Pay Per Action is coming to the content network and will be a huge boon for mortgage and real estate professionals if only Google can make it work.
Pay per action is where the Google AdWords advertiser only pays when an action is completed not when someone clicks on their ad. The advertiser determines a set payout for the action. When the action is completed the publisher in the Google AdSense network makes the fee.
Pay per action is available only as beta testing in the US for certain advertisers and for certain publishers, but I see this as a real opportunity for mortgage brokers, real estate agents, and marketeers of rather obscure products that have not hit the market yet.
For real estate agents and mortgage brokers, many would be glad to pay $15 for someone actually completing their online form for more information versus paying $5 to $18 per click for looky-loos.
It will be interesting how Google will play this out in the AdWords arena in the months to come. Stay tuned, pay per action may be part of your new marketing plan.