ertising on casts?
3 Methods to our Results
be an ide- al stomping
provided. That means you might end up with podcast-driven customers who appear to have found you from somewhere else. Whether you’ve already invest- ed in podcast advertising or are considering taking the plunge, these strategies will help you keep track of your investment. You can use them individual- ly or stack all three! Of course, there’s no guarantee of results, no matter how effectively you track your spending. If the con- versions aren’t there, they just aren’t. The money you make from your advertising will depend on the podcast you choose, its num- ber of listeners, and its listener demographic. Every podcast is different. The economics pod “Freakonomics Radio,” for example, draws in millions of listeners each month, targeting young, affluent, well-ed- ucated men in the computer and mathematics field. It wouldn’t
rate tracking method. The big- gest downside is that you won’t be able to track podcast-driven traffic that doesn’t convert to sales, which is possible with both pixel-based tracking and the next option we’ll dive into. 3. Promo Codes and Vanity URLs Finally, you can drop a podcast- specific promo code or URL into your advertisement, then track how many clients visit your website or purchase using those options. One big perk of this method is that it’s shareable between customers: If one person finds you from a podcast and makes a referral, you’ll be able to track their referral back to the podcast, too. Unfortunately, Marketing Insider reports that only 2 in 3 listeners remember promo codes, and only 1 in 6 use vanity URLs when they’re
ground for a make- up company, but the booze-and-boos show
“Spirits,” which has fewer listeners but reaches pri- marily young working women, might be a great fit. Tracking your results is the key to identifying which podcasts work for your business and which are busts. Whatever route you choose, podcast advertising is a booming industry: According to eMarketer, podcast ad spending made up over 20% of digital radio adver- tising spending in 2020 and is set to surpass $1 billion this year. It’s time to jump on the bandwagon if you haven’t already — just do it the smart way.
Keap.com / The Keap Insider / 19
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