Tips on how to Promote Your Podcast By way of Paid Adverts

How to Promote Your Podcast Through Paid Ads

Rising a podcast is a problem.

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

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

Thirty-seven % of US adults have listened to podcasts, a three-fold improve in comparison with the final ten years. Podcast listeners additionally tune in to a median of seven completely different reveals per week, and 80 % take heed to your entire or most of every episode.

The podcast business has a vivid future. Each the variety of podcasts and podcast listeners have spiked.

Probably the most efficient methods to advertise your podcast viewers is utilizing paid adverts.

Right here’s learn how to do it.

Why Ought to You Create a Paid Advert to Promote Your Podcast?

Paid adverts present a quick and efficient technique to promote podcasts and improve model consciousness. In contrast to content material advertising and marketing, which takes a ton of time, paid adverts can shortly develop your viewers in a matter of weeks.

Listed here are a couple of different advantages of paid adverts:

  • Widen attain: Not getting sufficient listeners? Paid adverts are an efficient device to spice up your viewers. Advert focusing on makes it simpler to get your podcast in entrance of your audience.
  • Set your podcast aside: What subjects do you focus on in your podcast? Why ought to folks tune into your episodes? A PPC advert can spotlight what units your podcast aside from its competitors.
  • Price-effective promoting: PPC is an economical technique to promote your podcast since you pay primarily based on clicks, impressions, or conversions. Most social media platforms additionally present metrics in your promoting outcomes, so that you get your cash’s price.

Kinds of Paid Adverts to Promote Your Podcast

A variety of platforms supply paid adverts you should use to advertise your podcast, reminiscent of Fb, Google, Instagram, Snapchat, TikTok, and Discord. Beneath, we’ll cowl why you must contemplate every platform and the kinds of adverts they provide.

Google Adverts

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

Kinds of Google adverts embody:

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

Fb Adverts

Fb adverts allow you to promote your social media web page, posts in your social media web page, or your podcast web site. You’ll be able to goal customers primarily based on their demographic, geographic location, or profile info. Fb adverts are additionally an excellent technique to construct a group round your podcast, serving to it develop.

Kinds of Fb adverts embody:

  • picture
  • video
  • carousel
  • immediate expertise
  • assortment

Instagram Adverts

Instagram adverts are excellent for many who need to promote podcasts via high-quality images and lovely visuals. You too can share brief clips, spotlight behind-the-scenes photos, or share hyperlinks to podcasts. With greater than a billion month-to-month lively customers, Instagram reaches an enormous viewers.

Kinds of Instagram adverts embody:

  • photos
  • movies
  • carousel
  • tales

Snapchat Adverts

Snapchat adverts leverage distinctive promoting options reminiscent of augmented actuality, face swap, and interesting filters to spice up model consciousness and promote podcasts. These adverts can even attain a youthful viewers, with the common Snapchat person being between 15 and 25 years of age.

Kinds of Snapchat adverts embody:

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

TikTok Adverts

TikTok adverts require customers to arrange an advert marketing campaign to succeed in their audience inside 24 hours. The platform is newer, which implies adverts will be extra reasonably priced than extra established platforms like Google and Fb.

TikTok advert varieties embody:

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


Discord Servers or chat rooms are stuffed with like-minded individuals who need to talk on a sport, matter, or any focal point. You probably have a Discord server devoted to podcast listeners, head to Promote Your Server (AYS). You’ll be able to promote your server and appeal to devoted listeners.

LinkedIn Adverts

LinkedIn adverts are perfect for podcasters who need to goal knowledgeable viewers, reminiscent of enterprise homeowners or working professionals. Whereas it won’t be the suitable platform for all podcasts, LinkedIn nonetheless boasts greater than 37 million members and has excessive engagement charges.

Kinds of LinkedIn adverts embody the next:

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

Tips on how to Determine Which Paid Advert Campaigns Are Proper for Your Podcast

Since a number of platforms supply paid adverts, which is greatest to advertise podcasts? There isn’t a one proper reply; you’ll want to contemplate your area of interest, viewers, price range, and advert varieties every platform presents.

We focus on all these elements in-depth under.

1. Area of interest

Your podcasts’ area of interest or business performs an enormous function in deciding which platform to decide on.

Are you promoting software program for the B2B business? PPC campaigns on LinkedIn will probably be key to attracting like-minded podcast listeners. Are you a magnificence or life-style model? Instagram adverts with beautiful fashions and fairly merchandise will seemingly drive the perfect outcomes.

Take a look at my social media advertising and marketing information to search out the best platform primarily based in your business.

2. Viewers

Most paid advert platforms have distinct advert focusing on capabilities. Earlier than you begin creating adverts, be sure to know who you need to attain.

What are their likes and dislikes? The place are they situated? What’s their gender?

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

In case your podcast needs to pique the curiosity of Gen Zers, take into consideration launching TikTok adverts. A food-themed podcast might additionally use beautiful food-themed pics on their Instagram paid adverts.

