Online advertising options (other than Google Ads) - Sept 2014
•Download as PPTX, PDF•
1 like•1,157 views
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.
Recommended
Recommended
More Related Content
More from Vanguard Visions
More from Vanguard Visions (20)
Recently uploaded
Recently uploaded (20)
Online advertising options (other than Google Ads) - Sept 2014
- 1. Salisbury / Modbury Online advertising options (other than Google Ads) Allison Miller, Vanguard Visions
- 2. You’ll find these slides at: slideshare.net/vanguardvisions
- 3. 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
- 4. Why is now a good time to be advertising online?
- 5. 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)
- 6. 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
- 7. Planning to advertise online
- 8. Define your target market CC-BY Image: Clipart – Target with arrow by anonymous - http://openclipart.org/detail/13234/target-with-arrow-by-anonymous
- 9. Determine your advertising goal(s) CC-BY Image: PublicDomainPictures - http://pixabay.com/en/goal-soccer-sport-aim-ball-grass-20121/
- 10. 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/
- 11. 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
- 12. How does it work?
- 13. 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
- 14. Keywords CC-BY Image: by Cambodia4kids Beth - Tags: Keywords to describe digital objects - https://www.flickr.com/photos/cambodia4kidsorg/260004685/
- 15. Which keywords? CC-BY Image: adwords.google.com.au/KeywordPlanner
- 16. Paid online advertising options
- 17. Search Engine Marketing (SEM) CC-BY Image: mage: Search Engine Marketing by Vanguard Visions - https://www.flickr.com/photos/77018488@N03/15240755725/
- 18. Third Party Websites Screenshot 160914: http://c4lpt.co.uk/
- 19. Advertising techniques CC-BY Image: E-commerce Website Design by Kip-koech - https://www.flickr.com/photos/87966281@N05/8348072688/
- 20. Banner Ads • 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 CC-BY Image: Open Source Ads by C-quel - http://c-quel.deviantart.com/art/Open-Source-Ads-137664267
- 21. 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
- 22. Online Directories CC-BY Image: By Nemo - http://pixabay.com/en/shopping-cart-button-shopping-buy-24573/
- 23. Online Directories - Products Other Australian online directories here: https://www.webnetwork.com.au/
- 24. Online Directories - Services CC-BY Image:
- 25. 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
- 26. Facebook Advertising Boosting posts
- 27. Facebook Advertising Promote Page
- 28. 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/
- 31. Digital Coupons CC-BY Image: Online Directory of Freebies - http://commons.wikimedia.org/wiki/File:Online_directory_of_freebies_samples.jpg
- 32. Mobile Advertising CC-BY Image: by OpenClips - http://pixabay.com/en/mobile-phone-communication-157065/
- 33. Other online advertising options
- 34. Websites CC-BY Image: Giftcards.com - http://commons.wikimedia.org/wiki/File:GiftCards.com_Website_Evolution.gif
- 35. Word of Mouth sites
- 36. Blogging CC-BY Image: by Gideon Burton – Blogging Street Cred - https://www.flickr.com/photos/wakingtiger/3156791845/
- 37. Email campaigns
- 39. Online Advertising Considerations Online data collection Geo-marketing Privacy
- 40. Which online advertising options? CC-BY Image: 1 Your target market 2 Your advertising objectives 3 Your advertising budget
- 41. What will you investigate further?
- 43. Allison Miller 0400 732 270 allison@vanguardvisions.com.au vanguardvisionsconsulting.com.au linkedin.com/in/theother66 Register for eUpdates: bit.ly/digitalcapability vanguardvisions.com.au Connect on: Twitter - twitter.com/vanguardvisions Facebook - facebook.com/vanguardvisions
Editor's Notes
- Online directories are websites which allow third parties to promote their goods and services. They offer a quick and inexpensive way of getting your business’s goods and/or services in the front of an already established online audience. Popular online directories include: Amazon, eBay, and TrueLocal. Online directories often rank highly in web searches. Advertising your business through an online directory may incur a cost either to advertise in the directory and/or on a click through or conversion rate, depending on the online directory. The disadvantage of advertising your business through an online directory is that you will be restricted in how you promote your business, and you will be competing against the large number of other online businesses to get the attention of your target market. Online directories often don’t allow you to redirect the site’s traffic to your own web presence as they would prefer that visitors remained on their website. Have you ever used an online directory to buy or enquire about a good or service? If you have, how effective were they? Would this type of online advertising suit your business?
