Google Whispers More Details About PPA

The pay per action beta test for Google AdWords recently debuted, and spurred plenty of advertiser interest.

AdWords PPA ads, where the advertiser pays only when a predetermined conversion has taken place, plenty of buzz has swirled around the plan. A lot of that buzz has focused on a few distinct questions about PPA on AdWords. The referrals program. Search marketers managing clients through the AdWords 'My Client Center' product can select individual accounts to participate in the PPA beta.

The fixed rate provision of PPA through the new program probably won't change in the near term. Some advertisers had asked about paying the PPA as a percentage of a sale, but Google is only doing the beta with a fixed price as the cost of conversion.

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