How the CPA model helps increase sales

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CPA (Cost Per Action) is a contextual advertising purchasing model, when the advertiser pays only for target actions performed by users. For example, for a visit, purchase, viewing of a product. Gradually, the payment model developed into a separate niche - CPA marketing.

It differs from regular marketing in that companies do not promote the resource or search for buyers. The advertiser determines what actions he needs from the audience and how much he is willing to pay for each. Owners of websites and other placements (messenger channels, pages on social networks) attract leads to a store or another website for a commission fee. We will tell you who benefits from working on the CPA model, its advantages and disadvantages, and what nuances should be taken into account.

Content

What is special about the CPA model?

What kind of business is the CPA model suitable for?

Targeted actions for CPA

What are CPA networks?

How to choose a CPA network

Pros and cons of CPA networks

Traffic acquisition channels

How to calculate CPA

Conclusion

What is special about the CPA model?
In this format, businesses pay for a specific result, not for intermediate metrics such as impressions or traffic. Therefore, it is important to set realistic target actions. For example, in niches where the here’s some information about the overseas in usa user takes a long time to make a purchase decision, waiting for traffic to convert into sales is not always effective - such leads can be rare and expensive. Then it is advantageous to set microconversions as target actions - intermediate stages on the way to the main conversion.

Let's say users decide quickly to buy regular clothes or shoes. Here, the target action can be to order the product. But when selling a more complex product, the client needs to think and collect additional information. Therefore, when selling, for example, a trip, it is worth choosing intermediate goals as a lead - a call to a travel company or an application for an individual tour. The client will receive a personal consultation, which will lead him to the purchase.