Google Testing Pay Per Action Network

This will be huge.

It has been rumored for some time, and now it is here – Google are now testing their Pay-For-Action network. A mega affiliate program, in other words, although Google appears to be trying to deflect that notion.

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

This will only appear on the content network. A major criticism of PPC, particularly on the content network, is that clicks are highly vulnerable to fraud and abuse. Often, the conversions just aren’t there when compared to the search network. This program could lower those risks considerably.

The program isn’t available outside the US, as yet:

At this time, the pay-per-action beta test is only available to advertisers in the United States. In addition, you must already be using conversion tracking or be able to implement conversion tracking code on your website so that we can track your completed actions

Annoying for some. Including me.

One of the problems Google must overcome is the measurement of an action. After all, it’s easy to generate fake leads. Can the advertisers’ “desired action” be “money changing hands”? If so, how will that be measured?

As Andrew points out – Google Checkout may well enter the picture.


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