Three paid ads strategies that will grow your podcast audience.

⭐️ This week we are going to talk about some thoughts around paid ads to grow our podcast listenership.

The first thing I want to talk about is that we have to find a way to make paid ads a part of our marketing game plan. Too many podcasters are saying things like "I can't afford ads right now because I'm not bringing very much money in."

I 100% understand where you are coming from on this and the good news is that I typically spend between $100-$500 per month on paid ads to grow my show and this amount works really well......we are approaching 400,000 downloads!!!

The key for me is that I tuck away a certain percentage of my monthly business revenue that is to be used specifically on paid ads. This simple strategy has allowed me to give myself permission to spend business $$$ on ads.

Now let's talk about the three ways that I spend my monthly paid ads marketing budget:

✅ 1. I advertise in newsletter ads/promo in my niche. I usually spend around $150 per month on ads in industry/niche newsletters. I focus on promoting my lead magnets and building my email list. I can usually get a new email subscriber for less than $1.00 with this strategy. 

I suggest that you spend some time on Google searching for newsletters in your specific niche. You can also ask your podcast guests for suggestions. I would also suggest adding a question to your guest onboarding along the lines of "Do you have a weekly newsletter? Do you have paid advertising opportunities with your newsletter?"

✅ 2. I advertise on podcast player banner ads. I usually spend around $300 per month on a podcast banner ad on a platform like Overcast FM. 

These ads are super cost effective, but you have to be careful because the prices are always shifting based off of supply/demand. 

For a full breakdown of my banner ad strategy check out EP 321. 

✅ 3. I use FB & IG ads to promote my show. This is the newest addition to my monthly paid marketing strategy thanks to my friends Matt & Megan from Chimehouse media. 

I was FB & IG ad-phobic for a LONG time but Matt and Megan helped me set up a simple strategy that I can invest around $100-$200 per month into and see great results!

If you want to know more about EXACTLY what we did check out my latest episode where I sit down with Matt and Megan to talk about their FB & IG paid ads tips for podcasters.

🎙 PBS episode 387: Facebook and Instagram paid advertising tips for podcasters.

Topics discussed👇

*How the advertising landscape has changed over the last few Apple updates.

*The challenge that I gave Megan and Matt to build a FB/IG campaign strategy for podcast growth.

*A complete breakdown of the results from our FB/IG ad challenge.

*The BIG mistakes that podcasters need to watch out for when doing ads on FB and IG. 

⭐️ CLICK HERE to listen to this episode of Podcasting Business School