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Tuesday, October 31, 2006

Google Print Ads Test, Update

Following up to my previous post on testing Google newspaper ads, I indicated in my initial response to Google that I would like to use a graphic based ad - here was the response I received last night;

"Thank you for agreeing to participate in our Google Newspaper Advertising test.

Previously you've indicated you'd like to build a graphic ad for the test. Your graphic ad may be selected to run in corresponding sections of major daily newspapers in one or more US markets.

Please reply to this email with your Target Demographic Removed graphic
ad(s) as compressed attachments. You may choose to submit your ads in any of the sizes listed below. Submitting both formats increases the chances you'll gain free exposure for your business.

All ads must conform to the following requirements and specifications:

SIZES
Ad Unit #1: 2.0"W x 2.25"H
Ad Unit #2: 4.0"W x 1.0"H

Note: your ad may be reduced by up to 15% in order to accommodate varying newspaper column sizes. Please keep this is mind if you are using small font sizes.

SPECIFICATIONS
Resolution: 300 DPI
Color mode: Grayscale
File formats: PDF or EPS
PDF: embed all fonts
EPS: convert fonts to outlines

DEADLINES
Materials due: Wednesday, November 8th. Due to limited inventory for the test, ads are considered on a first come, first served basis.

POLICIES
As you create your ad(s), please read our editorial guidelines and content policy. Google will review all submissions for compliance.

You are responsible for compliance with all applicable laws, rules and regulations that govern trademarks and copyrights in the United States.
Before uploading your content please be sure that you have all the necessary legal rights to distribute it, including the rights to any images and logos being used.

Editorial Guidelines:
http://services.google.com/marketing/links/aw-print-pub-ads/guidelines

Content Policy: https://adwords.google.com/select/contentpolicy.html

CONFUSED?
If you're new to print advertising and want help building your ad, our production specialists can guide you through the remainder of the process. During this test, there is no charge associated with these services. To get started, please reply to this email with answers to the following questions:

1. Have you ever run a newspaper ad before? What help do you need from us in creating your ad? (Examples: reformatting layout, preparing files for print)

2. What specific product or service do you want to promote? (Please include a link to the page on your site where you advertise this product or service.)

3. Do you have any specific images (such as a logo) or language that you'd like to use? If so, do your images have high enough resolution for printing? If not, we may suggest an appropriate image to you; you'd be responsible for the cost of purchasing the image.

4. Is there a specific call to action for your ad? (Examples: visit a specific URL, call a telephone number, or redeem a discount or coupon
code)

We're excited about your participation in this test. We look forward to seeing your ad appear in print, and encourage you to contact us at emailremoved if you have any questions.

Sincerely,

The Google Print Ads Team"


Should be an interesting test. I worked in print advertising for a number of years so I'm pretty familiar with the print market in general. This is newspaper though and most of my work was in direct mail and publications. Regardless, the principles are the same - define your goals, make sure the ad has a call to action then measure the response in relation to your goal(s). When set up properly you can tell pretty quick if the ad is a winner or a loser.

More to follow as I get further into the process.


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