How to create paid advertising campaigns to promote your podcast? step by step guide

The podcast world is very competitive. There are dozens of experts who frequently record episodes on different topics, so it is not enough to create a program, you also have to have the right marketing tools to build a loyal subscriber community don’t stop listening to you.

The podcast is an excellent tool for promoting your products and services, expand your audience and keep your audience informed while doing other activities in an auditory and informal way, cheaper and easier to digest than written language.

But, to position yourself, you need to have the right advertising campaigns. In this course you will learn the best ways to promote your podcast, how to design an effective plan and How to get the most out of Google Ads. Read on and you will surely answer all your questions.

Benefits of SEM for your podcast

Before talking about the benefits, You have to define the SEM that is about the marketing tools to place the podcast in the first places of the search to give them greater visibility. If you are not well known, it is likely that users will not go directly to search for your name, so you must climb positions.

Among the benefits you have for your podcast are the following:

Increase visits

A common denominator of all the campaigns carried out is increase the number of visitors, generating organic traffic. With this, several objectives are achieved, including making the brand known, promoting and selling the products that are owned or affiliated, and giving strength to the image. The best is that if a good design of the strategy is made, the results will be seen in the short term, generating a high volume of visits.

The desired target is reached

Campaigns can be developed taking into account different aspects, including place, age, sex, hobbies and preferences. In the configuration it is possible to choose in what days and hours of the week you prefer the ads to appear and the area to which you want to give greater preponderance. This allows people who are looking for a podcast on a certain topic to find you easily and in less time, filtering search results.

Visibility

When you create a campaign what you want is make yourself visible, stop being hidden and that when someone performs a search in an engine you appear reflected. The podcasts are inside a library in which there are hundreds of chapters and recordings. When placing a word, all the related contents appear, if you use the indicated keywords you will be first. Just as in a showcase the products that are best located are the ones that have the most sales, the same will happen with your podcast.

Cost control

One of the most striking features is the control that can be exercised when a campaign starts or endstaking into account the money you want to use for this purpose and make payments at the time there is any movement on the part of the users. There are no commitments or budget limits to be determined for the campaign, this means that when users click on an ad, payments begin.

measure results

When you make an investment, the logical thing is that you want to see the results that your efforts are having. So the campaign will allow you view the number of users who watch your podcast, the reproductions it has and the visits you get from other followers. If you realize that the results are not what you expected, you have the option to make changes quickly and change course to captivate your new audience.

Google Ads vs Facebook Ads Which is better to promote a podcast?

some users they consider both programs as competition, nevertheless the reality is that both are useful for your campaign. If they work together, they offer greater visibility, reach, sales and lead generation, so it is convenient that you analyze the main characteristics of each one and thus decide better.

Now the recommendation would be unite them to create an online advertising campaign that is safe and competitive efficiently, focusing efforts to attack your market effectively.

Learn how to create a paid advertising plan for your podcast

The monetization possibilities for a podcast are vast, so when you see hundreds of episodes of a certain person in the libraries, it is not just a hobby, rather It is a way to generate income with the knowledge they have acquired.

To fulfill the mission of earning money with the podcast that you are going to create or that you have in mind for the coming months, you need to create a plan taking into account the aspects that you will read below:

Choose a platform

During years, the main way to insert an announcement to a podcast was to record it and place it at a certain time when the editing was done. The bad thing is that if someone downloads your program after some time, they will hear the same advertising. But luckily there is now a new way to do it.

And it’s about so-called dynamic ad insertion platforms, which allow you to enter an advertisement anywhere in the episode. Sponsors can pay a certain number of impressions or assign them by geographic location. This allows the information provided to be relevant to those who listen to it, regardless of when they download it.

Define your goals

Your campaign should go beyond simply marketing your podcast, you must have a clear goal and aim in that direction. Set a deadline to meet specific goals, always seeking to captivate the largest audience, not just increase it without knowing it or offering them something of value.

The objectives you set must comply with these five basic principles, which are: be specific, possible, measurable, relevant and time-limitedthey will not be eternal for which at some point you must review them to adapt them to the new times.

Define the ad format

These days more companies are devoting a portion of their advertising budget to podcasts. The two main forms that have existed are the traditional advertising spot read by the announcer at any point in the chapter and second dynamic adswhich can be embedded at the beginning, end or middle of the episode once the download is done.

Recently, Spotify announced a new dynamic advertising format that promises to compete with traditional audio platforms, automatically determining aspects related to the listener and based on that, it will place ads. In any case, depending on the service you use, you must choose which of the formats is the most convenient for your podcast.

