{"id":23796,"date":"2018-11-20T04:32:51","date_gmt":"2018-11-20T12:32:51","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=23796"},"modified":"2022-02-09T22:50:35","modified_gmt":"2022-02-10T03:50:35","slug":"podcast-advertising","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/","title":{"rendered":"Podcast Advertising: $51,975 Spent. Here\u2019s What We Learned"},"content":{"rendered":"<div class=\"intro-txt\">Looking to advertise your business on podcasts? Don\u2019t spend a penny until you\u2019ve read&nbsp;this.<\/div>\n<p>I remember the day Ahrefs\u2019 CMO <a href=\"https:\/\/ahrefs.com\/tim\">Tim<\/a> told me I was \u201cnow in charge of podcast sponsorships.\u201d<\/p>\n<p>I said: \u201cAwesome!!!\u201d<\/p>\n<p>I had never listened to a podcast in my&nbsp;life.<\/p>\n<p>Naturally, the rest of my day was spent getting real intimate with Google. We covered important topics like:<\/p>\n<ul>\n<li>What is a podcast;<\/li>\n<li>Why are podcasts popular;<\/li>\n<li>Podcast ad examples;<\/li>\n<li>Standard podcast formats<\/li>\n<\/ul>\n<p>You get the gist. Here\u2019s an overview of what Google told me that&nbsp;day:<\/p>\n<ul>\n<li>Podcasts are highly\u2010targeted. There\u2019s a dedicated, top\u2010quality podcast for every imaginable niche out there, from <a href=\"https:\/\/www.apmreports.org\/in-the-dark\/season-two\" target=\"_blank\" rel=\"noopener\">true crime case reports<\/a> to <a href=\"https:\/\/www.bufferingthevampireslayer.com\/\" target=\"_blank\" rel=\"noopener\">discussing Buffy the Vampire Slayer<\/a>. This also means that we can reach just about any audience we want&nbsp;to.<\/li>\n<\/ul>\n<ul>\n<li>Podcast listeners are among the most engaged and loyal audiences ever. The nature of the medium means that podcast hosts speak directly into our ears for over 30 minutes at a time, and many listeners build a strong affinity with the content and show host. Makes&nbsp;sense!<\/li>\n<\/ul>\n<ul>\n<li>The traditional success metrics are impressions and downloads per show. Obviously, the higher the numbers, the better.<\/li>\n<\/ul>\n<ul>\n<li>Podcast advertisers generally choose to have a dedicated landing page and a promotional offer for each podcast they sponsor \u2013 this is how they track conversions and the overall success of their&nbsp;ads.<\/li>\n<\/ul>\n<p>I also learned that there are three main categories of ads in podcast sponsorships:<\/p>\n<ol>\n<li><strong>Pre\u2010roll:<\/strong> ~15\u201330 second ad at the start of the&nbsp;show.<\/li>\n<li><strong>Mid\u2010roll:<\/strong> ~1-minute ad in the middle of the&nbsp;show.<\/li>\n<li><strong>Post\u2010roll<\/strong>: ~15\u201330 second ad at the end of the&nbsp;show.<\/li>\n<\/ol>\n<p>As a general rule, mid\u2010rolls are the most expensive, followed by pre and post\u2010rolls.<\/p>\n<p>Cool, I thought, this all sounds pretty straightforward.<\/p>\n<p>You know how the story goes by now: I was quite&nbsp;wrong.<\/p>\n<p>Over the course of half a year, I trial\u2010and\u2010errored my way through all the things that Google doesn\u2019t tell you (at least, until this page starts to rank for podcast\u2010related terms.)<\/p>\n<p>The good news? I\u2019m about to share everything we learned with&nbsp;you.<\/p>\n<p>Let\u2019s start right from the beginning, shall&nbsp;we?<\/p>\n<h2>First Attempt: $14,200 Spent<\/h2>\n<p>While I\u2019d personally never listened to a podcast before 2018, that isn\u2019t true of <a href=\"https:\/\/www.podcastinsights.com\/podcast-statistics\/\" target=\"_blank\" rel=\"noopener\">44% of the US population<\/a>.<\/p>\n<p>There\u2019s a huge, thriving community of podcast listeners who avidly follow their favorite hosts, discuss takeaways from the latest episodes and recommend shows to each other. Many people even make a good living off podcasts now!<\/p>\n<p>Taking notice of all of this, Tim decided to pay this channel some attention over a year&nbsp;ago.<\/p>\n<p>Our first experience with podcast advertising: Tim spent ~14k USD to promote a special offer on five different podcasts, tracking traffic and leads by creating a specific landing page for each&nbsp;show.<\/p>\n<p>Here are the results:<\/p>\n<p><strong>Budget: <\/strong>$14,200<br>\n<strong>Podcasts sponsored:<\/strong> 5<br>\n<a href=\"http:\/\/hacktheentrepreneur.com\/\" target=\"_blank\" rel=\"noopener\">Hack the entrepreneur<\/a> by Jon Nastor<br>\n<a href=\"http:\/\/contentmarketinginstitute.com\/pnr-with-this-old-marketing-podcast\/\" target=\"_blank\" rel=\"noopener\">PNR With This Old Marketing<\/a> by Joe Pulizzi and Robert Rose<br>\n<a href=\"https:\/\/www.thesaleslion.com\/mad-marketing-podcast\/\" target=\"_blank\" rel=\"noopener\">\u201cMad Marketing\u201d<\/a> &amp; <a href=\"https:\/\/www.thesaleslion.com\/hubcast-podcast\/\" target=\"_blank\" rel=\"noopener\">\u201cThe Hubcast\u201d<\/a> by Marcus Sheridan &amp; George Thomas<br>\n<a href=\"http:\/\/100mba.net\/show\/\" target=\"_blank\" rel=\"noopener\">\u201c$100 MBA Show\u201d<\/a> by Omar Zenhom<br>\n<strong>Pageviews<\/strong>: 339<br>\n<strong>Trial signups<\/strong>: 11<\/p>\n<p>The conclusion, in Tim\u2019s own&nbsp;words:<\/p>\n<blockquote class=\"small\">\n<div class=\"quote-content\"><em>It was quite foolish to expect a substantial ROI from \u201ccold advertising\u201d a complex product like Ahrefs with a 30\u2010second pre\u2010roll in a 30\u2010minute podcast.<\/em><\/div>\n<div class=\"quote-info clearfix\">\n<div class=\"quote-photo\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/tim-soulo.jpg\" alt=\"Tim Soulo\"><\/div>\n<div class=\"extra-box\"><span class=\"quote-author\">Tim Soulo, <span class=\"quote-author-job\">Head of Marketing<\/span><\/span><\/div>\n<\/div>\n<\/blockquote>\n<p>This is probably a good time to mention what <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a> does.<\/p>\n<p>We\u2019re an industry\u2010leading SEO toolset. We help you get more website traffic from search engines and increase sales. We\u2019re also very well known for <a href=\"https:\/\/ahrefs.com\/blog\/\">our blog<\/a>, which at the point of writing, sees close to 175K organic traffic a&nbsp;month.