Facebook ads for musicians

This free training is an excerpt from the Release Accelerator music marketing program.

This free training is an excerpt from the Release Accelerator music marketing program.

Richie Bennett
Digital Marketing Specialist

Going live

Going Live

In this lesson

  • Facebook Campaign structure – an overview of how Facebook campaigns are structured.
  • How to publish your campaigns. We’re going to combine the audiences you’ve created with the ad content so we can test what possible combination works the best with Facebook’s Algorithm.
  1. Follow the instructions in the video to create your ads and go live.
  2. Create one Ad Set, wait until the ads are approved then duplicate the ad set for the other 3 audiences you created.
  3. Do not duplicate disapproved ads.

Transcript

Going Live with Facebook Ads

Going Live

In this lesson
Facebook Campaign structure – an overview of how Facebook campaigns are structured.
How to publish your campaigns. We’re going to combine the audiences you’ve created with the ad content so we can test what possible combination works the best with Facebook’s Algorithm.

At this stage
You should have your Business Manager setup with an ad account and Facebook fan page.
You must have a website with multiple pages, content and your own domain name, a Privacy Policy and Terms & Conditions.
You should have installed your pixel and setup custom conversion tracking
You should have defined at least 4 audiences for testing
You should have prepared the copy, headlines, images, and videos for the ads.

If you haven’t done these things you need to go back and get it done first.

Facebook Campaign structure
The Facebook Campaign structure contains parent and child categories. At the top level you have your Ad Account, Within that, you can create a campaign. Within the campaign, you have multiple Ad Sets. Within the Ad Sets, you have the ads. In the ads, you have the copy, headline, images or videos.

At the campaign level, we define the traffic type and your objective for advertising.

At the Ad Set level, you will define each of your Audiences. Each one of these blue squares is a different audience.

Then each ad within each Ad Set will contain different copy and image or video combinations.

This is where we provide as much variation as possible to launch a campaign. Facebook will use everything you give it to create every possible combination of the variables.

We will be providing
4x Body Copy variations
4x Images
2x Videos
4x Audiences

The above will create 96 different ad combinations. Facebook will test all of these combinations and we’ll be able to see the best ones on which we can iterate and test again.

Creating The Ads
So now all the preliminary work has been done, let’s get into creating the ads.

Log in to Business Manager by going to business.facebook.com
Click your Ad Account.
Start by making sure you’re on the Campaigns tab and click the green “create” button.
You want to choose the “conversions” objective.
For the Campaign name, enter the name of the song that you’re promoting and “Cold Targeting” so that we know it’s a cold campaign.
Click “Continue”
Under “conversion” you want your “landing page view” custom conversion to be selected. If it isnt, click the X here and find it in the list.
Scroll down to “Audience” this is where we will choose the audience you saved earlier.
Click “use a saved audience”, chose your Golden Audience.
Copy the name of the audience, scroll up paste it into the Ad Set name. This is so we can easily tell what we are targeting in this Ad Set later when you’ve created multiple of them.
Next, scroll down to placements and click “edit placements”. Here you can choose where on the Facebook network you want your ads to show. You want to uncheck everything except Facebook Feed and Instagram Feed. You’ll get better results with just these two when it comes to cold targeting.
Scroll down to Budget.

Budget
For testing the ads, I’m hoping you can afford $10 per Ad Set per day. We’re going to leave the ads running for 7 days for the testing period so that’ll be $70 per Ad Set. Times 4 Ad Sets, that’s $280. $10/day per Ad Set is the minimum amount to spend for the testing period, if your budget is any less we won’t have enough results at the end of the testing period to base our decisions on.

