We used Facebook ads together with Google ads, using multiple conversion events and objectives. Via Facebook, we generated page likes and Instagram followers. We also sent people to the podcast platforms to improve the number of listeners and subscribers. We also generated leads to its email list via Facebook Ads. Via Google, we mainly generated podcast listeners and subscribers.
A key aspect of our success was how we focused on the audience very carefully and made sure to repeatedly show the brand/podcast to people who had already interacted with the brand. People who watched a few seconds of a video ad, people who engaged on our pages, or clicked on any links; we always made sure to retargeting them to nurture our audience. We build a clear roadmap and took our audience step by step throughout the funnel. What we also did was integrate PixelMe into our campaigns that allowed us to improve the tracking over multiple channels and create a synchronisation between Google and Facebook ads.