Connect with us
BSM Summit
blank

BSM Writers

What Can Radio Learn From Google Ads?

“In 2020, Google Ads billed $147 billion. Radio collectively billed under $10 billion”

Jeff Caves

Published

on

blank

Have you ever purchased advertising from Google? It’s easy! 

Almost all of our clients have done it. 

In 2020, Google Ads billed $147 billion. Radio collectively billed under $10 billion—about the same as newspapers. 

We finally caught them! 

Since 2006, the newspaper’s advertising revenue has been in free fall. But before that, it seemed like every radio client was in the paper. Now, every radio client is buying ads from Google. What can we learn from how Google lands prospects? PLENTY.

Most new clients to Google Ads type in Google Ads in Google search and follow the instructions. I did it. Google asks you a few basic questions about how many employees you have, your goal, and how much you are willing to spend, as long as it is above $500. After you input that data, Google sends you back an email that says you will have your plan to hit your goal in 24 hours. They sent me “the plan” the same day.

The plan, sent to me by Alex, a woman on the Ads team (they sent a photo), instructed me to spend $500-$5000 in search advertising. They mention that this plan will take at least three months. If I want the details on the plan or, ideally, want to buy the plan, I was given an option to book a 30-minute appointment to get a fully personalized media plan with a Google Ads strategist. I just had to “click here.” That’s it. 

That Google strategist will get a very qualified prospect, who has a goal, a general plan, an expectation of how much to spend and for how long. 

How do we handle new prospect inquiries?

Suppose a radio prospect wants to advertise. Some call the station’s business line and get a front desk person who feeds the prospect’s name to a sales manager who passes it off to a salesperson to get the details. Others call the station’s on-air phone number and get a call screener who takes a message and sends an email to a manager or their buddy in sales.

And, yes, some prospects go to our website and click on “advertise with us.” Jacobs Media Seth Resler thinks most stations fumble the ball here and has 10 ways to fix your ‘advertise with us’ page.

I looked at WFAN, The Ticket Dallas, and The Sports Hub in Boston’s ‘advertise with us’ page, and most were hard to find; they listed a person to email, and one had a demographic stats sheet about the station. WOW. I even went to Google search and inputted “advertise with WFAN,” etc. The best search results were from local ad agencies who said they could buy ads cheaper on those stations.

Does that even begin to compare with how Google handles prospects? Shouldn’t we automate this process more and make it easier for the prospect and the station? 

I realize no prospect would try to call Google, and they have an advantage because they are an online company, but there seems to be some room for growth here for radio. 

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

Published

on

blank

Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

Continue Reading

BSM Writers

Media Noise: What Does The Return of Bob Iger Mean to ESPN?

Demetri Ravanos

Published

on

blank

Demetri Ravanos has questions about Disney going back to the future with Bob Iger. This entire episode of Media Noise is all about what the change at the top of the Walt Disney Company indicates about the future of ESPN.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

Continue Reading

BSM Writers

Media Noise: What Is Realistic For FOX at the World Cup?

Demetri Ravanos

Published

on

blank

On this special holiday edition of Media Noise, Demetri Ravanos dives into the controversy and criticism surrounding FOX’s coverage of the World Cup in Qatar.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

Continue Reading
Advertisement blank
Advertisement blank

Barrett Media Writers

Copyright © 2022 Barrett Media.