How to Promote Your Podcast Through Paid Ads

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How to Promote Your Podcast Through Paid Ads

Growing a podcast is a problem.

There are 1.75 million podcasts on the planet and greater than 43 million episodes.

There’s lots of competitors, however podcast consumption has additionally elevated exponentially.

Thirty-seven p.c of US adults have listened to podcasts, a three-fold enhance in contrast to the final ten years. Podcast listeners additionally tune in to a median of seven totally different reveals per week, and 80 p.c pay attention to your entire or most of every episode.

The podcast trade has a vibrant future. Both the variety of podcasts and podcast listeners have spiked.

One of the best methods to promote your podcast viewers is utilizing paid adverts.

Here’s how to do it.

Why Should You Create a Paid Ad to Promote Your Podcast?

Paid adverts present a quick and efficient means to promote podcasts and enhance model consciousness. Unlike content material advertising and marketing, which takes a ton of time, paid adverts can rapidly develop your viewers in a matter of weeks.

Here are a couple of different advantages of paid adverts:

  • Widen attain: Not getting sufficient listeners? Paid adverts are an efficient software to increase your viewers. Ad concentrating on makes it simpler to get your podcast in entrance of your audience.
  • Set your podcast aside: What matters do you talk about in your podcast? Why ought to folks tune into your episodes? A PPC advert can spotlight what units your podcast other than its competitors.
  • Cost-effective promoting: PPC is an economical means to promote your podcast since you pay based mostly on clicks, impressions, or conversions. Most social media platforms additionally present metrics in your promoting outcomes, so that you get your cash’s value.

Types of Paid Ads to Promote Your Podcast

A variety of platforms supply paid adverts you need to use to promote your podcast, similar to Facebook, Google, Instagram, Snapchat, TikTook, and Discord. Below, we’ll cowl why it is best to think about every platform and the sorts of adverts they provide.

Google Ads

Google adverts seem when customers seek for your corporation or use business-related key phrases of their Google search. This allows you to attain one of many widest audiences of any platform.

Types of Google adverts embody:

  • textual content
  • responsive
  • picture
  • app promotion adverts
  • video
  • product purchasing adverts
  • showcase purchasing adverts
  • call-only adverts

Facebook Ads

Facebook adverts allow you to promote your social media web page, posts in your social media web page, or your podcast web site. You can goal customers based mostly on their demographic, geographic location, or profile info. Facebook adverts are additionally a great means to construct a neighborhood round your podcast, serving to it develop.

Types of Facebook adverts embody:

  • picture
  • video
  • carousel
  • on the spot expertise
  • assortment

Instagram Ads

Instagram adverts are very best for many who need to promote podcasts by means of high-quality pictures and lovely visuals. You also can share quick clips, spotlight behind-the-scenes photographs, or share hyperlinks to podcasts. With greater than a billion month-to-month lively customers, Instagram reaches an enormous viewers.

Types of Instagram adverts embody:

  • photographs
  • movies
  • carousel
  • tales

Snapchat Ads

Snapchat adverts leverage distinctive promoting options similar to augmented actuality, face swap, and interesting filters to increase model consciousness and promote podcasts. These adverts also can attain a youthful viewers, with the typical Snapchat consumer being between 15 and 25 years of age.

Types of Snapchat adverts embody:

  • single picture or video adverts
  • filters
  • lenses
  • story adverts
  • product catalog adverts
  • commercials

TikTook Ads

TikTook adverts require customers to arrange an advert marketing campaign to attain their audience inside 24 hours. The platform is newer, which implies adverts could be extra reasonably priced than extra established platforms like Google and Facebook.

TikTook advert varieties embody:

  • in-feed adverts
  • branded hashtags
  • prime view adverts
  • branded results
  • model takeover


Discord Servers or chat rooms are stuffed with like-minded individuals who need to talk on a recreation, matter, or any focal point. If you have got a Discord server devoted to podcast listeners, head to Advertise Your Server (AYS). You can promote your server and entice devoted listeners.

