Our interview series with digital marketing’s finest continues with insights from gyro’s Melissa Mackey, marketing pro since 1988 and regular contributor to Search Engine Watch and Web Marketing Today. Melissa also hosts a blog, www.beyondthepaid.com, and speaks regularly at industry conferences such as SMX Advanced, Search Engine Strategies, and HeroConf.
What’s the first metric you check when you start work for the day?
Cost per conversion. After a while, it gets easy to spot anomalies in performance.
What’s one metric you rarely bother to check?
Total impressions. Unless you’re shooting for pure awareness, impressions aren’t all that important.
If you had 10 million dollars to invest and you could invest in Google
or Facebook stock, which would you pick, and why?
Google. Although they’ve had challenges over the past couple of years, and Microsoft is gaining market share, Google’s stock has remained consistently high since their IPO. Facebook, in my opinion, still lacks a good monetization strategy.
What do you think will be the most important marketing platform in 10
Google. Still. I also think LinkedIn will come into its own. For the right advertiser, LinkedIn is a great way to achieve hyper-targeted results.
What’s your favorite advertising campaign (e.g. Betty White Super
Bowl ad, Got Milk billboard, etc.)?
I love the Budweiser ads over the years. They’ve hit so many home runs – the Clydesdales, the Bud-Weis-Er frogs, Waaaazzzuuuppp?, and Here Wego! – it’s hard to pick a favorite but many of these became integrated into popular vernacular, which is increasingly hard to do in today’s culture and is a true win for an ad campaign.
What are the three most important qualities of a good account manager?
1. A brain for numbers: statistics is the core of successful PPC.
2. A creative mind: not only for writing ad copy, but for keyword research as well – including negative keyword research.
3. An inquisitive nature: Oftentimes, PPC is about solving a mystery – why did performance change over time? What’s the story behind the numbers? What caused the data to go off track?
If anything keeps me up at night worrying about my company, it’s…
Very little keeps me up at night. :) That said, we’re so busy that it’s sometimes hard to get everything done.
What’s the one marketing lesson you wish you had learned earlier?
This isn’t really a marketing lesson, but it’s important: Ask for help when you need it. I used to feel that asking for help was admitting failure, but I’ve learned that we all need a helping hand at times. Don’t be afraid to reach out to others – this industry is very giving, and people want to see others succeed!
If you could invest in one marketing technology company, which would it be and why?
Acquisio. Those guys are as smart as they come and have built strong relationships and alliances with key players in the search industry.
In three words or fewer: the future of SEM is…? Change. If Enhanced Campaigns taught us anything, it’s that nothing is sacred in SEM. Change is the only constant in the PPC universe!