Make Podcast Ads Work for You: Design Your Best Campaign, Part 1

Designing your best podcast advertising campaign requires just seven easy steps for success.

Today we’ll share the first three. Come back tomorrow for the next four.


Step One: Set Your Objectives

Success requires a goal, an objective, a destination. Podcast advertising success depends on defining what you want to accomplish. For most Direct Response advertisers, sales is the top objective. But success depends heavily on your sales funnel.

Think about what that path to sale looks like. How many impressions, how many website visits, and how much contact with the prospective customer (if any) does it require to go from first exposure to the final sale?

Podcast ad campaigns can be designed to guide your customer down this path.

Have a well-defined call-to-action. Listeners expect to hear how they can learn more, take advantage of your offer, or buy your product.

Step Two: Refine Your Pitch

Podcast hosts are your representatives, endorsing your product or service to an audience that trusts them. Arm them with the clearest lineup of features and benefits so they can do their best job telling listeners why they should make that purchase.

Podcast ads are most effective when hosts speak in their own words. Rather than writing a script suited for a 30-second commercial, put your pitch into concise bullet points that hosts can use as building blocks for an exceptional spot. (Don’t worry, we have ad copy experts who assist in writing the most effective points.)

Have a well-defined call-to-action. Listeners expect to hear how they can learn more, take advantage of your offer, or buy your product. So, have a clear and easy to understand URL. Even better, create a custom landing page for the show’s listeners (e.g. www.brand.com/podcastname).

Consider asking the host to try out your product. This way, they can deliver the most authentic testimonial. While this isn’t practical for every product or service, and some hosts may not be able to accept the offer, it can be an opportunity to set your brand apart.

Leverage the expertise of your ad network. Midroll’s sales execs and ad copywriters have worked on hundreds of successful campaigns. Let them help you plan and write the copy points that listeners will resonate with listeners.

Listeners recognize that accepting your special offer is a win-win-win: they get a great product at a great price, you make a sale, and they support their favorite podcast.

Step Three: Make Your Offer a Win-Win-Win

Podcast ads are well known for their promo codes and customized offers. That’s because they’re proven to work.

Of course, you want customers to buy based upon features and benefits, but offer a deal often moves them to buy.

Yet, it’s not just the deal that makes special offers work. The magic comes when they’re made by the podcast host. For the listener it feels more like a personal invitation.

Moreover, podcast listeners are sophisticated. They understand that ads keep their favorite shows going, and free to listen. Listeners recognize that accepting your special offer is a win-win-win: they get a great product at a great price, you make a sale, and they support their favorite podcast.

Think about discounts, free trials or other introductory offers that fit this model of win-win-win. A free week or month of a subscription service gets new customers in the door at low risk. A discount makes listeners feel like they’re getting a special deal for being fans of the show. Plus, you can use customized coupon or promo codes to precisely track how your campaign is performing.

Even if a special deal or discount doesn’t fit your product, be sure your pitch is absolutely clear and irresistible. Make listeners feel like they’re being offered something special because they’re fans of the show your advertising on.


Keep coming back every day this week to learn more tips.

Can’t wait that long to learn everything there is to know about podcast ads?

Download our free ebook, How To Make Podcast Ads Work for You.

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