PPC, PPCa & PPA…
That’s the rapid evolution of the paid search advertising model. While Pay per click (PPC) continues to be extremely effective for businesses that take time and effort to do it well, but all the concerns of click fraud and rising bid costs raise some doubts marketers’ minds if they are getting the best bang for their buck.
So the move towards pay per call (PPCa), perceived to be one level higher in terms of intent. It is not without its own problems or immune to some of the same problems that PPC facea. Yet, Miva is claiming that bids for its PPCa have touched 35 pounds, which is certainly good money and an indication that some advertisers are willing to trust and test the system in the quest for alternative / complementary channels to PPC. Surprisingly, at its recent Press day, Google didn’t give much specifics as to where it plans to take its own PPCa program, which it had started testing a few months back.
Last week, when Snap.com relaunched, integrating its algorithmic and sponsored search results, it announced a per per action advertising model. Jim Kukral writes about it briefly besides speculating if Google is upto something on similar lines.
