VIDEO: Ad:Tech 2008: How to get cost per action (CPA) conversions

I ran into Tom Elliott, CEO of CKMG (sounds weirdly like KPMG, but not the same thing), on the show floor at Ad:Tech in San Francisco. They only do CPA (cost per action) advertising. Nothing else. So I asked him, what does it take to set up a successful cost per action campaign. Nothing earth shattering, but it’s essentially the basics. Still, you better know these.