Month: June 2005

_Andrew Goodman traded dreams of tenure-track comfort for dot-com bubble visions when he co-founded “Traffick.com”:http://www.traffick.com/, an acclaimed “guide to portals,” in 1999. In 2000, he founded “Page Zero Media”:http://www.page-zero.com/, a Toronto-based consulting firm which maximizes and tracks the performance of search advertising campaigns for a wide variety of clients. Andrew is author of “_Winning Results with Google AdWords_”:http://www.amazon.ca/exec/obidos/ASIN/0072257024/imho0b-20 (McGraw-Hill, 2005) set to be released July 22nd._
*One Degree: Tell us about your new book, “Winning Results with Google AdWords”.*
My original “Google AdWords Handbook”:http://www.page-zero.com/products_asroi.asp has sold north of 12,000 copies, even though it was self-published by a novice “publisher.” So it’s safe to say there is heavy demand for the topic. This book, with the help of the editorial team at McGraw-Hill, is intended for a wider mainstream audience, but it doesn’t shy away from advanced material. The publisher and I honestly think it’s going to be up there with more general business books because so many of the trends affecting marketers today are felt acutely by search marketers, who understand how to reach consumers with highly specific needs. I place a lot of emphasis on how to shape a campaign so you can measure results without needing a PhD in statistics.
*One Degree: “AdWords”:https://adwords.google.com/select/ creates incredible transparency into the efficiency of every element of an online campaign. But a lot of marketers (particularly those without a direct marketing background) don’t seem prepared to take advantage of testing and tracking. What are the key skills needed by those in charge of a company’s AdWords programs?*