You have commonly heard terms like eCPM, CPM, CTR, Page Impressions, Page Views etc. What do they really mean.你有普遍聽到的條款一樣的eCPM ，每千次展示費用，點擊率，網頁展示，網頁瀏覽等什麼，他們真正的意思。 How are they related to each other?他們如何與對方呢？ Let’s explore these terms and their relations.讓我們探討這些條款和它們的關係。


Page Views / Page Impressions網頁的意見/網頁展示

= Number of pages in your site which were viewed by a human visitor. =的網頁數量在您的網站，這被認為是由人類訪客。 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，或與任何其他程序，它實際上是指的網頁數目所承認的這些程序是有效的網頁展示，在大多數情況下，將低於超過所報告的日誌分析程序一樣， awstats或webalizer 。 頁的意見是關注人類所產生的安打（人查看網站的網頁上，從瀏覽器） 。 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.網頁的點擊次數，其他的手中，包括所有種頁的意見，人類，以及由機器人，蜘蛛等頁點擊次數將始終遠遠大於頁的意見，一則平均每個網站。

CTR = Click Through Ratio點擊率=通過點擊率

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).在簡單的話，這是多少人，誰點擊一個鏈接廣告出100頁，其中訪問了真正的人民（網頁展示） 。 Higher CTR normally translates to higher revenue.較高的點擊率通常轉化為更高的收入。 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.這麼差/ blackhat徐類型，往往採取不道德的手段，誘騙人們，點擊廣告鏈接，從而增加收入，不惜犧牲的廣告客戶。 Advertisers don’t take it too kindly and this often leads in廣告客戶不採取過於仁慈，這往往導致在 click fraud lawsuits點擊欺詐訴訟 that you read about in papers.您在閱讀有關文件。 CTR is a very interesting parameter.點擊率是一個很有趣的參數。

CTR increases when:點擊率增加時：
1. Ads are more context sensitive 1 。 廣告更多的上下文
This is where Google score big over its competitors in most market segments.這是Google的評分大超過其競爭對手在大多數細分市場。 More context sensitive ads translate to more clicks and in turn more revenue (exception explained below).更多內容敏感的廣告，轉化為更多的點擊次數和在把更多的收入（例外解釋下文） 。

2. Ads are placed closer to where viewers are likely to see them and pay attention to them. 2 。 廣告的位置是接近的地方的觀眾有可能看到他們的注意。
Google Heatmaps provides good guidelines for ad placement for higher CTR. Google的heatmaps提供了良好的指引，為廣告位置較高的點擊率。 In general closer to content is good, away from content is bad except near navigation / scrollbar.在一般接近的內容是好的，遠離內容是壞，除了附近的導航/滾動。

3. When the content isn’t interesting enough. Think about this for a minute. 3 。 內容時是沒有興趣不夠的。認為這一分鐘。 When the content isn’t interesting enough, viewers will see more interesting content via context sensitive advertisements to fulfill their needs.當內容是不是有趣還不夠，觀眾將看到更多有趣的內容，通過對內容敏感的廣告，以滿足他們的需要。 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）和自動生成的內容往往是屬於在這一部分，並作出體面的推卸責任！ 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.這是一個問題與PPC的（價格每click_的廣告模式一般是，以及利用不道德的類型。長期成功的PPC廣告模式，廣告調解員一樣， Google和雅虎必須定期確保質量的內容出版商的網站符合最低可接受的水平，這是更好的價值給廣告客戶和真正的出版商都將蓬勃發展該行業在長遠來說，不幸的出版商經常抱怨大的球員在這個市場往往視而不見，對這種不道德的出版者，從而損害了廣告客戶和真正的出版商和破壞的PPC廣告市場，在長遠來說。

4. 4 。 Viewers mistake content links for advertisements.觀眾錯誤的內容鏈接廣告。 This is the reason publishers try to embed ads in content.這就是為什麼出版商嘗試嵌入的廣告內容。 This is treading a fine line and so publishers like Google distinctly add a Ads by Google message below each ad block.這是踏罰款線等出版商像Google明顯添加一個Google提供的廣告訊息，下面每個廣告座。

