According to Susan Wojcicki, Google vice president of product management, the company is planning to expand their new offering to advertisers. You only pay if you get results. This is a radical departure from the traditional system where advertisers pay Google when someone either clicks thru on an ad or is simply is exposed to a view associated with specific search results.

Perhaps this novel approach is in response to advertisers concern about fraudulent click thru’s on search ads that cost advertisers valuable dollars.