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%.
Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.
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