Home Blog How to Promote Your Podcast Through Paid Ads

How to Promote Your Podcast Through Paid Ads


How to Promote Your Podcast Through Paid Ads

Growing a podcast is a challenge.

There are 1. 75 million podcasts in the world and more than 43 million episodes.

There’s a lot of race, but podcast uptake has also increased exponentially.

Thirty-seven percentage of US adults have listened to podcasts, a three-fold increase compared to the last ten years. Podcast listeners likewise tune in to an average of seven different shows per week, and 80 percent listen to the entire or most of each episode.

The podcast industry has a bright future. Both the number of members of podcasts and podcast listeners have spiked.

One of the most effective ways to promote your podcast public is using paid ads.

Here’s how to do it.

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

Paid ads afford a fast and effective way to promote podcasts and increase brand awareness. Unlike content marketing, which takes a ton of time, paid ads can quickly grow your public in a matter of weeks.

Here are a few other benefits of paid ads ๐Ÿ˜› TAGEND

Widen reaching: Not have enough listeners? Paid ads are an effective tool to boost your audience. Ad targeting becomes it easier to get your podcast in front of your target audience .Set your podcast apart: What topics do you discuss on your podcast? Why should people tune into your occurrences? A PPC ad can spotlight what placeds your podcast apart from its competition.Cost-effective announce: PPC is a cost-effective way to promote your podcast because you pay based on clicks, notions, or alterations. Most social media scaffolds also cater metrics on your ad answers, so you get your money’s worth.

Types of Paid Ads to Promote Your Podcast

A wide range of platforms offer paid ads you can use to promote your podcast, such as Facebook, Google, Instagram, Snapchat, TikTok, and Discord. Below, we’ll cover why you should consider each pulpit and the different types of ads they offer.

Google Ads

Google ads appear when customers search for your business or use business-related keywords in their Google search. This causes you reach one of the widest audiences of any platform.

Types of Google ads include ๐Ÿ˜› TAGEND

textresponsiveimageapp advertising adsvideoproduct shopping adsshowcase patronizing adscall-only ads

Facebook Ads

Facebook ads let you promote your social media sheet, announces on your social media sheet, or your podcast website. You can target customers based on their demographic, geographic location, or profile knowledge. Facebook ads are also an ideal way to build a community around your podcast, facilitating it grow.

Types of Facebook ads include ๐Ÿ˜› TAGEND

imagevideocarouselinstant experiencecollection

Instagram Ads

Instagram ads are standard for those who want to promote podcasts through high-quality photos and wonderful visuals. You can also share short excerpts, foreground behind-the-scenes idols, or share links to podcasts. With more than a billion monthly active consumers, Instagram contacts a massive audience.

Types of Instagram ads include ๐Ÿ˜› TAGEND


Snapchat Ads

Snapchat ads leverage unique advertising pieces such as augmented reality, face barter, and engaging filters to boost brand awareness and promote podcasts. These ads can also reach a younger audience, with the average Snapchat user being between 15 and 25 years of age .

Types of Snapchat ads include ๐Ÿ˜› TAGEND

single idol or video adsfilterslensesstory adsproduct catalog adscommercials

TikTok Ads

TikTok ads require users to set up an ad campaign to reach their target audience within 24 hours. The stage is newer, which represents ads is even more cheap than more established scaffolds like Google and Facebook.

TikTok ad types include ๐Ÿ˜› TAGEND

in-feed adsbranded hashtagstop deem adsbranded effectsbrand takeover


Discord Servers or chat rooms are filled with like-minded people who want to communicate on video games, topic, or any quality of interest. If you have a Discord server dedicated to podcast listeners, premier to Advertise Your Server( AYS ). You is encouraging your server and entice dedicated listeners.

LinkedIn Ads

LinkedIn ads are standard for podcasters who want to target a professional audience, such as business owners or use professionals. While it might not be the freedom stage for all podcasts, LinkedIn still boasts more than 37 million members and has high-pitched booking rates.

Types of LinkedIn ads include the following ๐Ÿ˜› TAGEND

single idol adcarousel idol advideo adtext addynamic adsponsored messaging

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

Since several platforms offer paid ads, which is best to promote podcasts? There is no one right answer; you’ll need to consider your niche, audience, fund, and ad types each platform offers.

We discuss all these factors in-depth below.

1. Niche

Your podcasts’ niche or manufacture gamblings a big role in deciding which programme to choose.

Are you selling software for the B2B industry? PPC campaigns on LinkedIn will be key to luring like-minded podcast listeners. Are you a attractivenes or lifestyle symbol? Instagram ads with delightful examples and reasonably commodities will likely drive the best results.

Check out my social media marketing guide to find the ideal platform based on your industry.

2. Audience

Most paid ad scaffolds have different ad targeting abilities. Before you start creating ads, make sure you know who you want to reach.

What are their likes and abhors? Where are they unearthed? What is their gender?

The more information you have, the easier it will be to create targeted ads your public is likely to respond to.

If your podcast wants to pique the interest of Gen Zers, think about launching TikTok ads. A food-themed podcast could also use lovely food-themed pics on their Instagram paid ads.

The Pew Research Center has a social media happening sheet where you can determine the preferred platform based on demographic data.

promote podcast - pew statistics

3. Cost

Every platform has a distinct bidding process. Advertisers are billed based on their goals or objectives such as sounds, marks, or shifts. The average overhead will also differ will vary depending on your niche or industry.

To maximize your revenue, consider the cost of the ads and the end result. You can also lope a examine of your listeners to determine the programmes where your audience is most active.

