For beginers

We begin the Beginners series. One of the basic clues for optimisation is statistics analysis. However, to interpret them correctly and to draw right conclusions one has to know what do the indicators represent.

The basic statistics indicators are:

CTR (Click-through rate) - the number of clicks by the number of impressions.

For example an ad is displayed 1000 times and gets 45 clicks. CTR is calculated as follows: (45/1000)*100%. CTR amounts to 4.5%.

CPC (Cost Per Click) - average sum that you earn from each click.

For example throughout the last hour a Publisher had 3 clicks for PLN 0.24, 0.42  and 0.17. The average CPC is calculated as follows: (24+46+17)/3. CPC amounts to PLN 0.29.

eCPM (Effective Cost Per Mille) - effective cost for a thousand impressions. It is calculated by dividing the total earnings by the number of impressions in thousands. This indicator is very important when it comes to comparing earnings from different channels.

In other words this indicator shows how much the Publisher would earn if the sold ads in the CPM model.

If the Publisher earns PLN 200 on 60,000 impressions of an ad, eCPM is calculated as follows: PLN240/60. eCPM amounts to PLN 4.

We hope that this information will help you and encourage you to daily statistics analysis. Statistics analysis is the first step to higher earnings.

Now you know how elastic Adkontekst is when it comes to creating different ad forms.

All you have to do to check out our standard ad forms is enter the specially prepared Ad formats website.  You are welcome to visit.

This entry is intended especially for those who only just start their acquaintance with contextual advertising. However, we hope that also old ‘cunning fellows’ will find some new information.

Contextual advertising should be understood as advertising in search engine results and in the form of ad boxes displayed on websites federated in content networks. Let’s focus on the second type. Here is an example, so that everybody know what we’re talking about: an Internet user browses the www.moto.wp.pl website. At the very bottom he sees a billboard with three text ads or one graphic-text ad.

The essence of contextual advertising is that the ad adjusts to the content of a website by itself. The Advertiser doesn’t have to worry about targeting ads in order to display them only to the Advertiser’s potential clients. The system chooses ads that best contextually suit a given website. It is the so called ‘pull advertising’: the Internet user browses the Internet for information by typing keywords into a search engine or by browsing websites devoted to the topic of the Internet user’s interest. Contextual ads adjust to the content of websites.

For the user it means that he or she will not be drowned in unwanted ads of no interest. He or she will see ads thematically related to the topic of his or her interest. If a person enters www.moto.wp.pl only ads related to parts and car accessories, car dealers, garages and similar topics will be displayed. The Internet user treats Sponsored Links not as obtrusive advertising but as advice and the answer to his questions and problems.

For you as an owner or administrator of a website it means that your ad income will grow. Users will click much more frequently on ads related to their interests. And you will earn much more at the same impression number.

One of the questions asked most frequently right before or after joining Adkontekst is: “How much can I earn?”. It is just as important as difficult to answer. In this post we will introduce you to the basic factors that determine Adkontekst earnings.

Factors that determine earnings level are:

• number of users,
• website subject matter and ad adjustment,
• cost per click - CPC,
• click through rate - CTR,
• effective cost per thousand impressions - eCPM.

The number of website users is one of the most important factors that determine Adkontekst earnings. The more visitors come to your website, the bigger the chances that some of them will click on an ad.

In the Adkontekst network we have websites from big Internet portals (e.g. WP.pl, Gazeta.pl, o2.pl) to niche private websites. The big ones generate even several million impressions a day. The small ones - several hundred or thousand impressions.

Taking into consideration the experiences of our Partners Adkontekst earnings can range from several PLN a day for small, private websites to several hundred PLN a day for the bigger websites.

Website subject matter and ad adjustment

If you run a big website with varied content the system that chooses ads will be able to better adjust ads to your website.  Internet users are far more willing to click on ads well adjusted to the website content.

To help the system choose better ads for the content of your website we recommend you to choose the right thematic categories and to divide the website into several channels.

Price per click - CPC

We have no influence over CPC because it is set by our Advertisers. It is, however, good to know that the minimum CPC in the Adkontekst network is 0.15 point for the fixed CPC model and 0.18 point in the maxCPC model. You can find more information on CPC in the Adkontekst price list.

What is also worth mentioning is that our Publishers get a certain part of the CPC paid by the Advertiser. Your share ranges from 35% to 50% of the CPC. It is granted on the basis of the quality and number of users on the website submitted to Adkontekst. If at present your website has more high quality content and more users than at submission you can write to us and ask for changing your rate. After an audit of your website we will make a decision regarding modifying your share.

Click Through Rare - CTR

CTR value depends mostly on the adjustment of ads and on ad display position. In general, the closer to the content the ads are, the higher the click frequency. CTR can range from decimals of a percent on huge portals to more that 10% on well optimised smaller websites.

Effective cost per thousand impressions - eCPM

Get to know eCPM in this entry.

To pay out money from your Adkontekst account you should:

1. Fill in, print and send 2 copies of agreement to:

NetSprint.pl Sp. z o.o.
Bieżanowska 7 street
02-655 Warsaw

If you lost your agreement you will find it here: private person (PL) version or legal person (PL) version.

2. When we get it, your access to “Rachunek” sections in your Panel will be activated (or “Faktura” section if you are legal person).

3. You fill in the bill or invoice, print it and send to us.

4. As soon as we got your document we will transfer money for your bank account.

If you got any questions please write to: This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Presented below is a checklist of factors that directly impact the amount of revenue gained from contextual advertising. By clicking one of the titles, you will be taken to a page with a detailed description of a given topic. Your are welcome to read the descriptions and start testing.

If you have any thoughts to share with others, please send them to: This e-mail address is being protected from spambots. You need JavaScript enabled to view it. . The authors of the most interesting and, naturally, most effective ideas will receive our corporate freebies.

1. Ad colors

2. Placement

a) websites containing many articles
b) discussion forums
c) websites with internal search engines

3. Different model tests

4. Adkontekst Exclusive-compatible modele

5. Adkontekst Intertext

6. Adkontekst SiteSearch