Google Advertising Tools, 2nd Edition

Advertising on TV

Creating a professional quality video ad is not at all the same thing as creating a video ad for display on YouTube (although many online video ads do have high production values).

That said, if you have experience creating television ads or want to get started with the help of advertising professionals, Google has created a marketplace to help you optimize your placements of television ads. The Google TV Ads website is located at http://www.google.com/adwords/tvads/.

Benefits of TV ads include flexibility, economy, and reliable metrics. You may not know that Google collects near real-time data from millions of anonymous set-top boxes, helping you know what is working and not working. Google TV Ads’ online auction model allows you to set your own maximum prices, with your actual price paid for a winning bid that of the next highest bidder. You can use the TV Ads interface to buy just the placements you want, without bundling, and to adjust your placements on the fly when you determine what works and what doesn’t.

As you can see in Figure 14-14, Google is able to place your ads on many television content providers with tremendous granular flexibility regarding when the ad runs.

Note

If you look on the Campaign Management tab (shown in Figure 14-15), you may see a link for Audio Ad Library. The audio ad library functions in much the same way as the market for TV ads, except that it is a radio advertising platform. However, as of mid-2009, Google is discontinuing the placement ...