Ravi’s Rants

It’s not really purple in color. But I did mean that it is Purple.

Why?

It’s because of the way it was successful in creating an entirely new industry of “athlete marketing” like never before. Because of how it created a frenzy among consumers. Because of the innovative ways Nike marketed it [for instance, they paid $5,000 in fine for every match that Michael Jordan wore these banned (then) shoes on court].

Not even Apple - to this date - has been able to match the hysteria that these shoes created (have you ever heard anyone getting mugged or killed for an iPod or iPhone?)

And yes, I was a teenager when I read and watched news about people getting mugged and killed for Air Jordan shoes.

Now go make your own Purple shoes.

My question was very simple: I wanted to know how I could promote products using CPA (Cost Per Action) on the Google Network and allow publishers who have access to “AdSense Referrals” to promote my products by placing a piece of code on their web sites, and when someone clicked over to my web site and purchased one of my products, the publisher would get a piece of the sale.

Classic “Affiliate Program” stuff - where this time around, I wanted to be the merchant, and not the affiliate.

I contacted a Google AdWords Specialist on chat - who turned out to be not as much as a “specialist” as you would think they would be.

Read the chat transcript below to see how long it takes for the rep to even understand my question, and give out a meaningful answer. It is painfully obviously that I know more about Google Products than her!

But I am glad that she eventually gave in and deferred the question to a “technical specialist” (read: someone who knows their $hi#).

Completely unedited except for minor reformatting for readability, and removing of private content.

Chat Information: Thank you for contacting Google AdWords. Please hold a moment while we route your chat to a specialist who will help you with your question: “”.
Chat Information: AM has received your message and will be right with you.

AM: Hello Ravi. Thanks for contacting Google AdWords. I’m happy to help you.
AM: Could you clarify what you mean by referrals?
AM: Ravi, are you there?

Ravi Jayagopal: yes
Ravi Jayagopal: I meant, how would I advertise through Adsense Referrals?
Ravi Jayagopal: I’m currently using Referrals as a publisher
Ravi Jayagopal: I want to advertise my product through Referrals, so that publishers can promote my product, and then I would pay them a commission based on sale
Ravi Jayagopal: you there?

AM: Well, I am actually an AdWords specialist so I am really not familiar with AdSense Referrals.
AM: However, you can find out more at https://www.google.com/adsense/static/en_US/Referrals.html?gsessionid=N8x_KdsMNys.
AM: Referrals Help Center
AM: In the Help Center, there is a Quick Start guide.

Ravi Jayagopal: I don’t want Adsense referrals, actually
Ravi Jayagopal: I want to “advertise” - so wouldn’t that fall under “AdWords”?
Ravi Jayagopal: Publisher -> Adsense
Ravi Jayagopal: Advertiser - AdWords
Ravi Jayagopal: No?

AM: Yes Ravi, but you asked about Referrals.
AM: Referrals is not a part of AdWords.
AM: It looks like you already have an AdWords account.
AM: What do you have questions about in particular?

Ravi Jayagopal: Ok, here’s my question: Right now, as a “Publisher”, I pick out referral ads and display them on my site, and I make money when my visitor clicks on those referral ads and goes on to buy something. With me so far?

AM: Yes Ravi.

Ravi Jayagopal: Ok, now I want to put my “Advertiser” hat on and promote my product so that “other” publishers can promote “My” product through the referrals network
Ravi Jayagopal: how would I become an “Advertiser” and promote my product?

AM: Through the Content Network.

Ravi Jayagopal: Ah, that’s what I wanted to know
Ravi Jayagopal: So is there a way to say “Referrals” when I put my ad out on Adwords?

AM: You do already have an AdWords account with the email address <>.
AM: All you will need to do to appear on other sites is to opt into the content network when you create your campaigns.
AM: We don’t use that term.

Ravi Jayagopal: But when I opt-in to the “Content Network”, it automatically becomes just a PPC campaign right?

