Our Google Adwords account today had a little new message introducing us to Google Radio Ads. After playing around with the functionality, I am excited to have this option in my marketing arsenal, but I am weary of trying it out just yet.
The brilliance of using adwords is that it makes it dead simple to optimize campaigns and track the results. I would have assumed that if Google was venturing into the Radio ad world they would have taken a page from their previous success and let you target ads based on all sorts of demographic data. This is not the case, though that it is probably more because of a lack of radio inventory than anything else. Right now the only way to slice and dice the delivery of your ads is based on day of the week, time of day, gender, and age. That is just not enough to develop working and successful radio advertising.
That being said, Google does have a very neat feature called “Call Reporting”, which helps track the performance of radio ads by giving you temporary numbers to play on air, and which are routed back to your number. Google then provides you with a detailed report of how many calls you received to each of these temporary numbers, which makes it easy to segment the performance of your ads.Amazing that Radio and TV (with Spot Runner) are now fully accessible marketing platforms for small businesses. Even though these mediums are available, doesn’t mean they make a lot of sense for all businesses. My own experiences are that with radio and TV, and even print, repetition is the name of the game. Otherwise, they just don’t work. My hunch is that most small businesses will only realize this after spending enormous sums and getting little in return. Unless Google, Spot Runner, and anyone else entering this market, do a good job of educating us on TV and Radio advertising best practices, they will probably end up with few repeat users.
Entry filed under: Start-up.