Facebook Ads for Music Artists and Creatives

1. Fb ads for creatives: Welcome to Facebook ads for music artists and creatives. This course is built to help music artists and creatives gain exposure to their art and build out a fan base from scratch. Utilizing the marketing platform of Facebook ads. This course is excellent if you are starting out and you have zero fans and followers. Now there is something very specific about how everything is taught in this course, and it's based off of the branding information that I have within the branding for music artists, of course. So I highly recommend that you watch that first as a pre requisite before you go into the Facebook ads. Information. The branding information is going to help create a foundation for you, so that when it's time for you to build out a Facebook ad, you know exactly who it is that you're targeting. Your results will be better than starting off without any branding information at all. So if you are a music artists and creative and you're ready to build out your Facebook page , then let's get started 2. Your class assignment : your class project will be to build out your Facebook ad and to follow along in the steps off the strategies of this course below. I have written checklists for you to keep in mind before building your ad in preparation for your ad. It is also important to know that when building Facebook ads and launching Facebook as that you will need a budget. However, you do not need a lot of money as it is recommended to start with $2 to $5 per day when doing your Facebook hats, so make sure to download your checklists below and let's get started. 3. Getting started with fb ads : to begin building out your Facebook ad, you'll need to go to facebook dot com. Backslash adds manager. You will see everything that you need to build out Facebook at now. If you already have Facebook as running, then you will have a similar look like mine is here on the screen, where the Facebook ads that have ran in the past or that are currently running are listed out below here for you. The first thing that we want to do is build out and add that is going to gain video views and lights. Video views are one of the best ways to get exposure, because video on social media is the top content to gain a lot of eyes on. Okay, so you're gonna go to the left hand side hair and hit create. Now, as of 2020 this is the layout for Facebook. As manager, however, Facebook is consistently changing their layout, so moving forward the create button could be in a different place. But you're one to choose, create, and you're going to come to this page. This page is going to be your creation page, and it is the page that all Facebook marketing people are very familiar with. Okay, you'll see her on the left hand side here in this box that says awareness, you'll see consideration here and conversion here. So typically, if you were to build out likes and gain exposure, you could choose brand awareness or reach these air going to help you gain as much exposure to your ad as possible. However, what we're going to do is go to video views because our strategy is about gaining as many video views as possible and hitting two birds with one stone. So video views is what you're going to click, and this is going to be our objective. Okay, and you see the campaign name here says video views. Now I would recommend for you, too. Be more elaborate with your campaign names so that you can distinguish it once you have various campaigns running. So what we could do is call it by the title, so this might be the title of whatever art you're doing in your video, and then you are You can write video views. Okay, so or you could do VVe for video views. Something like that that gives you an idea of What is the content in the campaign and what is the objective in the campaign? So we're gonna click. Continue here. Okay. Now, when you click, continue, you're going to go into a section called ad sets. Okay, If you look on the left hand side here, you'll see that there are three boxes. 123 The first boxes campaign. This is what we just filled out. We chose our objective, and we named what it is, right, which is a video views. Um, objective. Now we're here in ad sets. So in ad sets for Facebook ads, this is all about the audience and the people that you are gaining and targeting. Okay. And so what we want to do here is go ahead and put in who we are targeting. So the ads that name appear can be changed. Now, based off of who you're targeting, you might want to write, you know, um, United States and then maybe, like, 25 years of age, right? But you can also do it by, like, towards your content. So for instance, for example, um, for example, this video that I'm doing is an aria Ariana Grande, A video right, so I could call the ad set name Ariana Grande Day fans. Right. So the reason that it's called that is because I'm gonna target Ariana Grande A fans. So I'm clearly telling myself that this that's who this audience is. So you want to call your audience by a very specific name that you would understand? Okay, that's really important that you would understand, and that is related to the content. Okay, So I'm I'm gonna call Ariana Grande a V V, which would mean, um, a note for me, that is Ariana Grande A video views because this content is an aria Ariana Grande song. So it makes sense that I can call it that as well. 4. Objectives for ads: Hi there. Welcome to Facebook ads. Four musicians throughout thes different lectures were going to be creating various different types of Facebook ads. OK, so the first thing that we need to do is to always have an objective. It's so important to know exactly why you're making the ad. What is it that you want to get out of the ad? What are the results that you want to get out of the ad? That weight as we move forward, everything is about strategy to get the necessary results that you need. 5. Facebook Ads for Spotify Followers: in this lecture. Our objective is to get people to go to our Spotify account and build up our followers on the Spotify account. What we want to consider is that this maybe this is a cold audience, meaning