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four things you should know about podcast ads on today's episode. Today's episode is brought to you by converted the ultimate list building tagging and segmentation tool to find out how Convert kid can change your business and w profits. Go to serve the master dot com backslash Convert kit today Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you want to make it online, fire your boss and start living your retirement dreams now then you've come to the right place. Welcome to serve no master podcast where you learn how to open new revenue streams and make money while you sleep. Presented live from a tropical island in the South Pacific by best selling author Jonathan Green. Now here's your host. Starting a new podcast can be daunting. And even when you have your new podcast going, you run into all these moments. All these moments of question where you wonder if you've made the right decision. Do I really want to work on this podcast forever? Do I like this topic? Am I ever gonna make money for this podcast? How many listeners do I need before I can start trying to get ads. Whatever path toe monetization, you decide they're gonna be different pieces in different steps in that process. Since today we're gonna talk about the idea of getting paid advertisers for your episodes. And one of the things that make podcast adds different than everything else is understanding the way podcasts work. Parkchester, not radio. There's a reason I don't say I have a radio show when you have a radio show. Many, many of your listeners air passive. They're flipping stations and they end up on your station. And as soon as they hear a commercially flip away, that's how we all deal with the radio. That's the reason that I was living back in America. I had satellite radio. I don't wanna hear commercials, change station change, station change station. And most stations there don't have advertising as well. You don't have to deal with it very often, but for some of the stations you d'oh, it's not like television. The television. You start watching a show as another show comes on after another show comes after another show comes after. And so you're very passive about what you decide to watch your much more letting the television so they would tow watch. Even when you record a program and use TiVo Or however you do your DVR ing, you then skip over the commercials because of the way you listen. Because when you interact with television, the value of television advertising is going through the floor the same thing with the value of radio advertising. Many companies, many larger companies who are cos they're all moving towards advertising in new ways because these old formats, they're just not very effective anymore. For a long time, when I first got online marketing, I used to work in local consulting. I used to help small businesses rank on Google to bring them traffic at some of these businesses. They'll spend 10 20 $30,000 in advertising in the Yellow Pages or in newspapers. And they would say, There's no way I'm sending $1000 on digital marketing and I would say That's awesome. I haven't seen the Yellow Pages in four years. I didn't even know they still made it. That's really definitely the best way to spend your advertising dollars. I'm sure right now, seven years later, they're still people that are total believers in the elevators. Now the Yellow Pages, When I was younger, was it. I made most of my business decisions based on the Yellow Pages when I was in high school and when I was in college, before the Internet really exploded, that was how we did business. So if you're a little bit younger than me, maybe your maze that we used to all decide who to hire based on a book. But that's how we would look up different businesses. You need a lawyer, you go to the lawyer section unit affects your car, you go to the car section, mechanics. All of these things we used to do. Will they change in the market to change now. Podcasting. Podcasting is very much a decision. You chose to listen to this episode, you to find me. You have to subscribe you to click, download you to wait for that Delysia. Quick play all of your convenience and everyone makes what I have a sister podcast where they start to really pop. That's different advertising decisions. Every one of my episode starts with the introduction and then a quick advertisement, but I know if you're using overcast or any act like that, you can click fast forward. And as soon as you hear the music, you know all the ads are finished. I'll never had a second at all. Never be a two advertisement guy. I'll never put one in the middle of the show. I hate all of that stuff. I have one to let you know what I'm promoting. Let you know what I'm all about and you'll notice. It's also kind of hard to fast boredom because it's so short there, usually 7 to 12 seconds, trying very, very quick share something that I'm excited about, a product that I use in a practice very valuable, that have a little bit of relationship with, and then I move on. But some shows they have these huge epic conversations where the guys, you know, two or three guys and gals and they start talking about the product and pretend like they don't do this every single episode. But you don't need that experience because you have to understand the way it works. Your audience will. You have a podcast, made a decision to listen to their actively listening, they said. I want to listen to show and then they said, I want to do it right now when they hit play. I have about 20 different podcast shows in my phone of different shows. Listen to their some about podcasting, some about being an author, and so they're entertaining of three different ones to listen to that air about bad movies. I have a couple of that I listened to about storytelling, Alistair ones and honestly, I don't listen to a different one every day. Once I get into one, I just listen to that one a lot. I listen to back how long this and that we listened in a different way, but it's active listening. So when you have an ad on your show, it's more valuable because people have chosen to be there. Now you can sour that relationship, which is why I talked bad about couple of podcasts and listen to because they overdo it. I don't need to listen to a four minute discussion about why you love Squarespace. Everyone in the world knows that square pace advertises on podcasts all over town and listen to some celebrity pretend they built their own website. Using square space is so ridiculous it's so unnecessary. I'm sure it's the right platform. Sure, there's nothing wrong with it. But I've been using WordPress for a long time, and WordPress is free and we're press is amazing. Every