Wow! TIL Google is now selling 4 ad slots above search results and will give you zero search results above the fold for some searches.pic.twitter.com/AYcXRffbyT
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Surprise: the color that "won" was a pale yellow that was barely different from the white background.
I talked to someone in ads about how ads went from "obviously" different to basically identical. They did multiple small A/B changes
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You wouldn't have been able to make ads identical to search results in one shot, but by making multiple small changes it was easy.
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Each time you A/B test making it more similar, $ goes up and each time only some more users get tricked, which doesn't sound so bad
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