Google AudioAds - Reaching Offline Customers
I was editing some of my PPC ads this morning, when I finally took a few 
minutes to read up on this. Google has some compelling points, like “57% of online radio listeners look up items on the web after hearing an audio ad”. Now, Google AudioAds really seem to be aimed at the offline customer, where people can hear your ad whether they’re driving to work, or the gym, or the store, you can still get your message across.
If you do decide to advertise with Google AudioAds, or to recommend a client to do so, do your homework on this one. Google claims you will be able to 
“Showcase your business on over 1,600 terrestrial FM and AM radio stations across the U.S., targeting your [currently offline - probably in their car listening to their iPod or standing in line at Starbucks talking on their cellphone, hmmm?] customers on “top ten” stations in all 25 of the most popular US markets.”
Now, granted, these AudioAds do sound very professional, and I can wrap my mind around this ‘potentially’ working for SEM. Listen for yourself, take a minute and listen to some of these already local AudioAds already playing.
Maybe it’s just me, I am a little skeptical about this one. I mean really, who has the time to create the script and spend the $50 (cheapest I saw) and up to $300 (the average) for one 30 second ad? But more relevantly, who really listens to the radio anymore unless your stuck in an office where you have no real work requiring your full attention [I am not talking about some background music to help the day pass - some mindless 'white' noise, which I agree is helpful] ????? iPod, iPhone, Zune, XM or Sirius, checking voicemail or calling back all your missed calls, I don’t know, it just seems like more and more people want self-directed media, socially relevant content (to them and their friends). This seems like an “interesting” idea, and it will probably do great, but I just wonder.
What do you think? Try it out here: http://www.google.com/adwords/audioads/
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Comments
Thanks Jason. I checked out your blog, keep it up bud. Look for Ty at some of the upcoming Search Marketing conferences. I was asked yesterday for recommendations and I signed him up yesterday as a speaker. (Wait until you see him at the networking parties, man, can he karaoke!) 
Never underestimate the power of advertising. On the other hand, this could go the way of another ‘I’m willing to tattoo the back of my melon with your company logo for a price’ kind of idea.
Hmmm…I am all for mixing online and offline marketing efforts. It’s the ole 1, 2 punch. But radio advertising?? I don’t think so.
I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.
Jason Rakowski