Introducing Google Audio Ads

While you're busy perfecting your online advertising campaigns, don't lose sight of the big picture. Consider including radio advertising in your media mix to reach new customers and increase awareness about your products or services. Here's a quick look at the power of radio and Internet combined:

Radio reaches 93% of Americans over the age of 12 every week.6 People are 4.5 times more likely to remember a mix of one Internet and one radio ad than two Internet ads alone.7 More than half of people who listen to the radio while browsing the Internet search for items they hear about on the radio.7 22% of online users make purchases after performing a radio-driven search.8

With Google Audio Ads, you can reach more of your target customers both online and off, and enhance your overall AdWords results. Here's how:

Tuning in

You can quickly and easily produce and run your own radio spot with Audio Ads. The best part? You don't have to break the bank to do it.

There are more than 1,600 AM and FM radio stations in the Audio Ads network, spanning both large and small markets nationwide. You can target by station format, such as news or sports talk shows, to most closely match the profile of your customer base. And, just like AdWords, Audio Ads lets you set your own budget and decide when and where you'd like to run your ads. For example, a local computer parts store could select news shows that broadcast to specific states or zip codes.

Keeping track

As part of AdWords, Audio Ads offers tools to help track and measure the impact of your audio campaign. You can listen to your ad online, and view play and impression statistics in your account. Free call reporting will track the number of calls your audio campaign generates, and Google Analytics can show you how your audio campaign statistics match up with your website traffic data. If your audio campaigns are leading to more traffic and conversions in certain regions, Google Analytics will show you those areas. Learn more about about tracking audio campaigns with Google Analytics.

Hear for yourself

Check out these 30-second ads created by Tech B2C advertisers that were played on AM and FM radio stations across the U.S. using Google Audio Ads. All ads were created by specialists in the Google Ad Creation Marketplace.

Quick tips

If you're creating your own radio ad:

• Make sure your ad's key message influences your target customer to take a desired action – whether that's contacting you or simply learning more about your product or service.
• Only include one call-to-action in your ad, since listeners can only process so much in 30 seconds. For example, your call-to-action might be, "Get cameras at the lowest prices at AdWordsExample.com."
• If you provide your website address in your ad, use a unique vanity URL that's not being used by any other campaigns to track leads coming from your audio campaign.

Ready to begin?

For more information and tips, and to watch a demo, visit the Audio Ads website.

[6]Radio Advertising Bureau, “Radio Marketing Guide & Fact Book," 2006
[7]Radio Ad Effectiveness Lab, “Radio and the Internet: Powerful Complements for Advertisers,” February 2007
[8]iProspect, "iProspect Offline Channel Influence on Search Behavior Study," August 2007