I’ve never advertised online before. How does it work?
The short answer is that an advertiser provides their advert to a publisher (for instance SuperGuide) and books how many times they either want their advert viewed or clicked on (to visit their website).
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.
There may also be ways that you can target your advert to get a better performance, for instance targeting people in a particular location, or targeting people who are interested in a particular subject (for instance self-managed super funds).
Why should I advertise on SuperGuide?
There is no other website in Australia that is purely focused on independent superannuation information.
According to Google, the likelihood of SuperGuide’s audience searching for ‘Superannuation’ related terms is 5800% higher than that of the general internet population*.
This is the highest of any website that accepts advertising in Australia.
This means, for example that SuperGuide readers are more than 9 times more likely to have searched Google for ‘Superannuation’ than readers of businessspectator.com.au.
Google also reports that, compared to Australia’s general internet population, the SuperGuide audience are:
- 28 times as likely to visit asic.gov.au
- 5.5 times as likely to visit theaustralian.com.au
- 4.2 times as likely to visit abc.net.au
*Source: Google Doubleclick Ad Planner tool, 17 March 2011. SuperGuide Composition Index is 5800, or 58 times the internet population of 100.
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
How do I advertise on SuperGuide?
The first step is to familiarise yourself with the concepts of online advertising. The information on this page is a good place to start, and the rest is mostly down to experience.
One way to advertise is to simply use Google’s Adwords service. You can find out how it works here. The benefit of using Google is that you can manage in one place advertising campaigns that are displayed across Google and their partner network. The downside is that this can be very competitive, and you have less control over where your advert will be displayed. You also have cannot reserve sufficient ads to block out your competitors.
You can also book advertising direct with us which gives you more control over how often and where your advert will appear. This also gives you the potential to block out your competitors.
Read more below and then contact Robert Barnes on robert@superguide.com.au or 0418 203848
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.
This is a great article about how to maximise your advertising effectiveness.
How do I create an advert?
It depends what type of advert you are using.
For any simple text CPC based 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 99designs.com. 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.
What does CPM mean?
CPM stands for Cost Per Mille (Thousand) and means the cost to deliver 1,000 ad impressions. 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 placement.
CPM based advertising is generally not as cost-effective as CPC based advertising, but you have more control over where, when and how much your advert is seen. This also gives you the potential to block out your competitors.
Also, if you have a particularly enticing message that is a good fit for the audience, then CPM based advertising can be even more cost-effective than CPC based advertising.
What does CPC mean?
CPC stands for Cost Per Click. This means that you are charged each time someone clicks on your advert rather than every time it is viewed.
CPC based advertising was popularised by Google in it’s Adwords service. It’s main appeal for advertisers is there is less risk compared to CPM based advertising.
Another benefit of CPC based advertising is that most often you don’t need to create any advertising. Often you can just supply text and a logo.
The downside to CPC based advertising is that an advertiser has less control when and where their advert is shown, and your competitor can out-bid to ensure their advert is shown.
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 web designer about this. They should be able to set you up with free reporting software such as Google Analytics.
Can I run a trial campaign to see if it works for my business?
Yes. We can set up a limited trial to establish whether your product or service is a good fit for our audience. Contact Us to arrange one.
What type of adverts do you offer on SuperGuide?
You can see all our types of advertising on this page.
What’s the minimum amount I need to spend?
The minimum spend is $200 + GST per month.
Do you offer any discounts?
Yes we can offer discounts depending on how long you will commit to, and how much your budget is.
How do you invoice me?
We invoice you (30 days) at the end of each month that your campaign is running.
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.
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 10% 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 10% premium on the normal rates.
What do I do now if I’d like to book?
You can contact Robert Barnes on robert@superguide.com.au or 0418 203848.
