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.

What preparation should I do before booking an advertising campaign?

First 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.

Next you should think about when and for how long you want the advert to appear, and how much you want to spend on your campaign.

Before your campaign starts you should also think about how you will measure it’s effectiveness.

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 highly recommend you test different messages to see which resonate best with the SuperGuide audience. We can run multiple ads at the same time to establish which message performs best, then focus the campaign around that.

For display and branding adverts you might want to use a web designer. If you don’t currently use one then a 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 Canva and Banner Snack are great applications that enables you to create your own adverts. Another one that has less functionality but is still useful is My Banner Maker.

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 send 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 their financial future, 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 here for more information about the SuperGuide audience.

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, much of our audience are 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 10% premium on the normal rates.

Is there a minimum spend to advertise?

The minimum spend for a campaign is $500 (+ GST).

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

You can contact Robert Barnes ( and 0418 203848).