ALO: Online advertising

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ALO: Online advertising

  1. 1. Online advertisingA look across various channelsPlatforms: Google AdWords (Google Grants), Microsoft AdChoices (Retargeting), Facebook Ads, local media
  2. 2. PlatformGoogle AdWordsGoogle Grants for NonprofitsGoogle AdWords campaigns at no cost through Google GrantsMaximum cost-per-click (CPC) is $1.00; Monthly "ad spend" will be capped at $10,000
  3. 3. A testing playground …Which ads perform better? “Turandot at Long Center” delivers most traffic Turandot at Long Center Impr.: 1,527 Clicks: 86 CTR: 5.63% Puccini’s Turandot Impr.: 1,227 Clicks: 67 CTR: 5.46% Turandot in Austin, Texas Impr.: 353 Clicks: 7 CTR: 1.98%
  4. 4. … but look againImpressions, clicks and CTRs aren’t everything. Google Analytics will tell you. “Puccini’s Turandot” delivers more revenue
  5. 5. Platform Microsoft AdChoices Retargeting … online advertising that is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion … Spent $109.19 Impr. 21,837 CPM $5.20 CTR 0.33%Impr. = Total impressions | CPM = Cost per thousand impressions | CTR = Click Through Rate
  6. 6. PlatformFacebook Ads CPM: $2.11 CTR: 0.06% Better social reach, better CTR
  7. 7. Platform Local media Individual print and online package agreements with local mediaImpr. 198,000 totalCPM ranging from $4.50 to $11.50CTR ranging from 0.12% to 0.23%
  8. 8. CPMCost per Thousand ImpressionsGoogle AdWords $9.03Microsoft AdChoices $5.20Facebook Ads $2.11Local media $4.50 – $11.50ROAS *Return on Advertising SpendingGoogle AdWords $68.16Microsoft AdChoices $1.12Facebook Ads $0.55Local media $0.03 - $0.10* ROAS is calculated by conversion values, including assisted conversions, as reported in GoogleAnalytics. There are several problems with that calculation and its accuracy, not in the least the lack ofbox office or phone sales data, but the numbers can still serve as an indicator for relative effectiveness ofeach ad channel, taken with a grain of salt.
  9. 9. Questions?Connect with me twitter.com/mcmvanbree facebook.com/dutchperspective marc@mcmvanbree.com mcmvanbree.com

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