Google Launches Audio Ads to the Masses: Step by Step Screen Captures

May 15, 2007 • 6:56 am | comments (6) by twitter Google+ | Filed Under Google AdWords
 

If you login to your Google AdWords account you may find a new tab at the top of your console. Many advertisers are now seeing it. Here is a screen by screen blow of all the available options I have seen in the Audio Ads section. Note, you can click on any image to see a larger one over at Flickr.

When you click on the "Audio Ads" tab on the top right, you see this page.

Google Audio Ads Now Live

I then clicked on the "Get Started Now" to be taken to the Audio Ad setup screen:

Google Audio Ads Now Live

One thing that is neat about this screen, is that they automatically select your local area using their geo-targetting technology, to assign radio stations for you.

We've automatically selected areas in your home state of NY. You can add or remove locations below.

Another interesting point, that you do not see in the screen capture, is that at the bottom of the ad set up pages only, a copyright is set by "©2004-2007 Arbitron Inc." From Arbitron's web site.

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, radio networks, cable companies, advertisers, advertising agencies, out-of-home advertising companies and the online radio industry in the United States and Europe.

After you set the ad campaign, they ask you for when you want the ad to air.

Google Audio Ads Now Live

Based on that, Google can now show you budget estimates for your ad.

Google Audio Ads Now Live

Finally, you need to upload or have a specialist create your audio ad. Here is that screen.

Google Audio Ads Now Live

If you don't have an audio ad, you can use the Find a Specialist page to locate audio ad or radio ad producers in your area.

Pretty cool.

For more information on Google Audio Ads see the FAQ section.

A WebmasterWorld thread has feedback on some early tests:

I have been running a national campaign for about 2 weeks now. I am very impressed with how Google has set this up. The reporting is top notch. You get an email in the morning telling you when your ads a scheduled to run and then throughout the day you can see when the ad actually ran.

Seems to be very targeted so far, been getting a ton of plays on stations across the country (US).

Just like with anything else, the less you spend the worse the ads are. When I lower the cpm I end up with a lot of ads in Alaska between 1am and 3am. but I’m ok with that for testing purposes.

As for roi, not sure how that would be. I am only testing the ads on a pet project of mine and strictly for branding.

Another member added, "What we have found is that radio is great for branding, but the AdWords text ads are generating the conversions not radio."

Forum discussion at Search Engine Watch Forums & WebmasterWorld.

Previous story: Handing Over the Keys to Your Google AdWords Account
 

Comments:

Alan Marks

05/16/2007 12:30 pm

Well, we have visual text ads, visual still banner ads, moving banner ads, video / audio ads, and now audio ads. I wonder if the 'big G' realises that most people surf with the speakers turned off, and whether the publishers realise this?

Andrea Spaventa

05/16/2007 01:26 pm

These audio ads are for radio, not the internet.

Barry Schwartz

05/16/2007 01:37 pm

Yea, Alan, this has nothing to do with audio on the web. It is while you are sitting in your car, and listening to the radio.

william

05/16/2007 04:16 pm

here's a question? How many people run to thier computer to search for an ad they just heard on the radio????? The wonderful thing about text ads is that the person in front of the ad are there and able to instantly click on the ad.....?

Bailey

05/16/2007 06:58 pm

The feedback from WebmasterWorld reflects the profound radio inexperience of the tester more than it reflects the usefulness of the system. First, the person is "testing branding." You don't "test" branding and wait for sales results. ROI is measured by a ratio of ad cost to sales. Branding effectiveness isn't measured as a numeric ROI because it is simply the generation of positive overall feeling within the consumer community about a product. There is not a mechanism within the Google system that allows you to interview consumers about your brand after a campaign, which is how branding effectiveness is assessed. Second, the tester is advertising during late night time slots that he or she feels are some of the worst times to be on air. Yes, the tester is okay with it for testing purposes. Aside from being a boneheaded way to spend ad dollars, this is about as unscientific as can be. You don't test on stations and times that you already believe won't work, simply because they're cheap. It isn't so much a test of the effectiveness of a campaign as it is a test to see if one can put ridiculous numbers (and dollars) into a form and get an equally ridiculous result. It's like dropping quarters into a slot machine labeled "Unlikely Payout Here." Still, this feedback reflects what is probably typical of what most users will do, and the disappointing path they will follow. It is inefficient, and without some guidance from people who know advertising, most users will spend a lot of money before they become financially exhausted and disenchanted with radio advertising altogether. Generally, when a marketplace is opened up to a large group of small players, prices rise overall. The net result of Google's radio offering may well create a much more expensive radio buying environment than already exists today. Radio is, in fact, more expensive than television, and Google's play here won't help matters.

Paul

06/26/2007 11:49 am

I have been using the Beta Ads with Google and my web traffic is up by 40 percent in less than 10 days. We cross reference our ad reports with our server logs and show that on we get extra traffic within 30 minutes of an ad running prior to using the radio ads.. But to our surprise, hits to our site is up 400% from the hours of 1am and 6 am.

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