Google Tests Cost-Per-Action Ads
A Google spokesman said the initiative aims "to give advertisers more flexibility and provide publishers another way to earn revenue through AdSense."
The test was first reported on the blog SeekingAlpha, where author David Jackson--who currently accepts AdSense ads--posted an e-mail from the Google AdSense team. "You get paid whenever a site visitor clicks on the ad on your site AND performs a specified action, such as generating a lead or purchasing a product," the e-mail read.
The e-mail also stated that publishers would have more control over how the ads were displayed. "These ads are very different in that you will be able to choose amongst a selection and you will also have more flexibility in promoting them," the e-mail said. "Since this is a test and these CPA ads are not regular ad units, we are giving you more flexibility in saying things like 'I recommend this product' or 'Try JetBlue today' next to the CPA ad unit. However, you should still not incite someone to click on the ad, so saying 'Click Here' is not ok."
According to the e-mail, the cost-per-action ads will not compete with Google's AdSense cost-per-click ads, and will be displayed on a different network, dubbed the "Content Referral network."
If Google cost-per-action ads become more widely available, the search giant could attract a large group of new advertisers to whom the model appeals. "It will attract advertisers that might have been using CPA networks," said David Berkowitz, director of strategic planning for search engine marketing firm 360i. "Given the success of CPA networks, I'd say a lot of advertisers are going to be asking questions about this."
The move, Berkowitz said, is a play at the non-brand advertisers on the Web--a contrast to programs such as image ads and site selection, which were targeted largely at big brand budgets. "This is clearly not a branding play right here," he said. "It's a little refreshing to see--even if Google is expanding its options a little, it's still sticking with its direct marketing roots."
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "Google Tests Cost-Per-Action Ads"
Leave a Comment