Microsoft is going to make an announcement later this morning about product search and a new “cashback” program. (It’s being called “bribery;” it’s not.) I’m sworn to uphold the embargo, but others have either learned about it or broken the embargo and written about it. Here’s my post on SEL.
Among the several interesting things about the new program is the integration of a CPA model in search. Last year at the SMX Local-Mobile conference I asked the question whether CPA was the “ultimate local ad model.” The answer the panelists gave was “no.” They thought a range of models would continue to exist for local.
Lead-gen for local businesses has been around for a long long time (Cars, Real Estate) but it’s had limited success and has a very mixed reputation. It’s being revived by sites such as Matchpoint, among others (such as GenBook, Booking Angel). And Caliber Data is trying to extend this to the point of sale with a loyalty card.
What do people think about CPA models penetrating or gaining more traction in local? (PPCall is a form of CPA).
