| Topic C |
| Cost Per Action |
| Cost per action is meant for online advertising where advertiser pay for each and every action which is related to advertising. This is the best option for advertisers because they have to pay only for the action not unnecessarily. If anybody submits the form or purchases the products or any action related to advertising can lead the advertiser to pay. |
| The CPA can be determined by different factors, depending where the online advertising inventory is being purchased. |
| Existance of cost per action |
| Now you might be thinking that from where does these CPA ads come from ? This is generated by high quality advertisers who are ready to pay solid amount for the every click through action of the customers. For example Airlines services pay as a advertiser for every click of ticket booking. |
| How it is helpful for search engine ? |
| Here we can say that it is modified form of PPC. But there are chances in of fraud clicking by advertisers to show weightage for their to get top position in sponcered . But here advertisers have to pay only on the action, so here is no any chance of fraud clicking. So we can add here that it could be utilised for the defence purpose by to protect its advertising pattern. |
| Other reference for CPA |
| CPA is also referred as “cost per acquisition” which is the sub part of cost per action. And it does not deal with the collection of any unnecessary information from the users. |
| “Effective cost per action” is again another sub part of cost per action that helps to measure the effectiveness of advertising inventory which is purchased by advertiser. |
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