Google is changing the online ad business once again. Its new model is based on giving advertisers more choices, such as if an advertisement does not get any results, then advertisers do not have to pay for it. So instead of paying per click, advertisers will pay based on the action, such as filling a form, that users take on their website. Google said that it's new model will not replace it's existing online advertising system but rather add to it. According to analyst Rob Enderle, "The ability for advertisers to pay on a cost-per-action basis should provide them a more effective way to track their ad dollars."