website ever built has been on the WordPress platform in the last not full 10 years, because 10 years ago I did build a website using HTML a boy. What a nightmare. But I did successfully build a website with about five pages of HTML using an old template, so I know it's totally doable. But man were press is what I use, and that's why it's what I recommend and it's free, so I can't try and sell it to you. But these big companies were exploding. They become very profit because they've noticed that when people listen a podcast, they have much higher love of engagement, that much stronger relationship with show. Why? Because it's not too something they're listening to passively and because good podcasts on Lee have one or two commercials, they don't have 20 commercials. You watch television. You watch a 30 minute television show 22 minutes of content, eight minutes of commercial, more than 25% of your television time is spent watching commercials. When you increase the ratio or the quantity of the commercials, it really kills the value of each individual commercial. So most podcast don't do that because you really risk alienating your audience when you overdo it. Which is why any podcast does too many commercials. I complain about all the time it has been ages, fast boardings. It's not worth my time right now. Number two listening is massively up across the board for podcast podcast or not shrinking their growing something. Around 21 million people are listening to podcasts every single month, and the number keeps going up, up, up, up people listen to podcasts, can afford smartphones, are technologically savvy and buy things online. These are the type of people that you really I want to go after. Without television advertising. They always talk about demographics. Oh, I've got a 1,000,000 people watching my show, but how old are they? It's very hard to make money. If ever listen to your show is seven years old. Seven year olds don't have credit cards. They don't get to make buying decisions. So any advertise the seven year old, you have to really convince them to then go to complain to the parents. They want that toy. When you have a demographic that's sophisticated, knows how to buy stuff online and it's highly engaged, then you're gonna have some very effective ads. Ads on podcast work. That's the reason large companies are spending more and more shifting more and more into podcast advertising. I can assure you that as my podcast grows and continues to grow the way it's growing, I'll get more and more offers from companies that want average has on my show that I don't use or that I don't recommend. Now. Every time that happens, you have a moment decisions. Do I want to take these advertising dollars? Is this something I'm okay with everything. There's stuff that I don't use that I'm fine with advertising. One of the big things the podcast advertised is Casper mattresses. I don't really have a problem with which mattresses right? I don't have a horse of that game where I live. We don't have the option of custom watches because I don't live in America. But for me, it's not a big deal, right. They're not terrible mattress, so if it's something I would advertise. I would certainly feel comfortable doing it is that you're selling out by saying, Oh, this mattress you want to be by at because we don't hide? That's in that I certainly wouldn't pretend it's not not do any of that stuff. I hate when people try and hide the ad, but then there's stuff I wouldn't do. I wouldn't recommend stuff that I'm really against. It would be hard for me to take do ads for Xbox because I play PlayStation for now. I did. In the previous generation, I didn't have a pay station three on Xbox 360. So I'm not totally, you know, locked into one side of the other. So there are things where I would have to make a decision. But for right now I have serious control of my advertising. But these decisions that we make as we grow and I wanna be honest with you, I don't wanna hide minus and making process of you how I go through things in the value of advertising, understanding how, because this is just remember that you don't need a big audience because audiences are so engaged because anyone listening if someone owns a smartphone and makes purchases online very valuable, so you could have a small audience that actually still do okay with your ads. Number three podcasts. Advertising is one of the strongest ways to start the awareness funnel I can tell you right now Castle matches and source, but I've never heard of them anywhere other than podcast ads. And I'm so aware of them is Brands. I've definitely been to the cast of actions websites, where space that haven't been, too, because I'm so locked into the platform that I use for building websites that it doesn't affect me. But we've become very, very aware of the programs, and the product's advertised the most be a podcast. It's the same reason I'm very where fresh books and as someone who's always start with bookkeeping. That is one of the few products that I do recommend that I've also heard another podcasts. That's just because it's actually a really a product. It's not just because they sent me money right now. Anyone that I recommend, it's something that I use or I've used in the past or department team uses. I don't recommend stuff that I don't actually use. No time for that. I don't need to do that. Started the awareness funnel means you're getting on someone's radar many times we have to interact with or see an ad up to 30 times before it becomes something we're thinking of buying or something we're thinking about doing. And you may notice that you heard me mention convert get 20 or 30 times and, you know, maybe I will check out that convert website. We say the same thing about thrive themes and were the reasons I'm a big advocate of those two products because they're huge part of my business. The majority of my income is controlled by these two pieces of software. Thrive teams is continually blowing my mind with all these new features. Always need new tools I'm discovering within the software. So it's easier for you to be excited about it because I keep building new things into my website Discover. Oh, I don't need to buy another tool. I don't need to buy a quiz making piece of software thrive Teams has a way of doing it. I don't need to buy a new way of letting people leave reviews letting people live. Testimony was connect people finding out what they thought about different episodes and different products thrive. Teams has a tool inside, does it? So it's exciting for me when I talk about things that I use a lot and I'm excited about. It's very easy. But for many ads, we have to hear them over and over again before we really pay