Average Payment per Click平均支付每次點擊

Everyone talks about CTR and CPM.大家談論的點擊率和每千次展示費用。 Almost nobody talks about average payment per click which to me is the single most important factor for web publishers.幾乎沒有人會談約平均支付每次點擊，這對我來說是最重要的單一因素， Web出版商。 On average how much are you getting per click on your page?對平均多少您是否獲得每次點擊您的網頁上呢？ Ad mediators like Yahoo & Google take a cut of the actual payment made per click by advertisers.廣告調解，如Yahoo與Google的採取削減實際支付每次點擊的廣告客戶。 Average payment per click is a key factor for choosing an ad mediator like Google AdSense, YPN etc.平均支付每次點擊是一個關鍵因素選擇一個廣告的調停人一樣， 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進行談判，百分比的收入。 The playing field isn’t even and not always fair.公平的競爭環境是不和，甚至並不總是公平的。

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會是多少，你（出版社） ，使每千次展示。 If you negotiate directly with advertisers, you get CPM rates.如果您直接談判，與廣告客戶，您可以獲得每千次展示費用率。 When a third party negotiates it for you, you are left with eCPM.當一個第三黨談判，它為你，你留下的eCPM 。

eCPM = CPM - % Ad mediators cut的e =每千次展示成本-％廣告調解削減

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 ％ （只是一個野生猜測）從您的收入的eCPM ，然後將0.7 x每千次展示費用。

eCPM = CTR (in percent) X Average Payment per Click X 10 的e =點擊率（在％ ） X平均支付每次點擊× 10

eCPM is directly dependent upon average payment per click and CTR.的eCPM是直接取決於平均支付每次點擊和點擊率。 So even with constant or increasing CTR, your payment may go down if you are paid lower per click.因此，即使與不變或增加點擊率，您的付款，可升可跌，如果您是支付較低的每次點擊。

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 ％的點擊率和你支付20美分（ = 0.2元） ，每次點擊，然後您的eCPM = 3 × 0.2 × 10 = 6

Total Click = CTR X Page Impressions / 100總點擊=點擊率x網頁展示/ 100

This one should be fairly obvious.此一應相當明顯。 The result is divided by 100 because CTR is expressed normally in percentage.結果是，除以100 ，因為點擊率是表示，通常以百分比。

Earnings = eCPM X Page Impressions / 1000收入=的e x網頁展示/ 1000

Again this should be fairly evident to you at this point.再次，這應該是相當明顯你在這一點上。
Note: The result is divided by 1000 because eCPM is per thousand impressions.注：結果是，除以1000年的eCPM ，因為是每千次展示。

Higher eCPM converts to higher earnings and so does higher page impressions.更高的e轉換為較高的收入和那麼高的網頁展示。 So finally we get:所以最後我們得到：

Earnings = CTR X Average Payment per Click X Page Impressions / 100收入=點擊率X平均支付每次點擊x網頁展示/ 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.您的收益直接取決於您的點擊率（有多少你的觀眾是點擊您的廣告） ，有多少您的廣告提供者/調停人是給你，平均每次點擊，最後在您的網頁上展示您給此廣告客戶。 Initially I strongly recommend any publisher to target higher page impressions.最初我強烈建議任何出版商的目標，更高的網頁展示。 The rest of them are easy when you have good number of page impressions to show.其餘的他們很容易當您有良好的網頁展示次數，以顯示。

Are you with me so far?你跟我這麼遠呢？ Good, now you have a basic understanding of concepts behind context sensitive PPC ads.好，現在你有一個基本的認識，其背後的設計理念與上下文的PPC廣告。 Feel free to ask any questions below or discuss it in our請隨時提出的任何問題或低於討論它在我們的 forums論壇 . 。