online advertising options (other than google ads) - sept 2014

Allison Miller, Vanguard Visions

Salisbury / Modbury

Online advertising options (other than Google Ads)

You’ll find these slides at:

slideshare.net/vanguardvisions

Session Overview

• Why is now a good time to be advertising online?

• Planning for online advertising• How does it work?• Paid online advertising options• Other online advertising options• What will you investigate further?• Workshop evaluation

Why is now a good time to be advertising online?

CC-BY Image: Telecommunications - http://en.wikipedia.org/wiki/Telecommunication

Better infrastructure / access

• 92% of Australian business have internet access

• Australian Bureau of Statistics (2013)

• 79% of Australian homes have the internet

• Good e-practice guidelines for disadvantaged learners in VET (2013)

• 90% of Australians have an internet-enabled smartphone

• AIMIA Mobile Phone Survey (2013)

Internet is already a game changer

Source: Deloitte Access Economics Pty Ltd (2013) –http://www.deloitte.com/view/en_AU/au/services/financial-advisory/deloitte-access-economics/05660fd56ab1e310VgnVCM1000003256f70aRCRD.htm

Planning to advertise online

Define your target market

CC-BY Image: Clipart – Target with arrow by anonymous - http://openclipart.org/detail/13234/target-with-arrow-by-anonymous

Determine your advertising goal(s)

CC-BY Image: PublicDomainPictures - http://pixabay.com/en/goal-soccer-sport-aim-ball-grass-20121/

What’s do you want people to do?

What’s your campaign’s

call to action?

CC-BY Image: Megaphone Shout Action Call Scream Loud Speak by Mickyroo - http://pixabay.com/en/megaphone-shout-action-call-scream-50092/

Set your online advertising budget

CC-BY Image: Budget by Tax Credits - https://www.flickr.com/people/76657755@N04/ - https://farm8.static.flickr.com/7252/7027596629_1b17209fa6.jpg

How does it work?

How does it work?

• Cost per Click (CPC) (Pay per click (PPC))

• Flat-rate CPC• Bid CPC

• Cost per impression (CPI)

• Click-through rate (CTR)• CTR = Clicks /

Impressions

CC-BY Image: Click Here Button Flip - http://commons.wikimedia.org/wiki/File:Click_Here_Button_Flip.png

Keywords

CC-BY Image: by Cambodia4kids Beth - Tags: Keywords to describe digital objects - https://www.flickr.com/photos/cambodia4kidsorg/260004685/

Which keywords?

CC-BY Image:

adwords.google.com.au/KeywordPlanner

Paid online advertising options

Search Engine Marketing (SEM)

CC-BY Image: mage: Search Engine Marketing by Vanguard Visions - https://www.flickr.com/photos/77018488@N03/15240755725/

Third Party Websites

Screenshot 160914: http://c4lpt.co.uk/

Advertising techniques

CC-BY Image: E-commerce Website Design by Kip-koech - https://www.flickr.com/photos/87966281@N05/8348072688/

Banner Ads

CC-BY Image: Open Source Ads by C-quel - http://c-quel.deviantart.com/art/Open-Source-Ads-137664267

• Your banner ad on another website in exchange for theirs on your website

• Negotiate and pay third party website host

• Banner network – DoubleClick or Flycast

Floating / Pop-up ads

CC-BY Image: Adorable babies float in rubber rings as they relax in spa http://www.dailymail.co.uk/video/travel/video-1118447/Adorable-babies-float-rubber-rings-relax-spa.html

Online Directories

CC-BY Image: By Nemo - http://pixabay.com/en/shopping-cart-button-shopping-buy-24573/

Online Directories - Products

Other Australian online directories here: https://www.webnetwork.com.au/

Online Directories - Services

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Paid Social Media Advertising

CC-BY Image: Flip Flop Social Media Icons by EffBomb - http://effbomb.deviantart.com/art/Flip-Flop-Social-Media-Icons-150444713

Boosting posts

Facebook Advertising

Promote Page

Facebook Advertising

Sponsor posts

Image: Slam Strategy - Facebook Advertising ticks all the right boxes http://slamstrategy.com.au/facebook-advertising-ticks-all-the-right-boxes-2/

Facebook Advertising

YouTube Advertising

LinkedIn Advertising

Digital Coupons

CC-BY Image: Online Directory of Freebies - http://commons.wikimedia.org/wiki/File:Online_directory_of_freebies_samples.jpg

Mobile Advertising

CC-BY Image: by OpenClips - http://pixabay.com/en/mobile-phone-communication-157065/

Other online advertising options

Websites

CC-BY Image: Giftcards.com - http://commons.wikimedia.org/wiki/File:GiftCards.com_Website_Evolution.gif

Word of Mouth sites

Blogging

CC-BY Image: by Gideon Burton – Blogging Street Cred - https://www.flickr.com/photos/wakingtiger/3156791845/

Email campaigns

Key considerations

Online Advertising

Considerations

Online data collection

Geo-marketing

Privacy

Which online advertising options?

CC-BY Image:

1 Your target market

2 Your advertising objectives

3 Your advertising budget

What will you investigate further?

Workshop evaluation

vanguardvisions.com.au

Allison Miller0400 732 270

allison@vanguardvisions.com.auvanguardvisionsconsulting.com.au

linkedin.com/in/theother66

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