Of course, you’re looking for a net positive change, though pay attention as well to qualitative factors, especially in social media: Has the nature of the conversation around your brand changed? What’s the profile of the people in those conversations? Are they influencers?
Be sure to listen to the actual ad reads.
Midroll advertisers can hear these via our web app. Are you happy with the reads in general? Does it sound like hosts are clear on your copy and your objectives?
Like all business strategies, podcast ad campaigns may take more than one try in order to hit on the right combination of shows, spot position, and messaging. Often the best follow-up to a test is another test.
Tweak, Try, and Repeat
Running successful podcast ad campaigns requires experimentation and adjustment. And just like a good science experiment, repetition is vital: Edison didn’t create a working light bulb the day he got the idea, so your campaign may need a couple of trials before you find the right groove.
Tweaking a Show
If you’re getting some results from a show, but are hoping for more, take a look at your copy and listen to the actual host reads. Perhaps your message could be clearer, or maybe your offer needs to be better or more prominent. Also consider trying a different spot position.
Don’t forget that listeners need to hear a message multiple times before they’re motivated to act. So don’t rush to change things right after your first spot airs. And remember that podcast listening is often “DVR’d”—some listeners will check out the new episode with your ad right away, but others might wait a week or more.
Try New Shows
Sometimes, despite our best assessment, a particular audience or show just isn’t the right fit for your campaign. But that doesn’t mean podcast ads won’t work for you.
Give it a shot with new shows, even ones that have a different size listenership or different demographics than the previous ones. Also, if you saw performance, but not as much as you would like, don’t be afraid to try a show again at a later date. It may turn out that listeners need a little more time to think about your product or service, and having a reminder several weeks later might create that tipping point.
We said it in the testing section, but it’s important to say it again: The best success with podcast ad campaigns comes from repetition. And it’s not just about repeating the same thing over and over, but about testing, tweaking, and then repeating with those changes in place.
We understand that every advertising campaign is an investment and a risk, and we want that to pay off for every advertiser. But every platform, including podcasts, has its particular features and qualities that take a little time to adapt and adjust to. Whether it’s display, radio, television, or podcasting, success comes from more than one ad and more than one campaign. It’s part science and part art.
Take this into account when budgeting for your campaign. It might be wise to spread your spend over more than one quarter to allow more time for testing. You may also need to spend a little more in order to conduct tests that give reliable results. Our experience shows that time and money invested in testing, tweaking, and repeating tends to pay off in the long run with better results.
-Kate Huyett, Bombas Socks