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How Will Google's IPO Affect Adwords?
gduffield




msg:1129247
 11:28 pm on Jan 5, 2004 (gmt 0)

This has to have been talked about on here already, but I just did a quick scan and didn't see anything.

I saw that it was announced that Morgan Stanley and Goldman-Sachs are going to be managing Google's IPO.

How does everyone forsee this affecting the Adwords and Adsense programs, now that there will be shareholders to answer to?

 

Shak




msg:1129248
 11:34 pm on Jan 5, 2004 (gmt 0)

Interesting question, as adwords is crucial to Google revenues.

Can i politely ask that we keep this thread ON topic and strictly to do with Adwords customers after IPO, and not go off and start chatting about serps, pagerank etc.

I hope for the following:

AdWordsAdvisor to get a raise.

Shareholders reminding someone at Google PR to send a gift or at least an XMAS card to someone who contributed at least $1,5 million to adwords spend in 2003 (sorry could not resist).

over to you guys and gals.

Shak

eWhisper




msg:1129249
 3:32 am on Jan 6, 2004 (gmt 0)

The public ppcs are FindWhat, Looksmart, and Overture (at least the ones I know are public).

These PPCs have made many deals to please shareholders, yet they seem to be in leasing technology (FindWhat & Verizon), acquiring patents for new emerging tecnology (Overture), and attempting to survive (LS).

However, few of the changes made have directly affected advertisers (if we skip the claria/overture deal...).

I don't think going public will change a lot of how G manages AdWords accounts and upcoming features.

G's word is relevancy. It's widely acknowledged that G's CEO, Schmidt, will have a much larger say about things after they go public. And he's the only one, if he has some vision I don't know about, could change that word.

If that word changes, then what I'm about to say means absolutely nothing.

We all know that the major leaps forward this year will be local search. That's going to happen with or without an IPO, and they started down the path by buying Sprinks (although how they could let Kanoodle end up with all the about.com execs is still a mystery - but G likes to do everything secretly internal).

That will also change (everything internal). More of G's emerging features will be known before G suddenly unveils it in front of us. Press releases will be more common.

G might be under more pressure from shareholders to produce new features, but G moves at a rate of adding features now at quite a rapid pace. Just more will have to move from beta testing into actual use. I think Schmidt will push G employees into finding more comercial uses for some of their beta tests, which could spark new areas of advertising, but it would essentially still be AdWords, just on Kluggle, or whatever their new feature is called.

The bottom line is that G needs to both please searchers so they keep using Google, and needs to be considered trustyworthy by the Advertisers who are giving G their money. A formula they have now, and would be foolish to change.

I can't say anything for AdSense, but I really don't see the IPO changing a lot about AdWords that G wouldn't have changed without shareholders.

shorebreak




msg:1129250
 4:00 am on Jan 6, 2004 (gmt 0)

What will change IMO:

-Google will buy a few of its distribution partners rather than continue to pay large rev shares

-Froogle will be monetized on a PPC or CPA basis, contrary to Google's current stated plans to keep it free and merely show AdWords on the right

-Hundreds of people at Google will become defocused from their job because of all the stock option money they'll be counting all day long ('You never count your money, when you're sittin at the table...')

-Dating a Google employee will become all the rage, until their bubble pops, at which point it won't be

-Google salespeople will think they're actually closing deals when they're just keeping the fax machine full of paper.

-Google will develop much stronger keyword generation features than it currently has, in order to get more advertisers spending more and more keywords

-People will lose their shorts buying Google IPO shares, same as back in the day. People are greedy and want to believe, but Google won't be worth that much until after the market makers have raked the individual investor over the coals

integramed




msg:1129251
 4:17 am on Jan 6, 2004 (gmt 0)

After Morgan Stanley and Goldman-Sachs have made a ton of money, after the insiders have made a ton of money, and after the average investor has funded all this and the whole IPO madness has died down.. then Adwords will have to compete in the open market with all the rest. Adwords is cool, but it's advertising, nothing more.

Shak




msg:1129252
 6:08 pm on Jan 6, 2004 (gmt 0)

will we see minimum mthly spend and minimum bid price raised?

its all good for the industry as a whole.

Shak

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