Editing Cost per action (section)

==PPC or CPC campaigns==
[[Pay-per-click|Pay per click]] (PPC) and [[Cost Per Click|cost per click]] (CPC) are both forms of CPA (cost per action) with the action being a click.<ref>{{Cite journal |last1=Hu |first1=Yu (Jeffrey) |last2=Shin |first2=Jiwoong |last3=Tang |first3=Zhulei |date=2015-11-12 |title=Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action |url=https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2015.2223 |journal=Management Science |volume=62 |issue=7 |pages=2022–2038 |doi=10.1287/mnsc.2015.2223 |issn=0025-1909|url-access=subscription }}</ref> PPC is generally used to refer to paid search marketing such as [[Google]]'s [[AdSense]] or Google Ads. The advertiser pays each time someone clicks on their text or [[display ad]].

When advertising in the Google platform, CPC bidding means that an advertiser pays for each click of an ad placed and that, in ad campaign, he can set a price cap as a maximum CPC bid.<ref>{{Cite web|url=https://support.google.com/google-ads/answer/116495?hl=en|title=Cost-per-click (CPC): Definition - Google Ads Help|website=support.google.com|language=en|access-date=2018-09-05}}</ref> Here, the CPC pricing is also sometimes referred to as PPC. In the [[Facebook]] social networking platform, the term pertains to the average cost for each link click and it serves as a metric in online advertising for benchmarking online ad efficiency and performance.<ref>{{Cite web|url=https://www.facebook.com/business/help/683065845109838|title=Help Center|website=www.facebook.com|language=en-US|access-date=2018-09-05}}</ref> CPC in the Amazon Marketing Service (AMS) follows the same model, although it is reported that this platform charges lower CPCs compared to other advertising platforms with Google charging the highest.

Also, pay per download (PPD) is another form of CPA where the user completes an action to download a digital content such as apps, digital media, and other files. The actions can include completing surveys or answering quiz in order to generate revenue from a third-party advertiser.