You have commonly heard terms like eCPM, CPM, CTR, Page Impressions, Page Views etc. What do they really mean.你有普遍听到的条款一样的eCPM ，每千次展示费用，点击率，网页展示，网页浏览等什么，他们真正的意思。 How are they related to each other?他们如何与对方呢？ Let’s explore these terms and their relations.让我们探讨这些条款和它们的关系。


Page Views / Page Impressions网页的意见/网页展示

= Number of pages in your site which were viewed by a human visitor. =的网页数量在您的网站，这被认为是由人类访客。 In Google AdSense or with any other programs it actually means the number of pages recognized by these programs as valid page impressions, which in most cases will be lower than than reported by log analyzer programs like awstats or webalizer. Page Views is concerned with human generated hits (people viewing pages on the website from browsers). Google AdSense的，或与任何其他程序，它实际上是指的网页数目所承认的这些程序是有效的网页展示，在大多数情况下，将低于超过所报告的日志分析程序一样， awstats或webalizer 。 页的意见是关注人类所产生的安打（人查看网站的网页上，从浏览器） 。 Page Hits on the other hands includes all kind of page views, by humans as well as by bots, spiders etc. Page Hits will always be much larger than page views on an average site.网页的点击次数，其他的手中，包括所有种页的意见，人类，以及由机器人，蜘蛛等页点击次数将始终远远大于页的意见，一则平均每个网站。

CTR = Click Through Ratio点击率=通过点击率

In simple words it is the number of people who click on a advertisement link out of 100 pages which were visited by real people (page impressions).在简单的话，这是多少人，谁点击一个链接广告出100页，其中访问了真正的人民（网页展示） 。 Higher CTR normally translates to higher revenue.较高的点击率通常转化为更高的收入。 So bad / blackhat SEO types often adopt unethical means to trick people into clicking on advertising links thereby increasing their revenue at the expense of advertisers.这么差/ blackhat徐类型，往往采取不道德的手段，诱骗人们，点击广告链接，从而增加收入，不惜牺牲的广告客户。 Advertisers don’t take it too kindly and this often leads in广告客户不采取过于仁慈，这往往导致在 click fraud lawsuits点击欺诈诉讼 that you read about in papers.您在阅读有关文件。 CTR is a very interesting parameter.点击率是一个很有趣的参数。

CTR increases when:点击率增加时：
1. Ads are more context sensitive 1 。 广告更多的上下文
This is where Google score big over its competitors in most market segments.这是Google的评分大超过其竞争对手在大多数细分市场。 More context sensitive ads translate to more clicks and in turn more revenue (exception explained below).更多内容敏感的广告，转化为更多的点击次数和在把更多的收入（例外解释下文） 。

2. Ads are placed closer to where viewers are likely to see them and pay attention to them. 2 。 广告的位置是接近的地方的观众有可能看到他们的注意。
Google Heatmaps provides good guidelines for ad placement for higher CTR. Google的heatmaps提供了良好的指引，为广告位置较高的点击率。 In general closer to content is good, away from content is bad except near navigation / scrollbar.在一般接近的内容是好的，远离内容是坏，除了附近的导航/滚动。

3. When the content isn’t interesting enough. Think about this for a minute. 3 。 内容时是没有兴趣不够的。认为这一分钟。 When the content isn’t interesting enough, viewers will see more interesting content via context sensitive advertisements to fulfill their needs.当内容是不是有趣还不够，观众将看到更多有趣的内容，通过对内容敏感的广告，以满足他们的需要。 Unfortunately splogs (spam blogs) and auto generated content often falls in this segment and make a decent buck!不幸的splogs （垃圾博客）和自动生成的内容往往是属于在这一部分，并作出体面的推卸责任！ This is a problem with the PPC (price-per-click_ advertising model in general and is well exploited by the unethical types. For long term success of PPC advertising model, ad mediators like Google and Yahoo must periodically ensure that the quality of content on publishers site conforms to a minimum acceptable level. This gives better value to advertisers and genuine publishers alike and will prosper the industry in the long run. Unfortunately publishers often complain that big players in this market often turn a blind eye towards such unethical publishers, thereby harming advertisers and genuine publishers and undermining the PPC advertisement market in the long run.这是一个问题与PPC的（价格每click_的广告模式一般是，以及利用不道德的类型。长期成功的PPC广告模式，广告调解员一样， Google和雅虎必须定期确保质量的内容出版商的网站符合最低可接受的水平，这是更好的价值给广告客户和真正的出版商都将蓬勃发展该行业在长远来说，不幸的出版商经常抱怨大的球员在这个市场往往视而不见，对这种不道德的出版者，从而损害了广告客户和真正的出版商和破坏的PPC广告市场，在长远来说。

