It seems our friends at Google are running beta testing on adverts working on a cost per action basis rather than cost per click. The seeking alpha network reported this on June 21st and it appears to be a step in the right direction for Google. My immediate concern is how this will be handled. We all know that conversion doesn’t often happen instantly so how will Google track visits who browse then buy at a later time, perhaps coming from a different source or channel even?
However this does address one of the big threats to Google in the concerns over click fraud. The benefits to the advertiser are obvious, only paying for the click which delivers a sale rather than paying for the click regardless would be a huge incentive to use Google and conversion from the clicks paid for would of course be 100%.