On March 20, Google announced that “pay-per-action” ads are carefully being tested in the US – a course of action that may well change search marketing. The pay-per-action model calls advertisers to pay only when a site visitor completes a certain action. For instance, advertisers and search agencies could decide to pay Google only if visitors to the website actually bought a product.
Traditionally, the definition of a “full search” agency is that of an agency which offers a wide breadth of search engine optimisation and pay-per-click services. As the responsibility of affiliate management increasingly slides towards search-savvy agencies and with Google offering cost-per-action advertising, it seems likely that the full search quality mark will be lifted even higher to include affiliates. You now need to be able to compare Affiliate Network X to Google.
Head of Search, bigmouthmedia
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