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Your search for podcast advertising services ends here

When your company partners with WebFX, you:

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Partner with a team of experts

We have more than 25 years of experience in digital marketing, and we’ve worked with clients across a vast range of industries.

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Access cutting-edge technology

Our clients get access to our proprietary digital marketing platform, MarketingCloudFX. This platform makes it easy to track your campaigns and leads and offers AI-powered recommendations.

Get full-service digital marketing support

We’re a full-service digital marketing agency, so we provide a wide range of services that can complement your podcast advertising.

Deliver real results

We focus on getting results. Over the last five years, we’ve generated 7.8 million leads and $6 billion in revenue for our clients.

Pricing custom to you.

Starting at $3,000 per month.

Request a Free Proposal

Solving key challenges for businesses

When Merrimack Valley Psychological Associates wanted to help more clients, they turned to WebFX. Learn how our partnership expanded their reach and results.

“My practice has grown quickly and improved our accessibility to those we serve or hope to serve within our community. WebFX is directly responsible for our growth and the fact that we have more than doubled our revenue in six months.”

2XRevenue in six months

Net Friends turned to WebFX to help them boost their presence in search engines to attract qualified traffic and leads for their business.

“Web traffic is up well over 100% and our marketing qualified leads are more than double what they were before our WebFX engagement.”

2XIncrease in website traffic and leads

Hurst Pediatric Dentistry wanted more clients to find their kid-friendly dental office. Here’s how our partnership helped them serve up more smiles!

“Rather than pushing us to make changes on our website that would make it more similar to so many other websites, WebFX offers suggestions for simple tweaks we can make to get the results we want, while still allowing our personalities to shine through.”

540%Increase in leads from organic search

Unlock a 8% increase in sales with WebFX’s award-winning podcast advertising team

In-House Marketing

  • One or two team members trying to keep up with fast-paced marketing advancements
  • Analytics suite for measuring and improving campaign performance
  • S.M.A.R.T. goals, but limited resources needed to execute
  • Reporting roadblocks leading to project delays and wasted spend

Typical Marketing Agency

  • Dedicated account manager responsible for strategy, but will need your help implementing solutions
  • Third-party tracking and analysis with subscription costs passed to you
  • Cookie-cutter checklists and solutions for optimizing your campaigns
  • Regular, but unreliable support when issues arise with your account

How to create a podcast advertising campaign

How can you create an effective podcast advertising campaign? Here are six steps to follow when creating your campaign, along with some podcast advertising best practices.

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1. Define your goals

1. Define your goals

Define your goals before you begin creating your campaign, as they’ll guide the decisions you make throughout the process. Determine whether your main objective is to increase brand awareness, leads, sales, or something else, and how you’ll measure your progress.

It’s helpful to create SMART goals, which are:

  • Specific: Make your goal as detailed as possible.
  • Measurable: Set up a process for measuring your progress.
  • Attainable: Ensure your goals are realistic.
  • Relevant: Your goals should be relevant to your overall business objectives.
  • Time-bound: Set a timeline for achieving your goals.

2. Set your budget

2. Set your budget

You’ll also want to set your budget before you begin creating your campaign. Before establishing your budget, you may want to conduct some preliminary research on pricing. Setting your budget early on in the process enables you to allocate your funding more effectively.

3. Find the right podcasts for your audience

3. Find the right podcasts for your audience

Next, you’ll need to find the podcasts your target audience listens to the most. It’s typically better to look at listener demographics than the topic of the podcast since many users listen to a wide variety of podcasts.

4. Choose the type of ad

4. Choose the type of ad

Another important decision is the type of ad you create. Two main categories of ads are baked-in ads and dynamically inserted ads.

  • Baked-in ads: Baked-in ads are part of the podcast itself, and anyone who listens to the podcast at any time will hear the same ad. The host often reads these ads.
  • Dynamically inserted: Ad servers insert these ads at the end of the podcast. Different users hear different ads depending on when they download the episode.

Baked-in ads typically sound more authentic than dynamically inserted ads and are often more effective. One study found that baked-in ads are 3.5 times more efficient than dynamically inserted ads in terms of CPA.

Dynamic ads are useful in certain situations, too, however. With dynamic ads, you can more easily A/B test your ads, which involves testing two variations of an ad to see which performs better.

If you have a time-sensitive offer, it might make more sense to create a dynamically inserted ad than one that will stay a part of the podcast episode forever.

You’ll also need to decide at which point in the podcast episode to place your ad. Your three main options are:

  1. Pre-roll ads are placed at the beginning of the podcast before the main content.
  2. Mid-roll ads occur partway through the podcast episode.
  3. Outro ads play at the very end of the episode.

Another consideration is ad length. The most common options are 15 seconds, 30 seconds, and 60 seconds.

5. Create your ads

5. Create your ads

Of course, you also need to create your ads. This process will involve writing a script and recording your ad unless the podcast host will read it. Professional podcast advertising agencies can help you with this process.

When creating your ads, aim to make them engaging. People may skip your ad if it doesn’t capture their attention and keep them interested.

Also, try to make your ad as authentic as possible, especially if the host is going to read your ad. Let the podcast host try your product before they promote it on your podcast. Trusting the host to deliver your ad in their own style can also boost authenticity.

6. Track your campaign’s success

6. Track your campaign’s success

Another essential step is setting up processes for tracking your campaigns’ success, so you can calculate your ROI, report on your results, and make improvements to current and future campaigns.

Methods of tracking podcast advertising campaigns include:

  • Unique URLs: Create a unique URL that’s included in your ad. When listeners go to this URL, you’ll know they got there from your podcast ad.
  • Unique promo codes: Create a unique promo code that users can enter when checking out on your website.
  • Surveys: After customers visit your site or purchase something from you, ask them how they heard about you.

FAQs about podcast advertising services

What determines the cost of a podcast ad?

Several factors impact podcast advertising rates. Some of the most influential factors are:

  • The length of the ad: It costs more to run longer ads. Typical podcast ad lengths are 15 seconds, 30 seconds, and 60 seconds.
  • The podcast’s audience size: You may pay more to advertise on podcasts with more listeners. Audience size is typically determined by the average number of downloads over a 30-day period.
  • When the ad occurs during the podcast: Ads that play at the beginning or end of an episode typically cost more than ads placed in the middle.

What are the different podcast advertising services?

Podcast advertising pricing uses either a cost per mille (CPM) or cost per acquisition (CPA) model. CPM, the more common option, is the amount you’ll pay for each 1000 listens or downloads of the podcast. Under the CPA model, you pay each time you gain a new customer from a podcast advertisement.

What are the benefits of podcast advertising?

Over the last few years, podcasts’ popularity surged, and it continues to grow today. Approximately 75 percent of U.S. adults listen to podcasts, and the number of podcast users is expected to increase to more than 160 million by 2023.

So, podcast advertising enables you to reach a large and growing audience of potential customers.

Podcasts are an engaging medium for advertising. People are less likely to ignore podcast ads than many other types of ads. Podcasts ads are often integrated into the show, and people frequently listen to podcasts while driving, exercising, or doing work around the house, making them more likely to listen through your ad rather than skip it.

Podcast listeners often like and respect the show hosts they listen to, so when a popular podcast host endorses your product, it goes a long way with their audience. Some of the host’s credibility transfers to your brand, increasing your podcast advertising’s effectiveness.

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