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There are many advertising model used on
websites, advertising networks, and search
engines where advertisers only pay when a
user actually clicks on an ad or banner to
visit the advertiser's website.
Pay Per Click
Advertisers bid on keywords they believe
their target market would type in the search
bar when they are looking for a product or
service. When a user types a keyword query
matching the advertiser's keyword list, the
advertiser's ad may appear on the search
results page. These ads are called a
"Sponsored link" or "sponsored ads" and
appear next to, and sometimes, above the
natural or organic results on the page. The
advertiser pays only when the user clicks on
the ad. Pay per click advertising is a
search engine marketing technique.
Pay per click ads may also appear on content
network websites. In this case, ad networks
such as Google Adsense and Yahoo! Publisher
Network attempt to provide ads that are
relevant to the content of the page where
they appear, and no search function is
involved.
While many companies exist in this space,
Google AdWords, Yahoo! Search Marketing, and
MSN adCenter are the largest network
operators as of 2007. Depending on the
search engine, minimum prices per click
varies. Very popular search terms are
costly.
Arguably this advertising model may be open
to abuse through click fraud.
Banner Advertising
A web banner or banner ad is a form of
advertising on the World Wide Web. This form
of online advertising entails embedding an
advertisement into a web page. It is
intended to attract traffic to a website by
linking them to the web site of the
advertiser. The advertisement is constructed
from an image (GIF, JPEG, PNG), JavaScript
program or multimedia object employing
technologies such as Java, Shockwave or
Flash, often employing animation or sound to
maximize presence. Images are usually in a
high-aspect ratio shape (i.e. either wide
and short, or tall and narrow) hence the
reference to banners. These images are
usually placed on web pages that have
interesting content, such as a newspaper
article or an opinion piece.
The web banner is displayed when a web page
that references the banner is loaded into a
web browser. This event is known as an
"impression". When the viewer clicks on the
banner, the viewer is directed to the
website advertised in the banner. This event
is known as a "click through". In many
cases, banners are delivered by a central ad
server.
When the advertiser scans their log-files
and detects that a web user has visited the
advertiser's site from the content site by
clicking on the banner ad.
Web banners function the same way as
traditional advertisements are intended to
function: notifying consumers of the product
or service and presenting reasons why the
consumer should choose the product in
question, although web banners differ in
that the results for advertisement campaigns
may be monitored real-time and may be
targeted to the viewer's interests.
Many web surfers regard these advertisements
as highly annoying because they distract
from a web page's actual content or waste
bandwidth. (Of course, the purpose of the
banner ad is to attract attention. Without
attracting attention, which makes it
annoying, it would provide no revenue for
the advertiser or for the content provider.)
Newer web browsers often include options to
disable pop-ups or block images from
selected websites. Another way of avoiding
banners is to use a proxy server that blocks
them, such as Privoxy.
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