Could you share any statistics or metrics from this engagement?
We ended up building a massive business and much of that was from paid search. We did it rationally and economically. We were so early in the game that it was much easier back then. While working with them our business grew by a factor of 40. They were not solely responsible, of course, but we did it very profitably.
I started doing online advertising in 1999, the atmosphere was brand new and not competitive, our cost-per-acquisition was quite low because it was so early on. In fact, I was paying five cents or one cent a click. What happened was that, through the years, things got more competitive and so our cost-per-acquisition actually went up, but we were still able to manage it very profitably.
What distinguishes Page Zero Media from other providers?
I know their team very well, and have spent a lot of time with them through the years. I am a tough guy to satisfy, and was managing this business myself. Then, I brought them on board to take on this area. It is a real testament to them that we worked together for 10 years. I'm not easy to please.
Page Zero Media pays great attention to detail. Andrew did not directly manage my account, but he was still very involved. He is a very smart man. He did not just toss us to some kid who did not know anything. He was very involved in bidding and performing the daily necessary minutiae, which is unusual these days.
Now, we are doing everything in house. But, again, they paid a great deal of attention to all the details. The account manager that we were working with at Page Zero loved his work. He was always on top of things, he would plow through the work, he was very responsive, and he had a vested interest in our business. Overall, it was a very good experience working with them.
Is there anything Page Zero Media could have improved or done differently?
At the beginning of this industry, a lot of the work was done by humans without automated bidding tools. They just sort of experimented. I am sure they use automated bidding tools now, but it would have been nice to utilize some of those tools when we partnered together.