My favorite way to get new podcast listeners.
Hey Pod Pals!
This newsletter was lovingly curated (without the use of any AI) in real time on Thursday morning at 8:34am CST.
It's that time of the year in Missouri where it's a blizzard one day and then we are wearing shorts and playing basketball outside the next day.
Today is one of the blizzard days so I'm hunkered down in my podcast bunker with my heater warming up my hands so I can blast out this newsletter.
βοΈ This week we are going to talk about one of the podcast growth strategies that I WISH someone would have told me about when I first started: Podcast Player App Banner Ads.
In this deep dive I will be covering:
βοΈ What is a podcast player app?
βοΈ What is a podcast player app banner ad?
βοΈ The two platforms I like best.
βοΈ The "I will invest when I start making money" mistake.
π₯So...what exactly is a podcast player app?
This answer is simpler than you think....it's just any application that people can use to consume podcast content.
The two big examples are Apple Podcasts and Spotify. The sad news is that Apple and Spotify do NOT have a banner ad programs available (yet)..
....but the good news is that there are several other podcast player apps that have millions of listeners that DO allow you to purchase banner ads!
π₯What is a podcast player app banner ad?
When you are listening to your favorite podcast on a platform like Overcast FM there will be a spot on your phone screen where rotating banner ads will pop up.
The banner ads are usually made up of the podcast logo and 1-2 lines of text to entice people to click on the banner and give the show a listen.
The nice thing about podcast player app banner ads is that you are promoting your podcast directly to someone that is actively listening to a show on a podcast player app.
Compare this to running FB/IG ads to promote your podcast where you have to get them OFF of one platform and onto another to listen to your show.
This....is a big deal!
When you purchase a banner ad you will get daily analytics for views, clicks, and new REAL HUMAN subscribers.
The best part is that, if you follow my advice I'm about to give you, you can score great ad prices in the $200-$500 range...and get a ton of new podcast listeners!
π₯ Here are the TWO podcast player app banner ad platforms that I like the best.
π My number one pick is Overcast.FM
I like this platform a lot because you can run ads in ANY podcasting category (not just the one that you are listed in).
Here are some Overcast FM best practices:
β 1. Just know that when you purchase your ad it starts to run immediately and goes for 30 days from the date of purchase.
β 2. Don't just run ads in your podcasting category. Think about what OTHER types of shows your ideal listener avatar listens to.
People don't just listen to ONE type of podcast!
Some of my most successful ads for Podcasting Business School have come in categories like News, Sports, and even Comedy.
β 3. Wait for a $7.00 or less CPA (cost per acquisition). This is the average projected cost you will pay per new podcast subscriber.
Do NOT get all fired up after reading this amazing deep dive and spend a gazillion dollars on your first ad.
When you are on their ad website look at the far right "subscriptions" column. We want this CPA to be at $7.00 or less every time.
I've seen the business category price as high as $1,800....and I've paid as little as $400 for an ad.
BE PATIENT.
β 4. Optimize your two lines of text. Think about what category you are advertising in and optimize your ad text for that audience.
β 5. Track your stats! You will get a link sent to you after you purchase your ad and you will get daily updates.
Track your stats and see which categories you are performing the best in.
β 6. The prices fluctuate daily based off of demand. There are six advertising spots for each category. The fewer the spots available....the higher the price.
Pro Tip: Do NOT hit the "notify me" button when your target ad category is full. This actually drives the price up further.
Here's a quick list of other things to AVOID:
β 1. Do NOT purchase an ad in the ALL category. I went ahead and tested this out and wasted my money for all of us...LOL.
This was my worst performing ad ever.....and the most expensive....not a great combination!
β 2. Do NOT purchase an ad in more than one category at once.
β 3. Do NOT purchase an ad in the same category for more than three months in a row.
π My second favorite podcast player app banner ad platform is Podcast Addict
This platform is a little more rigid compared to Overcast FM.
Here are two big differences:
β 1.You can only purchase an ad in the category that your show is listed in. Sometimes they do give you one bonus category but it seems kind of random.
β 2. You can't customize anything about your ad. They build your ad with your podcast logo and the first few lines of your podcast host description.
β 3. The results are a little less consistent on this platform. I've had clients run ads that get them 200 new subscribers for $200....and other times it will be a LOT fewer subscribers.
Pro Tip: On Podcast Addict you should always buy your ad two months in advance on the 1st of the month to ensure you are getting the best price.
Example: On April 1st I would go to their website, plug in my info, and purchase an ad for JUNE. This will be the lowest possible price for your category.
I like to have a banner ad running somewhere at all times so my personal strategy is to use Overcast FM as the primary option and if the prices are too salty I will run an ad in Podcast Addict instead.
π₯Last Thing: Don't make this mistake!
I want to wrap up this deep dive with a little warning. I know some of you might be thinking this exact thought:
"This sounds GREAT!....and once I start making some money with my show I will be able to start investing in things like this!"
This mindset mistake will hold you back during your ENTIRE career as an online business owner.
Starting any business requires at least a little bit of an investment.
When I started my first lawn mowing business in 6th grade I had to invest money in buying gas to fuel my mower.
