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Pay Per Click (PPC)

Pay-Per-Click is the amount of money an advertiser pays a publisher for single click that brings a unique visitor to its website.

PPC is the most popular ad cost model sold online today, because it offers a compromise of risk between advertiser campaigns and publisher traffic quality.
Cost Per Action (CPA)

With CPA, Advertiser compensates its publishers for a desired action. These actions may include filling out a form, signing up for a newsletter, or opening an account.

For advertisers, CPA is preferable because ad cost is directly proportional to conversion rates, which means advertisers only pay for actions which contribute to their bottom line.
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