attention. Oftentimes, especially if you use the overcast AB or other APS, you see the ad and you skip right past it. You do everything you can to avoid. We train ourselves to ignore it. Were trained Thio ignore ads because we see so many. We often see hundreds of advertising messages every single day. I'm very lucky. One of the best things about where I live is very limited in my exposure to ads. Now there are ads on my island. There's a few billboards here and there for different hotels. Billboards is a strong word. There's no billboard that's a full size bill. We're like in America. I think there's one or two that are half size, but otherwise it's usually something that someone put printed out on their printer, laminated sometimes and then stable. Do a tree or a stick. I don't have to deal with the nightmare, the nightmare that's billboards everywhere. And if you haven't seen it, actually the greatest movie ever sold. You know where the guy did supersize me. It's a really, really good documentary, and I never recommend documentaries, but it's a really good one, kind of showing what it's like and how often you run into ads. There's a city in South America camera, which city this where they banned advertising, and it looks so weird. It looks like you're in a movie because there's not all these offensive ads. If we're making the place ugly, the city just looks nice. There's no ads on the taxis. There's no ads on the sides of buildings. You could just enjoy living in such a different world. But we're so used to it and with online. Unfortunately, it's a constant war between ad blockers and advertisers. For the last five years, I've never seen an ad on Facebook. I've had him all blocked, even though I do run my own advertising. I'm always blocked out the ads and because I have no interest in that stuff. I hate it, but now they've changed the technology. And right now the ads are showing again because Mad Locker hasn't found a way to stop this new technological advance by Facebook. So in this back and forth war, I'm being exposed to more ads again. But when your audience sees thousands of ads a day that I can respond to one, this is why you have an advertising that appears on episode after episode after episode because they know it takes time for people to become aware. So they see it in a couple of your episodes we hear about in a couple of podcast episodes. Then they see maybe in the sidebar on Facebook, and then the ad begins to follow them around with retargeting. So it's okay that people don't make the initial decision to buy from your podcast. This is why they pay you for advertising rather than you just making your money as an affiliate. That's the difference with this type of advertising. Number four. I'll say it again, and that's something you should know. Podcast ads are very effective for the advertisers. The advertisers can grow very large business and make a lot of money with a successful podcast advertising campaign I even consider, and I'm thinking about this quite often. I sometimes wonder about cross promoting and buying advertising on podcast that I'm a fan of to bring in new fans to the show. It's something I have thought about doing. I haven't done it yet, but if you are someone who's listening and you found me that way, it means that later on, I did decide to try that out. I've thought about it because I know you can advertise on different shows for very low money. It's not a lot of money in selling ads to podcast Do your Show unless you have a really huge following. So one of the things that you could d'oh! Is by advertising on shows that are a little bit bigger than yours. It's not expensive. Once you capture all those audiences where you're paying $50 an ad here and there, then you jump up to the $100 in bad places. It's very effective, and it's a good way to Greer audience, but you could do just as well doing guest interviews and having the guests that email their list to say they're on the show. If you decide to go the route of modernization through ads. Be aware that your audience is valuable. The fact that they listen actively, the fact your audience is growing, the fact they're technologically savvy and the fact that adds work. Those mean you should get paid a decent amount of money to let someone advertise in your show when you make those decisions, be aware of this information now. Personally, I don't like a lot of ads on the podcast. I think there are better ways to monetize. I like being control of the ads I run on my own show. I would much rather use the model of recommend stuff I like, and then people buy something. I get in a Philip commission and only recommend stuff. I like our stuff I use or stuff I believe in. That's a little of control that I really believe in. But you may go to the level where you'd rather average high stuff because you want that quick cat. She'd rather get paid 50 or $100 an episode for each at I don't want to sing a song about special underwear or weird socks or any other things that get I hear advertising a lot of other podcasts. It just doesn't appeal to me. So I really recommend monetizing in other ways and thinking about an entire program, an entire business level. That's the reason my blueprints program is all about giving you different business components. Each component isolation. It's hard to be successful there. Podcasts that don't make their first dollar for five or six years. They wait for that advertising money, especially entertainment podcast. If winter they have a big enough audience that someone wants to advertised with them. And one thing I notice is, at first they struggled. They go through four or five years, and then they end up joining a network, and then they start to get some ads. And that means the network is taking away a large percentage of of their takings so well, I'm not a big fan of waiting for money in this way. I do want you to have a deep understanding of the butter tradition process for episodes and these four central things that you should know about podcast ads and podcast. Thank you for listening to this week's episode of Serve No, Master. Make sure you subscribe, so you never miss another episode. We'll be back tomorrow with more tips and tactics on how to escape that rat race hit over to serve no master dot com forward slash podcasts Now for your chance to win a free coffee of Jonathan's bestseller Serve No, master. All you have to do is leave a five star review of this podcast. See you tomorrow. We owe Celebrate the launch of this podcast. I'm giving away some epic prizes. You could win an Amazon tap and have me personally turn you into a best selling author toe win. You're part of over $20,000 in prizes. 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