Wednesday, December 13, 2023

Understanding and Measuring the Success of Your Podcast Campaigns

 I've realized that many of our partners and brands often need help to measure the success of a podcast campaign. It can be a complex process, requiring multiple tools to get it right. So, it's time to dive back into this topic and shed some light on the intricacies involved.

Firstly, let me give you a little context. Our network caters to a unique audience: they are tech-savvy, security and privacy-focused, affluent, and highly educated. These folks live and breathe tech, and they demand a different kind of approach. Traditional marketing tactics won't easily sway them. Instead, they require something more sophisticated that respects their tech-literate nature and privacy-conscious mindset.

Now, when it comes to measuring success, there are a few tools and techniques that I highly recommend. One of these is setting up a custom landing page or offer code for our network. Why? Because it helps you track conversions more accurately. Our intelligent audience won't mindlessly follow an ad toward a brand's website. Instead, they might Google the brand and go directly to the website. And if they make a purchase there, you can only trace it back to our network if you've set up a custom landing page or offer code.

Another critical tool in your arsenal should be Ad Tech. We're partnered with Spotify ad analytics and Podscribe. Using these tools lets you get insights into how much traffic our network drives to your website. But remember, measuring success takes time. Podcast ads take time and do not yield immediate results. An ad can take up to eight weeks to reach its total impact. Patience is required.

Lastly, I want to remind you of something crucial: while we strive to provide you with the best advice and tools to drive traffic to your website, the ultimate responsibility of converting that traffic into sales lies with you, the brand. Our job is to help you attract the right audience, but converting that audience into customers? That's all on you. We are only advertising. We are not your sales team.

I hope these insights have given you a better understanding of measuring podcast campaign success. We're always here to help and guide you. So, don't hesitate to contact us at Let's talk about your growth goals, and we'll provide you with the honest, actionable advice you need to succeed.