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BizReport : Advertising archives : August 31, 2009

MerchantCircle launches pay-per-action platform

Want more action in your campaigns? Then you need stronger leads. A new programs from local business network MerchantCircle could be just the ticket. The pay-per-action platform gives advertising agencies and partners the ability to leverage the MerchantCircle network of businesses to deliver targeted leads to local business clients. Because it is a pay-per-action model, the cost is quite reasonable.

by Kristina Knight

"We're excited about this new platform, which benefits local business owners during the recession, and helps put their marketing dollars to work in a way that translates into tangible customers as a result," said Darren Waddell, Vice President of MerchantCircle. "With more than 20 million unique visitors a month and growing, we're committed to helping all local business owners by connecting them with local customers seeking their products and services."

The ">platform offers agencies and marketers:

* Targeted ad delivery based on location and business category
* Automated and scalable platform
* Ability to track all activities
* Increased online visibility

The main benefit of a pay-per-action model is that the advertiser only pays upon a specific action - a product purchase, a form submission, a request for information - and these actions are directly linked to the ad so that the metrics are easy to understand. By paying only for specific actions, marketers can better control the cost of an ad campaign, and can quickly make adjustments if the campaign is underperforming.

So far businesses such as OpenTable, Yodle, NearbyNow and eLocalListing have signed on to the project.

Tags: lead generation, local advertising, local merchants, MerchantCircle, online advertising, pay per action, ppa campaign

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