that these are people who have never heard my music before, right in doing this ad. So they're gonna need to have a reason to want to go to Spotify and click and follow, and that is going to be obtained through curiosity. So we're going to give them some credibility by giving them a preview off our music. Okay, so this is the strategy that we're going to use the strategy for this will be videos. We're going to give them videos to sample our music and then encourage people to click on the Spotify and follow in order to gain more, listens from these possible fans and followed followers. Right? So that is the goal of this ad. If you haven't created your ads manager account, you'll go to facebook dot com, adds manager. And if you don't have an account, Facebook will prompt to you to create your account. Okay, But if you do have an account, your account might look something like this. You may have done different ads before in the past, and you have all of your campaigns, which are the different types of as that you've made here on this list. Okay, so we're gonna go here to create, and you'll see that this first page is our objective page, right? And our objective is going to be to send people to a website. Okay, so that would mean choosing the traffic option with the traffic option you are. You'll see here that the info will give you information here, send people to a destination such as a website app or a messenger conversation. So we want to send them to a link that's outside of Facebook. And so this is why the traffic is going to be the best option. Okay, so you'll click that and then we're gonna go here and name our campaign, and I'm gonna call it traffic for traffic to Spotify. And then I'm also gonna save video. So you want to name your campaign? Whatever. You would name it to know exactly what that campaign is about. So for me, it's the objective, and I'm using the strategy of videos, Right. Well hit. Continue here. Now, this is going to bring us to the next page. As you can see, on the left hand side, we have the campaign page, which we just finished. Now we're on the ad set Page. The ad set page is all about your audience. Okay, So when they asked for an ad set name, you're going to give them your audience. So Spotify new fans, that's what we're gonna call this one, okay? And we're gonna scope as all of this, and we're going to get to this section, which is create new audience. So we're gonna create a new audience. Now, one of the first things that you want to consider is the location that you want to target your audience. If you don't live in the United States than I would suggest to use your country. If you know that you have fans in a certain country, then you might want to incorporate that country as well. You can use several different countries in the locations tab, so you would just click here and you could type in Canada. You could type in Australia. You could also type in United kingdom okay and thes air, actually one of the top force to target because they're more likely to have people who are willing to be active on Facebook and pay and less bots because certain countries might are actually prone toe having more bots. So these air one of the top force to target. So you can start with ease, or you can start with your country. You can also just start with one. So for mine, I'm actually going to first start with just one country, and that's the United States. Now, on the right hand side, it will show you what your daily results could look like. These daily results are based off of who you're targeting and how much money you're willing to spend. And because this is going to be a very small budget, you will see that these numbers are going to go down, appears the audience size. This is important because we don't want the audience to be way too big right now. It is very broad, right? And this just gives makes Facebook work really hard to try to find the people that you're targeting that like your ad, and we'll give you the results. And if you have a very small budget, it's even harder to do it with a very broad audience. So you want to narrow your audience down? Okay, um, I would suggest to marry it, narrow it down to around a 1,000,000. You can do a little bit under a 1,000,000 but you definitely don't want this to be too broad. And Facebook will help you because as you narrow it down, it's going to give you the full up in here is gonna move over, and I will say it's defined. And if it's too small, it will move into the red section which says that it is too small. Okay? And I'll show you how that works. So well, go back to this area here. This is United States, Okay? And now this is the big um, this is the key feature here with Facebook ads is the ability to target now, as a musician, you can target your audience in various ways. One way is to target them by your supporting cast. And we've talked about this in previous lectures. That you're supporting cast is the other artists that are like you similar to you now, Facebook is actually, um, doesn't really honor a lot of new artists. So you want to go for somebody who's very well known, right? That's like you. That's pretty big instead of somebody that is, you know, maybe a brand new artist within the last two or three years, they may not show up on this interest. Have. Okay, so, um, but go ahead and just try. This is why you have supporting cats, because you can try several different artists. So for me, I'm actually going to target people who like Janet Jackson. Okay, so that's going to be mine. And I talked type in her name here, and it shows through the size, which is three million, which is excellent. That's a good size. Okay, I can also narrow it like, let's say, if I wanted people who like Janet Jackson and who like f k a twigs. Okay, because this is also somebody who is a part of my supporting cast. Um and then I put that there, but look what happened. The audience went from a 1,000,000 to 8000 so we could try this. We could definitely try this and see if it works. But it might be, um you might not get very good results. The other thing I could do is X this off X this off and then just add f k eight