MercuryNews writes about the search engine’s pay-per-action model:
With Snap, advertisers decide how much they are willing to pay if a customer completes a certain action — like buying a product or filling out a form. Advertisers submit their bids and create a keyword campaign.
If a Snap user visits an advertiser’s site and completes the desired action, the advertiser pays Snap. Otherwise, the only cost is a $50 non-refundable sign-up deposit.
“For the advertiser, it’s the ultimate,” said Snap Chief Executive Tom McGovern. “They only pay when they ring the register.”