The Pew Analysis Middle has a social media reality sheet the place you possibly can decide the popular platform primarily based on demographic knowledge.

promote podcast - pew statistics

3. Price

Each platform has a definite bidding course of. Advertisers are charged primarily based on their targets or aims reminiscent of clicks, impressions, or conversions. The common price can even differ relying in your area of interest or business.

To maximise your income, contemplate the price of the adverts and its outcomes. You too can run a survey of your listeners to find out the platforms the place your viewers is most lively.

4. Advert Sorts

Completely different advert varieties will yield completely different outcomes and perceptions of your podcast.

Some advert varieties will resonate along with your viewers higher. You’ll have to experiment with completely different advert codecs to search out out which works greatest in your audience.

As an example, advertisers who need to launch a singular branded marketing campaign utilizing filters or lenses might concentrate on Snapchat. Those that discover carousel adverts efficient might leverage Fb or Instagram.

Take the time to analysis your viewers and check a couple of platforms. If one sort of advert converts at the next charge, you’ll need to persist with platforms that supply that advert sort.

Monitoring and Measuring the Success of Your Podcast Promotion Marketing campaign

In addition to your iTunes rating, there are a number of different methods to trace the effectiveness of your paid podcast marketing campaign. Listed here are a couple of metrics and KPIs to gauge the success of your paid adverts marketing campaign.

  • Direct and referral visitors: Refers back to the spike in visitors attributable to paid advert campaigns posted on social media web sites or engines like google.
  • Downloads per episode: The variety of occasions your podcast episode is downloaded on a pc, cell gadget, or pill.
  • Unique supply code: Consists of a coupon code which is learn on-air by the host to trace conversions linked to the advert marketing campaign.
  • Price per thousand (CPM): Refers back to the quantity the advertisers pay for a thousand impressions on the paid advert.
  • Price per acquisition (CPA): The quantity spent to accumulate a brand new podcast listener or buyer because of the paid advert marketing campaign.
  • Bounce charge: The speed at which individuals depart 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. When you expertise a excessive bounce charge, contemplate customizing your touchdown web page to enhance outcomes.
  • Time on website: This refers back to the common time that listeners spend on their go to. The time spent in your website can decide whether or not podcast listeners are engaged along with your episodes.
  • Conversion charge: The common variety of guests who transformed into podcast listeners.
  • Return on Advert Spend (ROAS): The revenue earned after spending a certain amount on launching paid advert campaigns.
  • Buyer Lifetime Worth (CLV): Refers back to the quantity spent all through your relationship along with your buyer.
  • Finances attainment: Quantity spent on PPC advert campaigns month-to-month

Ideas for Creating Paid Adverts to Promote Your Podcast

At this level, you’re most likely trying to create your podcast advert. As somebody who has launched many PPC campaigns, listed here are tricks to promote podcasts via paid adverts.

1. Select the Proper Promoting Picture

Podcasts could also be audio, however persons are drawn to PPC adverts due to photos. 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. Goal the Proper Viewers

Take a look at PPC adverts to slender down your audience.

When you already know your viewers, you possibly can leverage advert focusing 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’ll be able to slender your viewers primarily based on location and a specific theme of the episode.

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

3. Take a look at Your Adverts

To extend CTR and reduce advert spend, check adverts with completely different photos or copy. Like Tim Ferris’ advert within the earlier part, most podcast adverts encompass an audiogram or a brief clip with subtitles.

I like to recommend testing numerous audiograms to search out out which works greatest in producing clicks or conversions. You too can lead customers to the web site or touchdown web page the place they’ll hear or obtain the actual podcast episode featured within the advert.

4. Monitor Your Podcast Advert Outcomes

Most promoting platforms present analytics to trace the outcomes of your campaigns. Fb campaigns will be tracked with Fb Analytics whereas Instagram adverts will be tracked with Instagram analytics, and so forth.

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

Examples of Paid Adverts for Podcast Promotions

Undecided learn how to promote podcasts with paid adverts? We’ve compiled an inventory of compelling examples to encourage your personal.

1. iHeartRadio

iHeartRadio’s paid advert aimed to advertise their Ron Burgundy podcast. It features a brief audiogram which gives listeners a sneak peek of their dialogue on how the mind works. Curious listeners could also be compelled to click on the advert to take heed 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 persist with 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

3. 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 want podcasts or science?” If the reply is sure, you possibly can try their podcast about COVID-19, potential remedies, and previous pandemics.

Promote Podcast - Pfizer Example

4. 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 together with his little woman born prematurely. The caption and the featured snippet will draw new dad and mom’ who can relate to the content material.

In addition they have a picture of a mom cradling a child, which might appeal to the eye of oldsters.

Promote Podcast - March of Dimes Example


Paid advert campaigns can assist enhance consciousness in your podcast and appeal to new listeners.

To maximise your outcomes, use a compelling picture, goal the suitable viewers, check paid adverts, and ensure to observe outcomes. Monitoring and measuring the success of your podcast promotion marketing campaign can even allow you to monitor your outcomes.

As you get extra knowledge, you possibly can decide the best advert sort and excellent focusing on strategies for cost-effective spending. Right here’s to hoping the following tips will allow you to to advertise your podcast and develop your viewers.

How will you promote podcasts?

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