Quick CPM Answer: Sometimes the click-through ratios for CPM-based advertising is low. According to Wikipedia, "CPM is frequently used in advertising to represent cost per mille (thousand)." You can check out the Wiki here.
The thing to remember when you start exploring methods to monetize your blog is the fact that even an un-clicked (but viewed) advertisement has the potential to play a role in promoting your blog through site indexing methodology. Interesting, well-designed advertisements tend to catch a reader/user's attention, promoting brand recognition and connects your writing to their search engine inquiry, even if the viewer doesn't click through after clicking on your blog from a search engine link. No one really knows what they are going to get when they click a search engine link. What you give them is entirely up to you.
So the discussion really hinges upon what you want to do with them... My Google Alerts have started going off for the advertising items embedded in my Blogger account which has small blurbs about what I am doing with my kids. Since shorty gave me a Thomas the Train and Polar Express moment, I shared with people the actual items by linking them in so if people want to buy them the impulse to buy can be satisfied. It is not a sales pitch, it is a conversation with perks (LOL). It appears to be working for the stats in the affiliate program shows readers clicked through, then continued to click on other items in Amazon.com... A rarely used forum has just become a bounce page to send readers every place I want them to go if they care to go there.
Writers make information available... Readers decide what to do with the knowledge gained. You don't have to be weighty and serious either. Just be yourself and have a small conversation.
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