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	<title>Comments on: Why Adwords Won&#039;t Work For Social Networks</title>
	<atom:link href="http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/feed/" rel="self" type="application/rss+xml" />
	<link>http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/</link>
	<description>Get Marooned</description>
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		<title>By: mattmaroon</title>
		<link>http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/#comment-19622</link>
		<dc:creator><![CDATA[mattmaroon]]></dc:creator>
		<pubDate>Wed, 03 Jun 2009 23:01:10 +0000</pubDate>
		<guid isPermaLink="false">http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/#comment-19622</guid>
		<description><![CDATA[I don’t think it&#039;s fair to compare to the early days of Google because CPC was more or less a new paradigm then, now it isn&#039;t. Your second point is very interesting. CTRs are so low that a significant portion may be plain old misclicks. Pretty funny really.]]></description>
		<content:encoded><![CDATA[<p>I don’t think it&#39;s fair to compare to the early days of Google because CPC was more or less a new paradigm then, now it isn&#39;t. Your second point is very interesting. CTRs are so low that a significant portion may be plain old misclicks. Pretty funny really.</p>
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		<title>By: netsp</title>
		<link>http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/#comment-19621</link>
		<dc:creator><![CDATA[netsp]]></dc:creator>
		<pubDate>Wed, 03 Jun 2009 22:53:16 +0000</pubDate>
		<guid isPermaLink="false">http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/#comment-19621</guid>
		<description><![CDATA[Hi Matt,&lt;br&gt;&lt;br&gt;Well written. I more or less agree. But I will pick on a few points.&lt;br&gt;&lt;br&gt;Who uses these ad platforms successfully?&lt;br&gt;&quot;Companies that make novelty t-shirts, get-rich-quick schemes, and dating sites are buying users.&quot;&lt;br&gt;&lt;br&gt;I would be cautious reading in to that very much. Early on, Adwords was infested with ebooks, get rich quick schemes &amp; whatever else you can put in a sales letter. If you read something like Perry Marshal (early adwords guru) the basic principles (eg, measure &amp; optimise for ROI) are solid, but the context is seedy. The people willing to &#039;create a virtual product&#039; in response to the availability of cheap &amp; effective advertising &amp; work a business model where &gt;50% of revenue goes to advertising are sort of pioneers. &lt;br&gt;&lt;br&gt;As Adwords grew, the infrastructure of consultants targeting normal companies &amp; employees with knowledge &amp; managers with confidence was built up. They usurped the MLM ebooks. Google encouraged this because crappy advertisers have a feedback effect on CTR (&amp; eCPM). These days a lot of the $5 CPC bills are picked up by electricians &amp; gardeners. &lt;br&gt;&lt;br&gt;&quot;What compels someone, who clearly has little or no interest in a product, to click a highly descriptive ad for it and then not purhcase? &quot;&lt;br&gt;&lt;br&gt;I think part of the answer to this is CTR. Once it goes under a certain amount, you are picking up a lot of outlier cases. Once in a blue moon, I might hit an ad for refinancing (I don&#039;t own) or a dog bowl (no dog). Not very often, but when I do it is absolutely no indication of my intentions. Sometimes I click things by accident, especially when I use a different browser (especially Opera for whatever reason). Again not often, but over a year, it&#039;d add up. I guess that in addition ti this, you have outlier people. Once your CTR is low enough (maybe &lt;0.1%), these random clicks become substantial. &lt;br&gt;&lt;br&gt;This doesn&#039;t explain the difference between one ad location &amp; another. But it does explain a correlation between CTR &amp; conversion rate. Maybe.]]></description>
		<content:encoded><![CDATA[<p>Hi Matt,</p>
<p>Well written. I more or less agree. But I will pick on a few points.</p>
<p>Who uses these ad platforms successfully?<br />&#8220;Companies that make novelty t-shirts, get-rich-quick schemes, and dating sites are buying users.&#8221;</p>
<p>I would be cautious reading in to that very much. Early on, Adwords was infested with ebooks, get rich quick schemes &#038; whatever else you can put in a sales letter. If you read something like Perry Marshal (early adwords guru) the basic principles (eg, measure &#038; optimise for ROI) are solid, but the context is seedy. The people willing to &#39;create a virtual product&#39; in response to the availability of cheap &#038; effective advertising &#038; work a business model where &gt;50% of revenue goes to advertising are sort of pioneers. </p>
<p>As Adwords grew, the infrastructure of consultants targeting normal companies &#038; employees with knowledge &#038; managers with confidence was built up. They usurped the MLM ebooks. Google encouraged this because crappy advertisers have a feedback effect on CTR (&#038; eCPM). These days a lot of the $5 CPC bills are picked up by electricians &#038; gardeners. </p>
<p>&#8220;What compels someone, who clearly has little or no interest in a product, to click a highly descriptive ad for it and then not purhcase? &#8220;</p>
<p>I think part of the answer to this is CTR. Once it goes under a certain amount, you are picking up a lot of outlier cases. Once in a blue moon, I might hit an ad for refinancing (I don&#39;t own) or a dog bowl (no dog). Not very often, but when I do it is absolutely no indication of my intentions. Sometimes I click things by accident, especially when I use a different browser (especially Opera for whatever reason). Again not often, but over a year, it&#39;d add up. I guess that in addition ti this, you have outlier people. Once your CTR is low enough (maybe &lt;0.1%), these random clicks become substantial. </p>
<p>This doesn&#39;t explain the difference between one ad location &#038; another. But it does explain a correlation between CTR &#038; conversion rate. Maybe.</p>
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		<title>By: Guest</title>
		<link>http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/#comment-19619</link>
		<dc:creator><![CDATA[Guest]]></dc:creator>
		<pubDate>Fri, 29 May 2009 16:08:23 +0000</pubDate>
		<guid isPermaLink="false">http://mattmaroon.com/2009/05/28/why-adwords-wont-work-for-social-networks/#comment-19619</guid>
		<description><![CDATA[Brevity is a friend you should meet.]]></description>
		<content:encoded><![CDATA[<p>Brevity is a friend you should meet.</p>
]]></content:encoded>
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