Fighting for people’s attention is the reality of almost all businesses.

Due to high competition and people’s problems with attention, podcasts are extremely difficult to promote.

However… big companies recognized these problems and provided a way to catch people’s attention through simple ad platforms.

You have probably heard of Google Ads, but do you know the best way to use such a platform to promote your podcast and make it visible? If not, then this text can help you!

Know how to use keywords

Keywords are probably the most important detail about these ads. It’s how to reach the right audience. For example, you can’t just promote your podcast to people who aren’t interested in your topics or might not find the information crucial, but if you know how to use the right keywords, then you’ll be just fine. Keywords should just briefly explain the content of your podcast so that your ad reaches people who search for something similar. If you’re not sure you can do this on your own, you can seek professional help. The best way is to find local professionals because they’ll know how to reach the local audience if necessary, and you’ll be able to go through important details together. For example, if you’re from Brisbane, you should look for a Brisbane Google Ads expert who will go through all the important details with you. They’ll take care of the keywords, will recognize your target audience, and will optimize your ads to bring new viewers.

If you can’t recognize changes, what’s the point?

Investing in Google Ads doesn’t only mean posting random podcast episodes and hoping for the best results.

This requires constant monitoring and changes. To be able to see what interests people the most, you need to monitor which ads and episodes caught people’s attention the most. Google Ads isn’t itself complicated. (However, without the right strategy, it’s all worthless.)

Use Google Analytics to track which ad brought the best results… so that you know what to focus on later.

Can you integrate other platforms as well?

What’s the best platform for podcasts?

It depends on the type of podcast and whether you plan on publishing episodes. Consider:

• Usually… people use YouTube for this. If you want people to check your profile and see what content you offer, you need to promote some of your podcast episodes well.
• What’s a better way to catch people’s attention if not by showing just a small piece of your podcast and directing them to the full episode on your profile? You have probably noticed such ads on YouTube, where you have to wait for a few seconds to skip them.
• Choose something attention-catching, because if you don’t catch people’s attention at the very beginning, you’re less likely to keep them interested.

Be persistent

Really few people will subscribe to your channel after seeing just one of your ads. You need to be persistent and know when the right time to target the same people again is. If they clicked on your profile or watched one of your episodes, then you need to approach them a bit differently. For example, Google Ads, more particularly YouTube ads, can send them a reminder to finish watching your episode or can suggest more of your videos based on the one they watched.

This way, they’ll be more likely to check your profile again or watch a suggested podcast episode, all of which leads to them eventually subscribing to your channel.

Make sure you’re mobile-friendly

Podcasts are usually listened to from a phone, when traveling, or simply lying down at home.

If your platform and episodes aren’t mobile-friendly, you might miss the best part.

When it comes to the ads, just pay attention to the format and make sure the ads load faster so that you don’t waste time and lose people’s attention.

As you can see, there are important insights about YouTube and Google you need to pay special attention to if you want to expect positive results. Google ads are among the best platforms you can use to promote different content, especially podcasts, but for them to be effective, you need to have a special strategy. Now, based on the tips provided in this text, you know what to do to ensure you reach the right people and promote the content that might interest them.

Don’t give up after a first unsuccessful ad…

Rather, seek professional help to see what you’re doing wrong (and try different strategies) because you never know which one might prove to be the best one for your needs.