Content & Technology Partnerships

Tools and technology don’t run by themselves. And winning company marketing strategies don’t get cooked up by a “bot.” That being said, an immense volume of number-crunching goes into making frequent, sound decisions in (for example) the dynamic, auction-based environment of PPC — sometimes across tens or even hundreds of thousands of keywords (linked to ads and landing pages).

A small error or two, of course, is the price you pay for trial and error. But how large the error, and how often is too often, to make serious errors? If you need to make tens of thousands of small decisions, and bunch up a lot of inefficiency at the start, it’s virtually incalculable how far you might be from optimal performance when that sub-optimal behavior is projected over a few years. (That’s yet another explanation of why most AdWords accounts never seem to really get off the ground.)

Tools and great teams must manage and adapt to uncertainty and risk. (As some models of applied mathematics demonstrate, they’re not very good at predicting everything that will happen, because complexity snowballs when even a few real-world variables start interacting across time and space.)

In the chaotic world at the intersection of consumer behavior and dynamic advertising auctions, Page Zero interacts with the technology ecosystem with three guiding principles in mind:

  1. We’re “tool agnostic” and don’t promote specific tools and technologies because we own them, profit from them, or want to seem smart for using them. We’re not biased towards tools from either the big guys or clever third parties — we use whatever makes the most sense for a given purpose. We selectively incorporate bid automation and a host of other technologies in ways that help improve our productivity and client bottom lines.
  2. We know that using automation is a powerful means of improving campaign performance, and we’re committed to doing so. But, 2(a). — First, do no harm. Don’t wreck accounts with monolithic methodologies run amok.
  3. Whenever we can, we get involved in (or try to get a nice front-row seat for) emerging technology platforms and features. That way, we can learn a thing or two about the technology at work — including its potential limitations and biases. We provide feedback, help great technology pioneers test and improve products, etc. Asking for briefings, attending product development meetings, and frequenting user summits can be good ways to ensure that we’re versed in the pointy-headed technological side of digital marketing. We won’t settle for vendor stories like “it’s a black box, but trust us, it works like magic!”
Here are some of the technology and software companies we’ve joined forces with over the years:

Page Zero Media Partners in Technology and Content

  • Google. From time to time, we’ve been on AdWords product advisory committees, privy to new features, or in our roles as authors, prodded Google PR and product managers for briefings on how things work. We’ve also joined initiatives such as Google Canada’s “Media Council.”
  • Yahoo. On the launch of the Panama update of Yahoo Search Marketing, Andrew Goodman and Mona Elesseily attended a pioneering pre-launch briefing session at YSM headquarters, with a group of 12 influencers who were also the first outside testers of the platform.
  • Microsoft. Andrew Goodman has recently (January 2013) joined a group of advisors for Bing Ads.
  • Clickable. Clickable was a paid search management platform acquired by Syncapse in 2012. Andrew Goodman was an early member of Clickable’s Advisory Board. When the product was co-branded as American Express OPEN SearchManager, Andrew was also an adviser to American Express OPEN in connection with PPC education and outreach for small business.
  • Acquisio. This is a leading paid search and digital advertising automation and reporting platform that Page Zero has adopted as a key part of its arsenal. Andrew Goodman and Mona Elesseily have been long-time advisers to this innovative software company, which has grown since 2006 from fewer than five employees to over 110.
  • ConversionRuler. Before there was AdWords conversion tracking… before there was Google Analytics… there were a host of modest yet powerful “pixel tracking” solutions in the marketplace. ConversionRuler was one of them. It even had a custom solution for call tracking! Andrew was an early adviser to the company.
  • GShift Labs. The founders of content management system HotBanana (sold to Lyris in 2006) founded GShift Labs as a dashboard to help SME’s track a variety of key web metrics, especially their search rankings and components of SEO strategy and online reputation. Andrew was an early member of the company’s Advisory Board.

Partnerships and interrelationships with the ecosystem keep Page Zero sharp. In addition to software platforms and geeky stuff, we maintain many other kinds of relationships. Being regular speakers on the conference circuit for the past decade is just part of that connection. In general, we feel that partnerships and relationships with other organizations and smart people in the industry make us better at what we do. (Remember how people used to recognize the importance of those things instinctively, before someone came up with the concept of “crowdsourcing”?)


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