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MarketingVOX: Will Google’s New Mobile Ad Format Usher in CPA on a Wide Scale? by ClearSaleing Staff
Posted August 4th, 2010 under Analytics, News, PPC, What's New? with No Comments
Google has launched a new mobile local ad product that extends the click-to-call phone number functionality that debuted at the beginning of the year.
This latest enhancement lets marketers embed maps within expandable ad units, and then target the ads according to a customer’s immediate location. When the ad is expanded, it pinpoints the business’ location on a map along with a click-to-call phone number and an option to ask for turn-by-turn directions.
The kicker is this: Advertisers are only charged when the business is called or its website visited. Google has been rumored to be working on a cost-per-action online ad format. As it launches, a larger question looms: will it lead to a wider offering – and acceptance on the part of ad networks – of a CPA online model?
Local Ad Market
If this format is ever to take off, it will be for a local offering, says Adam Goldberg, co-founder….