Running Radio Ads With Google Audio Ads
Radio has a higher penetration of reach than any other medium on the planet. Nearly 100% of Americans will hear radio at least once each week. This may just be in the elevator, or on the bus, but it is hard to argue with the amount of reach which is possible with radio.
Google being aware of this created a set of tools which streamlines radio buys. These tools make it easy for anyone to create, upload, and run an ad in almost any market, to almost any demographic.
To make the tool even easier you can sort by demographic.
Based on the reach of your ad you will pay between $1 and $46 per thousand listeners, and you can spend as little as about $100
Based on your budget and selection you will get a calculation for your target demo CPM, and your Gross CPM
Because it is rare that a station will have 100% of any one demographic you will have “over spray” If you are targeting 19 year old males you are going to get some females and senior citizens.
If you don’t have an audio ad yet you can even have Google Produce one for you.
All in all this is the easiest and often most cost effective way to manage your ads. Unless you are doing very large buys on only one station you will generally get better pricing and the ability to do less standard buys with Google than you would buying direct from the stations.
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-- Brandon Wirtz