Black Belt Web Marketing.pdf - Costa del Sol

service, and monitor number of visitors from the host site. Banners often appear at the top
of a web page, but can also be at the bottom and elsewhere. Although a movement is
underway to standardize banner ads, they come in all sizes. Most are approximately
468X60 pixels.
To understand banner advertising better, you need to be familiar with these terms:
Impressions: (same as page view) The number of times visitors sees an advertiser’s banner ad.
Host sites generally like to charge per impression. All they have to do is display the ad to
visitors. Whether or not the visitor notices and acts is the advertiser’s responsibility.
Cost per thousand or CPM: the cost to the advertiser per 1000 impressions. If the CPM cost is
$30, the advertiser pays the host site $30 for every 1000 times the banner ad appears. A
variation is CPTM, which is the cost per targeted thousand impressions.
Ad Clicks: The number of times visitors click on a banner ad.
Click-Through Rate or Ad Click Rate: The percent of impressions that result in ad clicks. For
example if 100 visitors see a banner ad and five click-through to the advertiser’s site, the
click-through rate is 5%.
Unique Visitors: the number of different or unique visitors, or computer terminals, which visited a
web site.
The other primary method of advertising online is sponsored content (Exercise 10-8). The
advertiser pays the publisher of a newsletter or owner of a mailing list to insert a text
message about the advertiser’s site or product in the e-mail publication. The cost of
advertising is usually based on the number of subscribers and the number of times the
advertiser’s message was "exposed" to subscribers.
Future of Online Advertising
Of all the lessons covered so far for your Web Marketing Plan, this is the one that is
changing the fastest. According to some signs, the effectiveness of banner ads is waning.
More viewers are tuning them out the way TV viewers tune out commercials. If they
continue to lose their appeal to advertisers, other, more effective means of advertising are
sure to crop up. Too much money is at stake for there not to be.
Online advertising is an area that you will need to keep on top of and be ready to adapt to
new methods. Future advertising models such as online advertorials and infomercials
promise to be much different than today. These are just two of the new techniques starting
to emerge. Eventually, these new models will no doubt become part of your Web Marketing
Plan.
Lesson 10 Pg. 5