Episode 259 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:12 - Should You Run Podcast Ads?
3:22 - Organic vs. Paid Strategies: What's Better for Podcast Growth?
6:48 - The Best Time to Start Running Podcast Ads
10:40 - Types of Podcast Ads and Their Pros and Cons
17:02 - Do This BEFORE Running Podcast Ads
20:10 - Why Bigger Download Numbers Aren't Always Better

Before Running Podcast Ads, Here’s What You Need to Know

One of our listeners recently asked if she should run podcast ads to grow her show. She’s got a brand new podcast that’s gaining traction with a growing loyal audience, and she wants to keep this momentum going. But are podcast ads worth the investment? Sure, podcast ads promise to bring in more listeners — but are they the right listeners? Are podcast ads really the secret to expanding your listener base — or are they just a money pit?

For answers to all your burning podcast ad questions (and more), read on.

Understanding Podcast Ads

There are over 20+ proven ways to drive traffic to your podcast, but most hosts dive headfirst into what I call "growth mode," trying to do everything at once to grow their show without a clear strategy. Big mistake. Every podcast is different, so your growth strategy should be customized to your specific show. If paid ads align with your podcast goals, great. If not, that’s okay.

Organic vs. Paid — Which is Better?

It’s up to you to decide how you want to grow your podcast. Organic strategies can be super effective, but they take time. Paid strategies can be equally effective, but they take money. When we work with clients inside of PodLaunch, one of the first things we do is we get clear on the individual goals that that person has for their unique podcast, because this is what your growth strategy will be built around. For some, it’s 100% organic growth. For others, it’s paid or a hybrid. What’s “right” and what’s “wrong” ultimately comes down to which strategies will help you reach your goals without completely draining your resources.

Do This BEFORE Starting a Podcast Ad Campaign

It's also worth noting that inflating your download numbers with podcast ads might give your ego a boost and make your show look successful on paper, but it doesn't guarantee those new listeners will stick around. I've seen it happen so many times: after an ad campaign, per-episode download numbers often level out to where they were before. So before running any kind of ad campaign, make sure your podcast messaging and positioning are dialed in. This helps you target the right listeners and is a better use of your ad spend because you're more likely to convert those targeted listeners into loyal fans.

4 Types of Podcast Ads

Different types of podcast ads reach audiences in different ways, and each has its own set of pros and cons. Knowing the differences will help you choose the right ad type that aligns with your goals.

Here are a few of the main types of podcast ads and what they can and can't do for your show:

Social Media Ads and Search Engine Ads:

• Pros: These are the ads you see on platforms like Facebook, Instagram, or Google. They offer a wide reach and can target specific demographics based on user behavior and interests.
• Cons: Most people on social media or browsing search engines aren't actively looking for podcasts, which results in low conversion rates for driving podcast traffic. Additionally, it's challenging to track whether someone who saw your ad actually became a podcast listener.

Website Display Ads

• Pros: These ads appear on various websites and can target specific audiences based on the site's content and user data. They are useful for broad reach and increasing brand awareness.
• Cons: They may not be as effective at reaching potential podcast listeners specifically, as the audience may not be actively searching for new shows. This can lead to lower engagement and may not attract the kind of listeners who fit your ideal listener profile — which means that even if they do start listening to your podcast, they’ll be less likely to ever become a client.

Audio Streaming Ads

• Pros: These ads play on platforms like Pandora or Spotify and target people who are already in a listening mode, making them more receptive to audio content. They can reach a diverse and large audience.
• Cons: It’s tough to target who you want, so the conversion from ad to podcast subscriber may be lower if the ad isn't hyper-relevant to their interests.

