How does Google (Ads) Runs a $100B 'Growth Product' Machine?
First, some background. I ran search ads at Google for over a decade, and I could see the inexorable pressure to take up more and more space with ads. It’s one of those things where there's just so much money to be made that people come up with cleverer and cleverer theories to justify why it’s okay.
Dmitri Brereton (dkb) • Interview with Neeva
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Advertising as a business model for the web was unplanned. Google thought they were going to license their search algorithm.
Tim Hwang • Opinion | How the $500 Billion Attention Industry Really Works
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In general, query growth is relatively slow (Google already does >100B queries per month), but Google continues to show ads on more queries and optimize the click through rate and cost per click which continues to drive 30%+ revenue growth.
Tanay Jaipuria • Disrupting Google Search
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Google is doing on a rough order of ten thousand experiments a year.” Some of these experiments are highly visible—occasionally involving rolling out a whole new product line. But most are barely noticeable: moving the placement of a logo by a few pixels, or slightly permuting the background color on an advertisement, and then seeing what effect th
... See moreNate Silver • The Signal and the Noise: Why So Many Predictions Fail-but Some Don't
Google Search today is doing ~$150B run-rate in revenue.
Tanay Jaipuria • Disrupting Google Search
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When there's a new product that simultaneously captures lots of attention and ingests lots of data, it's solved the two key problems ad platforms need to solve: how to get attention, and how to direct it to the right commercial message. There are, of course, plenty of other monetizable features of large language models; they're great for searching
... See moreByrne Hobart • Why The Answer Is So Often Ads
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Advertising Incrementality Measurement using Controlled Geo-Experiments: The Universal App Campaign Case Study ∗
Advertising Incrementality Measurement using Controlled Geo ...
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At Uber
- Scale effects mostly work against you in paid marketing. The longer your campaigns run, the less effective they become – people start seeing your ads too often.
Andrew Chen • How Startups Die From Their Addiction to Paid Marketing at Andrewchen
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