Timestamps

0:01 Cost per download benchmarks
3:22 How to approach blended cost per download and cost per listener calculation
8:23 The challenges of scaling paid campaigns and how to overcome them
13:40 What is the best property or landing page to send your paid traffic to?
16:17 How to approach multi-app tracking and attribution for publishers with their own listening app?

The complete show notes available here.

Cost per download benchmarks

Target cost per download (CPD) varies depending on factors like genre and client objectives.
Cost per download can range from as low as 17 cents to as high as $23.
Consider what is realistic within your available budget and desired outcomes.
Determine the number of downloads needed to meet advertiser commitments or profitability goals.
Balance the need for volume with a reasonable CPD; aim for a CPD below $1 in most cases.
Be mindful of the investment made in creating a show and its potential for profitability.
Consider factors like existing budget, desired revenue, and necessary download thresholds when determining CPD targets.

How to approach blended cost per download and cost per listener calculation

Consider engagement metrics like completion rate and new followers when analyzing podcast analytics.
Focus on the cost per listener rather than just the cost per download.
Consider the blended cost per download, which includes both paid and organic sources.
Track your total audience's growth and evaluate your total spend's effectiveness.
Re-engaging existing listeners is as important, if not more important, than acquiring new ones.
A long-term growth plan should include strategies for retaining and engaging both existing and new listeners.
Utilize podcast attribution tools to gain better insights into cost-per-download metrics and optimize your campaigns.

The challenges of scaling paid campaigns and how to overcome them

One of the biggest hurdles in scaling campaigns is the emotional impact of seeing conversion rates decrease as spending increases.
Allowing sufficient time, budget, and space for campaigns to develop is crucial. For instance, the cost per click might start very high on social media, but after a few days or weeks, it can decrease significantly.
Patience is necessary to observe the average cost per desired action decrease over time. For instance, if a customer stays engaged for a year and the initial cost per download is $10, the blended cost per download might be as low as $1 when they have listened to around 10 episodes.
Unexpected events or competition from other podcasts can impact results. Understanding uncontrollable factors is essential.
Educating clients and setting realistic expectations is essential. Communicating the anticipated fluctuations and improvements in performance helps manage their understanding.

What is the best property or landing page to send your paid traffic to?

Conversion rate optimization is absolutely essential to decrease your CPD when running paid campaigns
The best property to send paid traffic depends on your tech stack and capabilities.
Ideally, use smart links that detect the user's device and existing platform to take them directly to the preferred platform (e.g., Apple Podcasts for iPhone users, Spotify for Android users).
Consider reducing the number of steps to reach one of your episodes, aiming for a seamless experience.
Landing pages that allow users to click on their preferred platform may require additional steps and reduce the immediacy of engagement.
Prioritize making your podcast page easily accessible and memorable to drive conversions.
Ensure your creative aligns with the easiest-to-remember and easiest-to-access property.

Megan Sheridan, Manager of Events at Intercom