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Truck Repair Shop Advertising, The Basics of Podcast Advertising
A simple overview of what you need to know when it comes to podcast advertising.
As we covered in our article about whether you should consider launching your own podcast, podcast listening is on the rise in the United States. As you may rather advertise on podcasts—rather than go through the effort of creating one of your own—where do you start?
Even experienced advertisers can feel a little lost when it comes to advertising on podcasts. The relatively newborn state of the medium means that the standards haven’t yet been set. Your experience as an advertiser, your results, the listener data you’ll receive, and pricing will vary widely. We can only give you an overview to help you know how to approach podcast advertising—yet expect surprises.
The Cost of Podcast Advertising
The price of a podcast advertisement is determined by the number of its unique monthly downloads (CPM or cost per mille), the position of your ad (preroll, midroll, or endroll), and the length of your ad (typically 30 seconds to a minute).
In short: Reach x position x length = ad price.
The baseline price of a podcast advertisement is calculated by the CPM. Ads typically cost between $21 and $28 CPM for a 30-second ad. In other words, for 10,000 listeners, you can expect to pay between $210 and $280 for a single 30-second slot.
This price will go up or down depending on where your ad falls in the podcast episode and how long your ad is. Pre- and end-roll ads tend to be more affordable than the mid-roll ads. Obviously, a 60-second commercial is going to cost more than a 30-second commercial.
Podcast Advertising Costs Compared to Other Advertising
Advertising on podcasts can be an affordable way to gain a lot of brand exposure for less than a cost of other mediums.
Based on our experience at 123truckrepair.com, a banner ad on a prominent industry website will cost around $3,000 and will gain roughly 45,000 impressions. A branded email sent to roughly 20,000 people could cost around $5,000.
In comparison, you can get ten 30-second podcast ads for a podcast with 15,000 listeners for $3,000. This will expose your brand to roughly 150,000 impressions.
This is a huge difference in cost-per-impression.
Podcast Advertising for Brand Awareness
Podcasts listeners are not sitting at computers, typically: 40 percent of people listen to podcasts while on the move. Therefore, podcasts—as with most broadcast advertising—is best for campaigns with a brand awareness strategy.
Podcasts serve brand awareness campaigns well. Of podcast listeners, 69 percent said that podcasts made them aware of a new brand or product.
The Best Type of Podcast Ad
Podcast ads come in three forms:
- As a prerecorded audio clip.
- As the hosts reading from a script that the advertiser provided.
- As the hosts freestyling a recommendation, based loosely on talking points that the advertiser provided.
Typically, given the intimacy of the medium and the primacy of the host in the podcast format—as most listeners turn in for the personalities in the case of a podcast, not for the music—options two and three are preferable to option one.
In fact, option three is truly the most successful podcast advertising format, as it allows the host’s personality to shine through and bring its glow onto your brand. Also, podcast hosts know their audiences better than anyone else does. Allowing the host or hosts to freestyle with your talking points and, where possible, a product sample, will feel the most authentic to the listener and, therefore, will bring the greatest results.
Is Podcast Advertising Right for Your Business?
Best Places to Advertise Online: 9 Online Advertising Ideas
Bobby is a Content Writer for 123truckrepair.com’s Marketing Team who has written for 20+ industries. he enjoys cracking open a book. Follow him on Twitter for a healthy dose of puns: @moving
Getting your ads in front of as many eyes as possible is a challenge fit for the Internet, but with a variety of platforms, it’s difficult to pick the most effective one. While showcasing your services and products, you need to use the right websites for a profitable pay-per-click (PPC) campaign.
That’s why we’ve compiled a list of the nine best places to advertise online so that you can attract and convert your target audience, plus give your company the return on investment (ROI) it wants.
Before you keep reading, take a few minutes to watch our video on the basics of digital advertising.
1. Google Ads
Google Ads has led the industry and outperformed many rivals, winning its status as the current go-to online advertising tool. As one of the best places to advertise your business, it can help you meet your marketing goals through both search and display networks.
The search network is where you can bid on keywords for ads in Google search results.
Keywords and long-tail keywords have specific values, depending on their level of popularity (or search volume) and desirability (or competition) among companies. Many keywords have considerable competition, but you can find the appropriate terms for your business and budget.
After people type in their questions and scroll through results, the search results page features ads around the organic results. The ads appear at the top and bottom, and each paid ad gets labeled to tip off searchers.
The display network expands your reach to Google-owned websites, like Google Maps and Gmail, and partner websites. The auction process for the display network lands you space on these pages rather than search results.
Google Ads develops better conversion rates and drives website traffic, and it uses smart technology to adapt to your needs. The setup is simple for first-timers, so you can launch into the promotional tool without wasting time.
2. Bing Ads
Bing Ads operates similarly to Google, although their user base is smaller. Not all searchers stick with Google, which is why Bing claims the third largest share of the search market. Your company can take advantage of this share in your advertising campaign.
Bing Ads also offers another perk. Their audience spends 36 percent more when shopping online from their desktop than typical Internet searchers, so not only can Bing Ads bring more conversions but also higher-value ones.
With a sizeable crowd and potentially fewer businesses competing for keywords, Bing Ads is an excellent place to advertise online. You can create custom bids for relevant keywords, and your search-specific ads can line the side, top, and bottom of organic searches.
