[FAQ]

Hey,

My podcast has been going for about six months, and while I’m proud of the content, the organic growth is proving to be a real slow grind. I’m ready to put a small budget towards marketing to see if I can get a little traction.

I’ve been looking into different options, and I’ve seen that you can buy ads on some podcast apps like Spotify or Overcast to promote your own show. This seems appealing because you’re reaching people who are already actively listening to podcasts.

My question is, does it actually work? For those who have tried it, did you see a noticeable and lasting bump in your audience? I’m trying to figure out if it’s a smart use of a limited budget compared to something like social media ads.

Would love to hear about your experiences.

[Jeff Bullas]

This is a key question when you’re ready to move from organic growth to paid acquisition.

Short Answer: Yes, they can be effective for reaching dedicated podcast listeners, but their success depends heavily on precise targeting and having a show that is “sticky” enough to retain the new audience you attract.

Unlike broad social media ads, ads on podcast apps put your show in front of people who are already in a listening mindset.

The strategy involves a few key considerations. The first is understanding the ad format itself, which is typically either a short audio spot played between other podcast episodes or a visual banner ad displayed within the app’s directory. The effectiveness of these formats hinges entirely on targeting; the more a platform allows you to narrow down your audience by genre or listeners of similar shows, the better your return will be. It’s also a strategy best used when you have a solid back catalogue of at least ten episodes, as this gives new listeners a reason to stay and binge your content. The most common mistake is spending money to attract listeners to a show that isn’t ready for them; if you don’t have a backlog of quality content, you’re paying for visitors who will sample one episode and leave immediately.

Cheers,
Jeff

[Author]

Posts