- Drive traffic and response: Your campaign will select the most efficient spots while reaching the same listeners multiple times. Research shows that repetition, or high frequency, is critical to have listeners respond to a given call to action.
- Remind listeners about a product or brand: Your campaign will seek out the most efficient available spots and will maximize your budget utilization. Since your product/brand is already established, reaching as many listeners as possible will take a higher priority over reaching those listeners at a higher frequency.
- Establish a new product or brand: Your campaign will select spots on higher-ranked stations regardless of their efficiency, while trying to reach the same listeners more than once. Higher ranked stations may increase the likelihood of your product/brand being associated with those already established.
- Other: If you are trying to do something with this campaign other than the above choices, this option will give you generalized campaign settings.
You may also customize your frequency and station rank settings manually as well, also by clicking the "Advanced" link. Keep in mind that the higher your frequency requirements and the more you restrict plays based on station rank, the more limited your inventory options will be. This means that you may need to increase your bid or target more markets and formats to get the number of ad plays you're looking for.
Posted by Julie Picquet, Account Manager for Google Audio Ads