Set your date range

Choose the date range during which you want your campaign to run. When setting dates, consider your marketing objectives.

Do you want to increase brand presence? Then you may choose to prioritize the length of your campaign (number of weeks). One strategy used to create the effect of a strong presence without the expense of a continuous campaign is to air your ad for one week, "go dark" the next week, and repeat this pattern over again. In this way, your message can stay at the forefront of viewers' minds with less cost than a constant presence.

Or, are you trying to create awareness for a new product or service? If so, you may prefer to concentrate heavier exposure over a shorter period of time. Viewers generally need to see your ad more than once to be driven to action.

You may also choose to run your campaign before or during a specific promotional activity, such as a sale or holiday. With Google TV Ads, you have the flexibility to heavy up or tone down your campaign presence to support promotions on the fly.

Set your daily budget and campaign CPM

Choose the daily budget for your campaign. This figure is generally based on the total amount you would like to spend on your campaign divided by the number of days in your campaign, but can be adjusted at any time to account for promotional pushes, budget constraints, or performance. You may also want to adjust your CPM by network or daypart after your campaign is set up.

Using the traffic estimator

On the "Targets" tab of your "Campaign Details" page, you'll see all the TV targets you're currently bidding on, along with your current bid and past performance. You can easily switch to "estimates mode" by clicking "Estimates (Next 7 Days)" link from the table, or choosing this same time period from the date picker. Note that you can easily alter your bid for any target by clicking the bid. Once you've updated your bid, the estimates will also update. The higher the bid, the more you can expect to win.