CPA is good for publishers, the next stage in online advertising! Online search has come to be a mature marketing & advertising channel, a compelling opportunity that drives both branding and sales results. CPA (Cost- per- acquisition) is the new standard for affordable, targeted and effective advertising, being adopted by all major search engines. The CPC (Cost per Click) model which was widely used earlier is prone to issues of click fraud and other critically contentious issues. Hence, the opportunities offered by the CPA (Cost per Action/Acquisition) model must be explored.

CPA model provides action/acquisition opportunities by offering financial incentives to publishers, usually in the form of a revenue share percentage. These Incentives are solely based on actions such as driving sign-ups, downloads, inquiries or ultimately acquiring paying customers. Here the responsibility is on the publisher. The advertiser posts his add on the publishers web page. If any of the above acquiring actions originate from that particular page, the publisher receives a commission. So, for better commissions a publisher needs to generate better conversion rates from the ads. This way CPA also remains virtually risk-free for the advertiser.

Google has recently acknowledged that it is testing CPA..This should make CPA more popular, because it will lure publishers by promising them a position in the top search results. The figure an advertiser is willing to pay for a conversion (such as a purchase or sign up) to the publisher is the maximum cost-per-acquisition (CPA) bid . When you enable the Conversion Optimizer Beta for a campaign, you set a maximum CPA bid for each ad group. However, you still pay only for clicks, not for conversions.

Also keep in mind that the costs incurred by you depend on factors that are not within the control of Google, such as changes in users' behavior and any alterations made to your site. If these factors cause your actual conversion rate to be lower than the Conversion Optimizer predicts, your actual CPA may exceed your maximum CPA bid. However, the Conversion Optimizer automatically adjusts your cost-per-click (CPC) bids over time, based on recent conversion data, with the goal of keeping your average CPA under your specified bid.

However, there are a few concerns. For instance, CPA is difficult to manage. And why must the publishers be responsible for closing a deal too. their job must end at influencing the consumer. Also, CPA though currently more immune to fraud than CPC, soon there will be people will who will figure out ways to cheat CPA too. Another disadvantage is that CPA is only available to medium or large businesses, as small businesses can't afford to pay relatively high CPA premiums to publishers. Also, CPA is still being explored and there can be no guarantee for it's success as the tracking technology hasn't yet matured into something robust and reliable.

Publishers dislike CPA for reasons of their own. Unless they generate revenue for the advertiser, they themselves receive no renumeration for even displaying the advertisement. Also, the revenue generated via CPA is meager. Another disadvantage is that the publisher has to depend on the advertisers figures to know the number of actions generated from the publishers source.

Hence, CPA is the next big thing but not the Panacea to Online advertising Fraud. There definitely are better things to come!

Google AdWords lays emphasis on results. Optimization involves steps that achieve desired results by enhancing the quality and performance of your account, without any increase in cost. The following optimization tips help you achieve success with your advertising campaigns.

• Identify your advertising goals: Whether your goal is to get more clicks, increase your click-through rate (CTR), or improve your rate on investment (ROI), AdWords allows you to work strategically, track your performance, and make the modifications necessary to get the results you want.
• Organize your account for Maximum Benefit: An organized account allows you to effectively target your audience and exercise easy management. You may organize your campaigns by topic, choose to target your ads to particular languages and locations, and avoid the use of duplicate keywords across ad groups.
• Choose relevant keywords and sites: The keywords and sites that are relevant to your goals help you reach your potential customers fast. For Keyword targeted campaigns choose your keywords carefully, take advantage of keyword matching options, and use unique keyword URL's.
• Create straightforward targeted ads: Set your business apart with ads that immediately capture user attention. Create simple, enticing ads with keywords included, use a strong call-to-action, and test multiple ads in each ad group.
• Optimize your website for conversions: This can be done by making user experience a high priority, pointing users to the right landing page, with effective site content, and maintaining sites' overall layout and functionality so that it is attractive and easy to navigate.
• Track your account performance: Monitoring your performance regularly is to ensure that you get a good return on your investment. All you need to do is check your account statistics, create reports and use web analytics to learn what people are doing on your site.
• Test and modify your campaigns to get the results you want: Modify your campaigns according to market trends to achieve your advertising goals. Learn from your ad performance and employ effective strategies. For instance, if a particular ad is not working with your targeted audience, you can simply remove it and try something fresh.

This new tool is based on some simple principles of mathematics to help calculate the number of pages that appear in the supplemental index. The Supplemental Index Ratio Calculator gives:

The following optimization tips help you achieve success with your Bids:

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