If you have a podcast you are trying to promote or YouTube ads that you would like to do, or you would like to use Google AdWords for video, I imagine this might be really helpful for you today because I’m going to show you a new system I’m doing to promote my podcast.
Podcast Promotion System with YouTube Bumper Ads in Google AdWords
If you will enjoy reading and contributing to the discussion for this post, will you please join us on the YouTube video above and leave a comment there because I read and respond to most comments on YouTube?
If you find anything helpful in this video or funny, will you please leave a like because you will feel great helping other people find it?
My podcast is now monetized with automatic sponsorships. What I get paid is about $12 CPM. What’s really nice is it doesn’t matter where people listen to my podcasts. Therefore, I can advertise my podcast at lower a CPM than I actually am earning when people listen to it.
This seems like one of those limited time opportunities that are outstanding, which is why I’m here to show it to you.
So, to get all this set up we need Anchor.fm, which is what I’ve got hosting my podcast now, and if I show you over here, the data is looking really good.
I’m putting out a new podcast episode every day and I already earned $57.53 in the first month of my podcast just based on ads, which is amazing because I have had a podcast for five years now. I’ve made 750 plus episodes on my podcast. Meanwhile, I just recently switched over to Anchor in December 2018 and it’s the 13th of January.
I’ve only had this podcast hosting for about a month or less, and the earnings are already looking really good on it.
If I go down here and look what was the first episode I uploaded on here, it looks like I’ve started uploading in December. I already got a payout of $16, so I’ve actually made about $70 in the first month of my podcast even though I’ve done extremely little to promote my podcast for most of the last five years.
Now, one of the key elements I’ve got for my podcast is, I’ve got this podcast player on it powered by “Simple Podcast Press“ player. This is for WordPress websites that want to have a podcast. One big thing I’ve done to promote my podcast is sticking it straight on the front page of my website now as well as Jerrybanfield.com/podcast.
As soon as I did this, the number of listens per episode has gone up a lot. I was getting about a hundred listens an episode, and as soon as I stuck it on the front page of my website and started telling more people about Jerrybanfield.com/podcast, here you can see the listens went up to 200 or 250.
I’m getting an extra hundred or so listens a day just from putting it up on the front of my website and using that simple podcast player.
Now, my newest strategy to promote my podcast is to do a quick YouTube bumper video ad. Because this will allow people to actually see and hear what I’ve got to say for just a second and it’s all I will do in the ad, the ad will literally look just like this.
I already filmed it. I’m going to upload it. The ad literally is just like this.
“Will you please listen to my podcast because I think you’ll love it.”
There is the ad. Really short. Really to the point.
The idea being most people may say no, but the few people that actually give it a try, will be able to start listening to my podcast and the more people that listen, the more ad revenue I will get.
The ad revenue on this podcast is really good right now. My ad $15 CPM minus a 30% fee, which adds up I think to about ten dollars a little bit more CPM on my podcast, which means I get about one cent for every listen.
What’s really cool is, it doesn’t matter where in the world people are listening. Therefore, I can build a global audience on YouTube for a really small ad revenue.
For example, I probably can pay less than a dollar CPM to advertise that on YouTube, and then when people come over to my podcast, I’m earning 10 times as much for every listener who is listening back.
This is really cool and I’ve been really wanting to try this.
I’m going to show you how I set this up now.
First, it is super simple to move your hosting over to Anchor.fm. You just go to https://anchor.fm and get your podcast up there. You can import it like I did for mine pretty easily and start making at least one episode a day.
That might sound like a lot, but just make a short one, maybe a three to five minutes. Put an episode out every single day because the listeners who are willing to listen every day, you want to have something that keeps the listeners coming back.
So, that’s what I’m already doing.
So, all I do is film a really quick honest five-second ad: “Look, just listen to my podcast.”
Real, straightforward and simple, nothing fancy. Once we have uploaded it, we will put this video to unlisted. I don’t want this actually on my channel.
What I will do is just put in a real quick title: “Jerry Banfield Podcast Ad For YouTube.”
