Scott Karp: “When you live by the ROI sword you can die by it too. Will advertisers start to question the ROI of all the money they’ve dumped into search advertising in general and Google in particular? If they do, we all know how quickly the flow of ad dollars online can shift.”
Crash is a strong word. Google is already “correcting,” but, as I’ve said often about the dot.com crash, it was a crash in financial expectations, not a crash in the use of the Internet. Google’s market cap could bust and it still would not be a “bust” in search advertising. However, I do strongly agree with Scott: the flow of ad dollars online can shift quickly.