When I started my personal training business I had to invest money in renting a space and buying equipment.
You must escape the mindset of:
"I will invest money once my business makes money for me."
....and instead tell yourself
β‘οΈ "I will invest in my business SO THAT it can make money for me."
I do realize that many of you ARE investing in your podcast and your online business.
My job is to teach you simple strategies, like this banner ad protocol, that have proven to be effective with a real world ROI.
This will allow you to possibly divert some of your expenses from a less effective strategy into a more effective strategy.
I hope you enjoyed this newsletter deep dive on podcast player app banner ads! If you are ready to start cranking out great newsletters like me....you will love this week's episode!
π€ Podcasting Business School Episode 559: Why your newsletter should be your BEST lead magnet.
Top Takeaways:
*The difference between a newsletter and regular email marketing.
*The KEY content strategy to make your podcast listeners want to read your weekly newsletter.
*8 pro tips to create a high value weekly newsletter.
βοΈ CLICK HERE to listen to the latest episodes of Podcasting Business School
π Download Growth Club question of the week:
"Walk me through EXACTLY how you find other podcasts to be a guest on and EXACTLY how you pitch them."
Here's an interesting stat:
I've been a guest on hundreds of podcasts since I started podcasting in 2015.
π I've actually NEVER pitched anyone to be on their podcast.
I prefer to find top ranked podcasters that have shows that I would be a good fit for....and then I invite THEM to be a guest on MY SHOW first.
Now...If I were going to start pitching people to be a guest on their show here is exactly what I would NOT DO:
β Send an email pitch.
I get a dozen email pitches per day in my inbox and I don't even read any of them.
They go straight into the SPAM box.
I think there are TWO workarounds that you should explore if you want to pitch a podcaster to be on their show:
βοΈ 1. Send them a VOICE message on their most active social media platform.
This has a much better chance at being listened to compared to a pitch email.
βοΈ 2. Figure out a way to get a warm introduction.
When you are a guest on someone's show be sure to look at who else they have had on their show and see if they can make a warm intro.
π Podcast Launch Tip of the week:
One of the biggest mistakes I see podcasters making when they launch their show is that they have way too many CTA's (call to action).
π If you ask your listener to do too many things....they will do ZERO things.
How many is "too many" you ask??
π More than ONE......yeah I said it!
Your listeners are doing other things while they listen to your show, so if you tell them 42 things to do (CTA's) none of them will stick.
Try this instead:
βοΈ Mention ONE call to action in the intro of the show.
βοΈ Casually mention the same CTA again during the episode.
βοΈ Mention the same CTA again as you close out the episode.
When someone buys my Podcast Launch Blueprint program we only use ONE call to action for their first EIGHT episodes....and that call to action is....
π Hit that FOLLOW button.
We want them to be subscribed to the show so that they get addicted to your content and they will get all the new episode notifications.
Play the long game and you will have plenty of time to promote all of your favorite CTA's.....just not all at once!
This is the way Pod Pals!
βοΈ In episode 081 of Podcast Launch Tips I go more in depth on my single CTA strategy.
π€© Client testimonial of the week: My client Lia Garvin has a great podcast called Managing Made Simple.
Check out what she has to say about working with me:
"I started working with Adam and his Podcast Listener To Client Conversion Program because I had a new podcast and I wanted to optimize it for leads. We started the program and it immediately became transformational...both in building a quality lead magnet and making clear offers that connected to my audience. By becoming a client I saw firsthand that his method works..AND he's so fun to work with!"
β‘οΈ If you are ready to get some help with learning how to leverage your podcast to get more clients hop on my Podcast Profit Potential Discovery Call calendar.
βπ»What's happening on the Threads app this week: I've been posting three times per day on Threads. Here is a long form post that you might like:
"81% of all podcasters make $0.00 from their show. 7 podcasting tips that will help you get clients from your podcast....." Full post HERE
πUpcoming Eventsπ
Here are a few upcoming events that I will be either hosting or speaking at:
π₯NEWπ₯Podcast Listener To Client Conversion FREE Workshop: Friday March 14th. Get 90 minutes of live training on my best client conversion strategies and participate in live Q&A.
π±Live Workshopπ± Email List Growth for Podcasters: April 9th & 10th in Nashville, TN. Spend 12 hours with me live and in person as I teach you how to GROW your email list and then leverage it to make consistent sales.
πPodcast Growth Coach Certificationπ I'm only doing ONE certification cohort in 2025 and we start on April 1st (not a joke!). Registration is OPEN.
I hope that you are enjoying this weekly newsletter!
This is the first week since 2021 that I haven't released two weekly podcast episodes.
It feels kinda weird to not have a Friday episode this week but I'm viewing it as if I still have two core pieces of great weekly content:
β‘οΈ 1x weekly podcast episode on Tuesdays.
β‘οΈ 1x weekly newsletter on Thursdays.
My 2025 commitment to Less But Better is feeling really great so far!
Your Pod Pal,
Adam
βοΈ P.S. Ready for some help with your podcast launch, growth, or your podcast listener to client conversion strategy?βοΈ
Sign up for a FREE Podcast Profit Potential Discovery Call.