Online advertising A look across various channels

Platforms: Google AdWords (Google Grants), Microsoft AdChoices (Retargeting), Facebook Ads, local media

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

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?

… but look again Impressions, clicks and CTRs aren’t everything. Google Analytics will tell you.

“Puccini’s Turandot”

delivers more revenue

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

Platform Facebook Ads

Better social reach, better

CTR

CPM: $2.11

CTR: 0.06%

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%

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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