Reach Your Targeted Audience with Google TV Ads

“Google TV Ads' online functionality makes it easy to track results and adjust our campaign accordingly. For a company our size, Google makes television accessible.” - Melanie De Vito, Marketing Manager — netTalk

“After adjusting for seasonal influences, SelectQuotes’ CPL decreased by 35% after four weeks of optimizing campaigns using Google TV Ads’ call attribution feature.”-Kim Terrill, director of broadcast media — SelectQuote

Steps to follow ...

1. Overview and AdWords setup
2. Determine your budget
3. Pick your targets
4. Upload your ad and launch on TV
5. Measure and optimize your campaign

1. Overview and AdWords setup

Google TV Ads is designed as an easy way to advertise your business on national cable television. Through the Google TV Ads platform, build campaigns and air ads nationally across more than 100 cable networks. The Google TV Ads system delivers over 1.5 billion impressions weekly, or for those versed in television buying, over 1200 GRPs per week.
To get started, you will need to create an AdWords account. Go to the AdWords sign up page to create an account. If you already have an AdWords account, skip to Step 02.

2. Determine your budget

Television is one of the broadest reaching advertising mediums. According to the Nielsen Company, roughly 99% of all American households watch television on a regular basis. While this means it’s a great way to advertise to your audience, it also means that your message can get lost if you don’t run at a minimum reach and frequency. Google TV Ads does not have a minimum budget requirement, but campaign budgets should be set strategically to give ads enough exposure to make an impact with your audience. You decide for yourself how much you want to spend on your TV campaigns by specifying a daily budget and a maximum cost-per-thousand impressions (CPM) bid for your ads.

3. Pick your targets

Several targeting tools are available to help you pick relevant programs, times of day and networks:

1. Audience search. Search by audience demographics such as gender, age, household income, and over 35 hobbies and interests to find targets that will reach your audience most effectively.
2. Program targeting. Find shows that are contextually relevant to your product or service, or audience interests. For instance, by searching “hiking,” Google’s system will recommend programs that match the context of the keyword, as well as programs correlated to hiking (such as outdoor and adventure programs).
3. Network and daypart targeting. If you already know which networks and times of day will reach your audience, simply select the days and times you want your ads to air.

4. Upload your ad and launch on TV

Once you’ve picked your targets and set your budgets, it’s time to upload your ad. If you already have a creative asset, you can simply upload it within the AdWords tool. If you don’t have a television ad, consider using the Ad Creation Marketplace, an online marketplace of industry professionals ready to help you make your new TV commercial. For pointers on developing a television commercial for the first time, advertising icon Jon Bond offers 5 steps to consider in the video to the right.
After your campaign is set up, and your ad has been created and uploaded, we’ll check to make sure your ad complies with the technical specifications and advertising policies of Google and our TV partners. Once your ad has been reviewed and approved, it will be ready to run on national television.

5. Measure and optimize your campaign

Once your ads have aired on television, the next step in the process is to optimize campaign performance. Historically, television is a difficult medium to track and optimize, but with Google TV Ads advertisers can take advantage of cutting-edge measurement tools. Google TV Ads provides several tools to help measure campaigns, including:

1. Google TV Ads reports. TV specific reports are integrated directly into campaign summary pages, allowing easy analysis and optimization of campaigns. Reports are based on data from millions of anonymized set-top boxes, so you'll always have the most accurate performance metrics at your fingertips within 24 hours of airing.
2. Call attribution. If your goal is to drive sales and leads, you may want to consider including toll-free phone numbers in your ads. Google offers call attribution, an easy, free way to track customer calls driven by your TV ads. Using Google’s advanced algorithms, you can track which ad placements have generated the greatest number of leads.
3. Web traffic reporting. Using Google Analytics, track TV campaign metrics including TV impressions and ad plays alongside daily web traffic volume. By comparing TV impressions with web traffic, you will be able to track lifts in search query volume and website traffic that may have occurred due to TV advertising.

Source : Google TV Ads

Posted in: Google TV Ads