Frequently Asked Questions

A Primer on Internet Advertising for Quilting and Textile-Related Businesses

Question 1: What is Internet Advertising?

Answer: Internet advertising provides exposure to your business (particularly your online or web-based business) through banner ads and other internet media such as subscription mailing lists.

Question 2: How does it work?

Answer: Banner ads are display-type ads that appear on web pages to advertise your business. They typically extend across most of a web page like a headline and can be static or animated. Banner ads are also typically hot-linked to a website address where a potential customer can learn more about your product. When a customer views your banner, this is known as an impression. When a customer clicks on your banner to go to your site or another page you've established, this is known as a click-through.

The advantage of this kind of advertising over more traditional print or broadcast media is that the potential customer has immediate access to your site with a simple mouse-click.

Banners or short text ads can also appear on internet maillists subscribed to by quilters or others with special interests. This is not unsolicited internet advertising, which is commonly known as SPAM. Members of our lists subscribe and know and accept advertising as part of the list's regular format.

Question 3: What can internet advertising do for my business?

Answer: Banner ads and other forms of internet advertising can provide different kinds of exposure for your business:

a. Name recognition: Through the cumulative effect of a lot of impressions, or views of your banner, your name can become a household word to online quilters and sewers. Simple exposure can build familiarity and trust that your business is an established and reliable brand.

b. Targeted promotions: Besides just general name recognition, banner ads can be constructed to focus on a specific sale or promotion your company may be offering. They are typically used to attract visitors to a website to participate in a promotion, contest, or sale.

Question 4: How is success measured?

Answer: The basic unit of banner advertising is the impression. As defined above, this is one person viewing one banner on a website. Each time that user or another user views your banner, an impression is created.

Each time a potential customer clicks on your banner, a click-through takes place. The customer is taken straight to your online store or other site and can interact with your products and services.

Success is measured both by the number of impressions created and by the number of click-throughs that take place. The number of click-throughs that take place in relation to the number of impressions is known as the click-through ratio. It is measured by dividing the number of click-throughs by the number of impressions your banner generates.

Example: 400 click-throughs divided by 10,000 impressions equals a 0.04 click-through ratio.

Banner advertising software measures both impressions and click-throughs to provide the advertiser with data to assist in measuring their ads' success and in designing better banners.

Question 5: What is a typical click-through ratio?

Answer: The typical click-through ratio for a general non-targeted banner is about 0.02 percent. This can be raised significantly by targeting your chosen audience, through the selection of websites on which to display your banner. Planet Patchwork, Quiltropolis, and The Quilt Channel specifically target quilters, so almost every impression reaches someone interested in quilting or the textile arts.

Question 6: What is a "unique visitor?" What is a "page view?"

Answer: A "unique visitor" is a distinct, identifiable visitor to a website. A unique visitor may view one or many pages. Each time a visitor loads a page in his or her browser, this constitutes a "page view." Both terms are ways of measuring the number and variety of visitation a website receives.

Question 7: How is my banner created?

Answer: Banners, buttons, and other display vehicles for internet advertising are created in the same way as other graphic art. They are best created by the company's own advertising agency or graphic firm, using your established logo and corporate look. If you already have web graphics at your site, these can also sometimes be adapted into banners. We can assist you in creating web banners if you do not already have a source for this service. The standard size for a web banner, as established by the Internet Advertising Bureau, is 468 X 60 pixels. Actual size varies with screen resolution, but this is typically from 2/3 to 3/4 the width of a computer screen.

Question 8: How is internet advertising costed?

Answer: The cost of banner advertising is generally measured by numbers of impressions. Cost is expressed as a unit per 1,000 impressions or CPM (cost per thousand).

Example: 1,000 impressions at $.02 each is expressed as $20 CPM

While click-through ratio is important in judging the overall effectiveness of a banner, it alone is not the primary measure for costing ads.

Question 9: So what is the actual cost?

Answer: You can get banner advertising at a variety of prices. Link exchange services allow you to "barter" for impressions by placing other ads in the system on your site in a reciprocal arrangement. This typically provides only minimal targeting.

Some sites will charge as much as $65 CPM (6.5 cents per impression) for highly targeted banner ads.

Knowing that our potential advertisers are usually small businesses with limited advertising budgets, we offer highly targeted exposure for a reasonable price:

1,000 to 5,000 impressions .03 ea ($30 CPM)
6,000 to 10,000 impressions .025 ea ($25 CPM)
11,000 and more impressions .02 ea ($20 CPM)

These impressions can be spread over any interval up to 90 days.

Question 10: What are the best pages at a site on which to display my banner?

Answer: If you have chosen the right website for your target audience, your banner can effectively be displayed on any page of the site. You are charged by the impression, whether it appears on the front page or some other page of a site.

Question 11: Where on a page will my banner be displayed?

Answer: A banner can be displayed any place on a web page. However, advertisers should insist that the ad appear "above the fold" on a page, i.e. in the portion of the page that first displays in a browser without scrolling.

Question 12: How often will my banner be displayed?

Answer: Your banner can be displayed every time a page is viewed by a web browser, or it can be rotated with other ads on the page. By rotating your ads you can control the rate at which impressions are made and charged. For example if you wish to create 10,000 impressions over 30 days, a rotation will be established to display your banner at this rate.

Question 13: How often can I change my banner?

Answer: Your banner can be programmed to change on any rotational basis you choose.

Question 14: How do I get more information or sign up to advertise with you?

Answer: For more information you can e-mail us at or phone us toll-free at 888-831-2360.

You can visit our websites at the following addresses:

Planet Patchwork:


The Quilt Channel:

(c) Copyright 1995-2012 by The Virtual Quilt Company. All rights reserved.


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