Seth Godin, love him or hate him, gets attention. I am sure half the time he knows exactly what he is doing when he causes one of these web arguments.
The latest is the “Is Seth advocating click-fraud” debacle when he suggested clicking ads as a kind of tip jar for publishers. Like their stuff? Click their ads!
As you would expect, several people took him to task. In his follow up he kind-of clarifies, but I think he still needs to look at this issue from beyond his blogger/Squidoo founder mindset.
Unfortunately while the publisher and publishing service owners would love to increase their clicks, advertisers and advertising networks frown on these kinds of visitor activity.
Consider the advertiser point of view. What do they want to happen?
- Billy-Joe visits a blog
- Some browsing happens
- Oooh, look! Walrus Polishing Kits 50% off! W00t! *Click*
- “Yes, please rush me my Portable Walrus Polishing Kit. I understand I get 50% off AND a free newsletter subscription to Sea bound Mammal Monthly”
- Ka-ching!
Now in Seth’s vision of the future you would instead get:
- Billy-Joe visits a blog
- Some browsing happens
- Random click which takes Billy-Joe to the advertisers landing page
- “Can’t be bothered reading this” *Back-Back-Back*
At this point the publisher might still get paid, but what will happen if this goes on?
I doubt Seth’s idea that the world would adjust to the new rules of the game would materialise, rather Google would reduce the click cost on that particular blog, discount the clicks entirely, or the advertiser would pull their ads.
Anyone who tracks return on investment is not going to hang around on a blog that drives tire-kickers long enough for a new world order to come about.
Am I right or am I missing something in what the mighty Godin wrote? Let me know in the comments …
