Audio Ads

Sitting Pretty

Cequal used Google Audio Ads to break into radio advertising and broaden its reach.

Family affair

Growing up, Richard Swezey's father and mother often told him to sit up straight. Parents have been nagging their kids about posture since the invention of the chair, but Richard’s folks – one an MD and the other a health educator, both specializing in osteoporosis and back and neck pain – had the expertise and the data to back it up. "Slouching just wasn't an option," says Richard. "They definitely practiced what they preached."

So much so that the Swezeys founded the Swezey Institute, one of the world's leading osteoporosis research and treatment centers. "For years, my parents tried to find products to help patients lounge, read, watch TV - do the things they like to do relaxing comfortably in bed but with their backs and necks properly supported," Richard continues, "but there just wasn't much out there. They finally got tired of stacking and piling pillows together, and they knew what they wanted, so we rolled up our sleeves and decided to build it. That's, in short, how Cequal and the BedLounge® came into being."

As a company, Cequal is very much a family affair, with Richard serving as the executive vice president. "We managed our growth carefully - really a step-by-step approach. We had a primitive website in 1998 and began to sell the BedLounge mainly through the major national catalogs. As we got more of a feel for it, we took a closer look at the online channel, which led us to redoing the site in 2003 and signing up with Google AdWords­. It’s not only helped in driving sales, but it has given us a lot of insight into how our message resonates with customers. Compared to other methods of online marketing, Google AdWords gives you results that are almost immediate.”

Speak and be heard

Over the years, Richard had always explored different advertising channels. Some made sense, some didn’t. And some, like radio, which reaches more than 80 percent of 18- to 54-year-olds, always looked like a good idea, but the limitations seemed to offset the benefits.

“We thought a lot about how to expand the reach of our message, and radio seemed like a great opportunity – it's a ‘mainstream America’ type of channel, as is our BedLounge product,” says Richard. “But we had zero experience in it. My impression was, given all the production involved in creating and making the spots – along with all the possible stations and time slots to negotiate, book, and then track – it was something for bigger companies, or at least companies with bigger pockets and a bigger appetite for risk. Then we learned about Google Audio Ads™ and thought 'Not only does this address our concerns but we can custom fit it to our budget and marketing goals.' So we decided to take the big plunge into radio – with Google holding our hand, so to speak.”

Google Audio Ads is designed to make radio advertising easier, and features an online interface where users can quickly create campaigns, launch them through a network of hundreds of stations across the U.S., and track and measure the results. “After working with AdWords, the interface of Audio Ads looked familiar,” says Richard. “Also, the idea that radio spots were a cost-effective way to complement our AdWords investment made a lot of sense.”

Getting creative

One of Richard's main concerns had been finding creative services he could trust. He logged into Google Audio Ads and accessed the Ad Creation Marketplace, a feature that connects customers with prescreened creative production professionals who have experience in radio advertising. After requesting quotes through the marketplace, Cequal chose to work with ROI Voice Stars.

"The experience was great," says Richard. "The fact that these vendors have all been qualified by Google helped me feel confident from the onset, and the response time was super fast. We received a quote from ROI within hours. They were very professional, took the time to understand our business and our goals, and we had a working script in about two days. On the advice of ROI, I ended up voicing the ad myself."

With the help of ROI Voice Stars, Cequal developed its target market plans, uploaded the ad, set a budget, and unleashed its radio campaign. "Being immersed in the business, we know the power of radio," says Zeus Peleuses, President and CEO of ROI Voice Stars, "and we use Google AdWords as part of our own marketing activities. When I saw how Google had approached radio - the bidding system, the reporting, the marketplace - I saw the synergies with AdWords."

Like AdWords, Audio Ads allows users to target based on a number of criteria, including time, station format, demographics, and location. "We know how to target the marketplace, and the Audio Ads interface made it easy for us to set up Richard's campaign and apply our targeting recommendations. Once the spot was uploaded, we could turn it on or off at will. The level of control is fantastic."

"You know," Richard adds, "it's somewhat weird when you first hear your voice coming through your own car radio."

Stay tuned

"Google Audio Ads has made all the difference in our actually using radio," continues Richard. "We can put the brakes on, regroup, and not be penalized for it. We're really excited, not just about expanding our reach with a new medium, but also being able to account for direct response. In our radio ads, we direct listeners to a specific URL, so we know how exactly many visits to our site are driven by radio."

With a manufacturing plant in West Los Angeles, CA, and new products and books designed to improve posture fitness, Cequal is intent upon growth. "We want to grow, but grow smart, and we see Google Audio Ads as a smart way for a company of our size to get into radio and to make sure it works." So if you hear Richard's ad for the BedLounge, don't touch that dial. Your back will thank you for it.

About Google Audio Ads
Google Audio Ads™ makes radio advertising easy and cost-effective. Google has partnered with hundreds of radio stations that reach millions of listeners throughout the United States. Using the AdWords online interface, advertisers can develop and launch campaigns, and target their audience based on time, location, station type, and demographics. Audio Ads connects them with qualified creative professionals who can help produce ads. Tracking is simplified through online reporting, which features real-time recordings of radio spots in context.

About Google Adwords
Google AdWords­ is a performance-based advertising program that enables businesses large and small to advertise on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords for text, image, and video ads priced on a cost-per-click (CPC) and cost-per-impression (CPM) basis. Built on an auction-based system, AdWords is a highly quantifiable and cost-effective way to reach potential customers. For more information, visit http://adwords.google.com.