<\/p>\n<div id=\"attachment_23773\" class=\"wp-caption alignnone\" style=\"width: 719px;\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-23773\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/ahrefs-blog-traffic-1.png\" sizes=\"auto, (max-width: 709px) 100vw, 709px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/ahrefs-blog-traffic-1.png 709w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/ahrefs-blog-traffic-1-680x250.png 680w\" alt width=\"709\" height=\"261\"><\/p>\n<p class=\"wp-caption-text\"><em>a screenshot of our organic traffic growth via <a href=\"https:\/\/ahrefs.com\/site-explorer\">Ahrefs\u2019 Site Explorer<\/a><\/em><\/p>\n<\/div>\n<p>Tim\u2019s first thought was that we\u2019d never sponsor podcasts again (and no wonder; it cost us almost $1.3k for each trial signup!)<\/p>\n<p>But then he noticed something. While attending conferences and networking with people, many of them told him that they\u2019d heard about Ahrefs in podcasts.<\/p>\n<p>Sometimes an existing user would mention that they were happy to hear about us on their favorite show; sometimes a random person (not even in marketing) would remember us from an old podcast mention. Even if they didn\u2019t convert at the time, they thought that Ahrefs was kind of cool\u2014and this brand recognition stayed in the back of their&nbsp;mind.<\/p>\n<p>That\u2019s when it all clicked.<\/p>\n<p>We were going about it all wrong\u2014rather than being a tool for lead generation, podcast advertising is a tool for<em> gaining exposure and brand awareness<\/em>.<\/p>\n<p>I wish the rest were history.<\/p>\n<h2>Second Attempt: $37,775 Spent<\/h2>\n<p>Armed with Tim\u2019s findings, I set to work with a new understanding of how podcast advertising fit into our marketing strategy.<\/p>\n<p>These are the lessons I learned.<\/p>\n<h3>Get in early, because the \u201cbig\u201d podcasts are <em>always<\/em> full.<\/h3>\n<p>I began by creating a spreadsheet of all the podcasts I\u2019d reach out&nbsp;to.<\/p>\n<p>It was glorious. I looked for recommendations on <a href=\"https:\/\/ahrefs.com\/blog\/seo-slack-communities\/\">Slack channels<\/a> and <a href=\"https:\/\/ahrefs.com\/blog\/facebook-seo-groups\/\">Facebook groups<\/a>. Trawled through \u201cBest Podcasts\u201d listicles and Reddit threads. Sorted the list by category: SEO, digital marketing, entrepreneurship, finance, and so on and so&nbsp;forth.<\/p>\n<p>Then came the fun part: making actual contact and whittling them&nbsp;down.<\/p>\n<p>Many podcasts don\u2019t explicitly state that they accept sponsorships on their websites, so you\u2019ll have to do a manual check.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"550\" height=\"162\" class=\"wp-image-23785\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/lion-zeal-podcast-sponsorship.png\" alt=\"lion zeal podcast sponsorship\"><\/p>\n<p>Usually, the top podcasts are open to sponsorships and openly broadcast this. Many even have dedicated pages and \u201csales pitches,\u201d like <a href=\"https:\/\/www.eofire.com\/podcast-sponsorships\/\" target=\"_blank\" rel=\"noopener\">this one<\/a> from Entrepreneurs on&nbsp;Fire.<\/p>\n<p>Just one problem: these podcasts are really, really popular.<\/p>\n<p>So much that when I started contacting them around mid-April 2018, many were already fully booked for the quarter (some even through the&nbsp;year!.)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"621\" height=\"172\" class=\"wp-image-23781\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-sponsorship-full.png\" alt=\"podcast sponsorship full\"><\/p>\n<p>Note: This is actually a good thing because it means that these podcasts care about the quality of their content. Nobody wants to listen to a podcast that\u2019s chock full of ads. You don\u2019t want to sponsor a podcast that\u2019s squeezing you in with four other sponsors, either.<\/p>\n<p>Back to the&nbsp;topic.<\/p>\n<p>After securing some positive responses, I found out&nbsp;that\u2026<\/p>\n<h3>Pricing is completely arbitrary.<\/h3>\n<p>Some podcasts are completely transparent with their pricing structures and publish this on their websites.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"478\" height=\"180\" class=\"wp-image-23780\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/seobits-sponsorship-investment.png\" alt=\"seobits sponsorship investment\"><\/p>\n<p>Unfortunately, most aren\u2019t. You\u2019ll have to contact each podcast and ask for their current rates.<\/p>\n<p>Oh, and many podcasts offer set \u201cpackages\u201d for sponsorship, where they include things like email newsletter mentions of your brand, social media promotion of the episode, etc.<\/p>\n<p>So, how much does podcast sponsorship cost?<\/p>\n<p>I wish I could give you a more concrete answer than \u201cit depends,\u201d but I really can\u2019t. The shows set the pricing (this is sometimes negotiable, especially if you\u2019re looking to sponsor for a longer period).<\/p>\n<p>This can range anywhere from $300 per episode to\u2026well, see for yourself.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"795\" height=\"310\" class=\"wp-image-23791\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-sponsorship-package.png\" sizes=\"auto, (max-width: 795px) 100vw, 795px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-sponsorship-package.png 795w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-sponsorship-package-768x299.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-sponsorship-package-680x265.png 680w\" alt=\"podcast sponsorship package\"><\/p>\n<p>This is the full list of podcasts that Ahrefs ended up sponsoring this year, along with how much it cost&nbsp;us.