Google lets site targeting advertisers pay per click

Google will soon let advertisers bid on a cost-per-click basis for ads they target on specific publisher Web sites. Right now, advertisers using Google's site-targeting feature place bids based on cost-per-thousand impressions.

Beginning in a test next month, advertisers will be able to bid on a cost-per-click model in which they set a maximum price they will pay every time someone clicks on their ad, according to a Google AdWords blog posting. Many advertisers, particularly smaller brands, prefer to pay only when someone clicks on the ad--which ostensibly indicates a desire to get more information for a possible purchase--as opposed to paying based on the number of visitors to the Web page.

Tech Culture
About the author

Elinor Mills covers Internet security and privacy. She joined CNET News in 2005 after working as a foreign correspondent for Reuters in Portugal and writing for The Industry Standard, the IDG News Service, and the Associated Press. E-mail Elinor.


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