ALO: Online advertising
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Transcript of ALO: Online advertising
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Online advertising A look across various channels
Platforms: Google AdWords (Google Grants), Microsoft AdChoices (Retargeting), Facebook Ads, local media
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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
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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%
“Turandot at Long Center” delivers most
traffic
A testing playground … Which ads perform better?
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… but look again Impressions, clicks and CTRs aren’t everything. Google Analytics will tell you.
“Puccini’s Turandot”
delivers more revenue
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Platform Microsoft AdChoices
Spent $109.19 Impr. 21,837 CPM $5.20 CTR 0.33%
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 …
Impr. = Total impressions | CPM = Cost per thousand impressions | CTR = Click Through Rate
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Platform Facebook Ads
Better social reach, better
CTR
CPM: $2.11
CTR: 0.06%
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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%
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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.
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Questions? Connect with me
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