<\/p>\n\n<table id=\"tablepress-58\" class=\"tablepress tablepress-id-58 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Podcast<\/th><th class=\"column-2\">Sponsorship<\/th><th class=\"column-3\">Cost<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\"><a href=\"http:\/\/www.marketingovercoffee.com\/\">Marketing Over Coffee<\/a><\/td><td class=\"column-2\">10 shows in&nbsp;Q3<\/td><td class=\"column-3\">$16,750<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\"><a href=\"https:\/\/andreskloster.com\/la-maquina-del-seo\/\">La Maquina Del&nbsp;SEO<\/a><\/td><td class=\"column-2\">24 shows in&nbsp;Q3<\/td><td class=\"column-3\">$6,000<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\"><a href=\"http:\/\/www.tropicalmba.com\/podcasts\/\">TMBA<\/a><\/td><td class=\"column-2\">4 shows in&nbsp;Q4<\/td><td class=\"column-3\">$3,750<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\"><a href=\"https:\/\/www.listenmoneymatters.com\/show\/\">Listen Money Matters<\/a><\/td><td class=\"column-2\">6 shows in&nbsp;Q4<\/td><td class=\"column-3\">$5,075<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\"><a href=\"https:\/\/moneylab.co\/\">Moneylab<\/a><\/td><td class=\"column-2\">Full month of October<\/td><td class=\"column-3\">$5,000<\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\"><a href=\"http:\/\/seobits.fm\">SEObits<\/a><\/td><td class=\"column-2\">8 shows in&nbsp;Q4<\/td><td class=\"column-3\">$1,200<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-58 from cache -->\n<p>*If you\u2019re looking to sponsor these podcasts, their rates may change from the time of publishing.<\/p>\n<p>Some podcasts offer contracts to be signed, while others simply send an invoice. You can request a contract if you\u2019re uncomfortable with not having one.<\/p>\n<h3>Classically, ad placements don\u2019t vary&nbsp;much.<\/h3>\n<p>Remember what Google told us about pre, mid and end&nbsp;rolls?<\/p>\n<p>This is generally true, although they\u2019re not always all available (or labeled as&nbsp;such.)<\/p>\n<p>Get in touch with your chosen podcast, and you\u2019ll instantly find out what the deal is for each&nbsp;show.<\/p>\n<p>Here\u2019s an example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"719\" height=\"178\" class=\"wp-image-23778\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-packaging-pricing.png\" sizes=\"auto, (max-width: 719px) 100vw, 719px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-packaging-pricing.png 719w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-packaging-pricing-680x168.png 680w\" alt=\"podcast advertising packaging pricing\"><\/p>\n<p>Whether or not they call it a midroll, this offer is exactly that.<\/p>\n<h3 id=\"h.n7yqkvzauoch\">The ads themselves, on the other hand, vary wildly.<\/h3>\n<p>Most podcasts will ask you to provide an advertisement \u201cscript\u201d. These are usually the ones that offer pre, mid and post\u2010rolls.<\/p>\n<p>You\u2019ll need to prepare some pointers or paragraphs (follow each podcast\u2019s instructions) for the show host to read off. You can either create it yourself or get someone from your marketing team to do&nbsp;it.<\/p>\n<p>Here\u2019s an actual one I&nbsp;wrote:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-23886 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-ad-script.png\" alt width=\"765\" height=\"129\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-ad-script.png 765w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-ad-script-680x115.png 680w\" sizes=\"auto, (max-width: 765px) 100vw, 765px\"><\/p>\n<p>Even while writing it, I found \u201cad reads\u201d like these to be rather unauthentic\u2014you can see that I was trying to get the podcast host to add their own spin on it and share their own experience with Ahrefs.<\/p>\n<p>No matter how good a podcast host is, true enthusiasm for your brand is hard to fake. So I count myself lucky that I ran into John from <a href=\"http:\/\/www.marketingovercoffee.com\/\" target=\"_blank\" rel=\"noopener\">Marketing over Coffee<\/a> early&nbsp;on.<\/p>\n<p>When I reached out to him, this is what he proposed:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-23887 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-communications.png\" alt width=\"754\" height=\"161\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-communications.png 754w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-communications-680x145.png 680w\" sizes=\"auto, (max-width: 754px) 100vw, 754px\"><\/p>\n<p>This blew my mind: he can do that for&nbsp;us?!<\/p>\n<p>Podcast hosts know their audience better than anyone else. Having them promote us in their natural voice, and in a completely organic, non-scripted way, was definitely the best way to&nbsp;go.<\/p>\n<p>I jumped on board in a second, and that turned out to be a fantastic decision.<\/p>\n<h3>Podcast sponsorship is incredibly time\u2010consuming.<\/h3>\n<p>Let\u2019s take a moment to recap everything we\u2019ve learned so&nbsp;far.<\/p>\n<p>These are the absolute basics of how to sponsor a podcast:<\/p>\n<ol>\n<li>Find a suitable podcast. Their audience and content tone should align with your brand\u2019s.<\/li>\n<li>Reach out and learn about their pricing packages and availability.<\/li>\n<li>Decide on a price point, type of ad, timeslot and other miscellaneous items.<\/li>\n<li>Iron out the ad copy and delivery, along with other deliverables like your brand logo, newsletter copy,&nbsp;etc.<\/li>\n<li>Enjoy the shows when they air. Keep in touch to answer any final questions along the&nbsp;way.<\/li>\n<\/ol>\n<p>Sounds time-consuming as&nbsp;heck?<\/p>\n<p>It really is.<\/p>\n<p>As you can probably tell at this point, there is A LOT of back\u2010and\u2010forth involved in sponsoring a podcast.<\/p>\n<p>The more established a podcast is, the more rigid their processes are and the longer you\u2019ll have to spend discussing things and ironing out details.<\/p>\n<p>Be very prepared for some frustration and lots of lost time. It\u2019s not anybody\u2019s fault; sometimes things just don\u2019t work&nbsp;out.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1068\" height=\"91\" class=\"wp-image-23787\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-sold-out.png\" sizes=\"auto, (max-width: 1068px) 100vw, 1068px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-sold-out.png 1068w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-sold-out-768x65.