1. Online advertising
A look across various channels
Platforms: Google AdWords (Google Grants),
Microsoft AdChoices (Retargeting),
Facebook Ads, local media

2. 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

3. A testing playground …
Which ads perform better? “Turandot at
Long Center”
delivers most
traffic 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%

4. … but look again
Impressions, clicks and CTRs aren’t everything. Google Analytics will tell you.
“Puccini’s
Turandot”
delivers more
revenue

5. Platform
Microsoft AdChoices
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 …
Spent $109.19
Impr. 21,837
CPM $5.20
CTR 0.33%
Impr. = Total impressions | CPM = Cost per thousand impressions | CTR = Click Through Rate

6. Platform
Facebook Ads
CPM: $2.11
CTR: 0.06%
Better social
reach, better
CTR

7. 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%

8. 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.

9. Questions?
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marc@mcmvanbree.com
mcmvanbree.com