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Google Extending More PPA Invitations

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AdWords clients may see an invitation to join the beta test of Google’s pay per action (PPA) advertising appear in their accounts.

Google Extending More PPA Invitations
Google Extending More PPA Invitations

Pay per action advertising allows the advertiser to define a conversion for which it will pay Google. The company just began rolling this beta test of PPA out to customers beyond the United States.

Google will manage the rollout at a measured pace, something they have done more and more since their launch of Google Analytics. Demand proved so great for the service that Google had to shutdown new account applications for some time.

As the invitations to try out PPA begin to move through Google’s system, certain AdWords clients will get the chance to participate, according to Google’s Inside AdWords blog:

…advertisers who use AdWords conversion tracking and receive more than 500 conversions from their cost-per-click (CPC) or cost-per-thousand impressions (CPM) campaigns in the most recent 30-day period will be invited to join this beta test, on a rolling basis.

PPA ads will appear on publisher sites in the Google content network. Publishers are free to choose the PPA ads most relevant to their site and run them in new ad units.

Google mentions its content network, consisting of participants in AdSense, but doesn’t mention search. The Google search result pages would be the most desirable place for an advertiser’s PPA campaign to appear, though it seems that for now the beta test won’t extend into that part of Google.

Google Extending More PPA Invitations
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