Digital Audio Ad Scripts: Creating CTAs That Convert

Digital audio advertising is a smart move, especially when you hit the right note with your brand messages. While it’s important to grab attention with witty copy and familiar sonic elements, that’s only half the battle. To turn interest into action, you need a call to action (CTA) that inspires listeners to learn more, visit a store or website, or make a purchase. In this guide, we’ll walk you through proven tactics and best practices for digital audio CTAs that inspire conversion.

What Is a Call to Action (CTA)? 

A CTA is the prompt near or at the end of an advertisement that encourages the audience to take a specific action. You’re telling consumers what to do next. CTAs come in many forms across ad types and media—consumers might get a CTA offering them to “learn more” about a new wellness product or they could hear a CTA guiding them to “start your free trial” for a grocery subscription service. CTAs are arguably the most important part of an ad, guiding your audience from listening to active engagement. 

The Role of CTAs in Digital Audio Advertising

Advertising across digital audio channels is a powerful way to maximize your marketing budget and achieve results. Digital audio listeners aren’t just music- or podcast-obsessed, they’re ad-receptive. Nine in 10 listeners have taken action after hearing a podcast ad, while almost three in four listeners have looked up a product after hearing a podcast ad.

A strong CTA is where the magic happens. It’s the part of your message where the brand answers the listener’s silent question, “Okay, I’m in. Now what?” When done right, an effective CTA drives solid results in the form of clicks, sales, website visits, or foot traffic. 

Elements of a High-Converting CTA

1. Keep It Short and to the Point

Short and sweet wins. We recommend keeping your CTA concise as this length is easy to remember and even easier to act upon for listeners. Consider the following CTAs as starting points: 

• Learn More

• Buy Now

• Download

• Get Started 

• Contact Us 

• Shop Now 

• Start Trial 

• Sign Up 

2. Decide Between Upper and Lower-Funnel CTAs

Is your campaign goal to build brand awareness? Or is it a high-intent play to drive conversions? Choose your CTA based on your marketing goals. For top-of-funnel ads, you can drive listeners to a website using CTAs like “learn more” messages. Meanwhile, lower-funnel ads should be more direct, with directions like “buy now” or “talk to a sales person.” 

3. Promotions and Specific CTAs Go Hand-in-Hand 

CTAs pair perfectly with promotions, taking your compelling ad and sprinkling in a sense of urgency. Whether a brand is promoting a temporary discount code or trial period, a promotion and a CTA are a match made in heaven when it comes to driving lower-funnel actions. As a bonus, a campaign-specific promo code or vanity URL allows you to track your campaign's performance in real time. And here’s a tip: Pick just one instead of both to keep your ad focused. 

4. There’s a Time and Place for No CTA

But wait—sometimes, it’s okay to avoid CTAs in your digital audio ads altogether. For upper-funnel campaigns where your goal is to boost brand awareness or emotional resonance, the ad itself may be all you need to plant the seed of interest with your audience. Additionally, going the no-CTA route allows your message’s personality and creativity to stand out. Depending on your campaign and objectives, if a CTA feels forced, consider whether you need one at all, and let your message shine. 

Creating an Effective CTA for a Digital Audio Ad Script 

1. Be Clear

Save the creativity for the rest of your ad—the CTA should be clear and straightforward. You’ve built up “why” your audience should act, now it’s time to give them the “how.” Use simple, direct language, and tell your audience exactly what you’d like them to do. 

2. Get Specific about Dollars 

Put yourself in your consumers’ shoes, would you rather be told you can save 20% or that you can save $15? Statements like “save on your next purchase” and “save 20%” are less compelling than hard numbers. Studio Resonate, our in-house creative agency, found that the best-performing campaigns were almost three times more likely to have used the specific dollar amount saved rather than a percentage off. Concrete numbers are easier for listeners to process, while offering percentages instead requires some mental gymnastics.

3. Consider Using Multiple CTAs in One Campaign 

So, you’ve put down your pencils and come up with a powerful CTA. But, this doesn’t mean you have to settle on just one throughout your campaign. While you might be set on using “learn more” in your ad, your listeners might be more receptive to “get started.” Switch things up, and try different versions to see what resonates with your audience. Experimentation gathers valuable data on what drives results. Your product or service could straddle two or more audience segments, and a direct command to one group might be just as effective as a gentle nudge to another. 

4. Switch up CTAs Based on the Ad Type and Placement

Different ad spots and placements may require different CTAs. For example, advertising on podcasts with host-read ads may be better suited for a conversational CTA that’s delivered with some personality. In contrast, your average announcer-read ad is likely fine with a snappier CTA. Consider when your ad will be played, as well. On podcasts, pre-roll ads are often great for driving awareness (think “today’s episode is sponsored by…”), which makes a prime spot for an upper-funnel CTA.

Pro tip: Advertising on digital audio doesn’t limit you to audio-only ad options. For instance, rewarded ads on streaming audio platforms can come in the form of video or display formats. Listeners who engage with these ads can earn hours of ad-free listening or unlock premium features. In these cases where engagement and share of voice are at an all-time high, you’ll want to ensure that you have a compelling, clickable CTA built in.

Kick Off Your Digital Audio Advertising Journey 

Once you determine whether a CTA is suitable for your objectives, craft one that’s concise and in alignment with your brand, target audience, and goals. 

As digital audio consumption continues to grow, there has never been a better time to advertise via streaming music and podcasts. And there’s no better partner than us to extend your reach and hit your KPIs. Whether it’s planning campaigns, designing creative, or targeting specific audiences, we can guide you through the entire process. 

Ready for our CTA? Let’s talk.

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