All posts by Seth Resler

4 Digital Data Points That Radio Program Directors Should Know

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

Chances are that most radio program directors in America can rattle off their latest ratings numbers without having to look them up. Whether it’s 12+ numbers or a specific demo, we usually know exactly how the station is performing at any given time.

But do you know how your station is doing digitally?

Here are four numbers that every radio program director should know off the top of their head:

1. Number of Unique Website Visitors
You know the size of your on-air audience, but do you know the size of your online audience? You should. While it’s good to check your Google Analytics stats on a weekly basis, comparing this number of monthly visitors over a year or more will give you a better sense of the larger trend. Hint: The number should be going up.

Also Good to Know: Where that traffic is coming from, and what your most visited web pages are.

2. Number of Email Addresses in the Database
Everybody always wants to talk about social media because it’s sexier, but the email database is the tried-and-true stalwart of online marketing. If you have 20,000 active users in your email database, you know that you can reach those people. If you have 20,000 fans of your Facebook page, your reach is still subject to the whims of Mark Zuckerberg’s algorithm. Know the database, grow the database.

Also Good to Know: The Open Rate, Bounce Rate and Unsubscribe Rate.

3. Total Streaming Hours
One of the most important actions a visitor to your website can take is to click the “Listen Now” button and stream your radio station. Of course, they can stream other ways as well — through your mobile app, on a smart speaker, via TuneIn, etc. Just as you want to track how much people are listening to your station over the air, you also want to know how much they’re listening online.

Also Good to Know: The number of Unique Listeners.

4. Number of Mobile App Installs
It’s a mobile world, baby. People carry their phones at their sides 24/7, so you want to make sure your station is on them. Know how many people have downloaded your app because it can have a significant impact on your listenership.

Also Good to Know: The number of Sessions (i.e., not just how many people have your app, but how often they’re using it).

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

When It Comes to Podcasting, Question These 3 Assumptions

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

Though it’s been around for over a decade, podcasting is still a very young medium. If this were television, Serial would be “I Love Lucy.” Every time a new medium comes along, we tend to carry over assumptions about it from a previous medium. It’s no surprise that so many early television shows were radio shows retooled for the screen. Yet as time goes on, we inevitably learn that each medium is unique, and while we can look to the past for clues, we should also question the assumptions that we carry over. With that in mind, here are three assumption to avoid when it comes to podcasting:

1. Don’t assume that the revenue models that worked in the past will work in the future.
For the most part, radio is monetized through advertising. Advertising is what Seth Godin calls “interruption marketing.” You give an audience content that they want, then interrupt with ads. In his classic book Permission Marketing, Godin points out that the problem with interruption marketing is that people have a finite amount of attention, and they are bombarded with more marketing messages than ever before.

In an oversaturated media landscape, it’s harder to reach a splintered audience and harder to develop a marketing message that people remember. Interruption Marketing works really well in a media landscape with only three television networks, two local newspapers, and a handful of radio stations. But in a world of over 600,000 podcasts — not to mention websites, cable channels, video game titles, etc. — it’s harder than ever for advertisers to succeed with Interruption Marketing. Increasingly, companies are embracing permission-based strategies like Content Marketing or Search Engine Marketing.

Yet many podcast production companies are building a business on the old advertising model. Will this work? Maybe, maybe not. Interruption Marketing certainly isn’t dead, but companies will want to question how heavily their revenue streams rely upon it. There may be better ways to generate a profit.

2. Don’t assume that a bigger audience is better.
Traditional broadcasting relies on a simple principle: Get the biggest audience you can, then deliver that audience to advertisers. Of course, this principle was developed before we entered the Information Age. Now that we have digital tools to collect data about our audience members, we understand that size doesn’t always matter.

If I run a company that manufactures golf balls, I’d rather reach one hundred thousand golfers than a million people who may or may not golf. It’s not just about reaching lots of people — it’s also about reaching the right people. The most successful companies in the podcasting space may not be the ones with the largest audiences; they may be the ones with the most accurate information about their listeners. This is likely to translate into the most effective marketing for their clients.

