Audio Advertising

Radio Advertising Best Practices for Small Businesses

March 09, 2022

Radio has a massive reach that exceeds all other mediums, including TV, Google, and Facebook, but it’s still important to do what you can to optimize your radio campaigns. These radio advertising best practices will help you reach the right people at the right times, so you get the most out of your investment.

Radio Advertising Best Practices

Be Proactive About Scheduling Your Campaign

iHeart AdBuilder allows you to get on air fast, but scheduling your radio campaigns more than the minimum seven days ahead of time gives you access to more inventory. And more inventory means you’ll have a better ad schedule and reach more customers! We recommend scheduling your campaign at least a couple of weeks ahead of the start date whenever possible. 

Extend the Campaign Duration

One of the best ways to improve the impact of your campaign is to extend the flight dates so your ad runs long enough to increase the number of times your customers hear your ads. Scheduling your campaigns for at least a couple of weeks will help ensure that your business is top of mind when prospective customers are in the market for your product or service. 

Go Above the Minimum Budget When Possible

Another way to improve the effectiveness of your campaign is to select a medium (or higher) budget. Increasing your budget boosts the number of impressions your ad receives, which means more customers are hearing your ad. When booking an iHeart AdBuilder campaign, we list three budget presets, beginning with the lowest possibility, a medium option, and a third that’s a bit higher. The medium campaign budget is generally a great place to start, but if it works better for your budget to spend less on a weekly basis over a longer period of time, you can extend your campaign duration by a couple of weeks and increase impressions that way.

iHeart AdBuilder "What's your weekly budget?" picker


Target the Right Audience

You can target traditional demographics (i.e., age and gender), or you can choose specific audience segments. These predetermined segments are highly targeted to fit your unique business information and goals. For example, if you own a coffee shop, you might want to target “coffee enthusiasts.” Or, if you own an auto shop, you could consider targeting “old car owners.” Once you select your audience, AdBuilder automatically selects the stations and times of day to play your ad where your primary audience is most likely to listen. Keep in mind that by choosing a specific audience to target, you’re not limiting yourself from reaching past that audience. As a mass reach medium, radio ensures every ad reaches plenty of potential customers.

iHeart AdBuilder "Choose your customers" screen that shows a few audiences that a bookstore might like to target with radio ads


Make Sure Your Ad Sounds Good

With iHeart AdBuilder, you don’t have to worry about how your ad will sound because our team of professionals will write and produce it for you. If you’re not sure what the best creative style (i.e., tone) is for your business offering, let the pros decide! Our team of writers can take the information you provide them (make sure to note all of the details you want in your ad) and come up with something great so you don’t have to stress — 25% of existing AdBuilder customers let the pros decide! When you’re reviewing a pending ad, pay attention to how your business name is pronounced, confirm all key business details are correct, and make sure your promotions or promo codes are accurate.

Use Promo Codes or Unique URLs

Launching an audio campaign with an offer is an excellent way to test the effectiveness of an ad and attract new customers. Including a unique promo code or vanity URL is also an easy way to keep track of campaign performance in addition to the impression, reach, and frequency details that are provided on your campaign dashboard. If you don’t have an online offering, you can still include a special promotion; just ask listeners to “mention this ad” when they call your business or visit your store.

TL;DR (Too Long; Didn’t Read)

Scheduling your radio campaign at least 10 days ahead of the start date and selecting a medium budget is a good way to ensure your ad has access to enough inventory to maximize delivery and reach more customers. If you want to take it one step further, you can also extend your campaign to be two or more weeks to increase the number of times customers hear your ad so you’ll always be top-of-mind.

If you want to learn more about radio, we answered the top radio advertising questions found on Quora! Ready to draft a new campaign to see how it works? Sign up or log in to iHeart AdBuilder and create your ideal campaign for free, only paying if you decide to enter your credit card details and complete the booking process. 

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