Amplifying Podcast Reach with Powerful LinkedIn and Facebook Ads by Olha Bodnar

Amplifying Podcast Reach with Powerful LinkedIn and Facebook Ads

Olha Bodnar

Advertisement Designer

Digital Marketer

Podcast Producer

Canva

Facebook Ads

Project Objective: Elevate reach and engagement for a B2B company's new podcast episode using targeted LinkedIn and Facebook ad campaigns.

Challenge: Capture attention in a crowded B2B landscape where podcasts often struggle for visibility.

Solution: The campaign utilized a strategic mix of image, video, and audiogram ad formats to engage the target audience and drive meaningful interactions.

Crafted engaging image, video, and audiogram ads tailored to resonate with the target audience on LinkedIn and Facebook.

Optimized campaigns for maximum efficiency with A/B testing and data-driven adjustments.

Key Objectives:

Enhance Brand Awareness: Increase the visibility of the podcast episode and the B2B company within the target industry.

Drive Engagement: Encourage meaningful interactions such as likes, shares, and comments on the LinkedIn and Facebook platforms.

Boost Podcast Listens: Increase the number of listens to the promoted podcast episode.

Outcomes:

Increased Brand Visibility: The campaign significantly increased the company's visibility within the B2B sector, positioning it as a thought leader.

Engagement Uplift: The diverse ad formats led to a substantial increase in engagement metrics, fostering a community around the brand.

Key Learnings:

Multi-format ads (image, video, audiogram) offered an immersive experience, captivating the audience and driving higher engagement.

Deep audience segmentation ensured ad relevance, leading to better click-through rates and cost efficiency.

Continuous optimization and data-driven decision-making were crucial for campaign success.

This project demonstrated the power of strategic LinkedIn and Facebook ad campaigns for B2B podcast promotion.

LinkedIn Ads

Objective: Consideration: Website Visits

Ad Types: Single Image, Video, Audiogram

Average CTR = 0.4%

Average CPC = $2.11

For LinkedIn, the average CPC ranges from $5 to $10.

The global average CTR for sponsored content is between 0.44% – 0.65%. Within each ad format, there’s a slight difference in Click-through rate (CTR):

Sponsored Content (Single Image): 0.56%

Sponsored Content (Video): 0.44%