3. Don’t assume that the right answer for large companies will also be the right answer for small companies.
When I talk to radio broadcasters about digital strategy, I inevitably hear them ask, “What are other radio companies doing?” I hate this question. It assumes that somebody out there already has the correct answer and all you need to do it copy it. Podcasting is such a new space that it’s not clear that anybody has all the right answers yet; and even if they did, those answers may not work for you.

What works for a large broadcasting company like iHeart Media, NPR, or EMF may not work for smaller broadcasting companies. If you have a national footprint with hundreds of radio stations, it may make sense to hire a top-tier Hollywood star to host a podcast; but if your company consists of a dozen stations in small markets, a similar course of action isn’t likely to produce profitable results. When it comes to podcasting, don’t assume that the same things are going to work for any two companies that happen to own radio transmitters. Find a solution that works for your company, and don’t worry about what the larger (or smaller) broadcasters are doing.

Podcasting is a thrilling space to be in at the moment because it’s uncharted territory. There are plenty of opportunities to try new things that have never been done before. But it’s precisely because it’s virgin terrain that we need to question the assumptions that we bring to the space. While some of the past principles will still apply, others will not. The key to success will lie in our ability to figure out which are which.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

Creating a New Radio Station Logo? Think About Digital

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

From time to time, radio stations decide that it’s time to freshen up the logo. But when reviewing ideas with your graphic designer, you’ll keep in mind how the logo will be used online:

1. Make sure your logo works as a square.
Your radio station will need a square version of its logo in many places across the web. Social networks, including Facebook, Twitter, and Instagram, use squares images for their icons. Podcast artwork is square. So are mobile app icons. You don’t want to create a horizontal logo that can only be turned into a square by shrinking it with whitespace above and below.

In some cases, you may be able to use a piece of your logo as the square image. For example, here is our Jacobs Media Strategies logo:
When we need a square image, we use just the “O” from our logo:

2. Figure out how your logo will work horizontally.
There will also be times when you want to use your logo horizontally. For example, when you create a header image for your email newsletter or YouTube channel, you may not want to use a large square image. In an instance like this, can you take a square logo and add it to something else, such as a cityscape, to create a horizontal image? Or do you need a horizontal version of your logo?

3. Think small.
Frequently, you’ll need an image that is recognizable even when it is shrunk to a small size. For example, an icon for a mobile app or a favicon in the tab of a web browser will use tiny images.

If your logo is too complex, it may not be recognizable at a small size. A simple logo may prove to be more functional.

4. Make a list of places your station’s logo might appear.
Before committing to a design, brainstorm a list of all the different places where your logo might appear, and consider how it will look in each of those contexts. This list will include:

  • Banners
  • Business cards
  • Car dashboards
  • Email newsletter header
  • Facebook icon
  • Facebook page header
  • Instagram icon
  • Invoice header
  • Laptop stickers
  • Mic flags
  • Mobile app icon
  • Mobile app header
  • Mobile website header
  • Podcast artwork
  • Streaming artwork
  • T-shirts
  • TuneIn
  • Twitter profile header
  • Twitter icon
  • Vehicle wrap
  • Webpage header
  • YouTube channel header
  • YouTube icon

Adopting a new logo is a big commitment. You don’t just want an image that looks cool; you also want one that can be easily adapted to a variety of different circumstances. Think it through carefully.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

How Micro-Content Can Boost Your Radio Station’s Digital Engagement

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

For years now, we’ve been talking about how radio stations can use a Content Marketing strategy to drive listeners back to their websites. The overall strategy is fairly simple: Create compelling content (blogposts, videos, podcasts, etc.) for your website, then share that content on social networks so people click through and come back to your station’s site.

If the strategy sounds familiar to radio programmers, it should: it’s the same basic principle that’s involved in running a radio station. First, put compelling content (music, DJs, a morning show) on your airwaves, then promote that content on billboards by the highway so people tune in to your radio station.

The challenge, however, is that in the digital version of this strategy, radio stations are at the mercy of the social networks they are sharing their content on. When Facebook tweaks its algorithm, it can have a big impact on the amount of traffic that a station can drive back to its website. Moreover, the social networks are working at cross-purposes to the radio stations: Facebook wants to keep people on Facebook, while stations want to steer people somewhere else.

