| There is a search engine based in Pasadena, California | | | | Bill Gross isnt trying to be like everyone else. He |
| called with a stated desire to become The other way | | | | either sees the future here or is taking jabs at the |
| to Search. All it takes is a click and a search or two | | | | very model he created or maybe a little of both. |
| to see how is a true alternative to the norms of | | | | Perhaps visual search displays for are too far ahead |
| search advertising. I recently asked some employees | | | | of its time. Leading search engines dont want more |
| at to check out Snap as an example of a company | | | | informed and pickier searchers clicking fewer ads, but |
| that not only thinks outside the box, but operates | | | | Grosss career path is replete with successfully zigging |
| there, too. | | | | while others zag. It might take some happy accident |
| Wed do well to steer clear of any insurance group | | | | of his or an innovation of another company to marry |
| billing itself as a revolutionary and unprecedented kind | | | | well into Snaps added contextual platform before |
| of policy-provider. Indeed, risk management calls for | | | | Snaps functionality goes from a cool alternative to an |
| avoiding risk while seeking measured solutions. This is | | | | industry staple. I think Bill Gross banks on this. |
| in stark contrast to the Internet, which is still | | | | has also spawned Big.com, a search tool that |
| developing as a platform and needs creativity and | | | | employs the simplest concept that could ever be |
| innovation as much as we need oxygen. So when a | | | | thought up, yet no one really did until Big.com: thats a |
| giant like Bill Gross, founder of Snap.com, aims to build | | | | search engine with giant font. People who like include |
| search alternatives, I take special notice. | | | | seniors, the vision impaired and me. Its terrific, almost |
| In case youre unfamiliar with Bill Gross, he is credited | | | | shocking to behold. The layout of is beautiful once |
| with developing the concept of contextual online | | | | you figure out what youre looking at. Like any |
| advertising as we know it today through His ideas | | | | standard search engine, youll get results by entering |
| have evolved into the success of pay-per-click that | | | | keywords into a search bar. In this case, its virtually |
| Google, Yahoo and others enjoy. I dont know if | | | | impossible to not find the search bar trust me. Your |
| anyone calls him the Godfather of the Internet, but I | | | | Search Engine Results Page (SERP) comes back very |
| wouldnt object to the phrasing. Simply put, his | | | | simply with natural or organic results in the left |
| monetization model still fuels the progress of our | | | | column and paid search ads in the right all in huge |
| medium. | | | | cant miss print with paneled screen encompassing |
| For the last few years Gross has been hanging his | | | | buttons instead of wee links to click. The ironic thing |
| hat at Idealab, a true hotbed of business ideas. | | | | is that this giant font flies in the face of the incredible |
| Idealabs ambitions even venture into harnessing solar | | | | shrinking font of the Internet, a trend thats due to |
| energy. is an offshoot of Idealab and is noteworthy | | | | contextual advertising which has increased the value |
| for the exceptional contextual search features it | | | | of screen space, a trend that Bill Gross helped start |
| provides. Searches with give in-window previews of | | | | as much as anyone. |
| contextual ads. It allows you to glimpse a website in | | | | Google and Yahoo dont seem to be splashing big |
| question before actually have to click and visit it. This | | | | font for their users. I believe part of the Googles |
| innovation provides convenience to the potential | | | | franchise is a simple uniform look. Different font sizes |
| visitor, who may get a better idea of whats in store | | | | for different users might ripple that magnificent pond. |
| before clicking on an ad. The mouse-over display also | | | | And with Yahoo, they need all the space they can |
| saves the advertiser money, improves cost per | | | | get, big font might shoo some of their offerings off |
| acquisition, and lowers the visitors abandonment rate | | | | the monitor and thats definitely not part of their |
| by minimizing the number of needless clicks from | | | | business plan. Its easy enough to change the color |
| uninterested visitors. | | | | scheme, though. I like that. |
| Could you imagine a major search engine giving both | | | | Bill Gross has already contributed more to the Search |
| users and advertisers this break? An advertiser with | | | | business than anyone could expect an individual to. He |
| gets more relevant and interested visitors while | | | | could bow out now an accomplished pioneer. But that |
| cutting down on accidental and costly clicks because | | | | wouldnt be like him or anyone with a pioneering spirit |
| people wont be clicking on sites they dont want to | | | | would it? As big names in search advertising |
| visit. This is one innovation most search engines will | | | | emphasize profits, I think we have to dig around |
| likely not adopt; I dont see Google discouraging clicks | | | | elsewhere to see where innovation will come from. |
| to paid advertisements. This far reaching platform | | | | And change just might come from the same guy |
| could be construed as self-defeating for a search | | | | who changed the rules of Internet advertising to |
| engine when conventional standards are applied, but | | | | begin with. |