Google Analytics Meshes with Google Audio Ads
Mar 7th, 2008 by Jennifer LeClaire
Google Audio Ads advertisers can now see how their campaign metrics for impressions, ad plays, markets, and CPM correlate with their website traffic data provided by Google Analytics, such as conversions, revenue, and transactions. Customers can see if their audio campaigns resulted in greater amounts of traffic and conversions on a regional basis.
A pretty cool notion for folks that have tapped into the power of audio ads.
Radio ads can be a major factor in driving conversions on your website. Consider these stats: radio reaches 94% of all Americans over the age of twelve every week. Almost half the US population listens to the radio while driving, and over a third of listeners prefer radio to other mediums during the day. When listening to the radio while browsing the Internet, more than half of users search for items they hear about on the air. Furthermore, 22% of online users make purchases after performing a radio-driven search. (Radio Advertising Bureau 2006, Arbitron + EdisonMedia research, 2003 and Emarketer, 2007)
I post this because it brings up a point about conversions: It’s great to use audio ads if it suits your business model. But the still need to be tracked. It’s hard in broadcast mediums to figure out the precise impact, but as we move these mediums onto the Web it gets more interesting. Google Analytics is sure to evolve as online advertising does, and that should bring great comfort to all those who can’t spend more than they make to see what web-based initiatives are paying the bills.
