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The Wheel Turns: From Pay Per Click to Pay Per Gaze

Written by Duncan Cumming

Wednesday, September 11th, 2013

Although Google Glass won’t be on sale until 2014 and it will be years before the futuristic technology penetrates the device market far enough for advertisers to invest in its instant and interactive capabilities, Google has just been granted it’s “Pay Per Gaze” patent, so it’s certainly hitting the thoughts of your PPC agency, website designers and webmasters.

Google Glass

Adwords was introduced in 2000 and PPC as we know it began in earnest in 2002; a multi-million dollar industry of which advertisers and digital marketing specialists are keen to explore every new opportunity, where each new device and platform translates to just that: a new opportunity.

 

The Google Pay Per Gaze Patent

Google’s pay per gaze patent was filed for back in 2011 for a “head mounted gaze tracking device” which would send images from the direction of the wearers “gaze” to a server, that server would identify relevant adverts and charge the advertiser.

The patent is not just limited to online advertising but can also relate to advertisements in the users environment which they view and interact with but0 Google has been a little non-committal about whether it will be implemented at all, inferring that not all patents get developed into products.

The patent also suggests the capability to assess a user’s emotional response to an advert and react accordingly.

If you’re not prepared to wait for Pay Per Gaze to become a reality, if it does (although if you are a realist it’s only normal to expect Google to want to make a few millions from advertising through the next step in wearable computing) then there are other Pay Per Click alternatives to talk to your digital marketing agency about.

For the full news on Pay Per Gaze read more at Mashable and AllGeek.TV.

 

Will it just be Google Glass?

It remains to be seen whether Google’s Pay Per Gaze patent will give them a complete monopoly on the head mounted device PPC industry, but there are certainly smart eyewear competitors to Google Glass emerging as Digital Trends reports:

 

Sony Smart Glasses

Sony does already produce 3D glasses for gaming, but has filed patents in 2012 for devices capable of transmitting information to others and a pair of glasses with displays for both eyes.

 

Microsoft Glass

Microsoft filed a patent in 2011 which included layering information on top of live action events and their other patents have included Xbox and Gaming smart eyewear.

 

Apple iGlass

The competitor round-up would not be complete without an addition from Apple, who have filed much more vague patents which suggest they have been researching the area but are more likely to hit the market with an iWatch sooner.

The report also includes potential products from lesser-known players and products, with some capabilities already on the market like gaming glasses and those which incorporate digital cameras but which have far less potential so far to send to you running to your digital marketing agency to initiate a Pay Per Gaze campaign.

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Having established his career in digital sales and marketing, Duncan Cumming formed his own digital marketing agency, Cayenne Red. Along with the running of his business, Duncan spends time writing informative and helpful articles about the different areas of online marketing.

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7 Responses to The Wheel Turns: From Pay Per Click to Pay Per Gaze

  1. dynaboot says:

    I want Google Galass ^^

  2. Samantha Avelon says:

    It’s really a useless conversation to go into the specifics of to fix any
    of these particular elements in PPC or landing pages etc…there are so
    many ins and outs to online marketing nowadays the most important thing
    you can do as a business owner is start working with a company that really
    knows what they are doing, has solid communication, and is able to work
    with you to make sure key metrics are being measured and more customers are being sold your products at the end of the day. Honestly this stuff
    changes everyday, I tried to keep up with it for a while, but i ended up
    working with John over at results driven marketing after one of my friends
    referred me to have them setup some remarketing for my shopify store. Real
    smart dude, if its any help to anyone else call them at 325-446-1507 since
    they helped out my biz a lot and I’m always willing to pass along a
    referral to someone who takes pride in what they do.

  3. Val says:

    I don’t think I will need an extra pair of eyes. RDM could be my eyes for me. RDM does free Adwords PPC audits, just call them at 888-652-5623.

  4. John Carter says:

    Probably the biggest mistake people make when doing their own PPC advertising is choosing the wrong keywords just because they want to get traffic. A couple of things to know are 1) General keywords get lots of searches and traffic but are less qualified and less likely to buy. When you’re paying for visitors, you want results, not just traffic. 2) The keywords that are being bid on must be extremely relevant to the product/services you are offering. If it was a retail store, would you want to pay for male motor bikers to walk into Victoria’s secret? Nothing against bikers, it’s just not the target market – and that’s what happens when you bid on general, broad keywords. You get lots of untargeted visitors so your ROI doesn’t work. If anybody wants help with this, call my buddy Simon here: 219-733-4687.

  5. John Carter says:

    I’m gonna drop the ultimate Adwords PPC secret right here: Individual sitelinks differentiated, tagged, and tracked within Google Analytics. Yep, I’m serious – that’s the secret. Are you doing it? If so, you know what I’m talking about. If not, I bet Simon can help you over the phone, give him a ring at 219-733-4687. You can do all kinds of powerful testing and optimization when you’ve got sitelink tracking in place and it can really set you ahead of your competition.

  6. dean jackson says:

    One of the best Google Adwords tips I ever got, from a guy named Simon, was to include a solid mix of the three (four including modified) match types, with the correct proportions of broad, phrase, and exact within each ad group. Most people that get started on PPC don’t think to do things that way. If you want to talk to Simon, you can call him at 302-401-4478.

  7. Steve says:

    Probably the biggest mistake people make when doing their own PPC advertising is choosing the wrong keywords just because they want to get traffic. A couple of things to know are 1) General keywords get lots of searches and traffic but are less qualified and less likely to buy. When you’re paying for visitors, you want results, not just traffic. 2) The keywords that are being bid on must be extremely relevant to the product/services you are offering. If it was a retail store, would you want to pay for male motor bikers to walk into Victoria’s secret? Nothing against bikers, it’s just not the target market – and that’s what happens when you bid on general, broad keywords. You get lots of untargeted visitors so your ROI doesn’t work. If anybody wants help with this, call my buddy Simon here: 302-401-4478.

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