Catching up on the last few days of news stories, Google AdSense has launched their new pay per action program for AdWords advertisers, meaning that publishers can now earn referral money through the AdSense program. The program is in beta for both advertisers & publishers, and AdSense publishers can apply to be a part of the beta, as can AdWords advertisers.
As you will remember, Google first began testing pay per action ads last summer.
Google announced today a limited beta test of pay-per-action advertising, a new pricing model that allows advertisers to pay only when predetermined actions are completed on their site. The pay-per-action model gives advertisers the option of paying when a customer makes a purchase, signs up for a newsletter, or completes any other clearly defined action the advertiser chooses. Advertisers have the freedom of defining the value of a completed action, ultimately giving them more control over their advertising costs. Designed to complement Google’s existing cost-per-click and cost-per-impression pricing models, pay-per-action pricing offers advertisers yet another choice, enabling them to reach their customers in a new way, and thereby better meeting their goals and objectives.
Pay-per-action ads are only shown on Google AdSense for content sites. AdSense publishers are able to choose whether they want to serve pay-per-action ads on their sites. Publishers can select between an individual ad, a shopping cart of ads, or a specific term or phrase that is relevant to their site’s content. Prior to ads being shown on their site, publishers can view the specifics of the ad, including company name, logo and products or services being sold. This visibility provides publishers with control over which pay-per-action ads are shown on their site.
With this new pricing model, advertisers can create text or image ads in addition to using Google’s new text link ad format, which are brief text descriptions that take on the characteristics of a publisher’s page. Pay-per-action advertising is available to U.S. advertisers. Over the next few weeks, Google will begin adding advertisers and publishers to the beta test. Advertisers and publishers can sign up now to participate and more will be added to the test on a rolling basis.
I think this new program is good for publishers, as it gives publishers an additional revenue stream for their sites. And because it offers money on a CPA basis, this means that a single click from a publisher site has the potential to earn that publisher much more money than a regular AdSense ad would earn.
I have an interview planned with Google, so I will have more information as well as my own perspective on the new program coming soon. In the meantime, both the AdSense blog and the AdWords blog have more information.