- The following are three very popular online directories where you can advertise products. eBay – allows you to promote individual items or have an eBay Store where you can display all your product in one convenient location. eBay has different charges ranging from additional costs if you upload more than the minimum number of images. They will also take a percentage of the cost of any items sold. Gumtree – is similar to eBay but Gumtree allows you to advertise more broadly ie you can also advertise services and for job vacancies Amazon.com – is probably the daddy of all online directories, especially for advertising publications and electrical items. You pay only when your Amazon.com’s keyword targeted ads is clicked upon. Reflect on whether your business would benefit from advertising its products on one of these product online directories.
- If your business offers services rather than products, the following service online directories may be more suitable sites to advertise your business: Yellow Pages – is a very well-known business directory which also offers an online directory service TrueLocal - is an online directory (managed by Yellow Pages) where people search for services near where they live or need the service. Services areas include restaurants, hairdressers, as well as for trades people and professional services (eg accountants, doctors etc) Eventbrite – is an online event management service which allows you to promote your events as well as allows participants to register and pay to attend events. Eventbrite actively promotes your events through its website and through targeted email campaigns to its subscribers. Reflect on whether your business would benefit from advertising its services on one of these service online directories.
- Social media is the term used to describe websites which allow people to share status updates, photos, video and web links. Social media sites, such as Facebook, LinkedIn and YouTube, have become very popular over the last 7-10 years as they allow people to easily communicate and connect with one another. As social media sites attract billions of people, they provide a captured audience which can be targeted according to location, age, gender etc. Most of the more established social media sites offer paid online advertising in one form or another. Determining which is the best social media site to spend your advertising budget on will depend on your target market and which sites they frequent the most. Think about which social media sites your target market are most likely to frequent (if you don’t know, do some market research), and then go to these sites to see the types of online paid advertising which appear on different pages.
- Facebook is the most popular social media site in Australia. Facebook offers a wide range of ways in which you can advertise your business from side bar advertisements to “boosted” status updates. A simple way to advertise on Facebook is to have a Facebook page for your business which you can advertise or boost individual posts from. For more sophisticated ways of advertising on Facebook go to: https://www.facebook.com/help/458369380926902/ You control how much you spend on your online advertising campaign in Facebook by setting either a daily or a lifetime ad campaign budget. This budget is then ‘charges’ on a cost per thousand impressions bid (CPM) or cost per click bid (CPC) method. You determine when the campaign starts and ends. You also determine where your advert is placed on Facebook by narrowing the types of Facebook users who you would like your ad presented to by location, age, gender etc. Facebook is very particular about what you can promote and how you can promote it, so while it is easy to set up an advertisement in Facebook, it will require approval before it goes live to air. Log into your Facebook account and investigate which ads appear in the side bar and your news stream.
- YouTube is the second most popular social media site in Australia, as well as the second largest search engine in the world. Online advertising on YouTube can range from the online video ad which appears before a video is watched, or a side bar Google Ad on a YouTube search result. To advertise on YouTube you need a Google Adwords account and a YouTube account. Like most online social media site advertising, you set your desired daily budget, and you only pay for your online video ad when a viewer watches your ad the whole way through. You can also set your target market demographics and select keywords etc. You can also choose the devices that you would to target, ie mobile, desktop, laptop, tablets, etc. Review the article “How to Create the Best YouTube Advertising Strategy” - http://searchenginewatch.com/article/2183898/How-to-Create-the-Best-YouTube-Advertising-Strategy