Podcasts are quickly becoming one of the absolute best ways to advertise. They cater to highly specific interests, meaning you can pick the right one for your brand or service, and they reach a large number of listeners. If you’re looking to get a return on your advertising investments, podcasting is definitely a good place to start. Here are some tips on how to advertise on podcasts.
Find the Right Podcast
First things first, you need to find the right fit for your product.
Someone listening to a fitness podcast might not be interested in your cupcake delivery service. Instead, you should seek out a podcast that fits perfectly in your niche. Studies show that people listen to and engage with podcast ads at a very high rate, so make sure you take advantage of having the listeners’ attention. That cupcake service will be much better suited to a baking or cooking podcast.
Choose the Right Kind of Ad
There are a few different kinds of podcast ads, so make sure to pick one that best fits your brand. Dynamically inserted and baked-in ads are the most common. Podcast software allows dynamic insertion, which is where you insert your ad on demand. This provides you with a lot of flexibility, because you can put it at any time in the podcast and base your decisions on timing and other metrics. The downside would be that this type of ad can come across as a little less organic. Baked-in ads are typically read by the podcast host, and they are part of that podcast forever, making them more evergreen but less flexible. For instance, a one-time sale might not work best for this type of ad.
Set a Budget and Work out the Details
Before approaching your selected podcast, make sure to define your budget. This will help you find out how often you can advertise on different podcasts. Some podcasts charge flat fees, but most utilize a cost per acquisition (CPA) or cost per mille (CPM) model. With CPA, you pay every time you get some sort of conversion, whereas with CPM you pay for every thousand impressions, or listens, you get.
Measure Your Return on Investment with Podcast Software
Make sure you’re using podcast software to track how your ads are doing and if your ROI is meeting expectations. Using the right podcast software will help you adjust your strategy and make the most of your podcast ads.