How to Promote Your Podcast Through Paid Ads

Creating a podcast is a challenge.

There are 1.75 million podcasts worldwide and more than 43 million episodes.

There is a lot of competition, but podcast consumption has also increased exponentially.

37 percent of adults in the United States have listened to podcasts, a threefold increase over the past decade. Podcast listeners also listen to an average of seven different shows a week, and 80 percent hear all or most of each episode.

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

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

Find out how to do it.

Why should you create a paid ad to promote your podcast?

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

Here are some other benefits of paid ads:

  • Extend reach: Not getting enough listeners? Paid ads are an effective tool for growing your target audience. Ad targeting makes it easy to get your podcast in front of your target audience.
  • Highlight your podcast: What topics do you discuss in your podcast? Why should people adjust to your consequences? A PPC ad can highlight what sets your podcast apart from the competition.
  • Inexpensive advertising: PPC is an inexpensive way to promote your podcast because you pay based on clicks, impressions, or conversions. Most social media platforms also offer metrics on your advertising results, so you get your money's worth.

Types of Paid Ads to Promote Your Podcast

A variety of platforms offer paid ads that you can use to promote your podcast, such as: B. Facebook, Google, Instagram, Snapchat, TikTok and Discord. The following explains why you should consider each platform and the ad types they offer.

Google Ads

Google ads appear when people search for your business or use business-related keywords in their Google searches. This way, you can reach one of the broadest audiences of any platform.

Types of Google Ads include:

  • text
  • responsive
  • image
  • App promotion ads
  • Video
  • Product shopping ads
  • Present shopping ads
  • Call-only ads

Facebook ads

You can use Facebook ads to promote your social media page, posts on your social media page, or your podcast website. You can target users based on their demographic, geographic location, or profile information. Facebook ads are also a great way to build a community around your podcast and let it grow.

The types of Facebook ads include:

  • image
  • Video
  • carousel
  • instant experience
  • collection

Instagram ads

Instagram ads are great for those who want to promote podcasts through high quality photos and beautiful graphics. You can also share short clips, highlight behind-the-scenes pictures, or share links to podcasts. With more than a billion monthly active users, Instagram reaches a large audience.

The types of Instagram ads include:

  • images
  • Videos
  • carousel
  • Stories

Snapchat ads

Snapchat ads use unique advertising features like augmented reality, face swap, and engaging filters to increase brand awareness and promote podcasts. These ads can also reach a younger audience, with the average Snapchat user being between 15 and 25 years old.

The types of Snapchat ads include:

  • Single image or video ads
  • filter
  • lenses
  • Story ads
  • Product catalog displays
  • advertising

TikTok ads

TikTok ads require users to set up an advertising campaign to reach their target audience within 24 hours. The platform is newer, which means that ads can be cheaper than more established platforms like Google and Facebook.

TikTok ad types include:

  • In-feed ads
  • Brand hashtags
  • View from above
  • Brand effects
  • Brand takeover


Discord servers or chat rooms are filled with like-minded people who want to communicate about a game, topic, or point of interest. If you have a Discord server for podcast listeners, go to Advertise Your Server (AYS). You can promote your server and attract dedicated listeners.

LinkedIn ads

LinkedIn ads are ideal for podcasters who want to target a professional audience, such as: B. Business Owners or Professionals. While it may not be the right platform for all podcasts, LinkedIn still has more than 37 million members and a high engagement rate.

The types of LinkedIn ads include:

  • Single image display
  • Carousel picture display
  • Video display
  • Text display
  • dynamic display
  • sponsored news

This is how you decide which paid advertising campaigns are suitable for your podcast

Since multiple platforms offer paid ads, which one is best for promoting podcasts? There is no right answer; You need to consider your niche, audience, budget, and ad types that each platform offers.

We'll discuss all of these factors in detail below.

1st niche

The niche or industry of your podcasts plays a big role in deciding which platform to choose.

Do you sell software for the B2B industry? PPC campaigns on LinkedIn will be key to attracting like-minded podcast listeners. Are you a beauty or lifestyle brand? Instagram ads with gorgeous models and pretty products are likely to get the best results.

You can find the ideal platform for your industry in my social media marketing guide.

2. Audience

Most paid ad platforms have different ad targeting features. Before creating ads, make sure you know who you want to reach.

What are their likes and dislikes? Where are you? What is your gender?

The more information you have, the easier it is to create targeted ads that your audience is likely to respond to.

If your podcast is looking to grab Gen Zers' interest, then consider running TikTok ads. A food-themed podcast could also use gorgeous food-themed images on its paid Instagram ads.

The Pew Research Center has a social media fact sheet that will help you determine your preferred platform based on demographics.

Promotion of podcast pew statistics

3. Cost

Each platform has its own tendering process. Advertisers are charged based on their goals such as clicks, impressions or conversions. The average cost also depends on your niche or industry.

Take into account the cost of the ads and their results to maximize your sales. You can also conduct a survey of your listeners to identify the platforms that your target audience is most active on.

4. Ad types

Different ad types will produce different results and different perceptions of your podcast.

Some ad types will appeal to your target audience better. You'll have to experiment with different ad formats to see which one works best for your audience.

