The cost to acquire new customers may require an adjustment in ad and marketing spend - and understanding the lifetime value of customers and their product and usage patterns.

That means that Google will automatically set your bids for each and every auction to help you get as many conversions as possible, at the target cost-per-action (CPA) you set. With Target CPA ...

CBT is foremost applied with banners, emails, text links,, and opt-in email advertising. Although opt-in e-mail advertising is more commonly charged on a cost per action (CPA) basis, sometimes CPT is ...