CPA

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.

CPM often sucks but why kill it?

There are a lot of reasons that CPM advertising can suck. In a post on TechCrunch this weekend, Shelby Bonnie, the co-founder and former CEO of CNET discusses many of them.

Because of CPM’s many faults, he makes the argument that online publishers and advertiser simply need to “kill the CPM“. In other words, go cold turkey on selling ads on a CPM basis. What to replace it with? We’ll figure that out later.

Should SEOs be paid for performance?

Mark Jackson at Search Engine Watch published a post yesterday about an interesting concept: performance-based compensation for SEO.

In it, Jackson describes a panel discussion at the Search Engine Strategies conference that took place in Silicon Valley last week. The panel, “Performance Pricing Models: What Every CMO Must Know“, broached the subject of performance-based pay for SEOs.

One social network turns a profit by…charging users

Consumers don’t like paying for anything online. This is especially true when it comes to younger consumers. Common knowledge, right?

Wrong. Just ask myYearbook, a second-tier social network that caters primarily to teens. It has managed to do something many other social networks haven’t: turn a profit. And it’s done it by charging its supposedly frugal Gen Y users.

Can you make more money by adding CPA to your revenue mix?

Three letters many of the online publishers I know love to hate: CPA.

The reason is simple: with CPA deals, the publisher only gets paid when
the advertiser makes money. Although in theory there shouldn’t be
anything wrong with this (we’d all like to believe that our properties
deliver ROI for our advertisers), the reality is that most publishers
don’t feel comfortable with the risk.