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Online advertising options (other than Google Ads) - Sept 2014

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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.

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Online advertising options (other than Google Ads) - Sept 2014

  1. 1. Salisbury / Modbury Online advertising options (other than Google Ads) Allison Miller, Vanguard Visions
  2. 2. You’ll find these slides at: slideshare.net/vanguardvisions
  3. 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. 4. Why is now a good time to be advertising online?
  5. 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. 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. 7. Planning to advertise online
  8. 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. 9. Determine your advertising goal(s) CC-BY Image: PublicDomainPictures - http://pixabay.com/en/goal-soccer-sport-aim-ball-grass-20121/
  10. 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. 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. 12. How does it work?
  13. 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. 14. Keywords CC-BY Image: by Cambodia4kids Beth - Tags: Keywords to describe digital objects - https://www.flickr.com/photos/cambodia4kidsorg/260004685/
  15. 15. Which keywords? CC-BY Image: adwords.google.com.au/KeywordPlanner
  16. 16. Paid online advertising options
  17. 17. Search Engine Marketing (SEM) CC-BY Image: mage: Search Engine Marketing by Vanguard Visions - https://www.flickr.com/photos/77018488@N03/15240755725/
  18. 18. Third Party Websites Screenshot 160914: http://c4lpt.co.uk/
  19. 19. Advertising techniques CC-BY Image: E-commerce Website Design by Kip-koech - https://www.flickr.com/photos/87966281@N05/8348072688/
  20. 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. 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. 22. Online Directories CC-BY Image: By Nemo - http://pixabay.com/en/shopping-cart-button-shopping-buy-24573/
  23. 23. Online Directories - Products Other Australian online directories here: https://www.webnetwork.com.au/
  24. 24. Online Directories - Services CC-BY Image:
  25. 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. 26. Facebook Advertising Boosting posts
  27. 27. Facebook Advertising Promote Page
  28. 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/
  29. 29. YouTube Advertising
  30. 30. LinkedIn Advertising
  31. 31. Digital Coupons CC-BY Image: Online Directory of Freebies - http://commons.wikimedia.org/wiki/File:Online_directory_of_freebies_samples.jpg
  32. 32. Mobile Advertising CC-BY Image: by OpenClips - http://pixabay.com/en/mobile-phone-communication-157065/
  33. 33. Other online advertising options
  34. 34. Websites CC-BY Image: Giftcards.com - http://commons.wikimedia.org/wiki/File:GiftCards.com_Website_Evolution.gif
  35. 35. Word of Mouth sites
  36. 36. Blogging CC-BY Image: by Gideon Burton – Blogging Street Cred - https://www.flickr.com/photos/wakingtiger/3156791845/
  37. 37. Email campaigns
  38. 38. Key considerations
  39. 39. Online Advertising Considerations Online data collection Geo-marketing Privacy
  40. 40. Which online advertising options? CC-BY Image: 1 Your target market 2 Your advertising objectives 3 Your advertising budget
  41. 41. What will you investigate further?
  42. 42. Workshop evaluation
  43. 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

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