ConnectCommerce, Adwords and CPA
Google, since the acquisition of DoubleClick, has been adding new features to it’s Adwords platform, meant to bring more value and why not “options” to their Advertisers. With their release of “Google Affiliate Network” at the end of August, we will see some interesting developments when it comes to CPA offers. Even though we know that everything comes down to an impression, click and conversions, by actually giving the option to the Buyers (Advertisers) to pay per lead (or action), you give more quality control, which can be relative to the traffic as well.
You will be still looking at competing with the CPC Advertisers and from what Google says, you will set your CPA goal and the conversion optimizer will automatically adjust the CPC to reach that goal.
One thing is for sure, Google is helping us the industry and more and more Advertisers will learn about CVR and how to use their advertising dollars efficiently. Bidding in a Lead Exchange is not too different than bidding on Adwords, your CVR and the actual rank you have in the distribution will affect your results. There is also the network and the traffic you are getting, based on your price you attract better traffic, better publishers and your CVR will increase.