The PPA service requires advertisers to pay only when users perform a specific action, unlike Google’s popular pay-per-click option which charges advertisers each time a user clicks on their ads.

Google already offers this sort of incentive to publishers who refer business to Google services, but “We wanted to expand this to offer to every advertiser,” said Google Product Manager Rob Kniaz.

This is an attempt to decrease click fraud because an actual action must be performed by the user in order for the publisher and Google to be paid by the advertiser.

At least this is how it works in theory, but according to Kevin Lee, who ran test of the platform over the last couple months; “Our thought was really what we predicted: that CPC ads actually earn Google more money than the CPA ads, and so the ad server just automatically runs the CPC ads instead,” he said.

Google is obviously enjoying success because they seem less motivated by greed and sincerely interested in using their technology to put companies into closer contact with future clients/consumers through the myriad of ways online advertising actually functions.

But, are their new methods diluted or are they capable of meaningful results for all the involved parties?