Google Busts Out a New Ad Trick

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  serenalove14603/29/07 Report as spam
  1

  good concept

  This is a good idea, hopefully the system works properly and they don't run into the problem with phony-action clicks.

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  tboonyawan@...03/29/07 Report as spam
  2

  Google might be cheating themselves

  Google's pay-per-action program can definitely be a stronger sale than the pay-per-click program for an advertiser, but this can hurt Google in terms of recognizing all of the effects an advertisement has on an audience. We tend to forget about those (myself included) who learn about a product online, but refuse to buy online before seeing, touching and feeling the product.
  Overall, Google would have a good case in charging a high premium for this type of action program, but advertisers should not limit their advertising to this model and bank on this model as their source of awareness generator.

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  gregf@...03/30/07 Report as spam
  3

  Some actions are more equal than others

  Pay per-action is useful for direct marketing applications...and is probably worth 100 times conventional CPMs (it gets us closer to building in a reliable variable cost per unit for promotion). But for other applications and objectives, such as awareness, we might still be playing the guessing game with efficiency...unless we get very creative about defining "action" and Google figures out how to price, for example, an "awareness action" v. a "purchase action."