2cooleyslogo.gif (4782 bytes) Glossary - 10 Terms To Know

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1. Page View - One real human looking at a single page in a Web site. Called "views" for short. An ad is displayed in a "spot". Several ads can be displayed one at a time in the same spot by using a "rotation" schedule. Any ad cannot have more views than the total page view count.

2. Click Through - When a person clicks on a banner or text link, that person is said to have "clicked through" from one web site to another.

3. Click-Through Rate - The ratio of ad views to banner clicks. For example, if a banner is clicked 10 times for every 1000 times it is viewed, that banner is said to have a 1 percent "click through rate". A click through rate of one-half of one percent of total page views is normal within the Online Advertising Industry.

4. Conversion Rate - If 100 people visit your web site, and you get 2 bookings from those 100 visits, you have a 2 percent conversion rate. Conversion rates are very difficult to accurately pin down. After 15 years experimenting with Twin Lakes area tourism banners I can say that for every 100 web site visits, you will get 2 to 3 bookings on average.

5. Static Banner - Called "static" because the same banner is always seen in a given spot on a web page. It does not rotate and share the same space with other banners. This is called a "100% display level" because the banner appears every time someone looks at the web page. Static banners are the most expensive because they get the most exposure. However, for those who wish to use advanced banner advertising, we can turn a static banner spot into a rotating spot so that you can have two or more banners in rotation in a static spot for just your business.

6. Rotating Banner - A banner programmed to display during some, but not all, page views. A banner set to display at 25% of page views will show up 25,000 times out of every 100,000 page views. Rotating banners share the same spot with other banners which "rotate" through the same spot with one banner showing at a time. Rotating banners are less expensive than static banners because they get lower exposure levels.

7. Page Load Rotation
In 2Cooleys main pages the rotating banners change every time the page is re-loaded. Re-load occurs when someone first comes into the site, if they click refresh, or if they click on the link which randomly loads the page top photographs. The same ads stay on the page until the page is re-loaded. They do not automatically change.

8. Rotation Schedule
The total number of banners that get displayed in the same spot, one at a time, and how often they rotate through that spot, is called the rotation schedule. A schedule can contain many banners, and can be programmed for various display levels.

9. Ad ID - When buying an ad (banner or classified) with a guaranteed number of clicks, there has to be a way to tell how many times each ad has been clicked. By assigning an ID file to each ad, the exact number of clicks show up in your traffic report. However, accuracy is an issue. The most accurate way to count banner clicks is from your own web site server logs via a traffic report. Traffic reports are fast, free, and easy to do.

10. Traffic Report
Every click and every page a web site visitor looks at is "logged" in a log file on the server where the Web site is hosted. Traffic reports show a long list of extremely useful information on how people use any given web site. Important to counting clicks on ads is a section of the report called the "referrals". Referrals show what links and banners people clicked to get into your web site. This is how you tell which ads are producing the most, and least, clicks to your site. However, these are just the most basic of ad metrics.