One way to combat these issues is to use “micro-content.” Micro-Content is smaller bits of content used to engage people and encourage them to check out larger content. A familiar example of micro-content is the tried-and-true radio morning show promo. The morning show promo might sound like this:

Station Voiceover: If you missed Johnny Fever this morning, here’s what you missed…

Johnny Fever: …and then the priest says, “That’s not a duck!”

Les Nessman, Venus Flytrap: AHAHAHAHAHAHA!

Station Voiceover: Johnny Fever. Mornings on WKRP!

The promo takes a short, entertaining clip of the morning show and repurposes it as a short piece of content that the station airs throughout the day. This same tactic can be deployed as part of your radio station’s digital strategy. The only difference is that you’re sharing the micro-content on social media, not just on your airwaves.

For example, here’s an audiogram — a soundbite turned into a video with a static image and a soundwave — from a recent episode of my podcast:

This is, of course, just a morning show promo in video form, which makes it ideal for sharing on social media. (Note that the video is a square to make it ideal for mobile devices.) If you’re looking, it’s easy to find lots of opportunities to carve radio shows up into micro-content: benchmark features, interview clips, concert calendars, contest winners, etc. As you prep your next radio show, look for ways that you can repurpose small pieces of the show as micro-content that can be shared on social media.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

Here’s What I Look for When I First Look at a Radio Station’s Website

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

From time to time, Fred Jacobs pops into my office and asks me to take a quick look at a radio station’s website to see what I think. When I’m doing a five-minute diagnosis of a website, here’s what I look for:

1. Is it built in WordPress?
I always start by pulling up the station’s website and taking a look under the hood. In my Google Chrome browser, I go to View > Developer > View Source. This allows me to see the HTML code for the website. I search the page for “wp-.” If the site is built in WordPress, there will be multiple instances of “wp-.”

A radio station website doesn’t need to be built in the WordPress platform to succeed, but it does need to be built in a Content Management System (CMS) platform. A CMS makes it easy for radio stations to consistently publish new content. WordPress just happens to be the most popular CMS platform.

2. Does it have Google Analytics installed?
While I’m poking around the HTML, I also search the page for “ua-.” If I come across some code that looks like this…

<!– Global site tag (gtag.js) – Google Analytics –>
<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXX-X”></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag(‘js’, new Date());

gtag(‘config’, ‘UA-XXXXXXX-X’);
</script>

… then I know that the site has Google Analytics installed on it. This is a good sign — it means that the station has the ability to collect data about how visitors are using the website. Of course, whether anybody is actually looking at that data or not is a separate question.

3. Do they publish original content on a regular basis?
Next, is the radio station creating original content on a regular basis? Sometimes, the homepage will have a blog or news section on it; sometimes, I’ll have to search through the main menu to find it. If I find a blog or news section, I check to see whether they are creating original content on a local level or simply importing it from a national service. I also check to see how often new posts are published. And I take a quick look to see how good the content is: Are the headlines well written? Is there just an embedded video or audio file with no text description?

4. Is it obvious where this radio station is and what they play?
One of the best ways to see how good your station’s website performs is to run a usability test on it. At this point, I’ve run usability tests on enough radio station websites that I know some common issues to look out for.

One common issue is that the website does not make it clear where the radio station is, what type of programming the station airs, or even that it’s a radio station at all. When somebody tunes in to your station on the radio, of course they know what city it’s in — they’re in the same city!

But website visitors can come to your website from anywhere in the world. Often, they come by clicking on a link found on social media or in search engine results. So don’t assume that people who come to your website know what the radio station is all about. The homepage — especially the header — needs to make it very clear.

5. Is the language in the menu clear?
Another common issue that shows up in website usability tests is vague or confusing language in the main menu. For example, some stations will use the term “On Air” when they should use “DJs” (after all, aren’t the commercials and the music also “on air”?). Others will have a link for “Concerts” and another link for “Events” (aren’t concerts also events?).