4. 4 。 Viewers mistake content links for advertisements.观众错误的内容链接广告。 This is the reason publishers try to embed ads in content.这就是为什么出版商尝试嵌入的广告内容。 This is treading a fine line and so publishers like Google distinctly add a Ads by Google message below each ad block.这是踏罚款线等出版商像Google明显添加一个Google提供的广告讯息，下面每个广告座。

Average Payment per Click平均支付每次点击

Everyone talks about CTR and CPM.大家谈论的点击率和每千次展示费用。 Almost nobody talks about average payment per click which to me is the single most important factor for web publishers.几乎没有人会谈约平均支付每次点击，这对我来说是最重要的单一因素， Web出版商。 On average how much are you getting per click on your page?对平均多少您是否获得每次点击您的网页上呢？ Ad mediators like Yahoo & Google take a cut of the actual payment made per click by advertisers.广告调解，如Yahoo与Google的采取削减实际支付每次点击的广告客户。 Average payment per click is a key factor for choosing an ad mediator like Google AdSense, YPN etc.平均支付每次点击是一个关键因素选择一个广告的调停人一样， Google AdSense的， ypn等。
Note: Bigger publishers can often negotiate a better percentage of the revenue.注：大出版商往往能更好地进行谈判，百分比的收入。 The playing field isn’t even and not always fair.公平的竞争环境是不和，甚至并不总是公平的。

CPM = cost per thousand impressions每千次展示成本=每千次展示成本

eCPM is how much you (publisher) make per thousand impressions. e会是多少，你（出版社） ，使每千次展示。 If you negotiate directly with advertisers, you get CPM rates.如果您直接谈判，与广告客户，您可以获得每千次展示费用率。 When a third party negotiates it for you, you are left with eCPM.当一个第三党谈判，它为你，你留下的eCPM 。

eCPM = CPM - % Ad mediators cut的e =每千次展示成本-％广告调解削减

If for example Google takes 30% (just a wild guess) from your earnings then eCPM will be 0.7 X CPM.如果，例如Google在30 ％ （只是一个野生猜测）从您的收入的eCPM ，然后将0.7 x每千次展示费用。

eCPM = CTR (in percent) X Average Payment per Click X 10 的e =点击率（在％ ） X平均支付每次点击× 10

eCPM is directly dependent upon average payment per click and CTR.的eCPM是直接取决于平均支付每次点击和点击率。 So even with constant or increasing CTR, your payment may go down if you are paid lower per click.因此，即使与不变或增加点击率，您的付款，可升可跌，如果您是支付较低的每次点击。

For example if you have 3% CTR and you get paid 20 cents ( = 0.2$ ) per click then your eCPM = 3 X .2 X 10 = 6例如，如果你有3 ％的点击率和你支付20美分（ = 0.2元） ，每次点击，然后您的eCPM = 3 × 0.2 × 10 = 6

Total Click = CTR X Page Impressions / 100总点击=点击率x网页展示/ 100

This one should be fairly obvious.此一应相当明显。 The result is divided by 100 because CTR is expressed normally in percentage.结果是，除以100 ，因为点击率是表示，通常以百分比。

Earnings = eCPM X Page Impressions / 1000收入=的e x网页展示/ 1000

Again this should be fairly evident to you at this point.再次，这应该是相当明显你在这一点上。
Note: The result is divided by 1000 because eCPM is per thousand impressions.注：结果是，除以1000年的eCPM ，因为是每千次展示。

Higher eCPM converts to higher earnings and so does higher page impressions.更高的e转换为较高的收入和那么高的网页展示。 So finally we get:所以最后我们得到：

Earnings = CTR X Average Payment per Click X Page Impressions / 100收入=点击率X平均支付每次点击x网页展示/ 100

Your earnings directly depend on your CTR (how much your viewers are clicking on your ads), how much your ad provider / mediator is giving you on average per click and finally on your page impressions that you are giving this advertiser.您的收益直接取决于您的点击率（有多少你的观众是点击您的广告） ，有多少您的广告提供者/调停人是给你，平均每次点击，最后在您的网页上展示您给此广告客户。 Initially I strongly recommend any publisher to target higher page impressions.最初我强烈建议任何出版商的目标，更高的网页展示。 The rest of them are easy when you have good number of page impressions to show.其余的他们很容易当您有良好的网页展示次数，以显示。

Are you with me so far?你跟我这么远呢？ Good, now you have a basic understanding of concepts behind context sensitive PPC ads.好，现在你有一个基本的认识，其背后的设计理念与上下文的PPC广告。 Feel free to ask any questions below or discuss it in our请随时提出的任何问题或低于讨论它在我们的 forums论坛 . 。