Advertisers looking to launch a unique branding campaign with filters or lenses can focus on Snapchat, for example. If you think carousel ads are effective, you can use Facebook or Instagram.

Take the time to research your audience and test out some platforms. If an ad type is converting at a higher rate, you'll want to stick with platforms that offer that type of ad.

Track and measure the success of your podcast advertising campaign

Aside from your iTunes ranking, there are several other ways to track the effectiveness of your paid podcast campaign. Here are some metrics and KPIs that you can use to measure the success of your paid ads campaign.

  • Direct and referral traffic: Refers to the increase in traffic due to paid advertising campaigns published on social media websites or search engines.
  • Downloads per episode: The number of times your podcast episode is downloaded to a computer, mobile device, or tablet.
  • Exclusive offer code: Consists of a coupon code read on the air by the host to track the conversions associated with the advertising campaign.
  • Cost Per Thousand (CPM): Refers to the amount advertisers pay for one thousand impressions on the paid ad.
  • Cost per Acquisition (CPA): The amount spent on acquiring a new podcast listener or customer as a result of the paid advertising campaign.
  • Bounce rate: The rate at which people leave the site without navigating to other pages. Most PPC ads direct potential listeners to the podcast's website or landing page. If you are experiencing a high bounce rate, consider tweaking your landing page to improve results.
  • Time on site: This refers to the average time that interested listeners spend on their visit. The time spent on your website can determine whether podcast listeners are busy with your episodes.
  • Exchange rate: The average number of visitors who turned into podcast listeners.
  • Return on Ad Spend (ROAS): The profit made after spending a certain amount on starting paid advertising campaigns.
  • Customer Lifetime Value (CLV): Refers to the amount that you have spent during your relationship with your customer.
  • Budget achievement: Amount spent monthly on PPC advertising campaigns

Tips for creating paid ads to promote your podcast

At this point, you probably want to create your podcast ad. As someone who's started a lot of PPC campaigns, here are tips for promoting podcasts through paid ads.

1. Choose the right advertising image

Podcasts can be audio, but people are drawn to PPC ads because of images. Use an attention grabbing image that fits the theme and theme of your podcast.

The Tim Ferris Show has a video ad with a compelling illustration of the podcast host. Clicking the play button plays a compelling quote that encourages listeners to watch the entire episode.

Promote podcast - example for Tim Ferriss

2. Target the right audience

Test PPC ads to narrow your target audience.

Once you know your audience, you can use the ad targeting features to lower your costs and improve conversions.

Let's say you have an episode about cooking from a popular local celebrity. You can narrow down your audience based on the episode location and a specific topic.

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

3. Test your ads

Test ads with different images or copies to increase CTR and reduce ad spend. Like Tim Ferris' ad in the previous section, most podcast ads consist of an audiogram or short clip with subtitles.

I recommend testing different audiograms to see which ones are best for generating clicks or conversions. You can also direct users to the website or landing page where they can listen or download the podcast episode included in the ad.

4. Monitor the results of your podcast ad

Most advertising platforms offer analytics to track the results of your campaigns. Facebook campaigns can be tracked with Facebook Analytics, while Instagram ads can be tracked with Instagram Analytics, and so on.

Check the data consistently for each social media platform you use. Use this information to improve the paid advertising campaigns on this channel.

Examples of paid ads for podcast promotions

Not sure how to promote podcasts with paid ads? We've put together a list of compelling examples to inspire your own.

1. iHeartRadio

IHeartRadio's paid ad was aimed at promoting their Ron Burgundy podcast. It includes a short audiogram that gives listeners a glimpse into their discussion of how the brain works. Inquisitive listeners may be forced to click the ad to hear the entire episode.

Promote podcast - iHeartRadio example

2. Goldman Sachs

Podcast ads usually have an audiogram. However, this doesn't mean your ads should be up to the norm.

The Exchanges at Goldman Sachs podcast features a behind-the-scenes video of the hosts speaking on the air. The subtitles allow viewers to understand the topic of conversation even when the video is muted.

Promote podcast - example from Goldman Sachs

3. Pfizer

Pfizer's Antigen Podcast explores the political, scientific, and cultural elements of vaccination.

Your paid ad begins with the compelling question, "Do you like podcasts or science?" If the answer is yes, you can watch the podcast on COVID-19, possible treatments, and past pandemics.

Promote a podcast - Pfizer example

4th March of Dimes

The March of Dimes podcast tells stories of pregnancy, parenting, and loss.

Their paid ad campaign shared a snippet of the inspirational story of a father with his premature baby girl. The caption and featured snippet draw new parents who can relate to the content.

They also have the image of a mother cradling a baby, which can attract parents' attention.

Promote Podcast - March of Dimes Example


Paid advertising campaigns can help raise awareness of your podcast and attract new listeners.

To maximize your results, use a compelling image, target the right audience, test paid ads, and make sure you monitor results. By tracking and measuring the success of your podcast advertising campaign, you can also monitor your results.

As you get more data, you can identify the most effective ad type and targeting techniques for an affordable spend. We hope these tips will help you promote your podcast and grow your audience.

How are you going to promote podcasts?

Consultation with Neil Patel

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