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-advertising-sold-out-680x58.png 680w\" alt=\"podcast advertising sold out\"><\/p>\n<p>I\u2019m mentioning this just in case somebody sees this article, decides that podcast ads are another \u201clow-hanging fruit\u201d type of marketing activity, and assumes that all you need to do is toss some money into it and sit&nbsp;back.<\/p>\n<p>No.<\/p>\n<h2>Getting the Most From Your Advertising Spend<\/h2>\n<p>Since we decided to do away with conversion tracking, I had to get a little creative with how we went about handling our advertisements.<\/p>\n<p>Here\u2019s the highlight reel of how we got the most out of our budget.<\/p>\n<h3 id=\"h.uk4x0cn41y3v\">Organic, not scripted, mentions<\/h3>\n<p>This is really important to us, and I find that results are the best this&nbsp;way.<\/p>\n<p>This means that we give podcast hosts a free Ahrefs account, walk them through our tools (it\u2019s ideal if they\u2019re already familiar with us) and give them full control over all mentions of us and their placement in the&nbsp;shows.<\/p>\n<p>This is the difference between a scripted sponsorship mention and a non\u2010scripted one.<\/p>\n<p><strong>Scripted:<\/strong><\/p>\n<p><!-- [if lt IE 9]><script>document.createElement('audio');<\/script><![endif]--> <audio id=\"audio-23796-1\" class=\"wp-audio-shortcode\" style=\"width: 100%;\" preload=\"none\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/seobits-scripted-podcast-mention.mp3?_=1\"><a href=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/seobits-scripted-podcast-mention.mp3\">https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/seobits-scripted-podcast-mention.mp3<\/a><\/audio><\/p>\n<p><strong>Non\u2010scripted:<\/strong><\/p>\n<p><audio id=\"audio-23796-2\" class=\"wp-audio-shortcode\" style=\"width: 100%;\" preload=\"none\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/marketing-over-coffee-big-data-unscripted.mp3?_=2\"><a href=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/marketing-over-coffee-big-data-unscripted.mp3\">https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/marketing-over-coffee-big-data-unscripted.mp3<\/a><\/audio><\/p>\n<p>Not to say that scripted ads are bad, necessarily. In the clip above, Rebecca does an absolutely fantastic job of promoting us according to the script I provided. She\u2019s enthusiastic, authoritative and even adds on some points of her&nbsp;own.<\/p>\n<p>But when the podcast host is fully fluent with our tools and then given the freedom to promote us however they wish, the difference in both the depth of content and persuasive strength is quite&nbsp;clear.<\/p>\n<p>Again, think of this as enabling the host to be your brand ambassador.<\/p>\n<p>This has benefits beyond just higher quality mentions on their own show, by the&nbsp;way.<\/p>\n<p>Proof: Matt Giovanisci of <a href=\"https:\/\/www.moneylab.co\/\" target=\"_blank\" rel=\"noopener\">Moneylab<\/a> went on other shows like <a href=\"https:\/\/www.nichepursuits.com\/podcast-135-matt-giovanisci\/\" target=\"_blank\" rel=\"noopener\">Niche Pursuits<\/a> and <a href=\"https:\/\/fizzle.co\/show\" target=\"_blank\" rel=\"noopener\">The Fizzle Show<\/a> (episode 285) and raved about us there, too. We got a handful of new signups after. (You\u2019re the best,&nbsp;Matt!)<\/p>\n<p>Some of my favorite \u201cads\u201d from the shows we\u2019ve sponsored so&nbsp;far:<\/p>\n<p>This epic long introduction from the guys at Moneylab:<\/p>\n<p><audio id=\"audio-23796-3\" class=\"wp-audio-shortcode\" style=\"width: 100%;\" preload=\"none\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/money-lab-podcast-advertising-introduction-1.mp3?_=3\"><a href=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/money-lab-podcast-advertising-introduction-1.mp3\">https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/money-lab-podcast-advertising-introduction-1.mp3<\/a><\/audio><\/p>\n<p>Just another regular mention from the guys at Marketing over Coffee:<\/p>\n<p><audio id=\"audio-23796-4\" class=\"wp-audio-shortcode\" style=\"width: 100%;\" preload=\"none\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/marketing-over-coffee-podcast-advertising-mention.mp3?_=4\"><a href=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/marketing-over-coffee-podcast-advertising-mention.mp3\">https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/marketing-over-coffee-podcast-advertising-mention.mp3<\/a><\/audio><\/p>\n<h3>Giveaways + social media engagement<\/h3>\n<p>It seems that the current industry standard is for advertisers to set up a unique promo code and specific landing page for tracking purposes, as well as to give people a nice incentive to convert.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"579\" height=\"121\" class=\"wp-image-23775\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/landing-page-recommendation.png\" alt=\"landing page recommendation\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"741\" height=\"69\" class=\"wp-image-23788\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/landing-page-recommendation-1.png\" sizes=\"auto, (max-width: 741px) 100vw, 741px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/landing-page-recommendation-1.png 741w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/landing-page-recommendation-1-680x63.png 680w\" alt=\"landing page recommendation 1\"><\/p>\n<p>Since Ahrefs never runs any promotions or discounts and we weren\u2019t looking at podcasts as a direct lead generation channel, we figured out another way to spice up our podcast mentions.<\/p>\n<p>What we do instead is run Ahrefs account giveaways with a tweet\u2010to\u2010enter mechanic.<\/p>\n<p>It\u2019s a win\u2010win for everyone involved: the podcast host gets a great prize to boost audience engagement and some extra social shares. We get extra attention to our message and a way to gauge if the ad resonated well with that show\u2019s audience.