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Hit the nail on the head. I couldn't agree more. I thought I had holes in my pocket, then realized it was Findwhat. ;)
I have yet to hear ANYONE say that thye get decent referrals from FW. It's interesting because they have grown into a huge PPC, and a very profitable company.
Why do advertisers keep pumping money into FW?
For the same reason some of us keep several other small PPCs.
Our ROI on Findwhat is 1/4th of what G and OV are. If you take our Findwhat bid x 4, it's a little smaller than OV, and a little higher than G, which makes it's ROI still between G and OV. Bottom line, we still make money with it.