A Study on Factors Influencing the Click Through Rate, CTR, of Internet ads by the Charging Mode of CPM (Cost Per Mile) Based on Information Transfer

CTR (Click Through Rate) is generally considered as a core indicator in measuring the effect and the ROI (Return On Investment) of Internet ads by the charging mode of CPM (Cost Per Mile). By utilizing relevant theories and research methodologies of modern informatics, the study aims to determine the characteristics of promotion that information is having and the impact on CTR by means of mathematical inference. The functional relationship between them is further explored by quantitative analysis through practical efficiency testing, data statistics and regression analysis on the Internet. The conclusion of the research could be a reference or an instruction for advertisers in designing their Internet ads, so as to improve the transfer efficiency of promotion information and raise their CTR and eventually the ROI.