Advertisers enrolled as beta testers for AdWords will get an alert in their account that states the possibility of creating pay-per-action (PPA) ad campaigns. The service was previously available only for US advertisers but Google plans to have a wider range of publishers and will include individuals from other countries as well. Advertisers that received over 500 conversions from pay-per-click campaigns in the past 30 days will also be enrolled in the pay-per-action beta test.

PPA ads will allow advertisers to pay only when a determined action takes places. Examples are signing up for a service, newsletter or purchasing a product. Some specialists consider this move as a way for Google to combat click fraud but Product Manager for AdWords Pay-Per-Action Rob Kniaz keeps insisting this is not the truth. His statement said:

“Most advertisers tell us they’re insatiable for getting as many conversions as possible. This really feeds their hunger for that. If you have some measurable action online this is a good way to monetize it.”

Positives for Google’s tests already appeared, one being TheLadders.com, a very popular job search site. Alexandre Douzet, EVP and GM of the site, considers PPA advertising to be very successful for his company:

“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.”