Our next Hero Conf 2012 Speaker transcript is from Melissa Mackey, where she talks about Managing Large Budgets. Don’t forget we will be posting our transcripts from last year periodically through out the coming months. Feel free to reminisce or check out what you missed!

If you’re more of a straight to the point kind of person and want access to our full 339 page transcript guide, all you need to do is sign up for our Hero Conf Alerts and you will get a link to download in our next newsletter!


Introducer: Hello everybody! Wow, an actual working microphone. We’re going to start our next session here in a couple of minutes and our speaker is going to be Melissa Mackey. So, quick bio, Melissa Mackey is search supervisor at GYRO, we had a discussion in the office on how to pronounce the sandwich, so someone thought that–GYRO, the largest independent B2B agency in the world. A veteran PPC marketer, she helps clients achieve maximum ROI for paid search. Mackey contributes regularly to search engine watch as a PPC expert author, and moderates the search engine watch forums. She also hosts a blog, “beyondthepaid.com,” where she writes on the topics of paper click and search marketing. A marketing professional since 1988, Mackey previously served as online marketing manager for Fluency Media. As well as director of search marketing for a magazine line. Mackey has also held advertising executive positions at the Lansing State Journal and radio stations WMMQ FM and WJIM AM/FM. Throughout her career, her achievements include the evaluations and implementation of numerous banner advertising and shopping search campaigns, as well as execution and analysis of ad copy and landing page strategy. Mackey holds a dual BA from Michigan State University and a Master’s of Management from Aquinas College. Melissa Mackey.

Melissa: I should have done a shorter bio that was kind of crazy. So, thank you for coming. This is “Managing Large Budgets without Losing Your Mind.” I’m going to talk about my ideas of how to do this….

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