Google Makes TV Advertising More Attractive
Google announced a new enhancement today to the program targeting feature in AdWords for Google TV Ads. The feature now allows you to enter a keyword into the TV programs search field on the Target Campaign screen, and it will bring up suggested shows that are relevant to your keywords.
Before, you could only match keywords to shows based on Exact Match, but now Broad Match has been integrated into Google TV Ads. So now you can search shows for a specific topic like say, cooking, and you’ll get plenty of suggestions for shows related to cooking. Google TV Ads Associate Product Manager David Wurtz gets into this more (and shows you how to do it) in the following video:
"The great thing about broad match results is that it does the work for you to identify additional concepts that are related to your query and provides results based on those additional related concepts," explains Wurtz.
"The broad match results don’t just consider the words you enter into the search field, but also consider other sets of words that are related to your keyword in order to determine which TV programs are relevant to you," he continues. "For example, if you search for programs using the keyword "diapers", you may find a show titled "A Baby Story". Even though the word "diapers" doesn’t appear in the program description, our search technology understands that your search is related to things about babies, parenting, and more and will return TV programs relevant to these concepts."
The addition of broad match should be a big draw to advertisers to use Google TV Ads. Perhaps even more so than for AdWords. Sometimes businesses are hesitant to use broad match for search ads because they feel relevancy on the dollar goes down, but when it comes to TV ads, you’re going to have a better chance of getting the ad paid attention to by the audience, because they won’t simply be clicking away unless they’re changing the channel (or using DVR). Plus, TV programs are likely to hold the viewer’s attention longer than a SERP. Either way, you’re still selecting the programs you want to advertise on.
Google provides a number of options to let advertisers control where and when their ads play. Read their section on adding and blocking programs at the AdWords Help Center.