janethuggard - 10:50 pm on Oct 25, 2005 (gmt 0)

Bill, the thing to remember is this. With multiple sites you need to target different engines with different sites you own. If you target Google with all them, what if Google updates and tosses the cash cows?

We have 3 major revenue earners with Adsense, as well as several other minor sites. One gets majority of it's traffic from G, another from Y and another from M.

This diversifies our revenue if Google dances the night away, and decides it doesn't like our tune. The worst we can possibly be hit is 15% of our gross, and that is a hit to our major cash cow. In house and other adservers help manage the risk as well.

We call this Google Risk Management. We love them, but understand that they have the ability to crush a small business with their engine.

The worst thing you can do is have 90% Google traffic, and 90% Adsense income. It makes you very vulnerable. The most traffic we get from Google on any one site is 48%. That is plenty.