<\/p>\n<p>And of course, listeners love the chance to win a subscription to the tool they heard about on the&nbsp;show.<\/p>\n<p>This started out pretty simple: listen to the podcast, then tweet @ahrefs and @podcast to be entered into the&nbsp;draw.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Hey <a href=\"https:\/\/twitter.com\/mktgovercoffee?ref_src=twsrc%5Etfw\">@mktgovercoffee<\/a>, enter me to win a free <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> account. Love the show! Thanks guys.<\/p>\n<p>\u2014 Kevin Steffey (@steffeyk) <a href=\"https:\/\/twitter.com\/steffeyk\/status\/1019576249373679616?ref_src=twsrc%5Etfw\">July 18,&nbsp;2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>After a couple of weeks of this, I got a little smarter and began playing around with the entry format.<\/p>\n<p>Right now, I like asking people to convince us as to why they should win the account. It makes for entries like&nbsp;these:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">My papa always said \u201cDon\u2019t work hard, work smart!\u201d\u2026I can write countless articles and hope some get some traffic (hard), or I can use <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> to learn which topics people are actually searching for (smart!) <a href=\"https:\/\/twitter.com\/hashtag\/moneylab?src=hash&amp;ref_src=twsrc%5Etfw\">#moneylab<\/a><\/p>\n<p>\u2014 Brent Wehmeyer (@brentwehmeyer) <a href=\"https:\/\/twitter.com\/brentwehmeyer\/status\/1049819132735180800?ref_src=twsrc%5Etfw\">October 10,&nbsp;2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> \u2013 I need a free year of ahrefs because I recently acquired two sites where the traffic charts look like&nbsp;this.&nbsp;\ud83d\ude2c\ud83d\ude2c\ud83d\ude2c<\/p>\n<p>A setback is just a set up for a comeback, right? <a href=\"https:\/\/twitter.com\/hashtag\/MoneyLab?src=hash&amp;ref_src=twsrc%5Etfw\">#MoneyLab<\/a><\/p>\n<p>cc: <a href=\"https:\/\/twitter.com\/MattGiovanisci?ref_src=twsrc%5Etfw\">@MattGiovanisci<\/a> <a href=\"https:\/\/twitter.com\/andyfieb?ref_src=twsrc%5Etfw\">@andyfieb<\/a> <a href=\"https:\/\/t.co\/nGgOyOUjd6\">pic.twitter.com\/nGgOyOUjd6<\/a><\/p>\n<p>\u2014 James Sowers (@jamesrsowers) <a href=\"https:\/\/twitter.com\/jamesrsowers\/status\/1054397109439512577?ref_src=twsrc%5Etfw\">October 22,&nbsp;2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>People are clearly excited to win an account and know exactly what they\u2019ll use it for\u2014definitely a win for working with <a href=\"https:\/\/www.moneylab.co\/\" target=\"_blank\" rel=\"noopener\">Moneylab<\/a>.<\/p>\n<p>This also ties nicely into\u2026<\/p>\n<h3>Testimonials<\/h3>\n<p>We pulled off something really cool with John and Chris at <a href=\"http:\/\/www.marketingovercoffee.com\/\" target=\"_blank\" rel=\"noopener\">Marketing over Coffee<\/a>: we managed to get one of the winners of the account giveaways back on the show to give us a testimonial!<\/p>\n<p>You can\u2019t get much more authentic than this. Have a listen and&nbsp;see.<\/p>\n<p><!-- [if lt IE 9]><script>document.createElement('audio');<\/script><![endif]--><\/p>\n<p><audio id=\"audio-23796-1\" class=\"wp-audio-shortcode\" style=\"width: 100%;\" preload=\"none\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-testimonial.mp3?_=1\"><a href=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-testimonial.mp3\">https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-testimonial.mp3<\/a><\/audio><\/p>\n<p>While this is a little difficult to pull off regularly, it\u2019s a good example of the cool things you can do with the podcast medium.<\/p>\n<h3>Working with foreign\u2010language markets<\/h3>\n<p>Early on in our podcast venture, Andres Kloster from <a href=\"https:\/\/andreskloster.com\/\" target=\"_blank\" rel=\"noopener\">La Maquina del SEO<\/a> (translated: The SEO Machine) asked us to sponsor his podcast\u2014which is held entirely in Spanish.<\/p>\n<p>It seemed like a great opportunity to bypass the huge language barrier we experience with the Latin American market, so I went ahead with an exclusive partnership.<\/p>\n<p>It turned out to be a big success.<\/p>\n<p>Nobody in the Ahrefs team speaks Spanish or is familiar with the market, so Andres and his team do all the groundwork for&nbsp;us.<\/p>\n<p>Quick example: they source for and conduct interviews with SEOs from Spain that we\u2019d otherwise never be able to form a connection with (<a href=\"https:\/\/twitter.com\/natzir9\" target=\"_blank\" rel=\"noopener\">Natzir Turrado<\/a>, <a href=\"https:\/\/twitter.com\/rubenalonsoes\" target=\"_blank\" rel=\"noopener\">Ruben Alonso<\/a>, <a href=\"https:\/\/twitter.com\/soywebmaster\" target=\"_blank\" rel=\"noopener\">David Ayala<\/a>, <a href=\"https:\/\/twitter.com\/JoseMarquezSEO\" target=\"_blank\" rel=\"noopener\">Jos\u00e9 M\u00e1rquez<\/a> and <a href=\"https:\/\/twitter.com\/seostratega\" target=\"_blank\" rel=\"noopener\">Juan Gonz\u00e1lez Villa<\/a>, to name some&nbsp;names).<\/p>\n<p>They also <a href=\"https:\/\/andreskloster.com\/episodio-13\/\" target=\"_blank\" rel=\"noopener\">create content for us in Spanish<\/a> and distribute it to their audience, which gives us a lot of exposure.<\/p>\n<p>Just look at these sweet engagement numbers for the September 2018 giveaway:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"536\" height=\"377\" class=\"wp-image-23793\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/andres-kloster-podcast-sponsorship-giveaway.png\" alt=\"andres kloster podcast sponsorship giveaway\"><\/p>\n<p>The <a href=\"https:\/\/twitter.com\/search?f=tweets&amp;vertical=default&amp;q=%23LaMaquinaDelSEO&amp;src=typd\" target=\"_blank\" rel=\"noopener\">#lamaquinadelseo<\/a> hashtag on Twitter is really active, too, where Ahrefs is featured lots.<\/p>\n<p>I\u2019ve even noticed recently that Spanish speakers have started asking Andres questions about Ahrefs tools after listening to his podcasts.<\/p>\n<p>Job well done in my&nbsp;book!