Web Advertising Statistics
Now that you’ve managed to get traffic, popularity, community, and loyalty of fans to your website, it’s time to take a look on your web advertising statistics.
As web marketers would say, you would want to monetize your site and generate advertising income from your project.
How Web Advertising Works
Once you have around 500-1,000 visitors everyday in your site, you can start earning real money. There are many banner programs available and they can pay either on per impression or cost per click basis. An impression means that the banner is being displayed to the user while a click is when the user clicks on the banner and actually visits the site that is being advertised.
Typically, advertising on websites would appear on standard 468x60 banner sizes. If you are the advertiser, you can pay what is known as cost per 1,000 impressions (CPM) which can range from $0.10 to $10.00. But today, the most popular method of advertising is to pay for every click-through on the banner.
Importance of Statistics
At any point in time, the website owner and advertiser should be able to determine the statistics of the ads to calculate the cost of the ads as well as the traffic of the site. They need to know how many unique visitors they get, how many hits and how many page views. Here are detailed definitions of each one:
- Visitors/visits – these show you how many users are coming to your site. The visitor can flip through your web pages but he or she would still be counted as one. However, the visit may also be time-based so that if it lasted for over 30 minutes, it could be counted as two visits.
- Hits – these represent the files sent to the user after clicking on a link to your site. If your website has 25 pictures for example, a single visit would generate 26 hits (1 hit for the page and 25 hits for the graphic files).
- Page views – these mean the total distinct pages or html files that are looked at on your site. It’s an important statistic because it indicates the “stickiness” of your website. For example, if the statistics shows 10 visitors with 70 page views, then the site is a very interesting one since each visitor visited 7 pages before they left.
In short, web statistics help you to know if search engine submissions are taking effect, provide information about how users view the site, identify pages that need improvement, improve relationships with customers, and determine the effectiveness of website navigation as well as the marketing/advertising campaign.
Measuring Web Advertising Statistics
There is plenty of software today that measure web advertising statistics. These applications are called web analytics and they come in two categories:
- On-site – measures the visitor’s journey on your site including conversions and drivers. For instance, it can give data on which page encourages people to make their purchase. Therefore, it measures the site’s performance based in commercial context. The data gathered here will be compared against key performance indicators to gauge performance and to improve audience response.
- Off-site – refers to web analysis and measurement regardless of whether you maintain or own a website. It includes measurement of the site’s buzz (comments), share of voice (visibility), and potential audience (opportunity).
The web servers keep the logs of all activity from visitors. When a user visits your site, he or she will leave a print on the various files requested on that site. Historically, web analytics refer only to on-site measurement. However, the vendors have produced tools equally spanning both categories in recent years.
The most important thing to look for in measuring effective online advertising is trends. For instance, measure the hit counts to your site – whether they’re increasing, staying even, or decreasing. It’s also good to know whether the recent campaign and banner ad has been effective to increase traffic to your site. On the part of the advertiser, they can determine if they are getting the best value for their money in advertising with a particular website. Altogether, the information gathered from the statistics of the site will provide wealth of information and valuable insights so that both parties can continuously fine tune their marketing strategies and increase their profits.
The income in web advertising is close to being passive. Once the systems are in place, all you need to do is to pursue advertisers and of course, control billing. As for the advertisers, the time and labor you put today will definitely benefit you in the future.
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