LinkedIn Ads

LinkedIn adverts are perfect for podcasters who need to goal an expert viewers, similar to enterprise homeowners or working professionals. While it may not be the fitting platform for all podcasts, LinkedIn nonetheless boasts greater than 37 million members and has excessive engagement charges.

Types of LinkedIn adverts embody the next:

  • single picture advert
  • carousel picture advert
  • video advert
  • textual content advert
  • dynamic advert
  • sponsored messaging

How to Decide Which Paid Ad Campaigns Are Right for Your Podcast

Since a number of platforms supply paid adverts, which is finest to promote podcasts? There is nobody proper reply; you’ll want to think about your area of interest, viewers, price range, and advert varieties every platform provides.

We talk about all these elements in-depth under.

1. Niche

Your podcasts’ area of interest or trade performs a giant function in deciding which platform to select.

Are you promoting software program for the B2B trade? PPC campaigns on LinkedIn can be key to attracting like-minded podcast listeners. Are you a magnificence or way of life model? Instagram adverts with attractive fashions and fairly merchandise will doubtless drive the most effective outcomes.

Check out my social media advertising and marketing information to discover the best platform based mostly in your trade.

2. Audience

Most paid advert platforms have distinct advert concentrating on capabilities. Before you begin creating adverts, ensure you know who you need to attain.

What are their likes and dislikes? Where are they situated? What is their gender?

The extra info you have got, the simpler it is going to be to create focused adverts your viewers is probably going to reply to.

If your podcast desires to pique the curiosity of Gen Zers, take into consideration launching TikTook adverts. A food-themed podcast may additionally use attractive food-themed pics on their Instagram paid adverts.

The Pew Research Center has a social media reality sheet the place you possibly can decide the popular platform based mostly on demographic knowledge.

promote podcast - pew statistics

three. Cost

Every platform has a definite bidding course of. Advertisers are charged based mostly on their targets or targets similar to clicks, impressions, or conversions. The common price will even differ relying in your area of interest or trade.

To maximize your income, think about the price of the adverts and its outcomes. You also can run a survey of your listeners to decide the platforms the place your viewers is most lively.

four. Ad Types

Different advert varieties will yield totally different outcomes and perceptions of your podcast.

Some advert varieties will resonate together with your viewers higher. You’ll want to experiment with totally different advert codecs to discover out which works finest in your audience.

For occasion, advertisers who need to launch a novel branded marketing campaign utilizing filters or lenses may concentrate on Snapchat. Those who discover carousel adverts efficient might leverage Facebook or Instagram.

Take the time to analysis your viewers and check a couple of platforms. If one kind of advert converts at the next price, you’ll need to stick to platforms that provide that advert kind.

Tracking and Measuring the Success of Your Podcast Promotion Campaign

Besides your iTunes rating, there are a number of different methods to monitor the effectiveness of your paid podcast marketing campaign. Here are a couple of metrics and KPIs to gauge the success of your paid adverts marketing campaign.

  • Direct and referral visitors: Refers to the spike in visitors due to paid advert campaigns posted on social media web sites or engines like google.
  • Downloads per episode: The variety of instances your podcast episode is downloaded on a pc, cellular gadget, or pill.
  • Exclusive supply code: Consists of a coupon code which is learn on-air by the host to monitor conversions linked to the advert marketing campaign.
  • Cost per thousand (CPM): Refers to the quantity the advertisers pay for a thousand impressions on the paid advert.
  • Cost per acquisition (CPA): The quantity spent to purchase a brand new podcast listener or buyer on account of the paid advert marketing campaign.
  • Bounce price: The price at which individuals go away the web site with out persevering with to browse to different pages. Most PPC adverts lead potential listeners to the podcast’s web site or a touchdown web page. If you expertise a excessive bounce price, think about customizing your touchdown web page to enhance outcomes.
  • Time on web site: This refers to the typical time that listeners spend on their go to. The time spent in your web site can decide whether or not podcast listeners are engaged together with your episodes.
  • Conversion price: The common variety of guests who transformed into podcast listeners.
  • Return on Ad Spend (ROAS): The revenue earned after spending a certain quantity on launching paid advert campaigns.
  • Customer Lifetime Value (CLV): Refers to the quantity spent all through your relationship together with your buyer.
  • Budget attainment: Amount spent on PPC advert campaigns month-to-month

Tips for Creating Paid Ads to Promote Your Podcast

At this level, you’re most likely wanting to create your podcast advert. As somebody who has launched many PPC campaigns, listed below are ideas to promote podcasts by means of paid adverts.

