Monetization explained by Google's Product Manager

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Understanding your users and how they discover and adopt your products is very important in building a product. Making money off a large volume of users is key for tech giants such as Google, Facebook, and LinkedIn to continue their rapid growth. Google's Product Manager, Harrison Gordon, discussed the differences in product philosophies of monetization vs. growth techniques.

Monetization by Google’s Product Manager

Harrison Gordon
7+ years of Product Management experience
at companies like:
● Google
● Microsoft
● Co-founder of Blendspace (acq’d by
Wikispaces)

Monetization
Explained
Harrison Gordon - PM, Google

What will we
cover?
Monetization Explained
1.What is monetization
2.How does monetization
strategy compare to
growth?
3.When should I monetize?
4.Monetizing for fun and
profit

Fundamentally, generating revenue
means extracting value

The greatest products generate
MASSIVE value, and convert a very
small
amount of that value into revenue.

How does
Monetization
Strategy
compare to
growth?

Extracting value means lowering customer
utility…
Not always, but almost.
Imagine Facebook or Google without the Ads
Imagine a free Netflix or Amazon Prime

Monetization often complicates product
decisions
“I could show more ads and generate 2x revenue… but what will
my users think?”
“If I make this close button a bit smaller…”
“If users had to wait 5 seconds, then I can increase clicks
by 20%…”

Set Guiding Principles, then stick to them
The best way to answer these questions is to do so before
they even come up.
What’s the tradeoff you think the product should be making?
That tradeoff should be a philosophical discussion.

Long-term vs. Short-term Monetization
Question:
If I can increase my revenue 2x now, does it mean my long-
term monetization also increased 2x?

Long-term vs. Short-term Monetization
Question:
If I can increase my revenue 2x now, does it mean my long-
term monetization also increased 2x?
Probably not.

Long-term vs. Short-term Monetization
Measuring long-term monetization often means looking at more
than just revenue, but also at user metrics…
How did the new monetization affect your user behavior?

Case Study: Uber
When should Uber shift from growth to profit?
What would happen if Uber focused on growth?
What would happen if Uber focused on profit?

Tips and Tricks to monetization
Always take it slow
If you are going to increase your monetization, you need to
increase your value more
Don’t let short-term revenue blind you of long-term
strategy
Don’t just expect to solve the monetization problem later.
You don’t need to implement it, but make sure you have a viable (and
validated) path.

Some monetization archetypes
1.Advertising Model
2.Freemium Model
3.Trial Model
4.Services/Subscription Model
5.One-time Model

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