<\/p>\n<h3 id=\"h.m76vai904jik\">Gauging success<\/h3>\n<p>It\u2019s not completely true that we\u2019ve stopped all tracking of our podcast sponsorship efforts.<\/p>\n<p>When you sign up for a paid trial with us, we have a mandatory field that asks where you heard about us. I keep a pretty close eye on&nbsp;this.<\/p>\n<p>This is what things look like currently:<\/p>\n<p>From July to October 2018, we\u2019ve seen 126 paid trial signups from \u201cpodcast.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"721\" height=\"137\" class=\"wp-image-23786\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-slack-registrations.png\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-slack-registrations.png 721w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/podcast-slack-registrations-680x129.png 680w\" alt=\"podcast slack registrations\"><\/p>\n<p>Prior to these four months of active sponsorship, we record 99 signups from \u201cpodcast\u201d in total, ever.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"723\" height=\"137\" class=\"wp-image-23792\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/registrations___Ahrefs_Slack.png\" sizes=\"auto, (max-width: 723px) 100vw, 723px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/registrations___Ahrefs_Slack.png 723w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/registrations___Ahrefs_Slack-680x129.png 680w\" alt=\"registrations Ahrefs Slack\"><\/p>\n<p>Some things to&nbsp;note:<\/p>\n<ol>\n<li>Our $37,775 spend includes shows we sponsored that haven\u2019t aired&nbsp;yet;<\/li>\n<li>Sometimes people quote the podcast show itself or even the host\u2019s name, so the actual numbers are higher;<\/li>\n<li>Ahrefs is often mentioned organically on non\u2010sponsored podcasts, so not all of these are due to sponsored mentions;<\/li>\n<li>We used to run a free trial instead of a paid one (no longer around too), which means it was easier to get signups in the&nbsp;past.<\/li>\n<\/ol>\n<p>Yes, the numbers aren\u2019t the most accurate. But this is enough to give us a good feel for what\u2019s working and what isn\u2019t.<\/p>\n<p>You know the sponsorship is working when people say things like&nbsp;this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"554\" height=\"103\" class=\"wp-image-23774\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/moc-podcast-testimonial.png\" alt=\"moc podcast testimonial\"><\/p>\n<p>Or they enter our giveaway with <a href=\"https:\/\/twitter.com\/Y_Existo\/status\/1055685268588687360\" target=\"_blank\" rel=\"noopener\">videos like this<\/a> (this guy won the subscription.)<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Hey <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a>, <a href=\"https:\/\/twitter.com\/MattGiovanisci?ref_src=twsrc%5Etfw\">@MattGiovanisci<\/a> and <a href=\"https:\/\/twitter.com\/andyfieb?ref_src=twsrc%5Etfw\">@andyfieb<\/a>! This is why I deserve to win the light account.<\/p>\n<p>Also, here is a youtube video to get some extra points.<a href=\"https:\/\/t.co\/ZFmeoO9Xpk\">https:\/\/t.co\/ZFmeoO9Xpk<\/a> <a href=\"https:\/\/t.co\/m2iR0pOzXR\">pic.twitter.com\/m2iR0pOzXR<\/a><\/p>\n<p>\u2014 Diego Vizcaino (@Y_Existo) <a href=\"https:\/\/twitter.com\/Y_Existo\/status\/1055685268588687360?ref_src=twsrc%5Etfw\">October 26,&nbsp;2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Statistics like downloads and impressions are fancy, but they don\u2019t count for much in the end (aren\u2019t these numbers terribly easy to game, anyway?)<\/p>\n<p>My main takeaway: it\u2019s not always all about measurable ROI. If you look in the right places, you\u2019re likely to see some other kind of magic at&nbsp;work.<\/p>\n<h2>Final Tips on Choosing a Podcast to Sponsor<\/h2>\n<p>The main thing to decide is whether you\u2019d like to sponsor a \u201cbigger\u201d or \u201csmaller\u201d podcast. There are pros and cons for both (if your budget allows for it, feel free to experiment with both, of course.)<\/p>\n<p>Bigger podcasts come with the benefit of a huge existing audience and lots of experience\u2014they can really get your name out to an impressive number of listeners.<\/p>\n<p>They tend to have broader topics, are extremely professional and pretty much guarantee the quality you\u2019ll be getting, from timely communications down to the actual show production. On these shows, people might not become customers instantly, but it\u2019s likely that they\u2019ll make mental notes and might convert in the future.<\/p>\n<p>Cons? They tend to be expensive and can be a little rigid. Since they have a dedicated team and processes in place (you often don\u2019t even get to connect with the host himself at all), there\u2019s zero room for flexibility \u2013 you work around their format. That\u2019s the only way that you\u2019ll be granted access to their audience.<\/p>\n<p>My advice is: don\u2019t be afraid to take a chance on a \u201csmaller\u201d podcast.<\/p>\n<p>They may not have crazy impressive reach or download statistics to show you, but they\u2019re often more affordable, more passionate, more willing to work with you and most importantly, generally have a super strong personal connection with their audience.<\/p>\n<p>Also, look out for signs of enthusiasm and passion as early on as possible.<\/p>\n<p>How excited the podcast host is about your product will translate directly into how excited their audience gets about&nbsp;you.<\/p>\n<p>This is what you want to&nbsp;see:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-23889 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/lmm-podcast.png\" alt width=\"754\" height=\"224\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/lmm-podcast.png 754w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/lmm-podcast-680x202.png 680w\" sizes=\"auto, (max-width: 754px) 100vw, 754px\"><\/p>\n<p>Because this translates into mentions like&nbsp;this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"705\" height=\"238\" class=\"wp-image-23777\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/listen-money-matters-ad.png\" sizes=\"auto, (max-width: 705px) 100vw, 705px\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/listen-money-matters-ad.png 705w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/listen-money-matters-ad-680x230.