10 Years of Beyond The Paid
• PPC Advice For My 18 Year Old Self
• Teachers
• The Importance Of The PPC Brain