4. Ad Types

Different ad kinds will relent different results and perceptions of your podcast.

Some ad kinds will resonate with your gathering better. You’ll need to experiment with different ad formats to be informed about which works best for your target audience.

For instance, advertisers who want to launch a unique branded expedition expending filters or lenses could focus on Snapchat. Those who find carousel ads effective may leverage Facebook or Instagram.

Take the time to research your public and research a few platforms. If one type of ad alters at a higher rate, you’ll want to stick to pulpits that furnish that ad type.

Tracking and Measuring the Success of Your Podcast Promotion Campaign

Besides your iTunes ranking, there are currently several other ways to track the effectiveness of your give podcast campaign. Now are a few metrics and KPIs to approximate the success of your paid ads campaign.

Direct and referral congestion: Refers to the spike in traffic due to paid ad campaigns posted on social media websites or search engines.Downloads per occurrence: The number of duration your podcast incident is downloaded on personal computers, portable machine, or tablet.Exclusive give system: Comprises of a ticket system which is read on-air by the host to track changeovers linked to the ad campaign.Cost per thousand( CPM ): Refers to the amount the advertisers pay for a thousand marks on the paid ad.Cost per possession( CPA ): The sum spent to acquire a new podcast listener or patron as the purposes of the paid ad campaign.Bounce frequency: The frequency at which people leave the website without continuing to browse to other sheets. Most PPC ads lead possible listeners to the podcast’s website or a bring page. If you experience a high bounce rate, consider customizing your disembark sheet to improve results.Time on site: This refers to the average duration that interested listeners spend on their inspect. The time spent on your locate can determine whether podcast listeners are engaged with your episodes.Conversion pace: The average number of visitors who transformed into podcast listeners.Return on Ad Spend( ROAS ): The benefit earned after spending a specific amount on propelling paid ad campaigns.Customer Lifetime Value( CLV ): Refers to the amount deplete throughout your relationship with your customer.Budget attainment: Amount spent on PPC ad campaigns monthly

Tips for Creating Paid Ads to Promote Your Podcast

At this moment, you’re probably looking to create your podcast ad. As someone who has launched many PPC expeditions, there is tips-off to promote podcasts through paid ads.

1. Choose the Right Advertising Image

Podcasts may be audio, but beings are attracted to PPC ads because of images. Use an attention-grabbing image that accords the topic and subject of your podcast.

The Tim Ferris show has avideo ad with a compelling instance of the podcast legion. Clicking the continue button gamblings a persuasive repeat that are conducive to listeners to check out the part episode.

promote podcast - example of tim ferriss

2. Target the Right Audience

Test PPC ads to narrow down your target audience.

When you know your audience, you can leverage ad targeting capabilities to lower your costs and improve conversions.

Let’s say you have an upcoming episode about cooking from a popular neighbourhood luminary. You can restrict your gathering based on location and a particular theme of the episode.

Likewise, you can also promote podcasts by revising targeting options based on an episode’s content. A/ B testing can help identify the ideal ad positions and demographics of your target audience.

3. Test Your Ads

To increase CTR and decrease ad deplete, exam ads with various likeness or replica. Like Tim Ferris’ ad in the previous section, most podcast ads consist of an audiogram or a short clip with subtitles.

I recommend testing various audiograms to be informed about which works best in generating clinks or conversions. You are also welcome to result users to the website or arriving page where they can listen or download giving particular podcast episode incorporated in the ad.

4. Monitor Your Podcast Ad Results

Most advertising scaffolds accommodate analytics to track the results of your expeditions. Facebook expeditions can be tracked with Facebook Analytics while Instagram ads can be tracked with Instagram analytics, and so forth.

For every social media stage “youre using”, check the data commonly. Use this information to improve the paid advertising campaign in that channel.

Examples of Paid Ads for Podcast Promotions

Not sure how to promote podcasts with paid ads? We’ve gathered a roster of forcing samples to stimulate your own.

1. iHeartRadio

iHeartRadio’s paid ad aimed to promote their Ron Burgundy podcast. It includes a short audiogram which provides listeners a sneak peek of their discussion on how the mentality runs. Strange listeners may be compelled to click the ad to listen to the entire episode.

Promote Podcast - iHeartRadio Example

2. Goldman Sachs

Podcast ads usually have an audiogram, but it doesn’t mean your ads should stick to the norm.

The Exchanges at Goldman Sachs podcast boasts a behind-the-scenes video of the emcees speaking on-air. The subtitles cause onlookers understand the topic of dialogue even when the video is on mute.

Promote Podcast - Goldman Sachs Example

3. Pfizer

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

Their paid ad begins with the cogent question, “Do you like podcasts or science? ” If the answer is yes, you can check out their podcast about COVID-1 9, potential treatments, and past pandemics.

Promote Podcast - Pfizer Example

4. March of Dimes

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

Their paid advertising campaign shared a snippet of a father’s inspiring story with his little girl born prematurely. The caption and the featured snippet will glean brand-new parents’ who can relate to the content.

They too have an image of a father cradling a babe, which can attract the attention of parents.

Promote Podcast - March of Dimes Example


Paid ad campaigns can help boost awareness for your podcast and captivate new listeners.

To maximize your results, use a cogent epitome, target the right gathering, test paid ads, and make sure to monitor answers. Tracking and valuing the success of your podcast advertisement expedition will too help you observe your results.

As you get more data, you can determine the most effective ad type and ideal targeting techniques for cost-effective spending. Here’s to hoping these tips will help you to promote your podcast and stretch your audience.

How will you promote podcasts?

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