Monday June 26, 2006

Google testet Affiliate-Marketing Programm (Cost per Action)

Google ist globaler Marktführer beim Schalten von Anzeigen auf Cost per Click Basis. Insbesondere in letzter Zeit steht aber das Schlagwort "Click Fraud / Click Betrug" wie ein Damoklesschwert über dem Erfolgt von Googles AdWords/AdSense Programm und bis zu einem gewissen Grad sogar des Geschäftsmodells von Google selbst. In den USA erfolgen, abhängig von Keywort, bis zu 40% der Clicks in betrügerischer Absicht. Dass sich des letztendlich in einer schlechten Performance von Kampagenen und damit deren Unzufriedenheit der Advertiser manifestiert ist somit nicht verwunderlich. Ziehen in letzter Konsequenz die Advertiser das Marketing-Budget ab, dürfte dies eine unschöne Bodenlandung für das Geschäftsmodell von Google bedeuten. Perspektivisch, das ist meine persönliche Meinung, sind Klick-Betrugsraten von 50 Prozent in Zukunft durchaus realistisch.

Eine interssante Alternative sind dazu Campagnen die rein auf Cost per Action Basis, also eine nachweisbaren Aktion, vergütet werden, wie z.B. das Anfordern von Informationsmaterial, bestellen eines Newsletters oder der Kauf eines Produktes. Nachdem hier nicht der Klick sondern die gewünschte "Aktion" selbst vergütet wird, sinkt das Betrugspotenzial enorm.

Seit kurzem gibt es nun erste Hinweise, dass Google ein derartiges "Affiliate Programm" bzw. eine Vergütung auf Cost per Action Basis testweise ausgewählten publishern anbietet. Es dürfte damit nur eine Frage der Zeit sein, bis Google dieses Vergütungsmodell auch der Gesamtheit der Publisher im Google Anzeigennetzwerk zur Verfügung stellt.

Zitat Google Mail:

The Google AdSense team would like to invite you to test a feature that provides you with a new way to earn revenue from your website by hosting ads that are compensated based on a Cost-Per-Action [CPA] basis. These ads are very different in that you will be able to choose amongst a selection and you will also have more flexibility in promoting them?

The attachment contained the following:

How do I participate in the CPA test?

Simply reply to the invitation email and express your interest in participating and we will send you some sample CPA ads. You can then choose which ads you?d like to host and we will send you the code to copy and paste on to your site. It?s just that easy!

What can I do to optimize my revenue from the CPA ads?

While we encourage you to experiment as much as possible with these ads on your site, here are some general tips on implementing a CPA ad:
1) Ads that blend in with the site and are placed prominently tend to perform better. Look to integrate the ad within the page.
2) Ads that are relevant to the interest of your site visitor also tend to perform better. For example, if you have a travel site, having ads relevant to airline travel would generate higher interest. For more tips on increasing revenue, please see our optimization tips page at: https://www.google.com/support/adsense/bin/static.py?page=tips.html&sourceid= aso&subid=ww-ww-et-asui&medium=link

How do I get paid?

You get paid whenever a site visitor clicks on the ad on your site AND performs a specified action, such as generating a lead or purchasing a product.

Do these compete with regular content ads?

These ads will not compete with contextually targeted ads. Instead, they will show across a separate network, the Content Referral network. To place one of these ads on your site, you can set up a new ad unit that supports any of our current ad unit sizes.

How much could publishers expect to earn with this CPA test?

How much a publisher will earn will depend on a number of factors about the publisher and advertiser, including whether the ads match the topic of the site, and level of interest of their site visitors. We have tried to match the appropriate publishers with advertisers for this test.

Will CPA offerings compete with my current AdSense revenue?

We expect that the CPA test will offer ad units that will expand publishers AFC revenue because the ad units are separate and appeal to different types of users. These CPA ads are also additional inventory to your existing AFC ad units.

How can I promote the CPA ad unit?

Since this is a test and these CPA ads are not regular ad units, we are giving you more flexibility in saying things like ?I recommend this product? or ?Try JetBlue today? next to the CPA ad unit. However, you should still not incite someone to click on the ad, so saying ?Click Here? is not ok.

Where do these CPA ads comes from?

The CPA ads come from a limited group of high quality advertisers that are interested in displaying ads on a CPA basis. They pay you whenever a site visitor performs a specified action, such as generating a lead or purchasing a product.

Will I be able to see reports within my account?

When the test begins, you will receive weekly email reports of conversions you have accrued and your total revenue within the CPA test.

Quelle: http://internet.seekingalpha.com/article/12363