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Livingston: Since Google was totally focused on search at the time, was there ever a point where you worried that your project would get canned Buchheit: All the time. Again, it was sort of a much earlier time than now where it fits in nicely. It was really kind of the first thing that diverged from the simple idea of web search. Even Groups is still basically search it s just search over public usenet posts. So it took a while for people to get used to the idea of something different. You have to remember that the situation between Google and Yahoo was different at that time. It was sort of a different company with different concerns. Livingston: Is Gmail still invitation-only Buchheit: No, you can sign up with a cell phone. Livingston: And on Blogger, right Buchheit: We ve extended it in a bunch of different directions. All university

We approached Expedia and said, Hey, we d like to advertise your 50,000 hotels on our comprehensive travel site, and we want to charge you only for the leads that we ll send you I explained how our leads were highly qualified These are wonderful travelers, they re reading reviews, and we re going to do lots of bookings for you, so we d like you to advertise with us He said, I ve never heard of you guys Prove it I can certainly understand why he d never heard of us, because no one had And he didn t really care much whether I was sending him qualified leads or not He only cared about whether the leads I sent were going to make reservations The way it works is, they give you a tracking code to put on the link We said, It s no work for you.

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Give me the tracking code; I ll start to advertise 50,000 properties for you Which I did, and we ran it for a month for free for them Then, before the month was out, I gave them a call and said, How s it going And he said, Well, I just looked at the stats the other day You guys are doing pretty well Can I pay you $10,000 for December to buy 20,000 (or whatever the exact numbers were) leads Here was a client who was on the second or third call offering to pay me money to keep the links up This worked We actually got a lot of people clicking Probably 10 percent of the time that people saw that page, they were clicking on one of those links Click-through rates at the time were a quarter of a percent or half a percent.

Here we were sitting at 10 percent because the links were so relevant to the topic at hand Our first client was thrilled with it..

case Intel Corp.) and the expiration date of the license. The phone number for technical support is also clearly displayed, and having all this information makes it easy for tech support to identify the caller, and the version and expiration date of their software. What doesn t show, because this is a picture of the screen, is that the cursor is positioned in the box where the user enters their name. But, trust me, it s there, ready to accept the user s login. As much as possible you want to take the guesswork out of what the user is supposed to do next. E-Z-MRP is for small manufacturers. They are practical people who value functionality. Aesthetics are often a secondary consideration. The Sleep Advisor, on the other hand, is purely a consumer product. So its opening form needs to be a bit more inviting to the eye. But still, it needs to cover the basics, and you can see in Figure 3-2 that it does.

Livingston: Expedia was the first client Kaufer: Yes. He said, If they stop actually doing bookings and they just click

over, then I m not renewing the order. So it s up to you guys to keep your traffic qualified. This wasn t really an issue for us, but it just drove home the point: if he got bookings, he would happily pay us for advertising. We said, If we do more traffic in January, are you willing to spend more He goes, Yeah, we can ramp it up to $20,000 if you have more leads. Once he got a little comfortable with us that he wasn t going to lose his job over committing to a faulty buy, it quickly became, Hey, send us as much as you can. There s no cap on this number. And the guy that I was starting with talking at ten grand a month, we were in the hundreds of thousands not too much later it would be another year before I actually met him, because it was just a very practical, You re sending me leads that I m tracking through to people that actually buy products on my site. I know how much I make when they buy my airline ticket or my hotel room, and I m paying you a percentage of that. So the more leads you send, the more money I make. TripAdvisor never knew whether we were earning 25 percent of their profits or 90 percent of their profits the answer is somewhere in between but it became a pretty easy sales cycle, if you will. And then we started growing traffic to TripAdvisor.com, and we started expanding our client set beyond Expedia, to hotels.com, Travelocity, and eventually Orbitz and others.

Figure 1-1. Starting a new XNA 2.0 project (Visual Studio 2005 edition)

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