Here are some common menu mistakes that I look for.

6. Are there clear calls to action?
The most important question you can ask when it comes to your radio station’s digital strategy is this: “When people come to our website, what do we want them to do?” I can usually tell if a station has asked this question just by looking at the site. Sometimes, they will be driving me to clear call to action, such as a big red “Listen Now” button or an email newsletter registration form.

Unfortunately, most radio station websites don’t steer me towards a few clear actions. Instead, they are cluttered with too much content, too many links, and too many choices. This is a sign that even if a radio station’s website is good at attracting visitors, it’s not very good at converting them. The station needs to set clear website goals.

By asking these questions, I can usually get a good sense of how a radio station’s website is performing. Yes, I always want to spend more time diving deeper into analytics before making a complete diagnosis, but this will do in a pinch.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

How to Create Square Videos for Social Media

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

When your radio station posts short videos to social media, it’s often a good idea to make those videos square, not the typical widescreen resolution of 1280×720. Not only does Instagram use square videos, but they’re also better for Facebook because the ratio allows the video to appear larger on the screen of a mobile phone.

Some apps, especially those designed for smartphones, allow you to easily produce videos as a square. However, sometimes you’ll find yourself in a situation where your app doesn’t allow this. For example, I created this short Jacobs Media video in iMovie on an iMac:

I created this video by automating a slideshow in Keynote with a couple of fancy transitions, exporting it as a video file, then importing it into iMovie and adding sound effects. Unfortunately, my version of iMovie only allows to change the dimensions of a video to widescreen (16:9) or standard (4:3), not square (1:1). I could search for a piece of software specifically designed to crop videos, but it turns out that I already have some on my computer. You can use either Apple’s Keynote or Microsoft’s Powerpoint to resize the video.

Both of these programs allow you to set a custom size for your slides. Set up a square slide, then drag and drop your video into the presentation. Center it, and export the file as a new video. Ta-da! Now you have a cropped square video!

Of course, when you create your original video, you’ll want to keep in mind that everything on the sides is going to get cropped out, so don’t put anything important there. In this case, I had to resize my original video to make it work:

Sometimes, the export from Keynote or Powerpoint doesn’t start or end exactly where I want. Fortunately, I can use Quicktime to trim off the ends.

Now I have a square video perfect for social sharing!

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

Four Questions to Ask Before Your Radio Station’s Next Digital Campaign

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

Your radio station will probably execute a digital campaign of some sort in the coming months. Perhaps you’ll run Facebook ads to promote a station event, create an email campaign to drive membership donations, or launch a new podcast. No matter what the particular campaign is, ask your staff these questions before it begins:

1. What is our goal?
What are you trying to accomplish with this particular campaign? Are you looking to increase website traffic, drive online listening, or build your email database? Whenever possible, the goal should be directly linked to the station’s ultimate goal — the bottom line. Avoid vague goals like “engagement,” “branding,” or “increasing awareness.” Choose something that you can quantify.

2. How are we going to measure that goal?
It’s tempting to think that just because we can measure something, it’s important. That isn’t always the case. Decide in advance which data points you are going to use to measure the accomplishment of your goal and, just as crucial, which ones you’re not going to use. For example, if your goal is to grow your station’s email database, then you will want to measure the number of new subscribers. If your campaign also results in a lot of retweets, that’s a bonus, but this has no bearing on the success of your campaign. Stay focused on the numbers that really matter.

3. How are we defining success and failure?
Once you’ve decided what to measure, set some parameters for that datapoint. How many new email subscribers will it take for you to declare your digital campaign a success? One hundred? One thousand? Ten thousand? Make sure that everybody on your staff agrees on what qualifies as success. By the same token, make sure there is a consensus on what constitutes failure.

If you don’t know these numbers because you have nothing to benchmark them against, that’s okay — as long as everybody understands this. It is perfectly acceptable to say, “We’ve never run a campaign to build our email database before, let’s see what happens.” In this case, your aim is to find a number that you can use as a benchmark for future campaigns.

