limitup - 10:32 pm on Dec 30, 2005 (gmt 0)

We all know you can't stop click fraud. Google does too.

All they can hope to do is help advertisers increase their ROI in other ways (conversion tracking, etc.) and hope that at the end of the day the advertiser still makes a profit and thus will continue advertising via the PPC model. If this doesn't happen, PPC will slowly die out because I'm pretty darn sure click fraud will continue to rise.

There is nothing wrong with CPA - most advertisers only care about their bottom line and they will embrace CPA. Their heads aren't filled with "Google is evil" conspiracy theories.

There are a few problems with the CPA model though. For one, advertisers will be required to do more work - adding more code to their pages, etc. Less sophisticated advertisers might be unable to do this easily and efficiently. The bigger problem though is that Google will make a lot less money, so I wouldn't expect them to embrace a CPA model unless they absolutely had to.