How Google's New Ad Format Can Help You Grow

Google gives ad publishers two ways to find ads that best match their sites: They can search using keywords or they can browse categories. So once you create your ad, tag it with search terms and associated phrases so the publishers you're trying to reach can find it. When they find your listing, publishers can look at your ads, learn about your company and see what kind of action you want taken and how much you'll pay every time that happens.

The listing can also link to a URL -- and this is where you can work your selling magic. Create a landing page packed with information about your product and why running your ad will make money for your ideal publisher. You can even take it one step further by doing what top affiliate programs do: Help with the promotion.

Suggest some ways they can integrate the ad with their copy, or give them some testimonials or calls to action they can place around the ad, like "This coffee filter makes every bean better! Try it out." When you show that you're making an effort to help publishers, they'll be a lot more interested in running your ad.

Of course, how much you're offering will be the biggest question. Do your math. You have to know how much that purchase is worth to you and how much you can pay to promote it and still make a profit. And you can test which ads are converting best by running the Google AdWords conversion tracking feature, which you'll find under the "campaign management" tab.

Google's pay-per-action program is still in beta testing and only available in the United States. But they're adding new advertisers by invitation. If you already have an AdWords account, you can sign up here.