Cost per acquisition (CPA) is another word for cost per action and is used interchangeably with this term. CPA measures the advertiser’s per conversion cost from start to finish, from the inclusion to the search engine results to creating interesting landing pages that grab the attention of the visitor. This means cost per acquisition measures how much it costs in advertising to convert one person from a visitor to a client for the company. Advertisers prefer this type of paid inclusion, because they are only paying for when the desired outcome is achieved. The desired outcome of a conversion is generally a purchase from the advertiser, or a form being filled out by a visitor so that the visitor’s name and email address can be added to a list of potential clients.
Effective CPA advertising is an important part of understanding cost per acquisition rates. When an advertising campaign is effective, it means that the cost per acquisition is at a low rate. There are more visitors that are converting into clients than normal, and it makes the paid inclusion advertising an excellent choice because it involves paying less for paid inclusion than the company has budgeted for. Direct response advertisers like cost per acquisition as a source of paid inclusion the most because it is naturally very effective and economical. Because cost per acquisition measures the number of conversions from visitor to client, even if efficient, effective CPA advertising is subject to search engine optimization practices.
Search engine optimization is important when it comes to cost per acquisition numbers. The better the search engine optimization of a webpage, the more effective CPA advertising is. Using optimized keywords and phrases that pertain directly to the topic of the web page that is part of the paid inclusion can make the cost per acquisition more effective. The number of natural results from a search engine query can be just as important to the cost per acquisition as it is to natural ranking in a search engine. It can mean getting more conversions without having to pay as much via paid inclusion.