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| At the mass confusion stage in March 2002, Andrew Goodman
wrote a report about how to get over the hump of AdWords frustration, towards
making it into a smoothly-running, well-tested, and measurable customer
generation system. The report had begun its life as some innocent debunking-style
posts on a Yahoo! Finance thread. Andrew argued with anonymous posters
who posted hypercritically on Google’s “confusing” new
system; these critics were bent on touting the merits of the “easier-to-use” pay-per-click
pioneer, Overture. For awhile there, the critics would have you believe
that Google was reinventing the whole world of advertising by incorporating
relevancy measures into the keyword auction! (They were reinventing advertising,
of course. But it wasn’t a bad thing.)
The rants turned into an eight-page outline, and then a fifty-page how-to document. Future editions of the eBook clocked in at over 100 pages. First titled “21 Ways to Maximize ROI on Google AdWords,” and going against the “freebie” grain by actually charging money for valuable information, Goodman’s popular report has now helped over 25,000 advertisers achieve their ROI goals. Consulting, speaking, and networking grew rapidly from there, as did the industry as a whole. Andrew Goodman later produced a full-length book, Winning Results with Google AdWords (McGraw-Hill, 2005; forthcoming 2nd ed. 2008). Winning Results with Google AdWords and Mona Elesseily’s Mastering Panama: A Special Report on Yahoo’s New Search Marketing Platform (2007) are considered the leading resources in the field of paid search. To serve clients, Page Zero has built a solid core of online marketing professionals who today bring their seasoned multidisciplinary approach to bear on projects large and small, aiming to take client campaigns to new levels of performance. We’re also proud of our long-standing relationships with other service agencies and subject matter experts. If another firm does a great job – be it Bryan Eisenberg’s team at Future Now for persuasive architecture, Anne Kennedy’s team at Beyond Ink for strong technical SEO, Jay Aber at the Aber Group for email, media buying, and multichannel planning, Greg Jarboe for online public relations, or Eric Ward for pioneering link building – we’ll tell you about it. Increasingly, Page Zero can also handle multiple online marketing disciplines in-house. Patiently waiting out the “wild west” environment that characterized the Internet advertising industry back at the turn of the century, we’ve sought to be provocative and engaging in our communications, but always balanced and customized in our implementation philosophy. Our track record speaks for itself: we’ve implemented 250+ AdWords campaigns, and scores of related accountable marketing projects, and continue to receive rave reviews, favorable mentions in the press, and word of mouth support from clients. Andrew originally launched Page Zero in 2000 as a company devoted to thinking about online content, portals, business models, and the rise of search as a marketing channel. (We wrote about this on our award-winning blog, Traffick.com, beginning in 1999. The site is still going strong.) The name “Page Zero” was chosen as a metaphor for the portal companies’ ascendance. To get to anything online (page one), most consumers and advertisers have to go through these major Internet monopolies in some way, thus paying a toll to those who control “page zero.” This trend has only magnified with the rise of Google and Yahoo! as dominant global Internet brands. |
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About Page Zero MediaFounded in 2000 by Andrew Goodman, Toronto-based Page Zero Media has implemented over 250 paid search advertising campaigns. We also do other things! Our diverse range of clients include: niche retailers (NutsOnline.com, TheLightbulb.co.uk, AppliancePartsPros.com); large retailers (Canadian Tire); niche-sensitive consumer lead generation (HIFU.ca); B2B lead generation (Intellishare Environmental); financial companies (E*TRADE, BMO Investorline); media companies (Torstar Digital); Internet pure plays (PayPal, CareerBuilder). Page Zero’s management team: Andrew Goodman (Founder; Author, Winning Results with Google AdWords (McGraw-Hill, 2005, 2008); Dean Towers (Founding Partner, Director, Client Services); Mona Elesseily (Director, Internet Strategy; Author, Mastering Panama); Cory Kleinschmidt (Director, Web Development; Co-founder, Traffick.com). |
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