Internet Marketing Database » Banner http://www.internet-marketing-db.com Definitions, Examples, and Case Studies of Online Marketing Strategies by Rob Walker Sat, 30 Jan 2010 13:48:39 +0000 http://wordpress.org/?v=2.8.6 en hourly 1 How do I measure display advertising ROI http://www.internet-marketing-db.com/2008/12/how-do-i-measure-display-advertising-roi/ http://www.internet-marketing-db.com/2008/12/how-do-i-measure-display-advertising-roi/#comments Sat, 13 Dec 2008 17:06:03 +0000 Rob Walker http://www.internet-marketing-db.com/?p=8 The following are the top metrics used to buy online advertising:

CPM (Cost per Thousand). Buying display advertising based on how many times the ad is presented on a web page

CPA (Cost per Acquisition) & CPL (Cost per Lead). Paying advertiser only for a desired outcome like a product purchase or filed out registration form

CPC (Cost per Click). Paying advertiser for each individual click on an ad

Additional terms used:

Impressions: The number of times an ad is displayed on a web site.

View Through: When an individual is exposed to an ad but doesn’t click on it, but later goes to your web site.

ROS (Run of Site): Buying advertising anywhere on a web site as apposed to a specific web page.

CTR (Click Through Rate). Marketers optimize CPM creative to maximize CTR

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