Then, we will go down here and put a description: “Will you please listen to my podcast at jerrybanfield.com/podcast because I think you will love it?”
And then I go down here: “Love, Jerry Banfield.”
There we go, ultra-simple.
It won’t appear to all my subscribers, but I need this video up on YouTube in order to show as the ad.
I click “Done” and it is now available. If we go back to my YouTube channel, we can also go watch the video already.
The video is available and it will come up just like this.
“Jerry Banfield Podcast Ad For YouTube.”
Then you can see right here, a really simple and straightforward video. Now what I want to do is I just want to copy that exact video URL on my channel.
I get my video ready and what we are going to do is go over to Google Adwords.
We are going to put this in as an ad.
Now my previous ads I’ve done you might ask, “Why’d you make it so short? Why didn’t you explain to people all the way about your podcast?”
In order to have a bumper ad, it needs to be less than 6 seconds. You need a super-short ad. These are unskippable and once you have got these in, then the CPM, the Cost Per Thousand to advertise these last time I did them was really low. So what we are going to do is give that another try.
We are going over here. We want “Campaigns” and we can hit “+ New campaign.”
We can create a campaign without a goal’s guidance. We are just going to do that. We want to click a video campaign there.
Then, you can have an ad sequence, which is interesting.
“Drive deeper awareness by showing video ads in a specific order.”
You can use bumper ads or a mix of both.
We are just going to do “Standard video campaign” right now and what we want to do is we want the bumper ads specifically for this.
We need to make sure we can pick this in as early as possible because sometimes the bumper ads have different settings. We can do “Maximum CPM” on the ad and see with that.
This says, “Choose this to create bumper ads.”
You will notice that you can create in-stream ads or discovery ads with “Maximum CPV,” but we don’t want that. We want either “Target CPM” or “Maximum CPM.”
What we will do is we will do “Maximum CPM.”
We want to make bumper ads and the first thing we are going to do on this, we will make a campaign for the USA and we want to type in “English” for the ad.
Then we can go down here, and there are all these different kinds of inventory. There are all kinds of different channels you could show this on and you can do “Standard inventory” or “Expanded inventory.”
The expanded inventory gives you all those limited ones that are not available to be monetized.
What we want to do down here is put the YouTube video URL. I’m going to grab my podcast ad video on my channel, and paste the URL in.
Now, this is what I wanted to confirm before I go any farther.
It says, “Video ad format: Bumper ad.”
This is a “help,” so it can show you what it is.
“A bumper ad is a short video ad that plays before, during or after another video on YouTube or the Display Network. The video must be 6 seconds or less and viewers don’t have the option to skip your ad. You pay based on impressions,” which is good because impressions are cheap.
Now, we just want the podcast URL, which is Jerrybanfield.com/podcast. We will put that URL on the “Final URL” and it will also be on the “Display URL.”
That is really good.
Now we have got a name for the ad: “Podcast Bumper Love It.”
We have now got a bumper video ad that’s the exact format we want.
Now, all we need to do is go in and set the targeting right.
So, we are going to go back up and start from the beginning. We are going to call this “Podcast Bumper USA” and what we will do, we will put in a daily budget.
Let’s put in $10 a day to start.
We want to just put that in and see what the CPM is, how much it’s costing. The delivery method is “Standard,” we will just do this indefinitely and we will use the “Standard inventory.”
Then, you can put in ads that are flagged, you can do the “Expanded inventory” including ads on some sensible content. I’m imagining though I could do “Expanded inventory,” but I don’t know which one of these is going to be best for my audience.
So we could do “Standard inventory.” We will give that a try and we won’t do any excluded content right now.
What we do want to make sure to hit is “Cap impression frequency.”
We only want this ad to show once per day per campaign. We don’t want to hit people with the ad five or ten times in the same day.
Then, we will have the ad scheduled all day on all devices, all different types of content.
We scroll down here to the bottom where it says “Ad group name.”
Now what we want is YouTube.
I’m going to do this remarketing, so people who have already watched my videos, most probably 99% of people who have watched my videos don’t know about my podcast.
