Justin Taylor

How to Know if Your Podcast Ads Were Successful

Podcasts can become an effective marketing channel for brands big and small. But this ever-changing landscape requires a careful strategy to be successful. Many brands want to know how to improve podcast advertising campaigns, but few take the time to go back and measure the success of their efforts.

So how can you gauge the success of your podcast ads? Here are a few factors that provide valuable insight.

Surveys

You can't go wrong with audience surveys. Self-reported responses can provide valuable insight directly from your listeners' perspective. You can encourage podcast listeners to complete surveys covering the ads and listening experience.

Meanwhile, surveys at sales channels give shoppers the chance to attribute their first visit or purchase at the brand to the podcast's advertising efforts. Either way, surveys can paint a picture of a campaign's success.

Show-Specific Promo Codes

Custom promo codes are a great way to incentivize listeners to explore what a brand has to offer. Podcasters can mention a unique code for each show, which listeners can utilize to get a special deal or discount.

Promo codes can also help track show-level performance in terms of driving sales. Because each code is unique to a particular episode, tracking data can show which different marketing techniques are most effective.

Tracking URLs

Vanity URLs serve a similar purpose to promo codes. They drive engagement and foster conversation immediately after the podcast is over. One great technique is to create custom landing pages for these unique URLs. Not only does it tie everything in, but it makes a more seamless transition between the podcast and the brand.

Like promo codes, tracking vanity URLs can measure listener engagement to see how successful podcast ads are.

In-Depth Analytics Platforms

Want to know how to improve podcast advertising campaigns? The best thing you can do is take advantage of podcast analytics software. From one platform, you can view all the pertinent data you need to gauge the success of your marketing endeavors.

Author Resource:-

I'm Justin Taylor, podcast marketing consultant, providing info about monetizing a podcast, analytics, promotion ideas and advertising for SME's. You can find my thoughts at podcast guides blog.