Although Google used CPA networking as a major part of their advertising campaign till June 2008, eBay has now taken up this form of marketing and calls it AdContext. CPA is also known as Cost per Acquisition. This makes more sense literally, since affiliate advertisers under CPA networks are paid based on what the advertiser acquires from his or her customers.

There is no returning of funds in this sort of advertisement. As long as the entire action is completed by potential customers, affiliates get paid per lead that they provide to the advertiser. This makes it easier and simpler for advertisers to work for their company, as well as for affiliates to work for their advertisers.

Since there are many CPA networks out there and hundreds of affiliates are hired from these networks, advertisers usually have affiliate managers who go through the resume of each of these affiliates and hire only those who have the best lead generation records, or are the most appropriate for a specific line of marketing.

The basic deal with CPA marketing is to generate traffic to the company’s website. This job is outsourced by the advertisers of these companies to the affiliates, who in turn get paid in commission depending on the quality of lead generation that they can provide. Affiliates then use various forms of advertising such as banner ads, keywords, article directories, pay per click ads and video ads to attract more traffic for the website.

Companies that sell insurance, credit and/or debit cards, public bonds or even ring tones of cell phones, use CPA networks to build their leads. Affiliates should stay in touch with their managers since the latter are well informed about the latest information regarding the COA networks and the newest ideas for this sort of marketing.

Although getting paid $30 for each action that an affiliate is able to generate from potential customers may seem like a cheap bargain for the work that they go through, if they have a handsome customer profile of about 400 to 500, then this amount can multiply into a hefty pay packet per month.

That’s why IKEA’s recent Facebook campaign is so awesome. The Swedish furniture company opened a new store in Malmo, Sweden and rather than spread the word the old-fashioned way, they decided to go directly to the people using Facebook.

An account was created for the store manager at the Malmo store. Over a two-week period, showroom images were uploaded to his Facebook photo album. Using the all-popular “tagging” feature, customers were able to locate items in the pictures and put their name on it. The first person to tag an object got to take it home.

The word spread through Facebook and users started embedding links and images in their own profiles and across news feeds. In turn, thousands and thousands of users willingly promoted IKEA and its new store to others, creating a big win for IKEA.

Now that’s Creativity with Online Social Marketing!