AM: We call your advertisements ads and we call our publisher sites ‘the content network.’

Ravi Jayagopal: I don’t want it to be PPC, but a CPA item

AM: You can also create a CPM campaign.
AM: Cost Per Impression if you’d like.

Ravi Jayagopal: not CPM. I’m talking about CPA - cost per action
Ravi Jayagopal: which is what Referrals is - CPA.

AM: That is not an option right now Ravi.

Ravi Jayagopal: then how are all these advertisers on Adsense Referrals?

AM: Again Ravi, I’m not familiar with AdSense referrals.

Ravi Jayagopal: Is there someone higher up who can help me with this question? Because it is definitely not an AdSense question - because AdSense is for Publishers

AM: If you want to contact the AdSense team to ask them about that, you can email them directly at adsense-support@google.com.

Ravi Jayagopal: and I am talking as an Advertiser

AM: Ravi, they will only be able to tell you what I am telling you, that you can create advertising campaigns that you’ll pay on an impression or click base.
AM: Those are the only options right now for our advertisers.

Ravi Jayagopal: So how are these advertisers advertising on a CPA basis? That’s what I want to know
Ravi Jayagopal: If you don’t know the answer, I would appreciate if you could put me through to someone who does
Ravi Jayagopal: But don’t tell me I’m asking the wrong question

AM: Please hold on just a moment Ravi.

Ravi Jayagopal: Ok, thanks

AM: CPA is not an option at this time in your account Ravi. I just checked with our technical specialist.

Ravi Jayagopal: Why? And when would it be?

AM: It’s a limited beta right now. If you give me the best email address to reach you at, I can email you if it does become available.

Ravi Jayagopal: ok…thanks…it’s <>

AM: You’re most welcome.

Bottom-line:
You cannot yet sign up as an “Advertiser” and promote your products through Google “Referrals”. It is in limited beta, and unless you were invited to be part of the beta, you would have to wait until they open it up to others.

As much as I love Google and probably qualify as a “Google FanBoi”, I have to say, Google sucks at most things not handled by their machines (read: Human Beings).

The folks who buy a new product when it first comes out, are commonly known as the early adopters.

These people - who are not the same as the “beta testers” - actually spend money to buy the product.

They risk the annoyances, technical and usability issues of First-Generation products in exchange for the “Wow” factor that comes with someone stopping by at your table at a restaurant, or interrupting you on the train, or huddling near you at a party, to ask about your cool new toy.

There is a certain coolness and hipness that comes along with owning the latest and greatest gadget.

But what if the gadget itself is considered a failure? What if you just kept reading poor reviews everywhere you look, especially from the people and web sites and blogs you visit and respect?

Would you still shell out hard-earned-money when you know there is very little “Wow” factor in it for you?

I’m not an early adopter in any way. I am usually on the other end of the curve, buying only the latest version of the most proven products, after the product has been out for a while, after reading tons of reviews and doing a lot of online research.

Even I was initially tempted to get the new Amazon Kindle. But after reading poor reviews everywhere, I finally pulled the plug on this item from my wish list.

Here’s one of the best, most balanced, most informative reviews I’ve read about the kindle.

So, don’t take my word - judge the Kindle for yourself.

“Bacn” - pronounced as “Bacon” - is spam (kind of), but not really the lewd, disgusting, “killing my inbox” type.

From Jargon Watch at Wired.com:

It’s not really spam. You want to read it (and probably would), you just don’t have the time. Thanks to the folks at PodCamp Pittsburgh, there’s a new web-term you can now use specifically for these types of e-mail notifications. Things like bill-payment receipts, Twitter requests, newsletters, project notifications—all are bacn.

Here’s more if you want more.

This has been around for a while now, but its coming out of beta (a.k.a Google Labs) means that Google is serious enough to support this going forward.

