A tutorial about advertising programs for publishers.
|above the fold||The ad is positioned on a web page so that it is seen immediately by visitors (no scrolling) as soon as the page is loaded.|
|ad view / ad impression||The number of times an ad on a page is viewed by visitors.
Same as impression.
|advertiser||In the online advertising world an advertiser is a person/company who wants to sell/promote products. This can be done by placing ads on high traffic websites. See publishers.|
|affiliate||You are an affiliate when you assign for an affliate program, to help market products for a company.|
|contextual advertising||The content of the ads displayed on a page is based on the content of the page itself.|
|click||It is a called a click when a visitor interacts with an ad on a page.|
|click rate||Is the number of clickthroughs divided by the number of ad views.|
|clickthrough||It is a called a clickthrough when a visitor interacts with an ad on a page, by clicking on the ad and seeing the landing page.|
|CPC||Cost Per Click
The amout paid by the advertiser to the publisher for every click on the ad. Please note: visitors MUST click on the ads.
When the CPC is $0.50 and 100 visitors has clicked on the ad, the publisher will receive $50 ($0.50 multiplied by 100).
|CPM||Cost Per Mille
The amount an advertiser pays for one thousand ad impressions.
When a publisher is charging $3 per ad on its site and reports 1500 ad impressions, the CPM is $2 ($3 divided by 1.5).
|CTR||Click Through Rate
Is a way of measuring the success of an online advertising campaign. The CTR is the total number of clicks on an ad divided by the number of ad impressions.
When a page with only 1 ad is viewed by 2,000 users and this ad is clicked 100 times, then the CTR is 5% (100 divided by 2,000).
|eCPM||effective Cost Per Mille
The cost of every thousand ad impressions.
eCPM is a useful way for publishers to compare revenue across different advertising programs. It is calculated by dividing total earnings by the number of impressions in thousands.
When a publisher earns $400 from 20,000 impressions, then the eCPM is $2 ($400 divided by 200)
For small sites with impressions less then 1000 the eCPM is calculated in another way. Suppose your ad program receives 400 page impressions and $2.00 in total earnings. The eCPM is $5 ($2 divided by 400 times 1000).
|EPC||Earnings Per Click
It is calculated by dividing the total earnings from clickthroughs by the number of clicks.
When you earn $200 by clickthroughs and the total number of clicks is 1,000, then the EPC is 0.20 ($200 divided by 1,000).
|hit||A hit is a successful request to the web server from a visitor browser for any type of file, whether an HTML page, image or any other type. A single web page can cause many hits one for each image included on the page, etc.|
|impression||The number of times a single advertisement on a page is viewed by visitors.
Same as ad view / ad impression.
|keyword||Search terms or phrases that are related to an advertisement.|
|landing page||The page that a visitor sees after clicking an ad.|
|pageview||Represents a visit to a single page in a session.
A page can contain zero or more ads.
|PPC||Pay Per Click
An advertising model in which advertisers pay for clickthroughs to their website. Ads are served based on keywords or themes.
|publisher||In the online advertising world a publisher is a person/company with a high traffic website who wants to generate revenue by placing ads from advertisers on the site.|
|session||A session is defined as a series of clicks on your site by an individual visitor during a specific period of time. A session is initiated when the visitor arrives at your site, and it ends when the browser is closed or there is a period of inactivity.
When the vistor is going to site B and returns back to site A then a new session is created.
When the vistor is on site A, closes and starts the browser and vists site A again, then a new session is also created.
|unique visitor||When a visitor visits a site it is counted as an unique vistor. Multiple repeat visits are not|