1. Choose the Right Advertising Image

Podcasts could also be audio, however persons are attracted to PPC adverts due to photographs. Use an attention-grabbing picture that matches the theme and topic of your podcast.

The Tim Ferris present has a video advert with a compelling illustration of the podcast host. Clicking the play button performs a persuasive quote that encourages listeners to take a look at your entire episode.

promote podcast - example of tim ferriss

2. Target the Right Audience

Test PPC adverts to slender down your audience.

When you recognize your viewers, you possibly can leverage advert concentrating on capabilities to decrease your prices and enhance conversions.

Let’s say you have got an upcoming episode about cooking from a preferred native celeb. You can slender your viewers based mostly on location and a selected theme of the episode.

Likewise, you can too promote podcasts by modifying concentrating on choices based mostly on an episode’s content material. A/B testing can assist establish the best advert units and demographics of your audience.

three. Test Your Ads

To enhance CTR and reduce advert spend, check adverts with totally different photographs or copy. Like Tim Ferris’ advert within the earlier part, most podcast adverts include an audiogram or a brief clip with subtitles.

I like to recommend testing varied audiograms to discover out which works finest in producing clicks or conversions. You also can lead customers to the web site or touchdown web page the place they’ll pay attention or obtain the actual podcast episode featured within the advert.

four. Monitor Your Podcast Ad Results

Most promoting platforms present analytics to monitor the outcomes of your campaigns. Facebook campaigns could be tracked with Facebook Analytics whereas Instagram adverts could be tracked with Instagram analytics, and so forth.

For each social media platform you employ, test the info constantly. Use this info to enhance the paid advert campaigns in that channel.

Examples of Paid Ads for Podcast Promotions

Not certain how to promote podcasts with paid adverts? We’ve compiled a listing of compelling examples to encourage your personal.

1. iHeartRadio

iHeartRadio’s paid advert aimed to promote their Ron Burgundy podcast. It features a quick audiogram which supplies listeners a sneak peek of their dialogue on how the mind works. Curious listeners could also be compelled to click on the advert to pay attention to your entire episode.

Promote Podcast - iHeartRadio Example

2. Goldman Sachs

Podcast adverts often have an audiogram, but it surely doesn’t imply your adverts ought to stick to the norm.

The Exchanges at Goldman Sachs podcast options a behind-the-scenes video of the hosts talking on-air. The subtitles let viewers perceive the subject of dialog even when the video is on mute.

Promote Podcast - Goldman Sachs Example

three. Pfizer

The Antigen podcast by Pfizer explores the political, scientific, and cultural parts of vaccination.

Their paid advert begins with the compelling query, “Do you like podcasts or science?” If the reply is sure, you possibly can take a look at their podcast about COVID-19, potential remedies, and previous pandemics.

Promote Podcast - Pfizer Example

four. March of Dimes

March of Dimes podcast shares tales on being pregnant, parenthood, and loss.

Their paid advert marketing campaign shared a snippet of a father’s inspiring story along with his little lady born prematurely. The caption and the featured snippet will draw new mother and father’ who can relate to the content material.

They even have a picture of a mom cradling a child, which may entice the eye of fogeys.

Promote Podcast - March of Dimes Example


Paid advert campaigns can assist increase consciousness in your podcast and entice new listeners.

To maximize your outcomes, use a compelling picture, goal the fitting viewers, check paid adverts, and ensure to monitor outcomes. Tracking and measuring the success of your podcast promotion marketing campaign will even make it easier to monitor your outcomes.

As you get extra knowledge, you possibly can decide the best advert kind and very best concentrating on strategies for cost-effective spending. Here’s to hoping the following tips will make it easier to to promote your podcast and develop your viewers.

How will you promote podcasts?

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