On clicking 'get offers' you get this Google email sign-up thank you message:
So no click, no traffic just email leads. Over and above Google's recent addition of display advertising for financial product comparisons, this is now an example of pure lead generation advertising from Google.
Checking out Google Adwords, this ad extension is not currently available in the interface but it's only a matter of time.
It's clear that Google no longer see themselves as a website traffic provider using cost per click (CPC) but are becoming more orientated around cost per lead (CPL) and cost per action (CPA) campaigns. The current range of performance based advertising options on Google include:
- Display advertising- if you're a Google owned comparison site!
- Cost per call - using Google's less than perfect telephone number tracking solution
- Email sign-ups
No doubt a sign of things to come if they can make it work and scale it without cannibalising the search business.
A Google click or a Google lead - I know which I'd prefer.
How long before Facebook begin offering similar Performance Marketing options?