Product Ads and the CPA model: the future of search?

With its new Product Ads format, which could
potentially be offered on a cost per action (CPA) model as well as
cost-per-click (CPC) next year, Google is offering brands an entirely new way
to engage in and measure search advertising.

2012 looks set to be a huge year
for search. 

How is Facebook advertising performing against search?

We’ve been testing the performance of Facebook advertising on our
Facebook optimisation platform, and how it performs against search for a
test sample of brand clients.

We did this by running two simultaneous
campaigns across search and Facebook for each client (both campaigns are
designed to work together, with a similar message and content). We’ve
measured the impact of each on conversions (predominantly sales and
registrations) on each brand’s website.