Planning 'essential' with PPA

28 November 2007

One paid search blog is offering some advice on using Google's Pay-Per-Action (PPA) system.

Pay Per Click Hero notes that the system's beta test has been running for eight months but industry blogs have been relatively muted in their discussion of it.

With this in mind, the blog's John highlights some tips amassed from Google's advice and the experience of himself and others.

Planning work is important, it is remarked, with marketers advised to ensure they understand each piece of requested information - such as a description of the relevant company or product - when they set up their PPA campaign.

PPA does not differ from cost-per-click in the sense that relevancy between ad text and landing page is a must, while recognising that the system is new and still in the development stage should dictate its handling by marketers, it is noted.

PPA enables advertisers to pay when users make a purchase or partake in another specifically defined action, rather than when clicks or impressions occur, Google explains.

Category: Paid search