Travelers411 Advertising FAQ

How are banner ad impressions calculated?
Are clicks calculated and reported in the same way for CPI and CPC banner ad campaigns?
How are banner ad clicks for Cost-Per-Impression campaigns calculated?
Are Clicks in CPI campaigns adjusted for quality?
Do I get charged for impressions generated by non-human traffic?
Do I get charged for clicks with an impressions based banner ad campaign?
Why don't I see my active banner ads on the site?
What determines Click-Rate?
What can I do to improve the Click-Rate for my banner ad campaign?
What if the same visitor clicks on my ad twice, do I get billed for the second click?
How many times can the same visitor see my ad before it stops being shown?
Are multiple views of cached content counted as multiple impressions?

How are banner ad impressions calculated? Unless otherwise specified, a banner ad impression represents one banner ad graphic or text resource request on one page one time. In the event a page is loaded multiple times whether by the same or different users this may count as multiple impressions.

Are clicks calculated and reported in the same way for CPI and CPC banner ad campaigns? No, not necessarily. CPI, or Cost-Per-Impression, campaigns are based on the cost of serving an ad to a user, not the value of any clicks generated. Since CPC, or Cost-Per-Click, campaigns are based on the value of clicks, we may determine that value with a different set of metrics including geo-location, time of day, user-value, click quality adjustment, targeted content, ad popularity and other factors.

How are banner ad clicks for Cost-Per-Impression campaigns calculated? Clicks are measured as one resource request to an endpoint URL as a result of the activation of a link associated with an Impression.

Are Clicks in CPI campaigns adjusted for quality? Travelers411 does not count clicks on CPI campaigns on old or expired web pages or where various data points for the impressions do not match those data points on the click. For instance, if the IP address that generated the impression does not match the IP address that clicks the ad, this is not counted as a valid click. If the time stamp of the impression is significantly offset from the timestamp of the click, as would be the case with an old, expired, or cached web page, that click would not be counted. Other factors may also be taken into account.

Do I get charged for impressions generated by non-human traffic? Yes. Unless otherwise specified we do not perform quality-adjustment for reporting on impressions for impressions based ad campaigns. Non-human traffic, such as the result of web-crawlers, spiders, or search engines is considered to have a value which is not necessarily less than the value of a human view of the banner ad resource.

Do I get charged for clicks with an impressions based banner ad campaign? No. Impressions based campaigns are priced solely on the value of serving the purchased number of impressions. Any clicks generated or reported in relation to an impression based banner ad campaign are considered a purely residual consequence and are not billable.

Why don't I see my active banner ads on the site? This could be for several reasons. We run banner ads in rotation so many active banner ads may be running simultaneously on the site, in rotation, at any given point. It might be necessary to refresh a given web page several times to see your banner ad displayed or visit the site at different times of day or different days during an active campaign. Depending on the number of purchased banner ad impressions in relation to the total number of potential banner ad impressions for all traffic, your banner ad campaign may only account for a small fraction of total banner ad impressions during a given time period thus making it difficult to view your ad (needle) out of all the impressions generated by all active ads (haystack).

What determines Click-Rate? Click-Rate is based on the ratio of served banner ad impressions to clicks on the banner ad which result in an HTTP request for the associated endpoint. The mathematics are very simple and expressed as (Clicks/Impressions = Click-Rate * 100) %. For example: if a banner ad is served 12000 times and it is clicked on 23 times this would be expressed as (23/120000 = 0.00019 * 100) %. The Click-Rate in this example would be .019%.

What can I do to improve the Click-Rate for my banner ad campaign? There's not always a clear determinant for why a particular banner ad or campaign has a higher or lower Click-Rate when compared to others. The most obvious answer is that the artwork or text messaging might be changed to improve Click-Rate. Many other factors can affect click-rate including the pool of visitors that viewed your ad and a host of subjective factors that determined whether or not they chose to click on the ad. Other transient factors like number of page views per user, economic, regional, weather, political and current events can all have an effect on click-rate. In some cases, users might need to load an ad many times before choosing to click on it. In other cases, visitors might choose to click on your ad the first time it is served. In yet other cases, your ads might leave a lasting or memorable impression on a visitor resulting in a direct visit to your website at a later date. Ultimately the particular artwork or text message associated with a banner ad impression may or may not lead to additional action by a user for any number of reasons including aesthetic or other reasons. Experimentation with different banner ad graphic artwork and messaging may lead to improving Click-Rate.

What if the same visitor clicks on my ad twice, do I get billed for the second click? Impressions based banner ad campaigns are not billed based on clicks and clicks may be reported differently than with Cost-Per-Click (CPC) banner ad campaigns. CPC banner ad campaigns may bill for multiple clicks by the same user if the clicks occur on different one-day periods. For instance if a user clicks a link to your ad on Monday, and then returns to the site and clicks the ad again on Wednesday, this would be billed as two clicks. However, if the user clicks the banner ad on Monday and then 15 minutes later clicks the same ad again, this would not be counted as a second click and would not be billed.

How many times can the same visitor see my ad before it stops being shown? We do not limit or cap the number of impressions on a per visitor or per user basis. In some cases, it might take a very high number of impressions for an ad's messaging to take root with a visitor, or to result in a user generated click.

Are multiple views of cached content counted as multiple impressions? We only record an impression event during a live page load which leads to the load of a banner ad resource such as a graphic banner ad or its text-based alternative. If for instance a user looks at the same page multiple times on a device that is loading a cached copy of the page, this would not count as multiple views.