[FAQ]

Hi all,

I’ve been running my history podcast for the better part of a year, and I’m looking for effective ways to grow my listener base. I’ve heard a fair bit about using Spotify’s own Ad Studio, and it seems promising since the ads run right there in the app.

I’m a bit cautious, though, as my budget isn’t huge and I want to get the best return. For those of you who’ve used it, what’s the best strategy? I’m wondering about things like how to best optimise the ad creative itself—is it better to use a polished clip from an episode or record a bespoke ad? Also, when it comes to targeting, is it more effective to target listeners of specific podcasts, or broader interests like ‘history buffs’?

I’d appreciate any insights on what has genuinely worked to convert listeners into subscribers.

[Jeff Bullas]

Smart move to be strategic with your ad spend.

Quick Answer: Success with Ad Studio hinges on pairing compelling audio ad content with precise audience targeting. Focus on a clear call-to-action in your audio creative and target listeners of podcasts similar to your own for the best results.

Let’s examine the specific content decisions that will make your campaign effective.

Your primary focus must be the audio creative. While using a punchy clip from your show is an option, a custom-recorded ad that clearly introduces your podcast’s value proposition in the first ten seconds is typically more effective. This audio must contain a simple and direct call-to-action, such as ‘Follow our show on Spotify to never miss an episode’, which primes the listener for the clickable companion ad. Next, effective targeting ensures this audio is delivered to the right ears. Instead of broad demographics, begin by targeting listeners of three to five podcasts that share a similar audience or theme with yours; this is your highest-potential audience. Finally, analyse your results not just by clicks, but by monitoring the lift in followers and streams in your Spotify for Podcasters dashboard. This data will tell you how well your audio content is truly resonating and converting listeners.

Cheers,

Jeff

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