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Google Call Tracking Interview with Anthony Nichols from Ethology

Anthony Nichols is a paid media analyst for Ethology and works directly with both client and account teams on all items related to paid search, display media, and retargeting. He has four years experience working with national brands like AAA, Culligan, and American Signature Inc. When Google call tracking first came out, Ethology was selected as a beta tester which means they've been using it for several months now. We decided to talk with Anthony about their experience to learn more about the lessons they've learned.
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How to Choose the Right PPC Payment Model for Your Business

Whether you’re just starting to consider driving traffic using pay-per-click or you’ve been involved in PPC for several years but still want to save money, taking a closer look at the payment models available can help you decide which works best for your specific needs. Every payment model has its own pros and cons, and knowing the differences can help you figure out how to plan your budget and plan your success accordingly.
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5 Easy Ways to Boost CTR for AdWords Ads

It’s a well-known fact that the click through rate (CTR) for PPC ads is a big factor when it comes to quality score optimization because CTR is a key measurement Google uses to evaluate the continuity between keywords and ads. Basically, it speaks to how many people are actually listening to your offer versus how many are totally ignoring you.
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4 PPC Best Practices You Can Learn from Geico.com

Geico has one of my favorite advertising campaigns of all time. It's not super slick or fancy, but it really gets the job done. 15 minutes can save you 15% or more on car insurance. Ever heard that line before? I'm sure you have. It's a line we've all been listening to for at least 10 years or more.
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5 Easy Ways to Sabotage Your AdWords Campaign

I’ll be the first to admit AdWords can be frustrating. REALLY frustrating. And with all the new features, settings and updates Google’s constantly rolling out, it ain’t getting any easier! Yet, time and time again, I see AdWords advertisers making the same fairly basic mistakes in their campaigns that totally sabotage their efforts.
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The Secret to Finding Thousands of Highly Profitable PPC Keywords

When most companies start building an Adwords account, they proceed in an intuitive fashion by doing the obvious, but in the process, they ignore thousands of highly profitable keywords, leaving them sitting unused like gold nuggets covered in mud. Even if they know the risk of overusing broad match keywords without a tailored negative keyword list, they'll still proceed with broad match terms for the products and services that are for sale on the site.
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How to Transform Your AdWords Performance with SKAGs

With so many do-it-yourself PPC blogs and resources out there on the web, it’s easy to be overwhelmed and even worse, paralyzed, by all the ideas you “should” be using. Some people say that the more time you spend inside your PPC account, the better. If that were true, then something like “going-through-the-motions” or “changing bids” would be a clear cut winner to explain why your competitors are doing better than you.
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7 Areas Where Your PPC Account Is Leaking Money and How to Plug the Leaks

Did you know that small businesses can easily waste as much as 25% of their PPC (pay-per-click) budgets? That’s an awful lot of money being flushed away with nothing to show for it. The good news is you don’t have to sit, bleary-eyed in front of your computer trying to micromanage every single keyword or bid. By paying attention to these seven leaky holes and taking some proactive steps in managing your PPC account and its features, you can trim a lot of the waste.
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PPC Campaign Management: Why the Process Is Just as Important as the Goal

When you’re cooking dinner and everything is simmering away perfectly, do you walk away and leave it to cook indefinitely, or do you check on it periodically, to make sure nothing is boiling over, sticking to the bottom of the pot, or charring and burning? It’s common sense to regularly check, stir, turn temperatures up or down, and so on—even when everything is cooking exactly as it’s supposed to.
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Are You Focused on the Most Important PPC Metric?

So, how’s your PPC campaign going? How do you know? What metrics are you using to gauge your campaign’s success? There’s certainly no shortage of PPC metrics you can look at to try to measure the effectiveness of your campaigns. But what’s the MOST important metric to look at?
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