Google's placement of AdMob into AdWords creates an opportunity for in-application advertising by direct response marketers such as Everyday Family, Chantal Tode writes. “Because Google has made AdMob more targetable and because they have given you more control over how much you pay, including paying on a CPC basis rather than a CPM basis, it is now also possible to use it for direct response, to generate conversions for sales at a price that fits the objective," Acquisio's Marc Poirier says.
Google solves in-app ad dilemma for direct response marketers
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