Here’s how it works:

• Dial 1-800-GOOG-411 (800-4664-411)
• Say where you’re calling from - City, State or Zip
• Say what you’re looking for (Pizza delivery, from the video below)
• GOOG-411 connects you with the one you pick from the spoken list (or you can get it text msg’ed to your phone)

GOOG 411 - Totally free 411

My “Video Unit” link wasn’t available yesterday when the announcement was first made.

Was able to see it today.

“Linked” my Adsense account with my YouTube account.

Got the confirmation from Google in a few minutes (they do warn that it could take up to 12 hours).

Created my “player”, got the code.

The ads load asynchronously, and they seem quite on target from the other sites I tested so far.

Way to go Google!

In this era of the open web, it is hard to monetize information that you can easily get elsewhere.

Want to read about what’s going on with the presence of Iranian dictator Ahmedinajad in NY City? Just Google-News it up (yes, that’s different from Googling it up), and you’ll get all the latest relevant news stories you can handle, in reverse chronological order.

So why would people pay for accessing the NY Times?

Not too many would, and not for long, figured the NY Times - and finally opened up the gates.

It’s official: the “Adsense Model” is in.

Open up your content, make money from ads. This same model didn’t work for most sites just a few years ago, in what I call the “Pre-Adsense Era” in my book. But now, it can work for all sites - whether you are NYTimes.com with millions of impressions, or a LinkOverLoad.com with just tens of thousands of impressions.

Usually I never follow NYTimes links that show up in many of my searches, because I know that 4 times out of 5, I will hit a password-protected story. But today, knowing that they have removed the wall, I read a very interesting article about the new model of outsourcing, a glimpse of which I had gotten earlier looking over the shoulder of someone reading the NY Times paper on the subway.

If you want to charge for your content, make sure your content is not easily available, not easily validated, or that there is too much information that cannot be easily made sense of.

In my book “No Business Like E-Business“, I write about the Google Supplemental Index (GSI - Ravi’s acronym). Basically, this is like the “alternate” Google database, where sites that are “on the way in” or “on the way out” show up.

If yours is a new site, it may show up in the GSI before it shows up in Google’s main index (google.com). Similarly, if your site has suddenly disappeared from the main index, you may find it here (before it disappears from everywhere on Google - which means your site probably violated their webmaster guidelines, and has gotten banned by the Almight G!).

Here’s more information from Google Webmaster Central about the Supplemental Index.

And don’t forget to subscribe to the feed while you’re there.

“Our invalid clicks rate – the activity rate – has remained in the range of less than 10% of all clicks every quarter since we launched AdWords in 2002. At Google’s current revenue rate, every percentage point of invalid clicks we throw out represents over $100 million/year in potential revenue foregone.”, says Google’s Inside Adwords Blog.

Yep, that’s $1 billion! Is it really a loss? Because that’s billing that would’ve never occurred anyway, if those were truly fraudulent clicks.

Don’t get me wrong, I love Google. You could even call me a Google fanboy. But when you put it like that, it sounds like Google’s taking a huge hit because of fraud. Doesn’t matter how you say it, sure makes them look like a hero.

I found this amazing site yesterday through one of the feeds on LinkOverLoad.com. Awesome video coming right up…

Animoto basically turns your pictures into a fantastic MTV-style video, with some great soundtracks available on their site for free, or you can use your own audio - with your pictures almost flashing in rhythm to the beats of the soundtrack, with some great-looking special effects.

When I signed up, uploaded my pictures, picked a great-sounding track they had on their site (for free) and tried to create my video (remember, their software supposedly creates all of this in an automated fashion), I got this very friendly error message:

Hi there,

We’re sorry to inform you that we have experienced an error in the
production of your recent video, “Beautiful People”. Rest assured, we’re
on the case and we’ll have it rendered as soon as we can–but, depending
on the complexity of the issue, it could take a little time.

We’ll email you the moment it’s ready. Thanks for understanding!

