Natural Search Blog


Pay-Per-Action Ads may open up Google to being a victim of fraud

I was just reading Barry Schwartz’s report that Google is opting-in some AdSense publishers into Pay Per Action (CPA) ads. He poses the question of why would Google push these ads on the publishers who haven’t asked for it? The immediate answer I come up with is that this could actually be a test to try to detect fraud, since CPA is thought to be less prone to exploit. After all, the publisher would only get paid for these ads if someone buys – not just clicks on the ads on their sites. Perhaps the publishers that are getting opted-in are ones for which Google has had some question about the quality of click-through in their regular PPC ads.

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I’ve been thinking that an unpublished problem with Google’s pay-per-action product is that Google itself is likely to become more a victim of fraud with these types of ads. Read on and I’ll describe…

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