Google Lets AdWords Users Buy TV Ads - InformationWeek
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5/1/2008
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Google Lets AdWords Users Buy TV Ads

Google says to expect to pay anywhere from $100 to $1,000 to create a TV ad, which seems rather inexpensive given that a national 30-second spot may cost millions to produce.

Users of Google's AdWords can now buy television ads.

Google on Thursday said that it is opening up Google TV Ads to all U.S. AdWords advertisers. The company made its TV ad system available to a limited number of beta testers last June.

"Television is a great way to reach new customers who might not be familiar with your product or service," said Google's Christian Yee in a blog post. "Research shows that 37% of online search users were prompted to perform a search as a result of exposure to television advertising. Now, you can launch a national television ad campaign right from your existing AdWords account."

Creating ads for television is more complicated than crafting a few lines of text to appear alongside Google Search keywords. So Google maintains the Google Ad Creation Marketplace, a directory of media professionals who can help create TV ads.

Google says to expect to pay anywhere from $100 to $1,000 to create a TV ad, which seems rather inexpensive given that a nationally broadcast 30-second commercial often costs from several hundred thousand dollars to millions of dollars to produce.

For a limited time, Google says that it will cover the cost of creating a TV ad, up to $2,000. To qualify for reimbursement, advertisers must create their TV ads through the Google Ad Creation Marketplace and must air their ads by June 30, 2008. In addition, advertisers must run their campaign for a minimum of four consecutive weeks at a minimum average ad spend of $2,000 per week.

Buying a TV ad is done through Google's AdWord campaign-planning interface. It's simply a matter of selecting which TV networks will broadcast the ad and when the ad will run. Google has posted a video to walk advertisers through the process.

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