Melissa Mackey is Search Supervisor at gyro, the largest independent B2B agency in the world. A veteran PPC marketer, she helps clients achieve maximum ROI from paid search. Mackey contributes regularly to Search Engine Watch and Web Marketing Today as a PPC expert author. She also hosts a blog, www.beyondthepaid.com, where she writes on the topics of pay-per-click and search marketing. Mackey speaks regularly at industry conferences such as SMX Advanced, Search Engine Strategies, and PPC Hero's HeroConf. Throughout her career, her achievements include the evaluation and implementation of paid search campaigns for all types of advertisers, as well as execution and analysis of ad copy and landing page strategy. Mackey holds a Dual BA from Michigan State University, and a Masters of Management from Aquinas College.