…

That didn’t bother me, as they are still in beta, and still hammering out the rough edges. What did surprise me, is that they promptly sent me this email the next day:

Hi there.

We’ve finished your video, so it’s time for you to go take a look.
Head to:

http://animoto.com/play/…..

We hope you like it! Give us some feedback when you get a chance to
let us know what you liked and how we can improve. Remember, no two
Animoto videos are ever the same so keep making videos and see what unique
pieces you can generate.

…

I excitedly clicked over, and was simply blown away by the results (see video below).

Remarkable idea, great (almost perfect) execution, instantly viral! Pass this along…

Video from Animoto.com

“The _____ swept down from the hills like a dark and hungry wind.

The first thing anyone would notice would be the _____, its long white hair flew wildly in the breeze generated by the two swinging katanas that had been enchanted to draw blood from anything, even lamp posts and cheese.

Raised in a school for ninjas who also did kung fu and kickboxing as a hobby, the _____ was …. but also possessed the secret skill of being able to ….”

I challenge you to fill in the “_____”. What do you think the text is about?

Well, then I guess you probably haven’t heard about Woot.

The passage above, is the product description of a “HP 3210 All-in-One Printer”. Yes, a printer!

Woot sells exactly one product a day - at a pretty good price. They’re not the cheapest, yet they almost always sell out the same day. Within hours, sometimes. And they don’t carry the same product more than once.

The product descriptions are remarkable: they give you the highlight, and are incredibly funny. These guys have a great sense of humor, and everything about their site has a Wootouch to it.

Today, they’re partnering with a big company. And like most other companies, they could’ve written a plain, boring press release like this one (yawn).

But Woot is different, of course. They had to do it in style.

Woo Woo, Woot!

We all knew this day would come, but I had been more curious about the type of video ads that would show up: would they be pre-roll (first show the ads, then the actual video)? Would they be post-roll (after the video) or some kind of pop-up (probably not, knowing their Adsense policy about pop-ups)?

Well, it appears that Google is going with overlay ads on YouTube. I am yet to see an ad on YouTube, but I will update this post when I find one.

Check out this pretty cool list of Google’s acquisitions, from Deja to YouTube to Doubleclick to Feedburner.

If you notice the trend, they’ve pretty much tried to stick to their core competency and have bought companies with products that complement their core niche of search and analysis.

Google came to prominence with a “Hate Images, Love Text” campaign. Slowly but steadily, they ventured into “banner” advertising, then “video” advertising, then affiliate programs, and now they have purchased one of the biggest “traditional” online advertisement networks, DoubleClick.

Their huge dependence on their “advertising” model is both exciting and scary at the same time.

From the Wikipedia:

BitTorrent is a peer-to-peer (P2P) file distribution protocol. The protocol was originally designed and created by programmer Bram Cohen, and is now maintained by BitTorrent, Inc.

BitTorrent is a method of distributing large amounts of data widely without the original distributor incurring the whole of the corresponding costs of hardware, hosting and bandwidth resources. Instead of the distributor alone servicing each recipient, under BitTorrent the recipients each also supply data to newer recipients, thus significantly reducing the cost and burden on any given individual source as well as providing redundancy against system problems, and reducing dependence upon the original distributor.

From AP: BitTorrent to Launch Movie, TV Downloads

Bram Cohen on the BitTorrent Entertainment Network

BitTorrent main site

So is this the start of yet another monopoly?

Why hasn’t anyone else gotten into this? It’s not like there are major infrastructure setup pains involved - just buy a darn satellite and start broadcasting - it’s not like it’s hard to do for someone with a lot of cash and people - something that matches all media companies!

Content is the big challenge of course. So any of the big guys with content, could easily started a satellite radio service. So why hasn’t anyone done it?

When are they going to make it easy for you and me to start our own radio stations? Oh wait, we can do that already ….

Ok, now I get it. It is because On-broadcast (push) radio cannot compete with On-demand (pull) radio.

The consumer wins, after all.