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Originally Posted by slim jim if you have your own site you can create an adwords account and choose the CPA option, although i have not messed around with it, it only charges you when a certain action is done that you specify | Slightly incorrect but not far off,
CPA is actually an algorithm that tries to manage your PPC and keywords to work to an optimum performance based on the actions performed on a website.
E.g bidding on a keyword optimises the PPC paid per click based on everytime someone fills in an email form or orders a product for you. If the orders/actions go down the price is often increased to allow more traffic but that's only one part. Google have a very complex and hidden algorithm for working out the PPC per keyword or ad based on what they call the "Quality score"
So in a nutshell think of it as a optimiser for the amount you pay vs the "action" that is tracked but you will still pay Google for the click regardless of the fact anyone has performed said action. There are also several variations such as CPA, CPC and ROI....but I digress....
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