eBuzz - CPA Options

CPA Options

As the search world comes to terms with the new options presented by CPA (cost per action), a recent article by Kevin Lee indicates that some paid-search marketers may wish to enter into a relationship directly with a publisher rather than through a network:

Though a CPA ad payout may be very high, publishers know there are risks associated with this ad type. Lost cookies, tracking problems, multiple computers, even competing CPA publishers all reduce the amount of money publishers might receive, even when that money is rightfully theirs. For this reason, publishers may take a lower effective CPM in a CPC- or CPM-billed ad just to mitigate the risks of a CPA deal not paying out as expected. If you are exploring the possibility of using CPA as part of your paid search program, think about all the options available within the opportunity before committing yourself. Using skilled expert search professionals is more important than ever.

And that's our take on the news today!

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