Google drops pay-per action beta
Yesterday Google announced that it was retiring its pay-per-action beta. The beta programme followed the acquisition of DoubleClick, and at the time I was convinced it intimated a move by Google to take an even bigger slice of global ad revenue.
High conversion value sectors like recruitment or real estate carry Adword campaigns that are almost incidentally cheap. For instance, I’m running an Adword campaign for my parent’s house which is yielding ten targeted leads a day - the estate agent complains he’s getting more enquiries for this property than his entire portfolio. Cost so far : £54.13. Value to estate agent upon sale: £8,300.
So you can see why Google would be motivated by a pay-per-action model. I’m a great fan of Google’s conversion tracking tool, but I’m still skeptical about Google seeing the value of the sale. The temptation to artificially lift CPC must be irresistible, but at least for now, it looks like we’re safe.
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