The Power of Minimalist Ads
Overture may have invented CPC, but Google created a new advertising paradigm by selling minimalist ads of 10 to 15 words, including the URL for the advertiser's website. Known as AdWords, the ads in the right column of a Google search results page look more like classified ads in a newspaper than like glitzy TV commercials. These little rectangles are unobtrusive and, in fact, nearly invisible by normal advertising standards.
Not only did Google refuse to sell any advertising on its home page, but it also relegated advertising literally to the margins. This placement avoids frustrating people who come looking for answers, so the vast majority of users who have no interest in the ads aren't exasperated. At the same time, ...
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