One of the best ways of promotion in digital marketing is Facebook Ads. As in every other industry, Facebook pages have become a primary source in music marketing as well. To level up your Facebook music marketing game, check 5 Powerful Facebook Tips to Boost Your Music Marketing before getting into the details of Facebook Ads campaigns and learning in-depth how to use them for your benefit.
Facebook Ads provide easy-to-use and practical tools for sustainable promotion. Facebook gives equal opportunities to all. Famous artists from significant labels get the same advertising tools as unsigned newcomers with no fame. Of course, the time your advertising will have on Facebook highly depends on your budget, but everyone gets the same tools to create ads. That is why making your Facebook advertising campaign unforgettable is totally up to you. You can check No Cash, No Prob: How to Utilize a 100$ Facebook Ad Budget to Maximize Results to learn more about effective budgeting.
In this article, we will concentrate on the strategic side of music promotion through Facebook Ads.
Before learning to create ads on Facebook, let us define what Facebook Ads consist of and how it works. Put simply; Facebook Ads uses the budget you set for a certain period to put the content you want to communicate with your audience in front of the target you chose in the platform with over 2 billion active monthly users. Facebook Ads give you complete control over your target and define and reach the audience you think will be interested in your music and increase your fanbase.
How do Facebook Ads Work?
Many factors define how your ad will perform. The best part is that you can study and manipulate all the various factors affecting your Facebook Ads campaign’s performance and get better results over time. The first factor is always your profile, but do not worry; we have an entire article on creating an artist profile, do not hesitate to check 10 Steps To A GREAT Artist Profile On Instagram, Facebook, & Twitter. Other factors influencing your ad performance, cost, and optimization are bidding, objective, and competition. All three terms are digital marketing specific; scroll down to see what each one does.
Bidding defines the amount you are willing to spend to make the audience take action. It decides the CTR (click-through rate) of your advertisement. You can either set Facebook Ads bidding manually or automatically. Each option has its benefits, which you can find out here.
Objective defines the page likes, website traffic, purchases, video views, etc., you want to reach via the ad.
Finally, competition defines the spirit of the platform. Facebook Ads is an auction system in nature, making ads compete to be shown to users when two or more marketers target the same group of people, the ad’s price increases because there is competition for ad space on the same feed. Through this guideline from Facebook, you can learn other basics of Facebook Ads and how to use them.
Using Facebook Ads As A Musician
Facebook Ads are an excellent tool for musicians. It is a great assistant to boost your impressions. It can help with different goals you have set for yourself, be it promoting a song or concerts, selling tickets, or announcing merch. The first step is defining your goal before starting the ad campaign, the same process as planning a marketing strategy. As Facebook marketing is only part of your music marketing strategy, you can check Music Marketing Strategies That Are Still Relevant in 2020 to get the full picture. Define your objectives and move forward; that way, you can run separate ad campaigns for different objectives at once.
Step 1: Going Deeper Into Objectives
As mentioned above, you need to set objectives. Not in your head, not on the paper you set up objectives once you enter your already set up Facebook Ads Manager page to create a campaign. First, you will see a label saying “Campaign Objective” with options of self-explanatory objectives such as “Page Likes” or “Video Views,” and more. The most used objectives are “Traffic” and “Conversions.” Take your time, study all the objectives, read their purposes, and choose the best ones to match your goal.
Step 2: Ad Placement
Once done with the objective, you have to decide your ad’s placement, which means deciding where you want your ad to show up. The options are diverse; you need to base your decision on your goal and target audience. You can choose to have it both on Facebook and Instagram or one over the other. Moreover, you can choose to place ads on feeds, stories, or other places within the Facebook/Instagram network.
It is best to use this Facebook guideline to learn the design, text, and technical requirements you will need based on your preferred placement.
Step 3: Figure Out And Set Your Target
Facebook has more than 2 billion users, and understanding that not all of them are your target is crucial. When choosing your advertising audience, make sure not to waste money on the demographic that will not be interested in your music. Narrow down your target based on your genre, your financial budget, and so much more other determining factors to spend money on the right audience. You can do it by defining the demographic and interests of your target. You can even mix and match for super-targeted results using the data you have on your followers and creating a lookalike-audience. Facebook will find people to target for your advertising based on the custom audience you have made.
Step 4: Importance of A/B Testing
After you see how your ads perform, you need to analyze the results, optimize them, and repeat the same ad creation process, avoiding past mistakes.
Facebook A/B testing lets you change variables, such as your ad creativity, audience; it lets you determine which strategy performs best and improves future campaigns. You can create an A/B test in Ads Manager. It gives you the ability and opportunity to test the ads without actually paying twice. A/B testing can then measure each strategy’s performance on a Cost Per Result basis or Cost per Conversion Lift basis with a holdout.
To Sum UP
You will learn a lot in the process of creating Facebook ads on a case-by-case basis. The performance can change from ad to ad, and you need to get the weak points in your advertisement, make changes, and re-release the campaign to see how it performs after the changes. Through the process, you will find the best Facebook Ads formulas for your music marketing strategy.
However, if you don’t want to go through the sophisticated process of a/b testing, targeting, ad placement, and data collection, there are agencies like MusicPromoToday willing to do it for you. Depending on your budget and needs, you can easily find the best service for you choosing from the different Music Marketing packages, Music PR, Artist Branding, or if you own a label, you can use the Label Services.
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