| "How excited will consumers be, however, if they are unwittingly mislead by the inherent ambiguities of the new Google advertising and ecommerce engine, to be distributed via the ubiquitous Google AdSense network." "Google touts the new formula to AdWords advertisers: ?Increase your advertising reach while paying only for actions that you define,? such as an ecommerce sale." "Google?s own description of its PPA AdWords product illustrates how the ?text link format? implementation of Google PPA ads are designed to take on the characteristics of a publisher's page, with the goal of blending the ad with other publisher content:" "Text links are hyperlinked brief text descriptions that take on the characteristics of a publisher's page. Publishers can place them in line with other text to better blend the ad and promote your product." "For example, you might see the following text link embedded in a publisher's recommendatory text: "Widgets are fun! I encourage all my friends to " " today." (Mousing over the link will display "Ads by Google" to identify these as pay-per-action ads)." "Though the maximum length of a text link is 90 characters, we've found that shorter links perform better because they allow the publisher use the link in more places on her/his site and in different context. The maximum length is 90 characters but less than 5 words is best. Even better, just use your brand name to offer maximum flexibility to the publisher." "Google encourages AdWords advertisers and AdSense publishers to ?blend? paid for ecommerce transactional links into publisher editorial, but does not require any upfront ?advertorial? disclaimers by AdSense publishers." "Google?s own example put forth for emulation by AdWords advertisers and AdSense publishers shows that unsuspecting Web surfers reading AdSense partner editorial, "enhanced" by Google PPA embedded ecommerce links blended within the publisher content, will not know that the editorial
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