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/
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?
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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
linkedin.com/in/theother66
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