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/listen-money-matters-ad-650x220.png 650w\" alt=\"listen money matters ad\"><\/p>\n<p>Another thing: \u201csmaller\u201d podcasts tend to be a lot more proactive and dedicated to making the partnership work for both of you, while \u201cbigger\u201d podcasts have brands lined up through the year just waiting for a sponsorship slot. They aren\u2019t going to go out of their way to accommodate you.<\/p>\n<p>This is the kind of email you\u2019ll get from a more established podcast:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"541\" height=\"145\" class=\"wp-image-23794\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/big-podcast-sponsor-email.png\" alt=\"big podcast sponsor email\"><\/p>\n<p>And this is one from a \u201csmaller\u201d one.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-23888 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/small-podcast-advertising-communications.png\" alt width=\"741\" height=\"204\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/small-podcast-advertising-communications.png 741w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/small-podcast-advertising-communications-680x187.png 680w\" sizes=\"auto, (max-width: 741px) 100vw, 741px\"><\/p>\n<p>So: depending on your budget and resources, find a podcast that\u2019s a good fit for&nbsp;you.<\/p>\n<p>If you have lots of money and not much time, you\u2019ll probably want to work with an established podcast that will take care of all the work for&nbsp;you.<\/p>\n<p>On the other hand, If you have a million creative ideas and want the flexibility to experiment, look for a smaller one.<\/p>\n<h2>Over to&nbsp;You<\/h2>\n<p>I hope this post demystified a good bit of the podcast sponsorship experience!<\/p>\n<p>To sum up: working with established podcasts feels a little more \u201cpay\u2010to\u2010play\u201d. Or to put it admittedly crudely, kind of like an audible version of Google Adwords.<\/p>\n<p>Working with smaller podcasts, on the other hand, is a different experience that feels closer to <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">influencer marketing<\/a>.<\/p>\n<p>Remember that there are countless ways to work with podcasts, from giving the hosts a specific message to promote to allowing them full control and fully enabling them to be brand ambassadors. Don\u2019t pigeonhole yourself into thinking you can only \u201crun some pre\u2010written ads.\u201d<\/p>\n<p>Have you tried sponsoring a podcast before? Did you have similar takeaways or a completely different experience? Have you experienced huge success sponsoring a particular podcast?<\/p>\n<p>I\u2019d love to hear your thoughts in the comments below.<\/p>\n<p>P.S. (If you run a podcast and think your show would be a great fit for us, drop me a&nbsp;line!)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Looking to advertise your business on podcasts? Don\u2019t spend a penny until you\u2019ve read&nbsp;this. I remember the day Ahrefs\u2019 CMO Tim told me I was \u201cnow in charge of podcast sponsorships.\u201d I said: \u201cAwesome!!!\u201d I had never listened to a<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":136,"featured_media":23799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[196],"tags":[],"coauthors":[345],"class_list":["post-23796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Podcast Advertising: $51,975 Spent. Here&#039;s What We Learned<\/title>\n<meta name=\"description\" content=\"This year we spent $51,975 on podcast advertising. Don&#039;t make the same mistakes as us. Read this honest and comprehensive guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/podcast-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcast Advertising: $51,975 Spent. Here&#039;s What We Learned\" \/>\n<meta property=\"og:description\" content=\"Don&#039;t spend a penny on podcast advertising until you&#039;ve read this.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/podcast-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-20T12:32:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-10T03:50:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/fb-podcast-sponsorship-header-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"952\" \/>\n\t<meta property=\"og:image:height\" content=\"498\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Rebekah Bek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Don&#039;t spend a penny on podcast advertising until you&#039;ve read this.\" \/>\n<meta name=\"twitter:creator\" content=\"@paperseasons\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/\"},\"author\":{\"name\":\"Rebekah Bek\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/cdca43941cdba098bf02e8cf802e6147\"},\"headline\":\"Podcast Advertising: $51,975 Spent. Here\u2019s What We Learned\",\"datePublished\":\"2018-11-20T12:32:51+00:00\",\"dateModified\":\"2022-02-10T03:50:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/\"},\"wordCount\":3622,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/fb-podcast-sponsorship-header-1-1.png\",\"articleSection\":[\"Paid Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/\",\"name\":\"Podcast Advertising: $51,975 Spent. Here's What We Learned\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/fb-podcast-sponsorship-header-1-1.png\",\"datePublished\":\"2018-11-20T12:32:51+00:00\",\"dateModified\":\"2022-02-10T03:50:35+00:00\",\"description\":\"This year we spent $51,975 on podcast advertising. Don't make the same mistakes as us. Read this honest and comprehensive guide.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/podcast-advertising\\\/#primaryimage\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/fb-podcast-sponsorship-header-1-1.