Podcast Advertising Math: Downloads, CPM, Promo Codes & ROAS
Model episode download curves, price pre-, mid- and post-roll ads by CPM, compare flat-rate and CPM deals, weigh host-read against programmatic, attribute orders with promo codes and vanity URLs, add survey lift, and rank shows by CAC and ROAS, every cell checked. Fictional shows, illustrative CPMs.
The first lesson is free — no account needed.
About this course
A podcast advertising course that plans and measures one fictional brand's podcast flight in a spreadsheet, for podcast advertisers and media buyers, podcasters who sell ads and marketing students. You build an episode's 30-day download curve and project a new episode from its first week, turn bookings into impressions and price pre-, mid- and post-roll ads by CPM with a blended CPM, compare a flat fee per episode with a CPM deal and find the break-even downloads, weigh host-read ads against programmatic on cost per order and ROAS, attribute orders to shows with promo codes and vanity URLs per 1,000 downloads, scale up "how did you hear about us?" answers into a lift multiplier, calculate CAC and ROAS by show against 12-month customer value, and split the next budget with a weighted scorecard and a chart. Fictional shows, illustrative CPMs. The first lab is free.
Lessons
- Downloads per Episode: the 30-Day Decay CurveFree
- Impressions & Ad Cost: CPM by Pre-, Mid- and Post-roll Pro
- Flat-Rate vs CPM Deals: Effective CPM and Break-even Downloads Pro
- Host-Read vs Programmatic: Cost per Order and ROAS Pro
- Attribution with Promo Codes & Vanity URLs: Orders per 1,000 Downloads Pro
- Survey-Based Lift: the "How Did You Hear About Us?" Multiplier Pro
- ROAS & CAC by Show: Which Shows Pay Back? Pro
- Show Selection Scorecard & Budget Allocation Pro