Podcast advertising is undeniably effective. But like baking the perfect cookie, the magic lies in following the right recipe. Knowing what to expect sets you up for sweet success. Here’s your playful practical guide to making podcast ads your most delicious marketing strategy yet.
1. Budget Smarter, Not Smaller
Wanting to “dip your toes” into podcast advertising makes total sense, but going too small might leave you feeling lukewarm. Spreading your budget too thin could either limit you to a few podcasts that you bet on or scatter your impact across too many shows with low impact from each. Avoid the temptation of a small test budget in favor of a full first podcast ad campaign that will allow you to try, adjust and scale your ads across shows that work.
2. Frequency is Your Friend (Aim for 5-8 Ad Spots To Start With)
A single ad spot is a tease, not a relationship. Data from the industry shows that the sweet spot is around 5 to 8 ad impressions per listener to capture that initial engagement. It’s about building trust and familiarity over multiple listens. Think of it as planting seeds that bloom with every new impression.
3. Measure Clicks, Not Just Conversions
Sure, everyone loves instant sales, but they’re not the only measure of success. Podcast ads drive website traffic first, conversions come later. With pixel-based attribution, you can clearly track how your ads turn listeners into visitors, and follow their journey long after they’ve clicked.
4. Patience Pays Off
Podcast ads aren’t instant coffee. They’re more like your favorite artisan slow-brew. You probably won’t see immediate spikes in sales or web traffic after just a couple of ads. Industry data shows it might take weeks, sometimes even months, of consistent exposure to see real impact. But don’t worry, pixel attribution helps you track the full customer journey, capturing your true ROI.
5. Expect (and Embrace) Optimization
It’s completely normal for initial podcast ad campaigns to need adjustments. Some shows will outperform others – it’s a feature, not a bug. That’s why at RedCircle you always work with a dedicated team that monitors performance closely, reallocating your budget dynamically as results come in, of course in close collaboration with you. Think of us as your secret weapon for podcast advertising!
Bonus Insight: Go Host-Read or Go Home
Host-read ads don’t just perform better, they knock programmatic ads out of the park, delivering nearly double the conversions (thanks, Edison Research, 2023). RedCircle lets you scale the authentic charm of host-read ads just like you would with programmatic campaigns. Authenticity meets scale. Smart and charming!
Ready to Launch Your Podcast Ad Campaign?
Knowing what to expect is step one. Step two is getting an idea of what your campaign could look like. Curious to see which shows best fit your brand? Get your complimentary podcast advertising campaign plan today. No strings attached.