If you want to learn the basic of banner advertising, then you will need to know some terms that usually used to talk about banner advertising. Understand the basic, before you use it.
Banner ad is a graphic ad linked to a website. The ad’s owner is called advertiser. Banner ad sometimes placed on the top of the page, but can also run up the page (“skycrappers”).
Banner view is the number of times a banner is seen. It’s just like the page views, but counts the number of times the banner is downloaded and not the number of times the page is downloaded.
Click throughs, is when users click the image ad and go redirected to the website’s advertisers. Sometimes it called clicks.
Click Through Rate (CTR) is the percentage of the number of users who see the ad and how much users click on it. A good banner will have higher CTR.
Conversion Rate is the percentage of people who click on your banner, go to your website and then buy your product. The higher the conversion rate, the better.
Cookies is files placed on user’s computer. It gathered the data about the users and banner ads used them to make sure the user hasn’t seen the banner recently, which banner brought them to the advertiser’s website, and which adverts they’ve seen recently.
Cost Per Mille (CPM) is the amount you pay for every thousand times a banner is displayed, usually banners are charged this way.
Page Impression or Page Views, is the number of times a web page has been requested by the server. Each view is a potential customer looking at a page of your site, but not necessarily a different customer.
Unique Users, are people who downloaded your webpage, counted by IP address. If a site doesn’t check the IP address for each clickthroughs, don’t advertise with them.