Usually, the advertiser pays a banner ad on the publisher's site based on the impression model (number of times the ad has been viewed). The measurement unit is the thousand of impression (called CPM). 1 CPM means that the advertisement has been viewed 1,000 times.

A conversion rate of 1% (the proportion between impressions and clicks) is already an excellent rate. It means 10 clicks for 1 CPM. (1 user out of 100 clicked on the ad, meaning 10 users out of 1,000).

Rates vary very much: from 5% for the best sites to 0.1% based on :

- Position of the ad on the page
Up on the page the ad is, close to the content the ad is, will increase the exposure.

- Relevance of the ad with the content
If the advertisement has no connection with the content, why people would click on it ? They need to have a good reason – a need to fulfil – to click on it.

- Quality of the ad
An animated ad is recommended, with an obvious message expressing urgency to take a good opportunity now, with an unique benefit.

Sites and advertising networks accept more and more to pay publishers for clicks instead of impressions. The advertiser pays for each click on his ad.

Advertising through email is, in spite of spam, an efficient way to reach a target group.

Next: Paid placement - Email advertising

Webmaster-Now gives you some advices to manage a web site:

1: Choose the right keyword

2: Know your visitors

3: Optimize for search engines

4: Communicate:
external links - press release - internet partnership - online marketing - offline marketing

5: Buy visitors

Keyword | Create | Manage | Promote | Tools

site map | about webmaster-now | contact webmaster-now | webmaster directory | webmaster-now

Webmaster-Now helps webmasters with guides, tips, advice, reviews and tools to develop a sucessful web site
© 2003-2010, Webmaster-Now

Version française: Guide-Webmaster, conseils et outils pour la création de site Web