Google AdWords just keeps getting better. Now you can track your TV advertising using Google Analytics.
This is an important development. Following its addition of TV ads to the Google AdWords product offerings, Google has given webmasters the ability to track those ads and the results from them. Not only can you run your Google AdWords TV advertising campaigns from your laptop, but you can log in to your Google Analytics account and see how they are doing in the markets that you want to follow. Among the things that you can measure through Google Analytics are:
- Impressions delivered
- Number of ad plays
- Cost
- CPM
And you weigh these metrics against other Google Analytics metrics like conversions, time on site, and visits. I believe that tracking TV ads will improve in time. This is just the beginning Google Analytics and TV advertising. Stay tuned!
In relation to Google’s TV advertising offerings, there is a major flaw in the Google Radio Advertising model. It leads advertisers to believe they can spend a few hundred dollars buying remnant ads on low performing stations and have instant success. I wish radio advertising worked that way, but in the past fifteen years (and thousands of radio campaigns later), I have rarely seen that happen…not impossible (depends on the product, the timing, etc.)…but it’s just not the norm. Most of these Google buys are so inefficient. Almost everyone we have talked to who tried using the Google model has had little success. It’s a great concept in theory, but the real winner in the end is Google and the radio stations. There’s no substitute for an experienced media buyer.
Thanks for the great article.
M. Bruce Abbott
Creative Director/Partner
Radio Lounge
http://www.radioloungeusa.com