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Like print ads, banner ads come in variety of shapes and sizes.
Check out the banner
ad sizes here. There are several ways advertisers
measure banner ad success.
-
Clicks-through
When a visitor clicks the banner Ad, they are transferred
to the advertiser’s site. Clicks-through is commonly
used to count the number of visitors.
- Click through rate (CTR)
Refers
to the ratio of page views to clicks. It is expressed
as the percentage of total visitors to a particular page
who actually clicked the banner ad. A 1% CTR means that
1% of each 1000 banner views (or 10 visitors) have clicked
through
- Cost per sale
This is a measure of how much advertising money is spent
on making one sale. Advertisers use different means to
calculate this.
- Conversion rate
The percentage of online shoppers who actually make a purchase.
This is typicall from 1% to 5%, but can be higher or lower.
- Page views or page impressions
Refers to the number of time a web page has been requested
by the server
Many banner ads work on a click through pay back system.
When the advertiser scans their logfiles and detects that
a web user has visited their site from the content site by
clicking on their banner ad, the advertiser sends the content
provider some small amount of money.
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