Google Tests Cost-Per-Action Ads
The cost-per-action ads will appear only on the AdSense publisher network. Partner publishers are allowed to choose whether they want CPA ads to appear on their sites. Over the next few weeks, Google will begin inviting publishers and advertisers to participate, a spokesman for the search giant said.
Google first began testing pay-per-action ads in June 2006. During that test, the CPA ads did not compete with regular AdSense ads. They were displayed on a different network, dubbed the Content Referral Network.
According to Greg Sterling, principal for Sterling Marketing Intelligence, CPA ads offer publishers a lower-volume, higher-cost option on their AdSense ads. "While there will likely be fewer "actions," the revenue realized per event will probably be greater--and much greater in some cases," he said. "Publishers have a great deal of choice in the program and will know exactly how much they'll make on any given lead or action originating from their sites."
Sterling said that advertisers were very likely to embrace the program, too.
"It will be interesting to see how both advertisers and publishers respond, and whether both sides embrace the program almost uniformly. I would imagine that advertisers would," he said. "Google is offering PPA in new ad inventory that complements traditional AdSense, so publishers in the near term won't lose any click revenue as they test the performance of the new program."
Recent Online Media Daily Articles
-
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Motorola Hires Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and medium-sized ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ... -
Blogging Stake: WPP Invests In Muzy June 18, 9:12 a.m.
WPP has taken a stake in Muzy Inc., an early-stage micro-blogging service focused on mobile content ...
Be the first to comment on "Google Tests Cost-Per-Action Ads"
Leave a Comment