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/fb-podcast-sponsorship-header-1-1.png\",\"width\":952,\"height\":498},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; SEO Tips\",\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\",\"name\":\"Ahrefs\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"width\":2048,\"height\":768,\"caption\":\"Ahrefs\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Ahrefs\\\/\",\"https:\\\/\\\/x.com\\\/ahrefs\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/ahrefs\\\/\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/ahrefscom\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/cdca43941cdba098bf02e8cf802e6147\",\"name\":\"Rebekah Bek\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/11\\\/Image_Editor.png65155b41ab42f012e729d6d3e5a07cc3\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/11\\\/Image_Editor.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/11\\\/Image_Editor.png\",\"caption\":\"Rebekah Bek\"},\"description\":\"Helping you understand and love using Ahrefs. Find me on:\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/rebekahbek\\\/\",\"https:\\\/\\\/x.com\\\/paperseasons\"],\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/author\\\/rebekah\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Podcast Advertising: $51,975 Spent. Here's What We Learned","description":"This year we spent $51,975 on podcast advertising. Don't make the same mistakes as us. Read this honest and comprehensive guide.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/","og_locale":"en_US","og_type":"article","og_title":"Podcast Advertising: $51,975 Spent. Here's What We Learned","og_description":"Don't spend a penny on podcast advertising until you've read this.","og_url":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/","og_site_name":"SEO Blog by Ahrefs","article_publisher":"https:\/\/www.facebook.com\/Ahrefs\/","article_published_time":"2018-11-20T12:32:51+00:00","article_modified_time":"2022-02-10T03:50:35+00:00","og_image":[{"width":952,"height":498,"url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/fb-podcast-sponsorship-header-1-1.png","type":"image\/png"}],"author":"Rebekah Bek","twitter_card":"summary_large_image","twitter_description":"Don't spend a penny on podcast advertising until you've read this.","twitter_creator":"@paperseasons","twitter_site":"@ahrefs","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/#article","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/"},"author":{"name":"Rebekah Bek","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/cdca43941cdba098bf02e8cf802e6147"},"headline":"Podcast Advertising: $51,975 Spent. Here\u2019s What We Learned","datePublished":"2018-11-20T12:32:51+00:00","dateModified":"2022-02-10T03:50:35+00:00","mainEntityOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/"},"wordCount":3622,"commentCount":0,"publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/fb-podcast-sponsorship-header-1-1.png","articleSection":["Paid Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/ahrefs.com\/blog\/podcast-advertising\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/","url":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/","name":"Podcast Advertising: $51,975 Spent. Here's What We Learned","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/#primaryimage"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/fb-podcast-sponsorship-header-1-1.png","datePublished":"2018-11-20T12:32:51+00:00","dateModified":"2022-02-10T03:50:35+00:00","description":"This year we spent $51,975 on podcast advertising. Don't make the same mistakes as us. Read this honest and comprehensive guide.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ahrefs.com\/blog\/podcast-advertising\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/podcast-advertising\/#primaryimage","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/fb-podcast-sponsorship-header-1-1.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2018\/11\/fb-podcast-sponsorship-header-1-1.png","width":952,"height":498},{"@type":"WebSite","@id":"https:\/\/ahrefs.com\/blog\/#website","url":"https:\/\/ahrefs.com\/blog\/","name":"SEO Blog by Ahrefs","description":"Link Building Strategies &amp; SEO Tips","publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ahrefs.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ahrefs.com\/blog\/#organization","name":"Ahrefs","url":"https:\/\/ahrefs.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","width":2048,"height":768,"caption":"Ahrefs"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Ahrefs\/","https:\/\/x.com\/ahrefs","https:\/\/www.linkedin.com\/company\/ahrefs\/","https:\/\/www.youtube.com\/c\/ahrefscom"]},{"@type":"Person","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/cdca43941cdba098bf02e8cf802e6147","name":"Rebekah Bek","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/11\/Image_Editor.png65155b41ab42f012e729d6d3e5a07cc3","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/11\/Image_Editor.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/11\/Image_Editor.png","caption":"Rebekah Bek"},"description":"Helping you understand and love using Ahrefs. Find me on:","sameAs":["https:\/\/www.linkedin.com\/in\/rebekahbek\/","https:\/\/x.com\/paperseasons"],"url":"https:\/\/ahrefs.com\/blog\/author\/rebekah\/"}]}},"as_json":null,"json_reviewers":[],"_links":{"self":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/23796","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/users\/136"}],"replies":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/comments?post=23796"}],"version-history":[{"count":0,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/23796\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media\/23799"}],"wp:attachment":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media?parent=23796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/categories?post=23796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/tags?post=23796"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/coauthors?post=23796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}