That’s right, Google rolled out two new features for Google AdWords, but only allowed a select few to participate. Google maintains that this is done to learn from the beta test and then to adjust from there. So what exactly are the two new Beta Features for Google AdWords?
Cost Per Click Site Targeting
Well the first beta feature was rolled out in mid March. This feature allows you to create cost per click (CPC) site targeted campaigns. This feature is added to the current cost per thousand (CPM) site targeted campaign that you have the option of creating. What’s the difference? Well both allow you to hand pick websites within Google’s content network where you would like your ad to appear. Both allow you to set a maximum price you are willing to pay. The difference comes into play because the CPM method charges you based on the number of impressions your ad receives, regardless of clicks and the CPC method charges you every time your ad is clicked. You can read more about the site targeting features.
Should I Choose CPC or CPM?
If you are looking for measurable results I suggest testing both the CPM and CPC site targeted campaigns to see which yields the most favorable ROI. The best thing about site targeted campaigns is they allow you to target individual sites within Google’s content network as opposed to opting into the entire network when setting up a normal key word targeted campaign. If you were not seeing favorable results when opted into the entire content network, give the site targeted campaigns a try.
Pay Per Action
The other beta test for Google AdWords is the Pay Per Action. This new pricing model, which was rolled out in beta on March 20, 2007, allows you to pay for completed actions that you define. These completed actions could be sales, newsletter or white paper sign ups, leads or even views of a key page. These new Pay Per Action ads are only shown within the content network. The ad formats supported are image and text ads along with the new text link ad format which are brief text link descriptions that re displayed within the content of the chosen site and look like regular hyperlinks. Read more about and sign up for the Pay Per Action model and beta test.
Why Should I Try These New Features?
If you have done all you can to Optimize Your Current PPC Campaigns and have not been able to grow your traffic or increase your conversions, then these two new features can provide you with a new avenue to improve your ROI. Picking individual sites used by your target audience can help increase traffic and conversions, as long as you do it properly.