Audio ads now available on Google Ads
Ads are an important part of any company or organization's marketing. With the right ads, you can reach your target audience wherever they are. From advertising on the Google Search Network, to advertising on other websites on the Display Network, to advertising in the form of images or videos on services like YouTube. Now, a fourth option has been added to the Google Advertising Center, and we're going to explain it in more detail in this blog!
Audio ads targeting podcast listeners and music.
The new type of ads can be used for people who listen to podcasts via YouTube and also listen to music. This allows you, as an advertiser, to target an often even newer audience and use your ads in a new way. With an audio ad in relevant podcasts, you can reach a highly targeted audience. Using a podcast about entrepreneurship as an example, you can listen to an ad seeking entrepreneurs for a startup package. Or in Basic, for example, can make a business card for entrepreneurs.
Podcasts have gained a lot of popularity in recent years and can be considered the radio programs of the Internet. You can imagine anything, or there is a podcast for it. You can find a podcast for any hobby or niche in your business. And can give you access to an interesting audience in a new way.
Strategy for your first audio ads
Audio advertising is, of course, different from many other advertising mediums and has its own best practices and methods. One long-standing market you can take a cue from is radio advertising. A good way to do this is to simply listen to some radio and pay attention to what stands out in the commercials. Then you can set up a step-by-step plan for creating your ad. In most cases, it's best to outsource this task; the perhaps one-time purchase of the equipment may be the first obstacle, the voice the second. There is a reason, of course, why most audio ads are voiced by actors or an agency. After all, not everyone has a beautiful or activating voice.
However, if you want to voice the ads yourself, this is one of the cases where it is better to invest in buying an acceptable microphone. The difference in quality will be immediately noticeable if you want to try it on your smartphone, for example.
The main advantages of ads compared to organic methods.
Ads themselves have some great advantages compared to other options, because as soon as you put your ad online, it will be seen immediately. And can generate clicks and leads for your website immediately. As long as you pay, you can provide a lot of targeted traffic to your website hosting. Natural or organic results can't do that. This is because it's not just a big time investment in collecting backlinks, but also creating content that can get you more exposure.
With ads, you can see results right away. And it's easier to invest X amount of money a month and have some security of conversion rate. With some pitfalls, of course.
The disadvantages of paid ads
Paid ads aren't all advantages, of course; the biggest disadvantage is that you have to pay for every click or impression. This may be manageable for many startups, but it's also not yet possible for many businesses to budget for it right away. As a result, organic and natural results often come first. With challenging and connecting content, organic traffic can be built to attract visitors to your website in this way. However, this can take much longer than going through paid ads. And is therefore often not the best connection for any business.
As soon as you stop paying or go over budget, the ads will stop as well, often causing traffic to drop to low numbers if no other techniques are used.
A healthy mix of organic and paid traffic and multiple streams of traffic to your website.
As well as other aspects of online marketing, regular marketing and also other things. It is advisable to spread the risk. We don't mean in this example that you convert all your ads to audio ads right away. But you can use this alongside your existing ads. If you only have one form of advertising or traffic flow to your website, you can have a big problem if that connection dries up or runs out.
So we always recommend not pinning all your hopes on one stream, but instead get involved in social media and try to get followers and likes yourself as well as paid ads. Keep using Google's various channels and try to drive both paid and organic traffic to your website.
After all, with a healthy mix, you can still cover a certain amount of traffic when needed. This way, you ensure that even in times when something goes wrong, you still attract visitors to your website.
