Use These 3 Methods to Measure Your Results Advertising on Podcasts?
If you’re not already advertising on podcasts, you might want to add it to your list of marketing strategies. According to a 2019 survey from Edison Research and Triton Digital, more than half of all Americans have listened to at least one podcast. That’s over 167 million people your company could (and probably should) be targeting. But once you do advertise on a podcast, you’re faced with a different challenge: How do you measure your results? As it turns out, there are quite a few ways to track the bang you’re getting for your buck. Here are just three of them, ranked from the most effective to the least.
the podcasts you advertise on are options on the list. You can do this with an online survey or by incorporating it into your live sales process. According to Marketing Insider, 80%–90% of customers will complete this kind of survey, making it a pretty accurate tracking method. The biggest 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.
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
Pixel-Based Tracking
This method requires a true partnership between the podcast and its advertisers. To make it work, the podcast publisher has to install a pixel (a tiny digital tracking and information-gathering tool) through its hosting provider. Then, you have to install one
reports that only 2 in 3 listeners remember promo codes, and only 1 in 6 use vanity URLs when they’re provided. That means you might end up with podcast-driven customers who appear to have found you from somewhere else.
on your website. Together, the pixels will reveal the connection between podcast downloads and visits or conversions on your site. You get a lot of detailed
data with this strategy, but some podcasters may not agree to use pixel-based tracking because of privacy concerns.
Whatever tracking method you choose, podcast advertising is a booming industry: According to eMarketer, podcast ad spending made up over 20% of digital radio
Post-Checkout Surveys
This tactic is as old as time. When your customers sign up for your service or buy your product, simply ask them where they heard about you and make sure
advertising 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.
CraigHansonCPA.com
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