Apply copywriting

To position the content of the podcast, copywriting plays a fundamental role. The title of each chapter should call to action and make it clear to the visitor what they are going to find if you download it. Words that invite you to listen, that leave no room for doubt.

Secondly, the copywriting should convert the visitor into a subscriber to your podcastwho is interested in receiving news by email, motivating action and helping you sell your product, highlighting its potential over other similar ones found in the competition.

Set up your ads

To set up ads and display them correctly on your podcast, you must Go to one of the companies that offer advertising campaigns and join. These will then appear automatically and you can select whether you want them in all episodes or just some, perhaps with a cue point.

If you want to do it with Google, take into account the steps you must take to achieve it successfully:

• enter to your account in ads.google.com.
• When entering your data, the side menu will appear on the left “Bells”click there.
• look for the symbol “+” and select “New Campaign”.
• Set a campaign goal what you are creating
• If none are similar to what you want, indicate “Create a campaign without goal orientation.”
• You should keep in mind that each type of campaign that is created has options and recommendations to use it effectively.
• Once you select it, click “Continue”.
• On the new page, select ad group settings and create one according to each category.
• There are several types of campaign, including Search, Display, Video, Shopping, Discovery, Apps, Local and Smart.

Define your budget

This is a key aspect in everything related to the advertising campaign, since You will avoid big money losses if any of the links in the chain fails. For this, it is necessary to carry out a previous study that allows meeting short and medium-term goals, making it clear where the efforts are directed.

Establish in the plan the costs included in achieving the objectives as well as the tools that will be needed. You have to balance in the most perfect way possible what you spend with the return that you will have back. However, only experience helps to improve.

Analyze your results

To be successful in any activity in which marketing is involved, it is necessary learn to analyze and measure the results that campaigns are having, valuing the positive and negative points. This will help you improve or change strategies and achieve better profitability.

Failures in advertising plans are often due to not carrying out adequate monitoring the performance of the strategy. You can use digital measurement tools where you will see if you are objectively reaching the public related to your niche and if the message is being clear to the consumerr. And finally analyze the reactions of the followers to the content they are receiving.

Tips for crafting better paid podcast campaigns

When you’re thinking about running a paid campaign for your podcast, it’s a good idea not to go with the first option. Many offer wondersThey assure that in a few days you will be in the first search places, but in the end the results are not what you expected.

Next, you will find six tips that will help you devise quality advertising campaigns for your podcast:

Hire a specialist

To grow steadily you have to seek the advice of a specialist to help you reach new audiences. Together with it, profitable campaigns will be created that allow you to achieve the objectives, adjusted to your project and increasing visibility. A good strategy is key for ads to be effective. With professional advice you will increase the number of fansgive them attention quickly and directly as well as achieve the promotion of your podcast.

Create smart campaigns

at the time of carry out a campaign must meet the expectations of userswhich will allow Plan smart strategies. It is not enough to use four keywords related to your specialty, you have to think about the real needs and motivate action.

By placing an ad, you have to be specific and place a link that sends the user directly to the site where you will find the solution to your requirement. It is convenient to put yourself in the place of the visitors and create chains related to the service that is offered.

Attack search intent

The goal in this step is guess what the user is trying to say when performing a certain search. It’s thinking about what you really need to find without pinpointing it. It is not about including only what it is, but also how to achieve it or what not to do to achieve a certain plan.

It is not enough to direct the content you enter to the description of the podcast to the SEO from years ago. Search engines, especially Google, use metadata that translate the descriptions we make to meet the expectations of users.
Position yourself in local searches

You have to make the public feel attracted to your podcast and the content that you are producing, especially the one that is located in your same geographical area that are probably the most loyal followers. An effective way to achieve this is by placing the link on social networks, which will bring a good number of organic traffic.

Much of the searches that are done on mobile devices are based on local locationsTherefore, if the podcast is well optimized, it will appear according to your location. This way your potential followers will locate you more easily.

bid cautiously

A very common term in marketing and advertising strategies is the Smart Bidding, which is defined as automated bidding strategies to improve value at auctions. In other words, when there are many advertisers related to a topic and the demand grows, you have to bid to keep the advertising and this leads to Google, for example, win a high volume of money.

It is convenient know what words are worth getting into those auctions and the best times to do it. If done properly, it is possible to achieve a good position and in the most appropriate place.
Segment your audience well

Properly dividing your followers by creating unique content will allow you to raise the levels of interaction. Based on it, You will target the campaigns with the interests of the users, which in the end will improve their experience. Targeting can be done by demographic location, site usage, platform, tastes, and intent.

It is convenient segment your audience as quickly as possible so campaigns are accurate and thus promote diverse content taking into account common interests, distributing resources in a better way.