Online Search as a Driver of TV Buying

Wednesday, October 19, 2011 | 12:11 PM

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When Searches take place online, business usually follows.  Advertisers utilizing Google’s AdWords and Insights for Search data have watched this pattern emerge for years, and we’re excited to now bring similar capabilities to our TV advertisers. As of today, we are pleased to announce the launch of Search Triggers, a new tool offered by Google TV Ads that uses national search trend data to control when and how you deliver your TV ads.

Let’s take a look at how this works. Suppose you own a business that sells grills.  The summertime is when you generally run television advertising.  But what if it’s a rainy weekend? By tapping into the power of search data, Search Triggers watches for real-time changes in the demand for terms you specify, such as “grills” or “charcoal.”  When query volume spikes or declines, the Search Triggers tool automatically adjusts your daily budget up or down accordingly each day so that you’re delivering the right message with appropriate frequency at the right time.

Using search data to optimize your TV campaigns is another way that Google TV Ads is working to make your TV buy smarter.  For more information, or to get started with Google TV Ads, visit

Update: Read more about Search Triggers on Mashable

Posted by Jody Shapiro, Google TV Ads Product Manager