All we will do on this, is put in “Audience.”
What I will do on this is selecting my YouTube remarketing list.
So we will go over here to “Remarketing.”
We will go over here to YouTube users, anyone who has liked a video, watched a video from my channel, and we don’t need to do the “subscribe” because if someone has liked the video that’s fine.
We will just do “Viewed a video from Jerry Banfield YouTube channel“ or “Watched a video.”
That’s plenty big enough of an audience, lots of potential impressions there, and that way I’m educating, I’m encouraging people who have already watched my videos on YouTube to go over and start listening to my podcast.
Now, “Maximum CPM bid” on this.
I don’t want this to be very high because I want this to be much lower than what I’m earning from the ad revenue.
I think maybe let’s just try $1.39. It’s too low, let’s try a higher one. Let’s try $2.20 and we will see what it says on that.
This is for the USA, so this will be a lot higher, let’s try $2.58 average CPM. I should be able to get several thousand impressions of this a day for just a few dollars a day.
I will try $2.58 maximum CPM.
Now, keep in mind I’m spending 2.58 CPM, and then I’m getting in return when people actually listen, $10 CPM.
That seems like a really good deal.
Now, of course, there is going to be a lot of slippage. I realistically will be lucky if 10% of people who see the ad listen to the podcast, but if people listen to the podcast over and over again, then this works out really well in the long term.
That’s okay if I don’t spend my whole budget. Let’s put it up to, I don’t know, $2.79. It says I might not spend my whole budget, but that should get close to it.
It says, “Try increasing your bid or your targeting.”
Well, that’s fine.
I also could do “Similar to Jerry Banfield channel,” but we could put that in a different ad group and test that out separately.
Right now we have got everything we want on here.
I hit “Save and continue.”
It says, *”Congratulations. Your campaign is ready.”
So, we can click “Continue to campaign” now.
I’ve got this set up, what I can do if I want to, is copy this ad group.
I can paste this ad group and just edit the audience.
All I need to do is edit the audience, and then I can test out a different kind of targeting.
Maybe the YouTube targeting isn’t as good. I can try out a different targeting.
So, when we go over into this next one, we will click back into this, then I need to get into “Audiences” on this one. Once I go into “Audiences” on this new one, what I can do is remove the audiences, then I can go back in and set my own audience in this one.
So, now we will go “+ Audiences” in here and I will go over to a different remarketing list.
I will hit my website visitors on here, and we will scroll down, sort the list based on size, and I should be able to get my website visitors in here as well.
So, now I can do another audience and essentially split test it.
I can now have remarketing to my website, people who might have been to my website, but who didn’t actually go and listen to my podcast.
So, now I’ve got people from my website on here on this audience.
What I want to do is modify the ad group now.
So we will go over here and change the name of this ad group because you want to know exactly what you are doing in each of your ad groups. So, I go back over here to “Ad groups,” we will edit this one and call it “jerrybanfield.com.”
Now we have got that in, I also can test out if I would like to, this is a good chance, I can duplicate another one of these, copy and paste a different ad group.
This will allow me to try out different targeting, and I can try the “Similar audience” if I’d like to in this same campaign, although this might be better to try in a different campaign.
We will actually try that in a different campaign if desired later, because the “Similar audience” is people who may not have seen my videos.
So right now, I’ve got this set up. It’s almost done.
Now the last thing I want to do is copy this over. I want to make two different campaigns. I don’t want to just advertise in the USA. In fact, the best opportunity for this may be globally.
So, what I want to do is go into this campaign. We will go to all the video campaigns here. What I’m going to do is copy this entire campaign, paste this entire campaign, and do one that is worldwide.
Then I will copy and paste into another one that’s Canada, UK, Australia and New Zealand because these are countries where English is a primary language.
So we will do what’s called “CA, UK, AU, NZ.”
I will put these four countries in and another $10 a day because these are very similar to the USA in terms of lifestyle, in terms of English being one of the top languages spoken.
So, I will remove this one.
