_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?*
Category: Five Questions
_After six and a half years at “Hudson’s Bay Company”:http://www.hbc.com/, Michael LeBlanc recently left to take on a new role as General Manager/Director – Shopping at “CanWest Interactive”:http://www.canwest.com/interactive.html. We caught up with Michael to ask him about the move and his feelings on the state of e-commerce in Canada…_
*One Degree: Congratulations on the new gig. You’ve been at HBC for quite a while now – what precipitated the change?*
I spent over six great years at “Hbc”:http://www.hbc.com, both in the online business and within their CRM group – learned a ton and planted a few flags on hilltops across the Canadian eCommerce/retail landscape. The role CanWest offered me was an outstanding opportunity to leverage my experience, learn about a new industry and work with some of the best and brightest in the game.
*One Degree: As a media company people don’t normally associate Canwest with retailing. Any hints as to how you’ll integrate commerce into a largely ad-supported business model?*
_Mike Carney is Director of Media Sales for Monster Media at “monster.ca”:http://www.monster.ca. Mike (pictured on the right with Jeff Taylor founder of Monster) has been specializing in online advertising and web solutions for eight years now. He’s been a long-time AIMS member, was involved with the IAB in their early years as their VP of Publishing and has launched three successful online advertising programs in his time._
*One Degree: Monster Media? I thought Monster.ca was the place to go to get a job or add to my team.*
You’re correct that Monster is still the place to go for leading candidates and for employers. Now with the introduction of Monster Media, it’s the place to start when trying to reach your ideal audience.
*One Degree: Do you feel that ads on Monster can compare with contextual advertising through search results or contextual networks like Google’s AdSense?*