4. How will we review our campaign when it’s over?
Before your digital campaign begins, make plans to review it when it’s complete. Decide on an end date and set aside some time to gather together everybody who is involved with the campaign to review the metrics. With digital campaigns, it is important not only that everybody involved see the performance data, but also that they reach a consensus on what that data means. The last thing you want is a Digital Director thinking, “We got 100 new email subscribers, that’s terrific!,” while the General Manager is thinking, “We only got 100 new email subscribers, that’s terrible!” Make sure that everybody in your station is on the same page.

Every radio station staff is overworked these days, but don’t skip these questions when launching your next digital campaign. A little preparation can go a long way.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

10 Pieces of Sales-Related Content That Should Be on Your Radio Station’s Website

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

When I speak to radio broadcasters about pulling all of their different digital tools together into a coherent Content Market Strategy, I am usually talking to people in the programming department who want to reach more listeners. But Content Marketing is also an effective strategy for the radio sales team looking to generate more leads. This short video explains:

To generate leads, your radio station needs to create content. This content can take many forms: white papers, webinars, videos, blogposts, even events such as luncheons. In fact, once you create a piece of content, it’s easy to repurpose it in a number of different forms.

When conceptualizing content to generate sales leads, divide it into three categories:

    1. Early Stage Content: This is content aimed at potential clients who are just beginning to think about advertising, and haven’t even decided what mediums to use yet. They may not have a budget established at this point, so they may be doing their initial research.
    2. Mid-Stage Content: This content is created for potential clients who have decided that they are ready to advertise, and are now deciding what mediums to use and how much to spend on each. They’re still comparing radio, print, television, outdoor, and digital.
    3. Late Stage Content: This is content for advertisers that are close to signing on the dotted line. At this point, they’ve decided that they’re going to advertise on the radio and they’re just trying to figure out which stations to use. They may be evaluating different programs from different stations.

By watching which types of content people access, you can get a sense of where they are in the buying cycle. This lets you know how to best follow up with them.

But what should that content actually be? Here are ten ideas to get you started…

Early Stage:
1) Checklist: Is Your Business Ready to Advertise on the Radio?

2) Finding the Right Marketing Mix: Comparing the Advantages and Disadvantages at Different Advertising Mediums

Mid-Stage:
3) Radio Advertising 101: A Guide for Local Businesses

4) A Guide to Understanding the Nielsen Ratings

5) Beyond the Commercials: How to Create Effective Marketing Campaigns Using All the Tools That Radio Stations Have to Offer

6) How to Determine an Effective Budget for Radio Advertising

Late Stage:
7) Target Demographics: How to Choose the Right Radio Station to Reach Your Customers

8) 10 Questions to Ask Your Radio Salesperson

9) How to Write an Effective Radio Commercial

10) Common Mistakes Radio Advertisers Make (And How to Avoid Them)

Lead Generation Guide
For more information on how to create content to generate sales leads for your radio station, download our guide, How to Create Content That Generates Sales Leads.

Download the Guide

You may also want to watch our webinar on the topic.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

How to Run Paid Ads for Your Radio Station’s Mobile App

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

Our sister company, jācapps, has built over 1200 mobile apps, many of them for radio stations around the country. Over the years, they’ve learned one undeniable truth: the radio stations that get the most app downloads are the ones who promote their apps the most. I’ve written about free ways to promote your station’s app, but if you’re ready to put your money where your app is, you can run ads for it in the Apple App Store and through Google. Here’s how:

On iOS (Apple):

Apple offers “Search Ads” in its app store, which target people based on the keywords that they type in when looking for a mobile app. They offer two different advertising options: Basic and Advanced. Because Basic ads only allow you to limit the location in which ads run by country, most radio stations should choose the Advanced option:

