Google Advertising Tools, 2nd Edition

Display and Banner Ads

There’s nothing to stop display and banner ads from being contextually related to the text they accompany, and obviously it is often a good idea. However, text ads—which usually come in groups and have, by definition, text—present a greater opportunity for effective contextual relevance. That’s why text ads are predominantly purchased and displayed on a CPC basis (although, of course, they could be CPM), and why many display and banner ads operate under CPM terms. The primary concern of CPM banner and display ads is that they be viewed; while a call to action may be involves, it’s possible that they may not be concerned in the way most CPC ads are with immediate results (by clicking the text link provided).

Note

With CPM (cost per thousand impressions) advertising, you get paid a fee, based on thousands of impressions, when an ad is displayed on your site. This is the kind of web advertising that is the most like traditional media advertising: an advertiser pays for displaying its ad in a magazine, on television, or on a website—end of story.

These considerations mean that the vast bulk of display and banner ads that you see on the Web have been placed on a CPM basis.

Note

One of the pitfalls of accepting CPM advertising is getting stuck with garish imagery or Flash-based animations, as well as assorted pop ups and pop unders, which can irritate and distract visitors to your website. My own taste runs to less-is-more when it comes to advertising, but you’ll need ...