What I will do now is add in Canada, Australia, United Kingdom and New Zealand.
I’m putting these in and because these are very similar, I can control my exact budget. So when I’ve got my exact budget, let’s say maybe I don’t need to spend $10 a day to do remarketing, I can probably do $5 a day.
It should be sufficient for my remarketing in these countries.
Now I have two video campaigns, one targeting the USA, one targeting Canada, Australia, and UK. I’m going to change the budget to $5 a day.
I don’t know that there is enough of an audience to merit that kind, and meanwhile I will put the highest budget on the worldwide one because the worldwide one there are a lot of people globally who aren’t in the USA, Canada, Australia and New Zealand who have watched my videos and those should be cheaper.
So, we got $25 a day total now.
Now, what we will do is put “Podcast Bumper World.”
When you edit this, I see they still have not fixed the error, or if you click off it, it suddenly stops editing for you. That’s interesting.
We go over here to “Locations” now.
What we are going to do is delete the USA as the targeted location and what we will do instead is we just want to exclude locations.
Because it will target the rest of the world and since we have got the United States in its own campaign, we want this to exclude all the ones we have already targeted so there is no overlap. I don’t want to spend my budget in the same country in multiple campaigns.
So now I’m going through Australia, USA, Canada. We will exclude all of these.
This will allow it to run in every single country except the USA, Australia, Canada, United Kingdom, and New Zealand.
This gives me a true world coverage then and I will adjust the bid because the bid should be a lot lower on these global campaigns.
So, now I’ve got all these excluded, I will go back over to “Ad groups.”
The max CPM is way too high for global, let’s try something like 79 cents, maybe 89 cents global. These should be a lot less global than having to target the USA and UK.
So, the global one should be a lot cheaper and this should be a lot bigger audience for me too. Because the number of people who have watched my YouTube videos globally versus just in the USA, there is a lot more globally when you add them all up.
So, I’ve got $25 a day now on my ad budget.
What I will do is start off with this and see what happens. I could increase the “Bumper World” to $20 a day. Why don’t we start that off?
We will do the world one at $25 a day, that should be a pretty big budget, to begin with. We will see how much capacity it has, and then this might be a good thing for me to just run indefinitely.
As new people watch my YouTube channel, new people see my bumper ads, then we can just constantly get people off from YouTube over onto my podcast who might be interested in my podcast, but without me telling them about it, won’t have ever seen it.
I’ve made this tutorial with the hope this is helpful for you and I intend to follow up with the results because given the amount of CPM I’m earning on my podcast now, there is huge potential for this to work really well, given the low CPM ads I can put up on YouTube with these quick five-second bumper ads.
I can also see what the Cost Per Click is to get people to come over to my website because if someone clicks on the ad and goes to my website, there is a good shot they might listen to it, and the way my simple podcast player is set up, it’s got all these options.
Someone can click on my ad, and then click on “iTunes” and end up subscribing on iTunes, which is really good.
They may click on “Stitcher, Spotify,” or “Google Play,” click on “Share, Subscribe on Android,” even end up leaving a review, and all of these things, the real goal is to get a listener who comes back every single day, to get a listener who hears every episode I do because that one listener is 30 plays every month.
So, truly the whole point of this system is to make sure those who are following me most closely are aware of the option to follow on my podcast, and to get new casual podcast listeners who might start following and listening and sharing, and turn into a really enthusiastic listener.
I like sharing entire business systems, so you can see this whole system.
I’m excited to follow up with you and show you how it works.
If you would like me to help you with anything on a more in-depth level, I’ve got a “Services” link on my website at Jerrybanfield.com that you might find useful.
It’s up there on “Services” and you can just click on it.
I’ve got a 28-day mentorship, I’ve got coaching, I’ve got an online business appraisal, video response, and you can schedule a call.
If you go under “Resources,” I’ve got a mastermind group where we talk about stuff like this every week.
I love you.
You are awesome.
Thanks for making it to the very end of this and I imagine I will see you again soon.
Edits from video transcript by Michel Gerard at www.michelgerardonline.com.