  1. Go to https://searchads.apple.com/ and, in the upper right corner, click “Sign In” and select “Advanced.”
  2. You will need to log in using your Apple ID. (You should already have an Apple ID if your app is listed in Apple’s app store.)
  3. If you do not already have an account, Apple will ask you to create one. Fill out all of the fields and click “Sign Up.” You will also have to agree to Apple’s Terms of Service.
  4. On Create a Campaign page, select your app. (Can’t find your app? Read this.)
  5. Enter a name for your campaign, an overall budget, and a daily budget.
  6. You have the option to enter campaign-wide negative keywords. This allows you to tell Apple not to run ads when people enter certain keywords. For example, let’s say your radio station is named “108.8 The Hawk” and your app is called “Hawk Radio.” You probably don’t want people who are searching for the game “Mama Hawk” to see your ad, so you could use “Mama” as a negative keyword. This way, we can set the ad to be seen by people who type in “Hawk” unless they also type in “Mama” when conducting a search.
  7. Enter your monthly budget.
  8. Enter the maximum amount you are willing to spend per person who installs your app on their phone (Apple will make a suggestion).
  9. In the Ad Groups Settings, you can select which devices you want the ads to appear on (iPhone, iPad, or both), when you want the ad to run, and the maximum amount you are willing to pay per person who taps on your ad (Apple will make a suggestion).
  10. If you want, you can use Apple’s Search Match feature to automatically match your app with the appropriate searches. If you do, make sure your app’s metadata is correct — that’s what Apple uses when deciding where to show the ad.
  11. You can set a group of keywords for each Ad Group. For example, let’s say your radio station is in New York City. You might want to run one group of ads that targets searches based on geographic words like “Brooklyn,” “Manhattan,” and “The Bronx.” You might want to create a separate ads group that targets musical keywords, and another that targets searches for competitors’ apps. Apple will recommend keywords and show you how popular they are. It will also allow you to set negative keywords at the group level.
  12. In the Audience section, Apple allows you to select your preferred Customer Types (All Users, Returning Users, or Users of My Other Apps), Demographics (Gender and Ages), and Locations.
  13. In the Creative Sets section, Apple shows you what the ad will look like on the iPhone and iPad. You can add additional images if you like.
  14. Click the “Start Campaign” button and you will be taken to the Campaigns screen. From now on, when you log in, this is the screen you will be taken to first. Here, you can monitor the performance of your campaigns at a glance, as well as edit, add or pause campaigns.

I recommend running one campaign per mobile app. If you want to test different groups of keywords to target (geography, music style, competitors, etc.), click into a campaign and then click the “Create Ad Group” campaign. A campaign can contain multiple ad groups. Within a campaign, you can also click “All Keywords” to see which are generating the most searches and clicks, or click “Charts” to see various visual representations of what’s happening with your ads. I recommend setting up a simple ad campaign and then playing in the Search Ads backend to familiarize yourself with how it works.

If you need additional help, here is more information on Apple’s Search Ads.

On Google:

Unlike Apple’s ads, Google’s do not target people based on the keywords that they type in when searching for apps in the app store. Instead, you are running ads that appear on Google Search Results, on Google’s Display Network, and on YouTube, with the goal of driving mobile app installations. For this reason, Google ads can be run for both the Android and iOS version of your app.

  1. Sign into the Google Play Console at https://developer.android.com/distribute/console. (If your app is in the Android App Store, you should have a login.
    In the Google Play Console, you will be taken to the “All Applications” screen, where you will see your app(s). Click on the app you want to promote.
  2. You will be taken to the Dashboard for that particular app, where you will see a menu on the left side. Click “User Acquisition,” then click on “Google Ads Campaigns” in the submenu.
  3. On the Google Ads Campaign page, click the blue “New Campaign” campaign.
  4. In the “Select the Goal…” box, click “App Promotion. For “Campaign Type, click “App” if it is not already selected. Select your app’s platform (yes, you can run ads for both Apple and Android apps here), then type in the name of your app and select it when in appears. Click the “Continue” button.
  5. You will be taken to the Campaign Settings page, where you can name your campaign.
  6. In the “Ad Assests” section, you can add “Ad text ideas.” Keep in mind, Google will randomly combine these lines of text and will not use all of them in every ad, so don’t expect them to appear in the same order that you type them in. You can also include a YouTube link if you have a video that you want to include, and up to 20 images (see the specs), or HTML5 assets.
  7. In the Ad Preview, you can see how your ad will look in Google Search Results, on the Google Display Network.
  8. In the Locations section, select “Enter Another Location,” and type in the name of the cities that your radio station reaches. Click “Location Options” to expand this section. For “Target,” select “People in your targeted locations,” and for “Exclude,” stay with the recommend option.
  9. Set your Language and daily Budget.
  10. In the Campaign Optimization section, decide who you want to focus on and what you want them to do. Most radio stations will want to focus on app installs, but some may wish to focus on an in-app action such as streaming the radio station. Talk to your mobile app developer for help setting this up so you can track it here.
  11. In the Bidding section, decide how much you’re willing to pay per app install.
  12. Set the Start and End (optional) Dates for your campaign. Note that Google does not let you set a maximum budget for your entire campaign. Instead, take the daily budget and multiply it be the number of days in your campaign.
  13. Click the “Save and Continue” button.

