Google and the Parable of the Turkey
JULY 22, 2008
As Michael Arrington points out on TechCrunch , Google " controls 60% of the search market and perhaps as much as half of all online advertising revenue." On some small company websites, between organic search and AdWords, Google can drive 70% or more of total traffic. If they are running an AdWords campaign, Google knows which keywords the company thinks are important and how highly the company values each term (through its bids) as well as which keywords are really effective. Taleb's lesson for us from this: don't be a turkey. Err, advertisers. Adore it. Benevolent.