Pay-per-action advertising. Google's Out to Remake the Ad World Again.
The search giant is rolling out a broad trial for advertisers, where they pay only if they get what they want.
Google is trying to change the advertising game yet again. On Mar. 20, the king of pay-per-click search advertising said it would begin a broad new advertising trial in which marketers will pay only when customers take a specified action, such as completing an online purchase. For marketers focused on turning ads directly into sales, as opposed to creating a brand image, the new service may be something of an answered prayer.
For all its measurability, traditional pay-per-click advertising creates waste for some marketers because it forces them to shell out each time someone stumbles upon their ad and hits the mouse button, whether they are truly interested in making a purchase or merely curious.
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