Facebook Ads for Podcasts

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Are you looking to use podcasts to spread the word about your business? Have you been wondering whether or not Facebook Ads can do the trick for you? If yes, then you have come to the right place. Hi, my name is Francisco, and I am the owner of Planet Marketing. My company specializes in Facebook Ads, Google Ads and Remarketing. I have been in business for over 2 decades. In that time, I have helped market various products, including podcasts, using Facebook Ads. In this article, I am going to;

  1. Discuss why podcasts are a good business tool
  2. Explain why Facebook Ads are a must for those looking to market their podcasts
  3. Show you how to create your own Facebook Ads for Podcasts

A bit about Podcasts

Most people believe podcasts are for geeks who record them in dingy garages for the sole purpose of satisfying personal vanities. However, that is hardly the case. In fact, podcasts are a great and innovative way through which businesses, large and small, can engage their customers.

What is a Podcast?

Podcasts can be an effective marketing tool for businesses

A podcast can be defined as a series of audio files that can be downloaded and played on computers, phones and MP3 players. The whole idea behind podcasts is the portability. People can download them onto their devices for listening at their convenience.

Why are podcasts an effective business tool?

Podcasts can be an effective business tool for the following reasons;

  • They can be used to spread the word about new products
  • Podcasts are also useful as a tool for giving out company information
  • They are a great way of giving customers and others useful tips about a company’s products
  • Businesses can use podcasts to boosting brand awareness
  • They can also help in developing customer loyalty.

Why you should advertise your podcasts on Facebook

Podcasts are pretty easy to record. That’s one of their greatest appeals. You can have one made in a matter of minutes. The challenge, however, comes when it comes to getting an audience. It’s of no use to come up with a kick-ass podcast, only to have it downloaded by a couple of people. This is where Facebook Ads come into play for the following reasons;

  • Facebook has an informal quality that’s in sync with the spirit of podcasts. So, your message is likely to resonate with people who use the platform. The way to go is to make a podcast that’s both useful and entertaining. Give people reason to want to download your podcast and they are likely to respond positively.
  • Facebook is massive. At the moment, it has a monthly active user base of over 2.6 billion. And that number continues to grow on a daily basis. So, if you want to spread the word about your podcasts to the widest possible audience, there are really no parallels. Facebook Ads are the way to go.
  • It’s easy to target the right audience on Facebook. Facebook gives you a range of audience targeting tools that ensure that you ads are only delivered to people who are interested in what you do. This ensures that you have a high CTR and conversion rate.
  • You can create your own Facebook Ads. There is nothing mysterious about it. Of course, it takes some getting used to, just like everything else out there. But fact is, anybody can come up with their own Facebook Ads. In fact, it’s what this article is about; to show you how to create Facebook adds for podcasts. But, if you would rather let professionals do it; feel free to get in touch with me and I will make sure that word about your Podcasts is spread just to the right audience on Facebook.

How to create Facebook Ads for Podcasts

As noted above, my aim in this article is to show you how to create your own Facebook ads for podcasts. Facebook Ads are created in Ads Manager. You can sign in using your personal Facebook credentials. The process of creating Facebook Ads is composed of 3 steps;

  • Choosing a campaign objective
  • Defining your audience in the Ad Set
  • Creating the Ad itself

Choosing a Campaign Objective for your Facebook Ads for Podcasts


After signing into Ads Manager, choosing a campaign objective is the first thing that you will have to do as part of the process of creating an ad for your podcasts. But what is a Facebook ad campaign objective? In simple terms, it’s what you expect to achieve with your Facebook Ad. Presumably, you already have a good idea what you want to achieve before you even get started. Facebook provides you with the following 11 campaign objectives. However, each campaign can only have one;

  • Brand awareness
  • Traffic
  • App installs
  • Video views
  • Store visits
  • Reach
  • Messages
  • Lead generation
  • Conversions
  • Catalog sales
  • Engagement

Which one should you choose when marketing podcasts on Facebook?

The campaign objective that you end up going with is going to depend on what you wish to achieve, as already noted. For podcasts, the best campaign objective when creating Facebook Ads is probably Traffic. That’s because we are assuming that we have created a landing page somewhere where people can download our podcasts. So the aim is to get traffic from Facebook to the landing page.

