Have you ever considered a radio campaign as a method to increase awareness of your organization’s online presence? Recently, Google announced that its Audio Ads are available through the AdWords account interface. Not only could this present a viable marketing opportunity to reach consumers both online and offline, but radio advertising can also be a cost effective way to generate a direct action response. Potentially, a radio campaign also offers a unique alternative to build brand awareness beyond just search engine marketing. Here are a few things merchants should know about Google’s Audio Ads:
This is not Internet radio advertising — it’s regular AM and FM radio.
A merchant can get started for as low as $500/week, plus cost of developing a radio ad (I would highly recommend allocating at least $1,000/week for at least four weeks in order to obtain meaningful results).
If a company is shooting for a lower budget ($1,000 - $2,000 for the entire campaign) — figure out a target demographic, and think smaller, local markets.
Radio ads (simple voiceovers) can be created through Google’s Ad Creation Marketplace, starting at $250.
English or Spanish speakers can be targeted.
Listeners can be targeted by location, gender, age and station format.
Ads can be run during specific days and times of the week.
There are two CPM (cost per thousand listeners) based bids pricing options: Reserve ad plays — reserve and purchase a preferred number of spots during specific times. Bidding for ad plays, which is a cheaper option, involves placing a bid on a target demographic.
Impression estimate is available during campaign set up, which is calculated through [Arbitron data] (http://arbitron.com/home/content.stm). Additionally, a merchant only pays for target impressions — not gross impressions. Demographic information is based on Arbitron’s data as well.
Free call tracking is available using custom 800 numbers, which redirects all phone calls to a local number.
More information on Google Audio Ads is available here
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