In our last blog post, we began a discussion about Google’s new Google Radio Ads feature. Today we are going to provide some more detail about the service so you can decide for yourself if this might be right for your.
Currently, all radio ads purchased through the Google system must be 30 seconds in length. There is a slight bit of flexibility – if your ad is within 2% of 30 seconds, Google will compress or stretch the ad. We suggest you just go ahead and make it exactly 30 seconds.
As far as the content of the ads, Google states that the ads must adhere to their AdWords’ content policy (nothing promoting violence or discrimination, no academic aids, no anti-drug testing devices, no auto-clicking products, etc.) as well as a set of editorial guidelines specifically created for audio ads, which basically state that the ad should accurately represent your business and emphasize the unique qualities of your product or service. In addition, content promoting sexual content is not allowed, as well as political election or fundraising ads. Ads of a non-commercial nature are also not allowed.
With regards to the technical specifications of the ads, it may be in MP3 or WAV format. If MP3 format is used, the maximum file size of the ad is 1.5 MB. For WAV files, the maximum size is 11 MB. You may get slightly better sound quality from using WAV format, but it could take a lot longer to upload the ad. You’re probably just fine going with MP3.
Given the cheap cost and high quality of today’s audio recording/mixing equipment and software, you can easily create your own ad or hire a professional to do it. If choosing between spending your time on production or writing compelling ad content, we would advise you to spend the most time crafting your message. If the message is strong, and audio quality acceptable, then the ad will be successful if it is heard by the right people.