Defining your target audience in the Ad Set

Now that you have chosen a campaign objective for you ads, it’s time to define your target audience. This is a very important step. If you do not take time here, you ads could very well be lost on people who are not interested in what you have to offer. In the Ad Set, you have a number of options when it comes to defining your audience. The most important section in the Ad Set is the Audience section. Here, you can create your target audience for your Podcasts ads based on the following parameters;

  • Location
  • Age
  • Gender
  • Detailed targeting (demographics, interests and behavior)
  • Languages
  • Connections

Location

Choose a location for delivery of your Facebook Ads

The location is the Geographic area where you wish to have your ads delivered. Each business is different. Some business can operate across the globe. However, these are few. The majority of businesses in the United States and elsewhere are localized. So you are going to have ask yourself where the people that you wish to listen to your podcast are located.

For this example, we are going to assume that you are doing marketing for a chain of restaurants operating across Florida. We will call the podcasts; “On the menu with Joe’s Restaurant.” Your target will be people who are interested in getting recipes every now and then. The aim, when it comes to advertising on Facebook, will be to create brand awareness across the state. You can see from the screenshot that we have chosen Florida for our location.

Age

Who would you like to listen to your podcasts? The age range that you choose can be anything. It all depends on the nature of your business. Even a business that deals with all age groups could run a promotion targeting people in a specific range. For this article, we are going to set our age range at between 20 and 45.

Gender

Gender is another tool that you can use when creating the audience for your Facebook Ads for podcasts. The question to ask is, which gender is likely to want to listen to my podcast? When it comes to recipes, the target audience is likely to be mostly composed of women. So, that’s who we are going to target here.

Detailed Targeting

Detailed targeting for Facebook Ads for Podcasts

The detailed targeting section is useful because it’s where you really zoom in on your target audience. So far, we have pretty much generalized in the definition of our audience. We have chosen to target women in Florida between the ages of 20 to 45. That’s all very good but it’s not going to make our ads that much successful. What we need to do is to target people based on their demographics, interests and behavior. This is done through the detailed targeting section. For this example, we have chosen to target people who satisfy the following parameters;

  • People who have expressed an interest in pages related to cooking
  • Others that have shown an interest in pages related to “Cooking at Home.”
  • Those that are interested in healthy recipes
  • Others interested in Vegan Recipes
  • Others who have expressed an interest in Recipes

Languages

Language is another useful audience targeting tool when creating Facebook ads. If the products and services that you offer are targeted at people who speak a particular language, you can use this section to specify that.

Connections

The Connections section is another great parameter for defining the target audience for your Facebook Ads for Podcasts. If you are serious about your business, you probably already have a Facebook Page, where you interact with your customers and others in a variety of ways. You also probably run events.

Now, when it comes to creating Facebook Ads, you can choose to target people who have interacted with your Page or event in one way or the other. Maybe you wish to have your ad only delivered to people who have liked your Facebook Page. If you have a vibrant enough page, that’s actually great because these people have already shown an interest in your business. So, they are much more likely to be receptive to your message than complete strangers.

Budget and Schedule


How much should you spend on Facebook Ads

This is another section in Ad Set. Most people are worried that advertising on Facebook is expensive. However, that is hardly the case. In fact, Facebook Ads tend to be way cheaper than advertising on other platforms. Google Ads, as an example, are actually more expensive than advertising on Facebook. So, this is the place to be for everyone, including even the smallest of businesses.

My advice when it comes to the Budget and Schedule section is that you should set a limit in terms of what you spend during each campaign. Take it slow at the beginning. You can begin by running your Ad for a week to see how it performs. Set a start and end date for your Ads. Alternatively, you can set a Lifetime budget for your ads. That way you won’t have cost overruns. Otherwise if you leave things as they are, Facebook will continue running your Ad and billing you.

Creating your Ad

A preview of our final ad

Everything that we have been doing so far has been essential background work. The ad, on the other hand, is important because it’s what people will see. It has to be convincing, therefore. However, you have your work cut out for you when it comes to creating Facebook Ads for Podcasts.

