In March this year, Google announced it was beta testing a new pay per action advertising system for US customers using the Adwords platform. Well behold, beta testing is now open to all advertisers globally.
To summarize, pay per action is a new advertising model where you only pay when somebody completes an action on your website, rather than by click or impression. This action may be an enquiry, signup to a newsletter, use of a free tool, a purchase, or even a page view.
Pay-per-action ads are available to publisher sites in the Google content network, and publishers can choose which pay-per-action ads are displayed based on relevance to their site.
As an advertiser, you can now decide how much you pay for an action. For example; if you have a free newsletter on your website, what is one signup worth to you? Is it $1, $5 or even $20?
This type of pricing lets you control your costs in a much better way. Instead of spending $200 a day on advertising and not knowing if this will produce any sales, you’re now assured that $200 in advertising will produce a certain number of orders for you.
Because this is a beta test, users are still limited by certain criteria. To get started with this pay-per-action beta test, you need to meet these criteria:
- Firstly be a Google AdWords advertiser
- Have Google analytics and conversion tracking installed on your website
- Have a minimum of 500 conversions over a 30 day period
Pay per action is a smart move by Google in trying to revamp the poor image of its content network. Google’s content network has received bad publicity over the years with the poor quality of clicks it generates and accordingly the poor conversion.
With pay per action now underway and with the newly unveiled content network reports (that show advertisers the individual performance of websites in Google’s content network), this may just entice me to switch back on my content network advertising in the near future.