weeks here . Right? So the difference between, um, narrowing it right? So if you narrow the audience, that means that you're putting in requirement your requiring them to like this interest and toe like this interest. So that narrows it down. Whereas if you put them in the same box than it's like either or even feel like f k swigs or they like Janet Jackson. Okay. Now, I actually found that this is the one that I'm gonna go for a 1,000,000 people. I feel like that is a good number. Okay, so we've got United States. We've got our supporting cast. Now we're going to scroll down to placements. We can get more advanced with manual placements, and we will discuss this in further, um, lectures. I recommend to maintain automatic placements Facebook is able to test and see which are the placements that work the best. And then they will just keep showing your ad where it works the best, because Facebook wants you to be successful so that you come back and spend more money with them. So automatic placements is really okay when you're just starting out and you just generally want to get your add up and running. Now we're going to scroll down here to optimization, right? And we said that we do want link clicks. Okay. And here you can choose different ones. So landing page views is people who are likely to click your ads link and load the website or instant experience link clicks, people who just go straight to the link impressions so they can also say, All right, you just want to get as many impressions as possible. Um, or daily unique reach will deliver ads to people up to once a day. Okay, we're gonna go with link clicks. Nice in general option here. This is where you can choose your daily budget, and I'm gonna show you that you can get results at this low budget. The key here is that you just have to keep your at running, So if you can do $20 a day, that's fine. But you can go as low as $10 a day. You could go as low as $5 a day. And as you can see, as the money gets lower, the estimated daily results gets lower. You can go as low as $2 a day, and here now, when I hit $2 it says the link clicks under 10. That's fine. You could still get results. You know, it just would take you longer and you can do $1 as well. You really can do a small budget like that. I'm going to keep it to $5 a day right now. And you'll see here that that gives me a reach of about 1000 every day and possible 20 link clicks. Okay. And let's say that you run out of money or you only want to spend a certain amount of money . It says that you'll spend no more than 35 a week right here. But you can always just turn off the campaign and it will stop charging you. Okay, and I'll show you how to do that. So we have everything here. We're gonna hit. Continue now, things. If things haven't seen a little complex already, they're about to get a little bit more because we want to upload our videos. Now, what's really cool is that Facebook gives you some options. You could do a single image or video, or you can do a carousel and give them two or more videos. Um, for this example, I am going to just do a single video because I just want to show you the general easy, simple way to do this. But I would highly recommend to try Carousel because this gives people a chance to preview more. And remember, in the credibility section of our branding, um, sections that we talk about, how details builds credibility, and you want to give people a lot of details when they don't know you. So the carousel option gives people a chance to sample 234 songs before they go over to Spotify and click. So they definitely know that they like your stuff. But we're going to just go ahead and click one video for this example. Okay. And then we're gonna add video, and I already have my video appear that I want, but you just hit upload if you want to upload your video, Right, Um, now they're going to give you morning signs if your video is not cropped properly or if it's too long and that's okay, because you can edit it within the Facebook at so that it meets their requirements. Okay, so I'm gonna go ahead and choose this video, okay? And here it says, edit video, so we'll hit edit video. All right, now, Facebook gives you recommended crop. All right, This actually crops out my name, so I'm not gonna use it. I am going to use the original, but let's say you have, You know, it looks good for you. Go with whatever they recommend. Okay, so that's the crop that we're gonna use now we're gonna go over to trim. Now, what we want to do is give them the best 15 seconds to 30 seconds off your song that you could do so. I usually do that with the hook because that's the most interesting part of the song. And it's depart the hooks. You. So you want to give him the hook or the chorus, But if you have a more distinct or interesting part of your song, then you go ahead and you give that best part of yours. So I'm just gonna go ahead and pull and drag the editor until gets the place that I wanted . Okay, Down here. Showing you the time stamps appear it showing you the current length and it says recommended up to 15 seconds. Um, you can do 30 and it will accept it, but it may not place in certain parts of Facebook, so we're gonna try to get it to 15 seconds right now. It says 34 seconds. So we want to get this and dragged us to 15. You see, once we get under 15 that little thing goes green there, so I'm just trying to drag it to 15. Yeah. And now I'm just going to move this little box over and find the spot, and you can play it so they could discover where you want it, All right? And that's pretty much where we want it. Will hit, apply. And the video is going to process the trimming for us, and we are ready to go. We have a video up and running. Um, and it's edited as we like. We're gonna move down, and we're going to the final steps to your ad. Okay. The first thing we do is get rid of all this red hair. It wants my link. So I'm gonna go head over to Spotify and find my artist. Think OK? Because we are. Our objective is to get people to sign up for Spotify. Right? So we're at Spotify, we're gonna hit copy artist link, and then we're gonna land that here