Overall we've found that advertising a podcast on social media tends to be good for awareness but Spotify tends to be better for both awareness and actual clicks. Spotify ads show up on free accounts only though, and you may be thinking, don't the vast majority of people have a premium account at this point? Yes, many people do, but there are still over 155 million free accounts that you can be advertising to.
One thing that I will quickly note about podcast advertising in general is that it's not really possible to track clicks to downloads (yes, annoying). So while Spotify tracks clicks for you, you then have to monitor how your downloads fluctuate during the periods you're running ads.
Now that we've covered the basics, let's dive into creating your Spotify Ad: