How to advertise in podcast?

When people ask me how to advertise in a podcast, I always tell them it’s not as complicated as it sounds. At first, I thought you had to have connections with big shows or go through expensive Podcast advertising agencies, but that’s not the case anymore. Advertising in podcasts has actually become pretty straightforward — especially if you know where to look.

Here’s the step-by-step way I figured it out:

1. Know your audience. Before you even think about spending money, you need to figure out who you’re trying to reach. Are they parents? Fitness lovers? Entrepreneurs? The type of podcast you choose will depend entirely on who your ideal customer is.

2. Pick the podcast type. Podcasts usually offer a few ad options: host-read ads, pre-recorded spots, or sponsorships. Personally, I’ve had the best results with host-read ads. When the host talks about your product like they’ve tried it, it feels authentic and listeners really trust it.

3. Target the right shows. This is where I hit a wall when I first started. Traditional Podcast advertising agencies usually offered me a short list of shows, but they didn’t always match my niche. That’s when I discovered Podvertise.fm  It has over 600,000 podcasts you can search and filter by category, country, or language. It’s like having the whole podcasting world at your fingertips.

4. Set your budget. The cool thing about podcast ads is that you don’t have to spend a fortune. You can start small, test different shows, and scale up once you find the ones that work.

5. Track and tweak. Always use tracking links or promo codes so you can see which podcasts are driving the most results. That way, you know where to double down.

Advertising in podcasts works because it feels less like an ad and more like a trusted recommendation. If you want to try it, my advice is to skip the old-school Podcast advertising agencies and jump on Podvertise.fm. It’s faster, cheaper, and way more flexible.