The Digital Edge Debuts CPA Search Model

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The Digital Edge, a media planning and buying division of WPP Group PLC's Media Edge arm, has debuted a cost-per-acquisition search engine service for existing clients and prospects.


The service is intended to help firms improve their positioning within search engines and directories. It is offered through the Alternative Channels Group, formed in June via a partnership with interactive agency Converseon Inc.


Research from The NPD Group shows that 55 percent of online purchases were made on sites located through search listings. Jupiter Media Metrix also reported that search is the No. 2 activity on the Internet after e-mail.


According to The Digital Edge, most performance-based search engine optimization solutions currently operate on a cost-per-click basis. Marketers that seek to use The Digital Edge's cost-per-acquisition model are required to meet minimum standards for conversion, transaction size and tracking.


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