Online advertising for Beginners

I’ve never advertised online before. How does it work?

The short answer is that an advertiser provides their advert to a website publisher (for instance SuperGuide) and books how many times they want their advert viewed.

The advert can be in the form of an image (or “display”) ad or a text ad, similar to the ones you find on Google.

The advertiser can also specify ways the would like to target your advert to get a better performance, for instance targeting people in a particular location (eg. NSW), or targeting people who are interested in a particular subject (for instance self-managed super funds).

What preparation should I do before booking an advertising campaign?

First you should be clear about the profile of the type of person you are trying to reach. This can include things like.

  • Whether they have a Self-Managed Super Fund (SMSF)
  • Where they are located (eg. A particular state)
  • Their level of superannuation knowledge (eg. Beginners)
  • Their life stage (eg. Retirees)

Next you should think about the message you want to get across. For instance this could be:

  • An offer
  • A new product or service
  • Creating or maintaining a high awareness of your company’s brand

All this will help determine the type and style of advert you want, and where you want that advert to appear.

Lastly you should think about when and how long you want the advert to appear, and how much you want to spend on it.

Once your campaign has started you need to also think about how you can measure it’s effectiveness, and improve on it’s performance.

How do I create an advert?

It depends what type of advert you are using.

For any simple text ad SuperGuide can create an advert for you. You will just need to provide a logo and your advertising copy. We can create multiple versions for you so that the best performing version is used most often.

For display and branding adverts you should use a web designer. If you don’t currently use one then a very cost-effective way is to use On their website you can post your requirements and for a small fee various designers from around the world will compete to have the best design. You then simply choose the one you like the most and they provide you with the final advert.

Also Banner Snack is a great application that enables you to create your own adverts. Another one that has less functionality but also simple is My Banner Maker.

We also highly recommend this article on creating effective online advertising campaigns.

What does CPM mean?

CPM stands for Cost Per Mille (Thousand) and means the cost to deliver 1,000 ad impressions (or ad views). It is a standard advertising term which helps advertising buyers understand the relative cost of advertising for a website.

CPM based pricing means that you are charged for everytime someone sees your ad, and not necessarily every time that it is clicked. This can be useful for branding advertising when you want to ensure that your message is delivered a particular number of times in a particular position.

CPM based advertising gives you control over where, when and how often your advert is seen. This also gives you the potential to block out your competitors.

What does an impression mean?

An impression means your advert is displayed once in a reader’s web browser.

How do I know that all the ad impressions I’ve booked are being displayed correctly?

All our advertising campaigns are serviced by Google’s Doubleclick ad server, which is independently audited.

We can give you reports to verify that your campaign is delivered correctly.

How can I track whether people are coming to my website from SuperGuide?

You should speak to your website manager about this. They should be able to set you up with free reporting software such as Google Analytics.

Why should I advertise on SuperGuide?

There is no other website in Australia that is purely focused on independent superannuation information.

Normally it is very difficult to get people to think about superannuation, but when someone visits SuperGuide they are in a superannuation frame of mind. Learning, researching and planning their financial future.

This makes SuperGuide the most fertile environment to advertise your finance brand. Additionally our audience are highly engaged and an attractive demographic.

Please see below for more information about our audience profile.

What types of companies are suitable for advertising on SuperGuide?

  • Superannuation funds
  • Self-Managed Super Fund providers
  • Financial advisers
  • Financial products
  • Accountants
  • Property specialists
  • Insurance brokers
  • Lawyers

Also, our audience is heavily weighted towards people in or nearing retirement, so companies that are looking to reach those readers, including:

  • Retirement villages
  • Cruises
  • Caravan providers
  • Travel companies
  • Hotels
  • Companies in the leisure and hospitality industries

Can I target people in a particular state?

Yes you can target people in any Australian state. You simply pay a 20% premium on the normal rates.

Can I target people who have Self-Managed Super Funds (SMSFs)

Yes you can target people who read our DIY Super or SMSF basics sections. You simply pay a 50% premium on the normal rates.

Can I target people who have are in or nearing retirement?

Yes you can target people who read our Retirement Planning section. You simply pay a 50% premium on the normal rates.

What do I do now if I’d like to advertise?

You can contact Andy Corlett at HS3 Media ([email protected] and 02 8218 2412)