For the longest time, I’ve been advising against running ads in your podcast. Why? Because your show is the ad! It’s all about building that know-like-and-trust with your audience to convert them effortlessly. But hey, you clicked on this episode to find out how to put ads in your show, right? Stick with me, and I’ll spill the beans on when and how to break this “No Ads” rule.
Breaking the No Ads Rule: When and How?
Let’s clarify first—I’m not talking about those third-party ads from random companies. Selling out your audience? Not cool. Instead, sell to your audience. Trust me; it’ll make you more money than those pennies from third-party ads. Plus, it won’t compromise your brand’s integrity. Imagine you’re a chiropractor podcasting about expertise, and suddenly there’s a mattress ad claiming to solve back problems. JEESH!
Dynamic Ads: The Game-Changer
So, how do you promote timely stuff without living forever on your episodes? Enter dynamic ads. These are gems you can place on your show—pre-roll, mid-roll, or post-roll. They play on every episode or selected ones, and here’s the kicker: you can replace them once they’re past their due date.
Strategic Use of Dynamic Ads
Launching a new offer? Create an ad, place it strategically, and let it run until the campaign’s over. Done. No worries about promoting a masterclass from 2019.
Some clients use dynamic ads for third-party ads, and while I have reservations, at least make them congruent with your brand and message. Think partnerships with other podcasters or service providers for mid-roll swaps.
Affiliate Ads: Boosting Your Podcast ROI
Affiliate ads are golden too. Use them as placeholders between launches; it significantly boosts your podcast ROI. But hold on, let’s talk best practices.
Best Practices for Dynamic Podcast Ads
1. Be Intentional: If you’ve got nothing worthwhile to promote—like your own sale, event, or a carefully selected affiliate—skip the ads. Your audience has a choice; don’t compromise that relationship for a few bucks.
2. Keep It Short: Remember that ’90s song “Too Legit to Quit”? Make your ads too quick to skip. Don’t interrupt dish soap or dog walks for a lengthy promotion.
3. Make It Fun and Non-Ad-Like: You have a relationship with your audience; don’t bust out an infomercial script. Talk to them, have some fun, and tell them why they should take action.
4. Remember They’re Dynamic: Update regularly to serve your listener and help them take the next step—no promoting a masterclass from 2019 here.
If someone’s making money from your audience, it better be you. Don’t put third-party ads on your show—serve your listener and your business by using dynamic ads that clearly lay out the next step for your fans to work with you.
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