(If your campaign target is an iOS installation, you’ll need to take a couple of extra steps to track the app installations — follow the instructions or ask your app developer for assistance. If you are unable to complete this step, you will only be able to track installs of your Android app.)

Now your campaign is up and running! Over time, you can monitor it and Google will make suggestions for increasing performance.

I am a big believer that when radio broadcasters spend money on online advertising, they should do so with specific digital goals, not in the hopes of seeing a ratings bump from Nielsen. Driving mobile app installations is a great example of a quantifiable digital goal, and smart advertising can help you achieve it.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.

Take These Steps Before Launching Your Next Big Radio Station Promotion

Seth Resler

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Seth Resler
Jacobs Media Strategies

Every now and then, a radio station asks me for a digital strategy for a major radio station promotion after they’ve already started it. If you’re giving away a significant prize or investing a lot of airtime into a contest, don’t let the online strategy for your promotional effort be an afterthought. Do these things as you plan your contest:

1. Set a digital goal.
In all likelihood, you probably view a ratings bump as the primary goal of a big promotion. But let’s be honest: Nielsen is fickle. Maybe you get that bump, maybe you don’t; and if you don’t, it may have nothing to do with the quality of your promotion. So in addition to higher ratings, set a digital goal as well. For example, use your promotion to build your email database, drive mobile app downloads or increase web traffic. Avoid vague goals like “increase engagement” or “raise awareness” or “branding.” Come up with a specific goal that you can quantify. This way, your station can make gains even if you don’t manage to capture that elusive ratings bump.

2. Set your station up to measure that goal.
There’s no point in setting a quantifiable goal if you can’t measure it. Make sure that you have the ability to track your success and you are reviewing the data. For example, if you decide that the digital goal of your six-week Million Dollar Turkey Drop promotion is to grow your email database, make sure you know how many email addresses you have in your database before it starts, and check the numbers each week to see if it’s working. Compare the rate of your database’s growth during the promotion to the normal rate of growth. If you see twice as many email registrations during the promotion, you’re doing well.

3. Run a website usability test.
I am a big advocate of usability tests — tests that show you how real people interact with your website to see if there are specific tasks that give them trouble. Before your radio station launches any major promotion, it should run a usability test to make sure the digital components of that campaign work properly. For example, let’s say you are running a contest where you ask people to fill out a form on your website to enter. You’ll want to run a website usability test to answer basic questions, such as:

  • Can they figure out how to get to the form?
  • Does the contest webpage make it clear how to enter?
  • Does it explain what you win?
  • Are the rules clear?
  • Does the form work?

Too often, people view website usability tests as something that you only need to perform once. I highly recommend running one before any significant station promotion. Here are more details on how to run a website usability test.

4. Only spend money on online advertising once you’ve completed the steps above.
If you haven’t done the first three steps, spending money on Facebook ads or other online marketing could be a waste. You don’t want to get to the end of your campaign and have nothing to show for it, so only spend money if you’ve taken care of everything else first.

You’re going to invest a lot of resources into your radio station’s next big promotion. Take a little extra time to follow these steps, and you’ll get digital mileage out of the promotion as well.

For more assistance on digital or social media, contact MAB Member Services at [email protected] or 1-800-968-7622.