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Tuesday, 18 August 2009
Page: 5287

Senator Minchin asked the Minister for Defence, upon notice, on 3 June 2009:

Since 1 January 2008, has the department or any of its agencies expended any funds on advertising or sponsored links on a search engine such as for any government websites administered within the Minister’s portfolio (i.e. websites with ‘’ domain names); if so:

(a)   which websites have been or are being advertised/sponsored on each search engine;

(b)   what was the cost of establishing the advertisement/sponsorship;

(c)   what was/is the daily cost of sponsorship;

(d)   what was/is the fee that is charged each time an advertised/sponsored site is selected through the search engine;

(e)   which words or phrases have been included in the advertisement/sponsorship (i.e. ‘digital television’);

(f)   which additional, subcategories or combinations of words have also been included in the advertisement/sponsorship;

(g)   how many variables or combinations were entered into the purchase equation;

(h)   for how long has the advertisement/sponsorship been running or is intended to run; and

(i)   what is the total cost to the department (or the costs to date if the expense is ongoing) of each website advertisement and/or sponsored link.

Senator Faulkner (Minister for Defence) —The answer to the honourable senator’s question is as follows:


(a)   Defence:       and DHA:

(b)   Defence: $420,342 (excl GST). DHA: $57,070 (excl GST).

(c)   Defence: There is no set daily rate for the Defence’s sponsorship/advertisement as it is calculated on a campaign cost. DHA: There is no set daily rate for the DHA’s sponsorship/advertisement as costs are calculated depending on what specific keyword or phrase is typed into the search engine.

(d)   Defence: Sponsorship/advertising was based on a campaign cost and not a ‘cost per click’ arrangement. DHA: A set fee can not be provided as costs vary depending on what specific keyword or phrase is typed into the search engine.

(e)   Defence: A 30 page document containing all of the keywords and phrases used in Defence and DHA’s sponsorship/advertising arrangements has been separately provided to my office. A hardcopy of the list will be provided to the Honourable Senator upon his request. DHA: Please refer to the above answer.

(f)   Defence: Nil. DHA: Nil.

(g)   Defence: 2,246 keywords and phrases. DHA: 721 keywords and phrases.

(h)   Defence: Defence Force Recruiting sponsorship/advertising ran from 18 January 2009 - 4 July 2009. Defence Signals Directorate’s (DSD) graduate recruitment program ran from March/April 2008 - March/April 2009. DSD’s Cyber Operations recruitment ran from 2 July - 4 August 2008 with an additional recruitment drive run from 16 June 2009 - 10 July 2009. DHA: July 2008 - October 2009.

(i)   Defence: $420,342 (excl GST). DHA: $57,070 (excl GST).