Run Cheap TV Commercials With Google TV Ads
With nearly $18 million in annual revenue and 31 employees, ShoppersChoice.com, a Baton Rouge company that operates a handful of e-commerce sites, is substantial — but it’s no Wal-Mart.
Yet for just $2,500 to $3,500 a week, commercials for BBQGuys.com, its online store for grills, run alongside ads for Wal-Mart on the Food Network and a few other channels.
Mike Hackley, founder and CEO of ShoppersChoice.com, launched his low-budget campaign using Google TV Ads, which lets businesses buy advertising time on national cable channels and the satellite service Dish Network. Google TV Ads essentially works like AdWords, except that instead of bidding on search terms, you bid on airtime.
After hiring a local production company to produce a 30-second spot for $2,500, Hackley began planning his TV strategy. Internal research had shown that most BBQGuys.com customers are 35 to 65 years old and make more than $80,000 a year.
Hackley entered that information on the Google TV Ads website, and, using data from Nielsen and other sources, the site suggested shows, times, and channels that matched the target audience — including programs on the Golf Channel, ESPN, and HGTV. Using a keyword search, Hackley also found shows about grilling.
For instance, a search for barbecue grill comes up with programs like Food Network’s Boy Meets Grill as well as an episode of Family Guy on TBS, in which the world’s dictators attend a barbecue.
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Photo by CraigPJ.
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