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ALO: Online advertising

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ALO: Online advertising

  1. 1. Online advertising A look across various channels Platforms: Google AdWords (Google Grants), Microsoft AdChoices (Retargeting), Facebook Ads, local media
  2. 2. Platform Google AdWords Google Grants for Nonprofits Google AdWords campaigns at no cost through Google Grants Maximum 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 again Impressions, 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. Platform Facebook 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 media Impr. 198,000 total CPM ranging from $4.50 to $11.50 CTR ranging from 0.12% to 0.23%
  8. 8. CPM Cost per Thousand Impressions Google AdWords $9.03 Microsoft AdChoices $5.20 Facebook Ads $2.11 Local media $4.50 – $11.50 ROAS * Return on Advertising Spending Google AdWords $68.16 Microsoft AdChoices $1.12 Facebook Ads $0.55 Local media $0.03 - $0.10 * ROAS is calculated by conversion values, including assisted conversions, as reported in Google Analytics. There are several problems with that calculation and its accuracy, not in the least the lack of box office or phone sales data, but the numbers can still serve as an indicator for relative effectiveness of each 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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