Google AdWords Learning Center - Traditional Media Ad Formats

AdWords ads aren't just for online media. You can also launch advertising campaigns for print and radio through your AdWords account. These ad formats can complement your online ads by reaching an audience who isn't online.

The setup, features and function for Print Ads and Audio Ads are similar to your online ads. You simply create a new campaign in your account, choose your targeting and pricing options, then upload or create your ads.

Once your ads run, you can track their performance through the AdWords Report Centre in your account and make adjustments as needed.

Note: Google Print Ads and Audio Ads are only available to U.S. advertisers at this time. We also offer TV ads, but on an invitation basis only. If you're a US advertiser and would like to participate, visit the Google TV Ads Beta Trial page to sign up.

Print Ads enables advertisers to place targeted ads in newspapers throughout the United States. Print ads are used effectively to:

Announce sales and promotions

Communicate a branding message

Target key audience segments (using specific sections like Sports)

Support multi-media campaigns

Generate leads and promote conversions

Print ads can be created in full in your AdWords account. The process is simple and flexible and entirely based on your specific ad goals. You choose the newspapers and sections in which your ad will appear, based on your targeted audience. Then, choose how much you're willing to pay for each individual newspaper insertion. Your offer can be a percentage of the predetermined publisher rates (such as 50% of £50). Finally, upload your ad or use our ad creation tool to create your own ad in minutes.

Since Print Ads works on an offer-based pricing system, publishers must approve your offer in order for your ad to run. After your ads run, you'll see a copy of the newspaper page (tearsheet) where your ad was published so that you can safely pay for the placement in your account.

To create a Print Ads campaign:

Sign in to your account at https://adwords.google.co.uk.
On your Campaign Summary page, click Create new print campaign under the 'Other Campaign Types' section.
Click Get Started now and follow the steps.

To learn more about Print Ads, go to the Print Ads home page. Or visit the Print Ads section in our Help Centre.

Audio Ads lets you run targeted ads across hundreds of different AM and FM radio stations nationwide. Radio is the everywhere medium: ads aired on the radio reach consumers where other media can't. This gives you a great way to send local customers to your business, whether it's a website or a brick-and-mortar establishment. Among the benefits, Audio Ads:

Increases brand awareness

Reaches over 82% of the population when they're not online

Is cost effective

Influences brand perception and appeal

Is highly targeted

When creating an Audio Ads campaign in your AdWords account, you can choose from two different campaign types based on different pricing models:

With audio ad auctions, you set the weekly budget and maximum bid you want to pay per 1,000 listeners who hear your ad. Your ads will be broadcast based on available time slots for your price, set by the competitive marketplace.

Reserve campaigns give you more predictability as to when your ad will play. You reserve the exact time of day when you'd like your ad to be broadcasted. You pay a set price determined by the rate card of the station to reserve ad plays before they're made available for auction.

After you choose your campaign type, you can create your ad or find a professional in the Google Ad Creation Marketplace to produce it for you. Then, choose from hundreds of different stations to broadcast your ad - from talk radio to easy listening. Narrow your focus and reduce your costs by selecting your target locations or audience, radio station type or time of day.

You can even track leads that result from your Audio Ads campaign with call reporting. Google provides you with a free 0800 or local business number that you can use in your ad. This number then redirects to your business line and the system tracks the time and duration of each call, minimising your tracking efforts.

To get started with an Audio Ads campaign:

Sign in to your account at https://adwords.google.co.uk.
On your Campaign Summary page, click Create new audio campaign under the 'Other Campaign Types' section.
Click Get Started now and follow the steps.

To learn more about Google audio ads, go to the Audio Ads homepage. Or visit the Audio Ads section of our Help Centre.

Learning Centre