For broadcasters who worry about advertisers complaining that their advertising “just isn’t working” on your station, here are some simple fixes you can suggest:
–Make sure they are listed on Google search terms relevant to their name and key words in the spot. Let’s face it, 80% of your listeners are not going to the direct URL, they are going to Google instead. Before you launch a campaign, I recommend taking a good, hard look at how the advertiser shows up in search. If they don’t show up, you can recommend ways to help them buy the key words or phrases that listeners will search for during their campaign.