关于COMMERCIAL ADS的一点补充资料

ellenchuwang · 发表于 2011-8-21 23:29:29

原文链接：http://www.haiguinet.com/forum/viewtopic.php?t=1029899
这篇文章概念性的东西比较多，提前了解一下，遇到了心里有底。希望能对大家有帮助。我24号的，攒RP呀~~
Click-through Rate
Click-through rate or CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if a banner ad was delivered 100 times (impressions delivered) and one person clicked on it (clicks recorded), then the resulting CTR would be 1 percent.

Banner ad click-through rates have fallen over time, currently averaging much less than 1 percent. In most cases, a 2% clickthrough rate would be considered very successful. By selecting an appropriate advertising site with high affinity (e.g. a movie magazine for a movie advertisement), the same banner can achieve a substantially higher CTR. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads.

CTR is most commonly defined as number of clicks divided by number of impressions and generally not in terms of number of clicks divided by the number of persons who clicked. This is an important distinction. As a person clicks a single advertisement multiple times, the CTR increases using the latter definition, whereas the CTR doesn't change using the former definition.

Conversion Rate
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.

Successful conversions are interpreted differently by individual marketers, advertisers, and content creators. To online retailers, for example, a successful conversion may constitute the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. To content creators, however, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity that occurs due to a subtle or direct request from the content creator for the visitor to take the action.

For web sites that seek to generate offline responses, for example telephone calls or foot traffic to a store, measuring conversions can be difficult

ROI
In finance, rate of return (ROR), also known as return on investment (ROI), rate of profit or sometimes just return, is the ratio of money gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested. The amount of money gained or lost may be referred to as interest, profit/loss, gain/loss, or net income/loss. The money invested may be referred to as the asset, capital, principal, or the cost basis of the investment. ROI is usually expressed as a percentage rather than a fraction.

dbonly · 发表于 2011-8-21 23:35:59

机器翻译，大家看看
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点击率

点击率和点击率，是一种衡量成功的在线广告活动。点击率是除以多少用户点击网页上的广告的次数广告交付（展示）。例如，如果一个横幅广告交付的100倍（展示交付）和一个点击它（点击记录），然后由此产生的点击率是百分之1。

横幅广告的点击率已经下降随着时间的推移，目前均远小于百分之1。在大多数情况下，2%的点击率会被认为是非常成功的。通过选择一个适当的广告网站与高亲和力（例如电影杂志，电影广告），同样可以达到相当高的点击率的旗帜。个性化的广告，不寻常的格式，更突出广告通常有较高的点击率比标准横幅广告。

点击率是最常见的定义为点击数除以次数，一般而言不点击数除以人数谁点击。这是一个重要的区别。当一个人点击一次广告的点击率增加使用次数多，后者的定义，而点击率不改变使用前定义。

转换率

在网络营销，转换率比游客休闲内容转换的观点或网站访问到所需的行动的基础上微妙的或直接的要求从市场营销，广告，和内容创作者。

成功转换不同的解释个人营销，广告，和内容创作者。网上零售商，例如，一个成功的转换可能构成的产品销售给消费者的兴趣，该项目最初是通过点击横幅广告。内容创作者，然而，一个成功的转换可能是指一个会员注册，通讯订阅，下载软件，或其他的活动，由于微妙的或直接请求内容创建者的访客采取行动。

为网站寻求生成离线反应，例如电话呼叫或步行的交通商店，测量转换可以是困难的

投资回报率

在金融领域，收益率（回报率），也被称为投资收益（回报），收益率或有时只是回报，是比金钱获得或损失（无论是实现或没有实现）的投资与投资额。钱的数额增加或减少可能被称为利益，利润/损失，收益/损失，或净收益/损失。投入的资金可能被称为资产，资本，本金，或费用的基础上投资。投资回报率通常是以百分比表示的而不是一个分数。

dbonly · 发表于 2011-8-21 23:43:14

举例子理解

100个人访问新浪，10个人点了某广告，点击率10%；

然后点击的10个人中，有5人依照链接完成了购物（系统可以track到），转化率50%

关于COMMERCIAL ADS的一点补充资料

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