online advertising options (other than google ads) - sept 2014
DESCRIPTION
Online advertising is an important part of any business’s marketing strategies as more and more people research and buy online. However, the internet offers many opportunities for you to advertise your business other than just Google Ads. This wide variety of advertising your business online means that you should investigate which online advertising options best meet your needs and your budget. This presentation will help you understand how online advertising works and which online advertising options best suit your target market. Free online advertising options are also covered so you can learn the tips and tricks on online advertising without breaking the bank.TRANSCRIPT
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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