That’s because people these days are always in a hurry. You have a very short space of time in which to make your pitch. Take too long and you will lose your audience. So, if you use a picture in your ad, it should literally say a thousand words. If it’s a video, it should be no longer than 15 seconds.

Available Ad Formats

Facebook Ads can be created in the following formats;

  • Video
  • Single Image
  • Carousel
  • Collection

Important considerations when creating your ad

There are some things that you need to take into consideration when creating your Facebook Ad for Podcasts. We have already noted one of these things; you only have a few seconds in which to make an impression. So, you should make those seconds count. Make sure that you have created an ad that’s up to standard. If you don’t know how, get in touch with me and I will help. The following are the areas that you need to fill out when completing your ad;

Primary text

This is the text that appears at the top of your ad. You can seen what we mean in the above screenshot. Try to be short but convincing. Nobody is going to stay around if you take too much time getting to the point.

Headline

You can also add a headline that will appear towards the bottom of your ad. The headline should also be geared towards catching people’s attention. There are some keywords out there that will naturally catch people’s attention. An example would be to use the work “free,” in the headline. Who can resist freebies, after all?

Destination

The destination is where you wish to have people taken once they have clicked on your Ad. We have already noted that, for this example, we will have a landing page where people can subscribe to download our podcasts.

Call to Action

The Call to Action acts as a prompt for people to take the desired action. In this example, we want them to click on the “Learn More,” button. Other options are Download, Get offer, Get Quote, Apply Now, Listen Now.

Facebook Pixel

I mentioned at the top that I also specialize in Remarketing. For those that are not in the know, remarketing works by keeping track of what people are doing online. Every business that advertises on Facebook needs to install pixel on their site. That way, when someone visits their website but does not make a purchase, their interests are recorded. When they go on to visit Facebook, they are shown your ads related to their interests on your website.  

Summary

In this article I showed you how to create Facebook Ads for podcasts. I did not cover every area; Facebook advertising is vast and it would take me several days to talk about everything. Anyway, if you need help with your Facebook Ads, get in touch with me today and I will be glad to help you. As noted earlier, I do Facebook Ads on a daily basis. So, I am very well placed to create kick-ass ads to market your business. Are you interested in Facebook Ads for Supplements? Check out the provided article to find out how to create them.

Facebook Lite Plan

Great for service-based businesses* that want 'leads' from Facebook. Each lead will have a Name, Email, & Phone Number.


$750

One-time Setup

  • Define Your Ideal Target Audiences
  • 1 Facebook Ads Lead Generation Campaign
  • 1 Facebook Ad Set That Will Target a Desired Audience
  • 2 HIGHLY Relevant Ads For Your Ad Set. We Will Write Your Ad Copy.
  • 1 Zapier Integration.** Each Facebook lead will automatically be emailed to you.
Facebook Advance Plan

Great for companies that already have traffic coming to their site.


$1250

One-time Setup

  • 1 Remarketing Campaign
  • 1 Custom Audience (People who visited specific web pages)
  • 1 Ad Set
  • 2 HIGHLY Relevant Ads For Your Ad Set. We Will Write Your Ad Copy.
  • 1 Pixel Installation to Track cost-per-lead or cost-per-sale
  • We'll use one of the following Campaign Objectives: Brand awareness, Reach, Traffic, Video views, Lead Generation, Post engagement, Page likes, Event response, Messages, Conversions.

The pricing only includes the setup. It does not include the advertising spend. In other words, your credit card will need to be on Facebook, not ours.

* What do we consider a service-based business?
Service-based businesses are companies that conduct a 'service', like; insurance agents, accountants, CPAs, lawyers, catering, plumbers, electricians, etc.

What do we not consider a service-based business?
Bars, restaurants, cafes, etc; basically companies that rely on foot traffic. Also, we don't consider ecommerce websites a service.

** Zapier integrates Facebook Lead Generation campaigns. You'll need the Zapier "Starter" plan.

If you found this blog post useful, PLEASE share it on Facebook, Twitter, and LinkedIn so Google looks at this article as useful information.

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