Bing Ads covers two other search engines too:
- Yahoo
- AOL
Truck Repair Shop Advertising, With this additional coverage, your promotions can earn extra exposure across the web.
3. Facebook
Prominent social media outlets, especially Facebook, have honed their advertisement venues, and they can appeal to an audience in a unique way. That’s why they serve as one of the best places to advertise your business.
Facebook Ads offer unmatched access into niche interests and broad markets, and can also target demographics like age and region with precision. Focusing on audience targeting means your Facebook ads go beyond keywords.
To gain an ad spot on Facebook, you set a bid for the ad itself, rather than a keyword. You can spruce up your promotions on Facebook with visual aids, which can maximize engagement. Videos and images attached to the text in your ad can earn more people’s attention.
The range of places on Facebook where ads can show up is another plus. Ads can feature in the newsfeed, the side panel, and the messenger area. Video ads can also cut in during stories and live sessions.
4. Amazon
Amazon is another one of the top places to advertise online.
It’s the third most popular advertising platform (behind Google and Facebook) and attracts a massive amount of consumers. For perspective, Amazon features more than 300 million active user accounts, plus more than 100 million Amazon Prime members.
Whether you sell your products on or off Amazon, you can advertise on the ecommerce platform.
Amazon ads for Amazon sellers include:
- Sponsored Products
- Sponsored Brands
- Sponsored Display
- Amazon Stores
If you don’t sell on Amazon, you can take advantage of the following ad types:
- Video ads
- Display ads
- Custom ads
These ads can appear on Amazon.com, as well as Amazon-owned sites and Amazon devices.
Take advantage of Amazon’s huge audience and growing advertising options by launching a campaign. If you need help getting started with Amazon advertising agency for companies that sell on and off Amazon.com.
5. LinkedIn
LinkedIn, a social network site for business professionals, can get the word out about your company through sponsored or dynamic ads. Their ad system caters to the niche of business-to-business (B2B) companies so you can connect to decision makers.
Even for business-to-consumer (B2C) organizations, LinkedIn is an excellent place to advertise online. You can use LinkedIn, for example, to launch a recruiting ad campaign, which is useful when you’re looking to attract experienced or passive candidates in your industry.
The ads can appear in the right column and the newsfeed, or they can show as sponsored InMail messages or posts. These inbox interactions make advertising direct and give the sense of a personal request.
You can target your ads based on industry or location, but you can also make them specialized to business size, position, seniority, and more. LinkedIn ad auctions operate on audiences, like Facebook.
6. Instagram
Instagram is a powerhouse for brand-supported or sponsored posts, but they also have official ads. You can contact influencers, or popular Instagram personalities, to partner with your business, although influencer pricing and details are on a case-by-case basis.
Instagram’s versatility, however, makes it one of the best places to advertise your business.
Because Facebook owns Instagram, the ads are mostly consistent with Facebook’s methods. However, Instagram depends on graphics, so photo and video ads are emphasized in stories and feeds.
These branch out further into carousel ads, where viewers can swipe through corresponding products, and collection ads, where viewers can click on products within a picture. These can benefit your business if you’re an image-heavy company.
7. Pinterest
Pinterest users are actively seeking out ideas, so they’re apt to click on links. On the digital pinboard, your ads appear as promoted pins, blending into the other image and text combinations.
Traffic, awareness, and engagement are the top marketing goals of Pinterest ads so that you can coordinate them with your overall business objective. For example, maybe you want to increase awareness for a brand-new product to drive sales.
The social website has a PPC framework and adequate analytics to guide your campaign. Pinterest Ads have an impressive impact on their users, and they achieve profitable sales results.
8. Twitter
Although Twitter has a broad array of users, there are a significant number of professionals on this social media platform. This can benefit B2B companies, but there are more applications for Twitter Ads. Younger individuals also make up a critical part of the audience.
Twitter is a primarily text-based social media network, although pictures and videos circulate, too. You can use hashtags, tweets, and trends as ads, or you can promote a trend. It’s also one of the best places to advertise online because of its vast targeting options.
Keywords are available for bidding, but that’s not the only option. You can also target audiences and remarket to website visitors, past followers, and more. Twitter is a valuable engagement tool for advertising that can bump up ROI.
9. YouTube
Visitors on YouTube watch approximately one billion hours of video every day.
With the high consumption of videos, investing in video ads is a lucrative choice. As video ads perform differently than picture or text ads, payment is dependent on someone choosing to view or click on your ad.
YouTube is under the umbrella of Google Ads, but their services can help you curate a video, even if you’re starting from scratch. They highlight a range of creative platforms to set your video advertising in motion.
YouTube Ads are captivating, and they can capitalize on the habits of technology users.
Get the best ROI from advertising online
Taking advantage of the best places to advertise online can amplify your marketing efforts. Additional help from 123truckrepair.com, however, can maximize the results, impact, and ROI of your ad campaign.
When York Saw and Knife realized they needed a unified online presence, for example, they came to us. Our services increased their Google Ads conversions by 108 percent year-over-year and decreased their cost-per-conversion by 20 percent.
See how 123truckrepair.com can boost your profits by browsing our PPC management services today!
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