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BizReport : Search Marketing : March 22, 2007

Google tests pay-per-action ads

In a sign that a new model may soon be released, search giant Google has released another beta test of their new pay-per-action (PPA) platform. The platform allows advertisers to pay for specific actions by users rather than paying only for click-throughs.

by Kristina Knight

Those actions can be leads, sales or pageviews completed after a user clicks on the ads through a publisher's site. Advertisers choose the action they wish to pay for, set up tracking for the campaign and can even create different ads that publishers can choose from to display on their sites.

Greg Sterling, principal for Sterling Marketing Intelligence expects the PPA beta testing to be successful, particularly for advertisers. "While there will likely be fewer "actions," the revenue realized per event will probably be greater--and much greater in some cases," he said (via MediaPost). "Publishers have a great deal of choice in the program and will know exactly how much they'll make on any given lead or action originating from their sites." He went on to say that the PPA platform is complimentary to traditional AdSense ads so that advertisers shouldn't lose click revenue as they participate in the beta test.

The test phase allows advertisers to create text, image or text-link ads for the campaign.

Tags: AdSense, Google, pay-per-action

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  • I have been on on this beta for some time and it is great. Way petter than ppc.



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