In-Episode Ads

• Pros: These ads are inserted directly into podcast episodes, making them more engaging for listeners who are already tuned in. Host-read ads, in particular, come off as more authentic and trustworthy, often leading to higher engagement and conversion rates. Plus you can reach a highly targeted audience, whether through paid placements or organic collabs with other podcast hosts.
• Cons: They can be pricier, especially if you're aiming for popular podcasts. The effectiveness can vary depending on whether the ad is placed pre-roll, mid-roll, or post-roll, and there's no guarantee that listeners who hear it will become loyal subscribers. While there are a few rare exceptions, tracking conversions from these ads is still a challenge because it’s not totally developed. But with the way the industry is evolving, that could change — and hopefully it will sooner than later.

So, Which Type of Podcast Ad is Right for You?

It ultimately depends on your budget, goals, and the type of audience you're trying to attract. If you’ve got a limited budget, focusing on organic strategies might be the best route until you're ready to invest in paid ads. If you have the resources, experimenting with different types of podcast ads can help you find the perfect mix that maximizes your reach and engagement. Remember, the goal isn't just to increase your download numbers; it's about building a loyal and engaged listener base that aligns with your podcast's message and goals. (For a helpful timeline on when to start considering paid podcast ads, jump to 6:48 inside the episode)

The Best Time to Run Podcast Ads

It’s easy to think that bigger download numbers automatically mean a more successful podcast. But it’s not about the size of your audience — it's about the quality of your listeners. A large number of downloads is great, but if those listeners aren’t engaged or converting into customers and clients, what’s the point?

This is why I rarely recommend running podcast ads right away. First, focus on dialing in your systems, streamlining your processes, and building a solid content and messaging strategy to attract a loyal, engaged audience. Then when you're ready to scale, you can consider using ads to bring in more of the right listeners.

Here's what to prioritize before considering paid ads:

Consistent Episode Releases: Make sure you're dropping at least one episode every week, no excuses. Consistency is only one piece of the equation for podcast growth, but consistency builds trust with your audience.

Master Your Messaging and Positioning: Get to know at least five of your listeners by name, know what specific problems your podcast solves for them, and know what content gap you fill in the podcasting space in your niche. You should already be seeing steady organic growth week-over-week if you have these three things dialed in. If not, keep refining.

Hone Your Skills as a Host: Keep sharpening your hosting skills, whether it's improving your interview techniques, becoming a better storyteller, working on your vocal skills, or using persuasive communication techniques to create powerful content that shifts perspectives.

Track Key Metrics and Set Improvement Goals: Pay attention to key metrics like average listener completion rates. Knowing these numbers helps you understand how well your content is resonating and where you can make improvements. Ads won't do much good if the listeners you already have aren’t as engaged as they should be with your content.

Real Talk About Podcast Ads

Podcast ads aren't a quick fix for instant growth. They're part of a long-term strategy that should align with your podcast's mission and values. If you're aiming to build a loyal, engaged audience, your ad strategy needs to reflect that. The success of any ad campaign ultimately depends on the quality of your creatives and how well you're targeting the right listeners.

There's also a big debate in the podcasting world about privacy and data tracking. Some platforms respect listener privacy and steer clear of invasive tracking, while others dive deep into data to target ads more precisely. As a podcast host, you'll need to decide where you stand on this and pick your ad partners accordingly.

Ads can definitely help to make your podcast more visible and attract new listeners, but they need to fit into a broader, well-thought-out growth plan. Always test and measure the results. Podcasting is a long game — which means quick wins are rare, and sustainable growth takes strategy (and time). But hopefully, this helps clear up some of the confusion around podcast ads so you can decide when and whether they’re the right move for your show.

Want more tips on how to help your podcast get discovered by the right listeners, follow Insider Secrets to a Top Podcast on your favorite podcast app to learn how to create a listener experience people rave about.

If you're a coach, consultant, expert, or online business owner looking to grow your podcast, connect with the right audience, and convert more listeners to clients, book a free strategy call with our team to find out if you’re a fit for PodLaunch.

Next Up: We're unpacking the top 5 content repurposing mistakes podcasters make that cause your short-form clips to get overlooked—and how to avoid them. Is it really possible to turn more social media followers into loyal podcast listeners? Tune in to find out.