tally and vary in size, based on the Ad Unit Guidelines issued by the Internet Advertising Bureau, from the small to the large format. An advertiser needs to know what the following terms mean and how they apply: Conversion Rate, Cookies, Run of Site (ROS), Hits, Banner views or impressions, Click Throughs, CPM, and Click Through Rate (CTR) since they are measures of the cost and good results of the advertisement. Cost of banner advertisingA person's ad budget and dynamics of product publicized will figure out the size of advert you choose to use. Cost, which is measured in CPM or cost per thousand, will generally be determined by the publisher/your ad agency and the type of payment plan agreed. You can Pay Per Click (PPC), i.e. for every click of the mouse by a visitor on the banner the publisher site gets paid, or pay per impression seen, i.e. the publisher is paid by mere citing of the banner by a visitor to the site. Your target should be to lower your cost per sale, which is your Cost Per Visitor to your site via the banner divided by the Conversion Rate of such visits into business. A superior cost per sale is not sustainable. For instance, you could be paying as high as $30 or even more for every deal. The best way to lower cost banner ads This will begin from your product or service. You have to have a very good product then make a very persuasive advertisement. This combination may help alter your conversion rate drastically. Your advert brings visitors in and your product keeps them in. Target high traffic sites for high click rate. You can also reduce your CPM by negotiating a lower rate with your advert agency. Pay per impression sites like ContentZone, DoubleClick, Flycast should be avoided; you want to be sure you are paying for people who had visited (PPC) Websites like ValueClick, BannerSpace, and eAds operate PPC. An affiliate program is another great way to reduce cost, since you pay ou or PPC), for every appearance (pay per impression, or PPM) or for every sale (pay per action or PPA). While with free advertising, advertisers earn links to their website by submitting quality articles to websites that publish articles. Search engine optimization (SEO) is another form of free online advertising.Different Online Advertising Techniques There are different online advertising techniques that help companies in making revenue, generating traffic, creating brand awareness, selling products and driving sales. Let us look at some of the most popular techniques:Banner Ads: Banner ads or web banners are those ads normally found on websites that have relevant interesting content. Banners are either wide and short or tall and narrow. Pop-up Ads: As the name implies, these are ads that pop up when people enter certain sites.Floating Ads: These ads float over the screen for a few seconds, and during that time you are unable to read the web page that you are on.  Unicast Ads: Unicast ads look like TV commercials and are rich in audio or video content. However, the only difference is that, unlike TV ads, the user can click on the ad for more details about the product or service.Takeover Ads: In the case of takeover ads, website visitors see a large ad that minimizes into banners and buttons in a split second. These ads are quite popular as they can run throughout the visit. Advantages of Online Advertising*It is cost-effective because they are results-driven;