Advertisers currently in the beta test, which began in March, should see an alert in their AdWords account informing them that they can create PPA ad campaigns. And other AdWords users who have enabled AdWords conversion tracking and have received over 500 conversions from cost-per-click or cost-per-impression ad campaigns the past 30 days will automatically be added to the PPA beta test "on a rolling basis."
PPA ads allow advertisers to pay only when a specific action occurs, such as signing up for a newsletter or purchasing a product. While they are often seen as a way to combat click fraud, or invalid clicks in Google parlance, Rob Kniaz, Product Manager for AdWords Pay-Per-Action, insists Google doesn't think of it that way.
Kniaz sees PPA ads complementing Google's other ad programs. "Most advertisers tell us they're insatiable for getting as many conversions as possible," he said. "This really feeds their hunger [for that]."
"If you have some measurable action online," Kniaz added, "this is a good way to monetize it."
Alexandre Douzet, EVP and GM of TheLadders.com, a high-end job search site, said in a statement that PPA advertising helps his company make the most of its marketing budget.
"At TheLadders.com, we are big proponents of marketing efficiency, so the ability to supplement our existing cost-per-click campaigns with a model that rewards qualified leads makes a lot of sense to us," he said.
Google is only showing PPA ads on sites in its AdSense network. AdSense publishers have the option of selecting PPA ads for display individually, by group, or by keywords related to their sites.
The Agile ArchiveWhen it comes to managing data, donít look at backup and archiving systems as burdens and cost centers. A well-designed archive can enhance data protection and restores, ease search and e-discovery efforts, and save money by intelligently moving data from expensive primary storage systems.
2014 Analytics, BI, and Information Management SurveyITís tried for years to simplify data analytics and business intelligence efforts. Have visual analysis tools and Hadoop and NoSQL databases helped? Respondents to our 2014 InformationWeek Analytics, Business Intelligence, and Information Management Survey have a mixed outlook.
Top IT Trends to Watch in Financial ServicesIT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Join us for a roundup of the top stories on InformationWeek.com for the week of September 18, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."