Proceed With Caution
(Restricted & Controversial Ads)
(Restricted & Controversial Ads)
Just like radio can’t run certain political ads without disclaimers, Google requires these words on all political ads.
“Paid for by”
In radio you measure reach with Nielsen; online, most people use this free tool.
Google Analytics
Just like a catchy promo tease, this important line gets people to open emails.
Subject line
Buying a Google ad is like buying a radio spot, except you pay when this happens.
Clicks (pay-per-click)
Just like Arbitron/Nielsen measures radio listeners, this measures people's responses to posts.
Engagement (likes, comments, shares)
While some U.S. states allow it, Google Ads has long restricted advertising this industry.
Cannabis (marijuana)
Listeners switching stations mid-break is like website visitors doing this after one page.
Bouncing (bounce rate)
The percent of people who actually read your email is like your station’s audience share. What is this called?
Open rate
Retargeting is like running ads only for listeners who already tuned in. Online, it shows ads to people who did this.
Visited (or engaged) with your site
In radio, remotes are live and temporary. On Instagram, this kind of content disappears in 24 hours, but can also be an ad
Stories (specifically on Facebook or Instagram)
Tobacco ads haven’t been on U.S. radio for decades. They’re also banned across most digital platforms, especially this social network.
Facebook (Meta)
In radio, the goal might be more TSL (time spent listening). Online, the term referring to important digital metrics is
A KPI (key performance indicator)
This will be high when a link inside a sent email is opened frequently.
Click-through rate
Return On Investment (ROI) tells you if you made money. How do you determine your profit?
Revenue from Ads - Cost of Ads (media spend, creative, management fees, etc.)
DJs talk in a certain voice for their audience. On social, the brand uses this instead.
Brand voice (or tone)
In digital, ads for weight loss pills, “miracle cures,” or misleading before-and-after photos are flagged as this.
Misleading or false advertising
Testing two promo spots in radio is like running this kind of online test.
A/B testing
In a third-party blast, the emails come from this sender, not you or us.
Partner, Vendor, or list owner
On radio, you can pick a time slot. On Google, you pick these words or phrases to trigger your ad.
Keywords
Just like a “call-in contest,” the digital version of our contests are accessible to all markets through this vendor.
Audience
This herbal substance, often sold as a supplement and sometimes compared to cannabis, is banned from advertising on major platforms like Facebook and Google.
Kratom
In radio, the sales team wants to know “did it move product?” Online, this metric is sales ÷ visitors.
Conversion rate
This tactic or offering allows us to collect emails and first party information from a large...Audience.
Contests
Running a banner ad on a local news site is the digital cousin of this radio buy.
Display ad
Paying to reach more people on Facebook or Instagram with content you've already added to the feed is called this.
Boosted posts