Google Pay-Per-Action may change your AdWords ranking.
Google Pay-Per-Action (further referred here to as PPA) is currently being given trial runs for some AdWords users. PPA allows the advertiser to select to pay Google only for traffic that converts to some predetermined action like an order, email signup, or sales lead. Rather than paying for every click in AdWords’ CPC model, some advertisers will find it attractive to pay only when one of those clicks turns into an action.
This may change the way your ad group appears in the featured Google results. If you were Google, it would make sense to place PPA advertisers with a high conversion rate above and more frequently than a standard CPC AdWords advertisers. It would follow that if the traffic sent to a specific advertiser was converting well, Google credibility rankings for that advertiser would also be high.
So, as always, traffic is no good without conversion. In a move that serves the consumer, Google will be keeping tabs on what advertisers do with the referral.
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