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Google TV Campaign Optimization - Tips on How to Maxamize ROI in Your Google TV Campaign

Guest post by: Brett Fisher

Article Overview: Are you looking to extend your reach beyond online, but think TV advertising is out of your budget? Have you tried TV advertising before but found it too hard to measure performance? If so, then it's time for you to try Google TV. Google TV enables companies of all sizes to buy and precisely measure national cable television advertising. Google TV spots can be purchased for as little as $20 and Google TV's tools make it easy to track, analyze, and optimize performance. In this article The Hits Doctor explains how Google TV works and provides tips to improve your return on investment (ROI).

Google TV Campaign Optimization - Tips on How to Maxamize ROI in Your Google TV Campaign



Google TV Ads is an online platform that makes it easy to buy, manage and optimize national TV advertising. By connecting to millions of set-top boxes, Google TV delivers powerful and actionable viewer data.

Google TV details:

• Gives your company to access 1+ billion national TV impressions, reaching 15% of Americans.
• Create an affordable TV commercial & run it for as little as $20 per TV spot!
• Only pay for people who watch your commercial for more than 5 seconds.
• Buy your audience: use layers of consumer data integrated into millions of set-top-boxes across nearly every cable network.
• Advanced tracking and lead measurement using toll free (800) numbers.
• Addresses your challenges of expanding beyond your online audience.

Tips to increase ROI in Google TV:

Define Your Audience Demographics

It is important to understand your audience demographics in order to properly choose the networks and shows for your ads. Once you define your demographics, you can customize your flight dates, networks, programs, budget and bids. Google TV works in an auction system, similar to Google AdWords, so you will need to monitor your campaigns and adjust bids ongoing to ensure you are winning the auction but not overspending.

Use 800 Number Call Tracking

Google TV uses a fully integrated call tracking system. Advertisers whose goal is to drive sales and leads should include toll-free phone numbers in their TV ads. If you have several campaigns targeting a different audience or set of networks and programs, we suggest assigning a unique ad to each campaign featuring a toll-free number that is unique to that ad and campaign.

A call reporting number is a special number issued to you for use with your AdWords TV Ads. All calls to that number will be redirected to a phone number of your choosing, which is called your business number. By using the call reporting number only in certain ads or certain campaigns, you can track the total number of calls you get as a result of those ads or campaigns.

Utilize Report Center

Using Google TV's report center, you easily optimize and manage you audience and budget goals. You can view impressions, program, played date, played time, time zone, cost, and cost per call (inquiry). As in AdWords Pay Per Click (PPC), you can raise your bids on the TV ads and programs where you are getting high call volume and lower or pause TV ads that are not performing. Be sure to keep an eye on your effective cost per inquiry (call), which is how you measure ROI and performance for your campaigns.

Try A/B testing

With Google TV, as in Google Adwords, you can setup an A/B split test by rotating your TV ads and measuring the effectiveness of each ad. This method has been in practice in PPC for years and can be used in Google TV to greatly improve ROI.

Use Google Analytics

Use Google Analytics as an added layer to analyze the effectiveness of your TV campaigns. View the correlation between TV campaign and website metrics to measure increases in traffic and conversion volume. Google Analytics has "TV campaigns" reports enabling you to drill down to specific details in your TV campaigns.

Best of luck with your Google TV Campaigns!

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Article Tags: cable television advertising, Google TV, Google TV campaign, Google TV consultant, improve ROI in Google TV campaign, national cable television, return on investment, television advertising, tv advertising, TV advertising, tv campaign, tv campaigns, tv spots



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