You have two options for paying for your online advertising:
Flat Rate Fee– The publisher will charge you a flat rate for a month of running your ad and the ad is then ongoing for the month. This might be a good option for smaller websites which may not have a huge amount of traffic. Their visitors may be specifically targeted for your market and it is worthwhile for you to advertise on their site. If you are a sponsor of the publisher they may also advertise on their site for you for a flat rate fee.
CPM (Cost Per Mille)– Most ad campaigns are based on a charge for every 1,000 page impressions (CPM). To make the most of your advertisement you can request that you ad will run at specific times when you know you target customers will be online and the impressions you are paying for are to the right audience.
Therefore if you have a budget of €1,000 and the CPM on a publisher site is €5, you will be able to purchase 200,000 impressions of your ad. Targeted a the right audience and you would hope to have a high click through rate(CTR) for this ad.
Calculate the CTR %: CTR = (clicks/impressions) x 100
Most larger publishers will have their Ad Specifications and Rates available on the advertising section of their website.
Marketing- Digitally 