paste. Okay. And it was show right here. Okay, you get to choose here. Where says call to action. What, you want this little box here to say? So we're gonna click that and we're going to scroll down now. I would choose one or two different things I would choose either. Listen now, because, um, we're sending them to Spotify to listen to a song. But I could also choose subscribe because we want them to follow the account so it could hit. Subscribe for them to follow. Um, you might want to play around with other options here, but those are your options. I think are the best. Now Oracle will go back up. Here was his primary text. This is going to show up at the top here, not copyrighting is really important. And we will have some lectures on copyrighting, but I just recommend to keep it very simple. You want to give them an idea of how you sound like and you want to tell them what you want them to dio. So you want to give them an idea of your niche, An idea of your culture, and then you want to tell them what you want them to dio Um and that's one of the ways to just get your copy writing on its feet and then we can improve from there. Okay, so let me work this out. Okay? So this is what I have. I said sample volcano from in Indy R and B artist, right? So I'm giving them the title of the track. The nature, like, where will say that I belong. I have various ways to describe my niche, but we're gonna go with India, R and B, and then I put my name. And then if you like what you hear, click below To hear the full song and follow you see on the preview that it goes away. I don't like that high. Want them to see that I want them to follow me on Spotify So I'm gonna click that. I'm going to change that. I'm gonna take out if you like what you hear, and I'm just going to write Click Below to hear the full song. Follow Karina on Spotify. Okay, so this is so simple. We tell them what they're listening to, who the artist is described by the niche or the culture. And then we asked them what we want. We tell them what we want them to do, and then you'll just scroll down and hit, confirm or submit. And then your ad is up for review and Facebook will notify you when you're at has been approved and and when it is live. 6. Stories Ads for Smaller Budgets: Okay, So in this video, I'm going to show you an alternative Facebook ad for Spotify followers. This one is going to be a moving video. So it's a video example that I'm using. I just recorded it, D I Y. And you can create something like this. Just record yourself for about a minute and make sure it's some sort of interesting visual . But you want to just have yourself lip sinking to the lyrics of your chosen song, and then you can go ahead and sink your video and your proper audio into any sort of video editing app. The one that I'll be using today is I'm movie, and I've actually already sink to the video and the audio together. So I created myself a little mini music video. Okay, and now what we're going to do is a different Facebook at which is focused mainly on stories, So this will be in instagram stories and Facebook stories. What I'm gonna do now is I'm going to look for a Spotify it logo and you want to try to use the ones that Spotify offers. So you'll see that when you look up Spotify logo that you can find various different types . But, um, where I'm gonna get mine is from this site right here, which is newsroom that Spotify dot com This is their media kits. So it's probably the most legal to use their actual local that they provide for you and you can download the whole kit, and then you could just save it and use it as you need it. Okay, Because they offer a black green and a white version, you might want to utilize different types, depending on what you create. So once you've downloaded your Spotify local, you're just gonna drag it and drop it into, um, my movie or your video editing software. Okay, Now you'll see here that I put in green and white, cause I was testing both to see which one I like. And if you're using my movie, you'll see that how I do it is you drag and drop it, and then you go to picture and picture, and then you click this little crop icon and then click fit, and that actually puts it right where you want it, and it really doesn't look good as a white logo. I found it to be very nice. Classy. I really did like it. But I did decide to go with the green logo because I felt that green is most familiar when it comes to Spotify. So I wanted to use the green logo because I believe that more people will truly identify it with the green logo and recognize the Spotify logo. So once you choose which local you want, you're just going to drag the whole logo and fill the whole video with the logo. Once you do that, you're gonna choose 15 to 30 seconds of the video that you really like. Now for stories. You really only have 15 seconds, so you can do 52nd 15 seconds. And what you're gonna do is go through the video. Look at the video and the audio. Consider the best part of the audio like the hookey part Depart. That's more interesting to you. And consider how good the video looks and choose your best 15 seconds. Okay, So once you do that, you're going to bounce the video. And while we do that save and download the video or bounced the video, I'm just gonna go ahead and get started on creating our ad. Okay, so we find ourselves back in the ads manager, we're gonna go ahead to the create button and create our campaign. We are going to go to traffic, and this is to be optimized for the most link clicks. And we're gonna name this campaign Spotify campaign. Okay. And then we'll hit. Continue. Make sure that we are checked off for the website traffic, right? And then I'm gonna claim call the ad set something that I could recognize. So you supporting cast? Because we discuss supporting class and our branding course. Right. And if you haven't watched the brand new course and recommend toe watch that first home in order to understand what you're supporting cast is. But to understand it briefly right now, it's just the the artists and music artists and creatives that are very similar to you. 7. Is my Spotify Ad getting results?: So