Welcome to PodQuesting, where I’m on a quest to conquer the podcasting realm. In today’s article, I’ll be sharing insights from an experiment I ran recently to help us on this journey: Facebook ads for podcast promotion. Are they really worth the time, effort, and money?
As part of my ongoing series, PodQuesting Lab, where I conduct experiments and research on podcasting, I decided to run a four-day ad campaign for one of my podcast episodes. I kept the budget small — just $20. The results? Interesting, to say the least. Let’s break it down.
The Challenge of Podcast Marketing
Marketing a podcast can be tough. It’s not just about creating great content; you’ve got to get that content in front of the right audience. From organic social media growth to collaborating with other podcasters, there are plenty of strategies out there.
One method that many podcasters consider but often hesitate to dive into is paid advertising. So, I decided to try a Facebook ad to promote PodQuesting.
The Results: The Numbers and Beyond
According to Facebook’s metrics, my four-day ad campaign reached 3,391 people, spending a total of $19.95. On paper, that sounds pretty good! But, as with all marketing efforts, it’s the engagement that really matters.
Out of those 3,391 people, only 31 clicked on the ad, which translates to a cost-per-click of about 64 cents. But here’s where things got tricky: the link directed people to my episode on Spotify, and when I checked my Spotify stats, there was no noticeable bump in downloads.
While people were clicking, they didn’t seem to convert into listeners. This unexpected result was surprising, as I had hoped that those who clicked would actually listen to the episode.
A Surprising Demographic Insight
One of the more interesting details from the ad campaign was the age demographic of those who saw the ad. The majority of people reached were over 65 years old. This was a bit shocking since I didn’t apply any specific age-targeting filters. I expected to reach a broader age range, particularly 18–65, which aligns more with my podcast’s target audience.
This result highlights an important lesson when using paid ads: be specific with your targeting. Without refining the audience by interest or age, the campaign didn’t hit its mark as effectively as it could have.
Did It Pay Off?
What did I gain from the campaign? Two new Facebook followers. While two followers for $20 isn’t exactly a huge win, I did get over 3,000 eyes on my podcast that I wouldn’t have had otherwise. From a brand awareness perspective, the campaign wasn’t a total loss.
However, it’s crucial to manage expectations with paid ads. If you’re looking for immediate downloads or quick engagement, this might not be the best strategy. But if you’re aiming for long-term visibility and brand recognition, there’s some potential here.
Lessons Learned: What I’d Do Differently
If I run another Facebook ad campaign, there are a few things I’d do differently:
- Apply More Targeting: I’d refine the audience based on interest in podcasting or the specific episode topic to improve engagement.
- Optimize the Landing Page: Instead of linking directly to Spotify, I’d create a landing page with more context and an embedded player. This could increase the chances of people listening right away.
- Consistency and Budget: A larger budget and more consistent campaigns would allow for more experimentation. With better data over time, I could refine the strategy and improve results.
Should You Try Facebook Ads?
If you’re a podcaster considering Facebook ads, here’s my take: It depends on your goals and budget. If you have the funds to experiment and want to build awareness around your podcast, Facebook ads could help. But if you’re looking for quick downloads or immediate engagement, you might want to explore other strategies, like organic growth, community building, or partnerships with fellow podcasters.
Remember, paid ads are just one tool in your marketing toolkit. They’re not a silver bullet, but they can complement your overall strategy if done right.
Thanks for reading! Have you tried Facebook ads or any other paid advertising for your podcast? What were your results? Let’s chat about it! You can find me on social media at @PodQuesting.
