Small Pay Per Click Search Engines Are Worthless
Smaller search networks can not compete with the big boys in building advertisers, users, and monetizing traffic. Hence they have to rely on gimicks and low quality publishing partners to get any exposure. Joe Holcomb, a former executive at BlowSearch, was recently canned: The â€œofficialâ€ reason for my termination from BlowSearch was â€œCompany Financial Crisis / Downsizingâ€.
He did a bunch to try to pump up the issue of click fraud and promote BlowSearch as a nearly fraud free network, but most of that was just marketing spin. They were using white label MyGeek services: How was this a gimmick? Well, I used two of the services in the MyGeek back end and promoted it as a partial solution to click fraud. The manual IP blocking became â€œCompetitor IP Blockingâ€ and the publisher selection page became the â€œTraffic Source Selectionâ€ system. This all served to help the advertiser to achieve better ROI and really answered two of the biggest problems the search engine industry has been harping on (me included) for a long time now. Giving the advertiser the ability to choose and protect their ad investment.
Of course Joe just got a bad deal, and thus is going to have reason to paint a negative picture, but traffic tends to consolidate (just look at the share price of Google vs Miva) and the only way to break into a hyper competitive market is to create something uniquely innovative:
There was a post over at sew recently, some guy whining that he was getting beat silly in the serps by some old established sites. He was whining that they were doing x and so was he, they were doing y and so was he, they were doing z and so was he.
He didn’t have the right attitude to succeed on the web. When you go up against those big established sites you really have to be committed and go the extra mile. If you want to world champion you have to fight the best in their own back yard, its no use being as good or even a little better, you have to knock them spark out to get the decision. – NFFC
No matter how you spin it, BlowSearch was not some amazingly new blow your hair back website. Heck they were spinning up something that was nothing more than a white label feed.
You can fake people for a bit, but eventually your source shows.
Joe also talked about his Click Defender idea, which the company never apparently believed in as much as he did. A while ago I called him out on the ClickDefender.com domain content being a joke, and apparently the owners of BlowSearch thought the same.
Interesting to see another blogger blog that they lost their job. I certainly noticed some of the marketing spin he created to help boost BlowSearch, and althoug I doubt they have much mindshare it will be interesting to see how quickly BlowSearch loses it.
From my short experience crossing with Joe online he at least seems like a good marketer, and someone should want to hire him for that. Best of luck Joe.
Aaron Wall is a Search Marketing specialist and publisher of SEOBook.