Pay-per-click search engine marketing is great – allowing website owners to drive traffic to their website, with the ability to define keywords, regions, websites, timezones and even times of day to target their audience. But, what happens if this still isn’t enough for your website, if you feel you are wasting money on clicks that don’t convert? Google have introduced pay-per-action and the premise is pretty simple!
“Pay-per-action advertising is a new pricing model that allows you to pay only for completed actions that you define, such as a lead, a sale,or a pageview, after a user has clicked on your ad on a publisher’s site. You’ll define an action, set up conversion tracking, and create ads that publishers in the Google content network can then choose to place in new ad units on their site.”
The following points are covered by Rob Kniaz, Product Manager for Pay-Per-Action, and highlight the details of this new product.
Ad Placement – ads are only shown on the Google Content Network
Ad Formats – text ads, image ads and Google’s new text link ads
Pricing – you define the amount you’d like to pay for each ‘action’ (based on what that action is worth to your business)
Tracking – Google Analytics enables you to add conversion tracking in order to verify when an ‘action’ has been completed on your website
Beta Test Requirements – In order to apply for pay-per-action Beta testing you need to comply with the following requirements:
- U.S advertisers only
- You must have conversion tracking (or be able to implement conversion tracking code) on your website
- Apply for Google Pay-Per-Action
The start of a pay-per-action style pricing model is very exciting for website owners as it asks the question “What is a sale worth to you?”. No doubt there will be building speculation and commentary about pay-per-action and it’s ramifications on search engine marketing. I, for one, look forward to seeing how Google do in Beta, and beg anyone who participates in testing to keep us posted… Should be interesting!!