now that you've had your ad running for a few days or a certain amount of time, it's time to look at the results. So we're gonna go to facebook dot com backs last, adds manager, and we're going to click your campaign and then go over to the right. Click the Arrow bar and you'll be able to see the results you'll see here. It says 126 results. That's 100 26 link clicks, and the cost per result was 23 cents. So, basically, if you want to continue this right, you now know about how much it costs to get one person to click a link, click your Spotify Lincoln, go over to your Spotify account. So we're gonna go back to the window and we're going to click the performance but in and scroll down to video engagement. This gives us an idea of how many people watched a certain amount of your video. Now the video that we did was a 32nd video and you'll see here that the breakdown is video plays at 25% 50 75 95 100. Okay, and we'll see that the numbers dwindle down. So we get the most views. A 25% and 4 32nd video. That's maybe around 3 to 5 seconds. Video plays a 50% but really the ones at 75 9500. These were people who stayed around. They stuck it out for 30 for up to 30 seconds. And listen to your video. These air more than likely the people who also clicked your link. OK, now we're gonna go back up, hit the breakdown button, and then when you hit the breakdown by new C by delivery, then your scroll down to age and gender and click that okay, and then you just want to scroll to the campaign that is clicked because you'll see that it will break it down for all your campaigns here. And here's a camp lane that we're currently looking at, the one with 126 link clicks, with the cost result of 23 cents. That's what it worked out for me, and you'll see here that there's a breakdown of gender, so you're able to see how many females between the ages of 18 to 24 clicked your link how maney males did within the age range. You'll see here that I have four females and six males. That's 10 right, and the cost port. Result of those were 38 cents in 26 cents. So that was the more most expensive that I think I had here. But it's really interesting that we had results there because I'm surprised to have such ah young demographic actually click through. So that's great. But you'll see that as we get to 25 to 34 females and males, the results are a little bit bigger, and the cost proposal is a little bit less so. This means that Facebook is saying that you had more results and it costs less thes people were easier to find. There are more of these types off people, these female and males between 25 34 that were clicking your link OK, and so you'll see that you can go through all of these and you can even if you'd like, put this in a Excel spreadsheet and be able to see over amount of time, which clicks are actually working out for you. The other thing you can do is go in and edit your ad and then just simply target the biggest target. The male and females within the age range that you had the best results. So for this, the best results would be that you had a certain amount of link clicks, like the best amount of link clicks, the cheapest cost per result. Right? Um, for this, you'll see that 45 to 54 was my best result. Um, I would not way out the 25 to 34 age range either. And I wouldn't wait out. Um, the next range, which was 55 to 64. I got pretty good results in all those. So I might go back and just edit mind campaign so that I am just targeting people from the age 25 to 64. Okay, so this is how you can wait in. Well, what is your demo for? Demographic gonna be? And you know that you may have different results according to different songs. So we know specifically for this song. This is what it looks like. Okay. And so you can scale this meaning that you can do the math in order to see what your results could be over time. Okay, so now we're going to head over to Spotify for artists. And if you don't have your Spotify for artists account, you want to create that. That's really important so that you can see all of your stats for your Spotify streams, right? And you'll see I'm in my account and this account is starting from scratch. I'm working with you guys and building this up from scratch. You're going to see my results here. Okay, so this is my profile. I'm a brand new, um, artist marketing herself. And then I'll click audience. And you see that I have 20 listeners. I think it's so important to just mention this because when you go on to Spotify and you click your artist's name, you were going to see that you, um, have 20 listeners, right? Like that's what I see for mine. But there's actually a difference between listeners and followers when they're weighing out your stats so you'll see 20 monthly listeners. And we actually made this so that we could get actually more followers. So it's really important to know that there's a difference between your listeners and your followers. So I had 20 listeners. Now I'm going to go ahead and a justice for the last seven days, and we're gonna go to look at our followers, which is 26 followers. That is a really, um, interesting jump. So the last time we put this ad, when we put this add up Seven days ago, I had 22 followers and now have 26 followers. He hears to know that not everybody who clicks your link is going to follow. Right. And not everybody who's listening is going to follow. But we really want to get more people to follow. That's the goal here because when we get more people to follow, they'll be able to be notified when you're released. New music. Okay, now I'm moving down so you could see more of the stats. Here, you'll see that the source of streams is being ignited by different playlists and that modify algorithmic playlist that is up by 16%. That's excellent, especially for an account starting scratch. Because what we're seeing to Spotify as you know, our our algorithm, we're stimulating the algorithm for arm profile and you can scroll down and you'll see that you can see your listeners by age, gender. You can see your follow your listeners by city countries. So this is a really great breakdown, giving you an idea off how everything works.