All the other settings are fine as thy are.
On the right, we can see the Audience Size potential reach and estimated daily results for the budget of $10/day.
Click continue. Now we will create the ads.
Under identity make sure your Facebook page is selected. If you have an Instagram account, you want to make sure you choose your instagram account here too.
Under “format”, you want to choose “single image or video”
Scroll down to “media” and click “upload images”. You want to find the folder which contains the 4 images that you organized for the ads earlier.
Scroll down to the Ad Preview. This is where you enter the copy for the ad.
Open the document you’ve saved all of your ad copy and headlines in. Copy the body copy and paste it into the “text” field.
For the website URL, this is where you want to copy and paste in the URL to your landing page on your website where you’ll be sending traffic.
I’ll head to Shopify and find the landing page I’m using for this demo. My page is blank but you need to have your landing page set up with an email signup form and links to your music.
Copy the URL from the browser. This time it’s a good idea to include the https. I’m using the myshopify domain for this demo but you need to use your own custom domain name when you do this.
The “Headline” you should have in your document with all of your ad copy.
We also want to name the ad the same as the headline, so we can tell the difference between the ads once you created them all. Scroll up and paste the headline into the “Ad Name” at the top of the page.
Scroll back down to where we were. The “call to action” is the button that appears on your ad. Find one that’s relevant to you. It’s most likely going to be “listen now”.
You can see a preview of the ad on the right. Check that everything looks correct.
Scroll down and click confirm.
Facebook will create 4 ads. One for each of the images. The rest of the content of the ads will be identical, only the images will be different.
Wait for Facebook to finished publishing your ads. Once it’s finished you’ll see your campaign has been created.
Click into the campaign to see the Ad Set within it. Click into the Ad Set to see the Ads within that.
Here are the 4 ads, one with each of the images.
The Delivery is “in review” we want to wait until this changes to “active”. We have to wait for Facebook’s bots to scan the ads we’ve submitted. When they are approved, the delivery will change to “active”.
I[‘m going to click back over to the campaigns tab to switch off my campaign because I don’t actually want these ads to run but you will level yours on.
The next thing to do is create the rest of the ads to go into this Ad Set because we still have 3 variations of the copy and 2 videos to create ads with.
Click the “create” button.
At the top, this time you want to click “use existing campaign” then choose your cold targeting campaign. And click “continue”
Now we want to choose “using existing ad set”, then choose the ad set you created and click continue
Make sure you facebook and Instagram pages are selected and you’re on “single image or video”
This time we are uploading any new images so we can click on “browse library” instead and choose the 4 images you already uploaded.
Scroll down to the ad content and this time you want to copy and paste in one of the other variations of copy you’ve put together. For this demo, I’m just going to put in part of the copy I already used, but you should have 4 variations of copy ready to use.
Enter the same landing page URL that you’re using to promote the song.
For the headline you should have another variation of the headline to use. I’m using the same one but you should have 4 different headlines.
Also, remember to name the Ad with the new headline.
Choose a “call to action”
Scroll down and click “review”, check you’re using the existing ad set and click “save to draft”
On the next screen click “publish”
Wait until all your ads have published
You want to do this 2 more times using the other variations of the copy you have. Adding all the variations of the ads to the same Ad Set.
Once you’ve done that you want to create your video ads, I’ll show you how to do that now.
Click the “create” button.
“Use existing campaign” again then select your campaign and click continue
You want to use the existing ad set again.
This time when you scroll down to media, you want to check the “video/slideshow” box then upload a video.
You can see the video specification on the right. We covered this in an earlier lesson. It’s best to use a 4:5 ratio video to use the maximum screen space in the Facebook and Instagram feed.
Once the video is uploaded you want to enter the copy, website URL and Headline, just as we have done for the images ads.
Remember to scroll up and name the ad the same as the headline.
Choose a call to action then scroll down and click “review”
Make sure it’s using the existing ad set and click “save to draft”
On the next page click “publish” and wait for the video to publish.
Now we have 8 image ads and 1 video ad in the Ad Set. You want to create 3 more ads with the same video, each time using a different variation of the copy. Then you want to do the same thing with your other video; create 4 ads with different copy variations. When you’re done you should have 24 Ads in the Ad Set. There’ll be 8 video ads and 16 image ads.

Test the Ad Approval Process
Now we want to test the ads are going to be compliant with Facebook and will pass the approval process. We do that by launching all the ads to one Ad Set only to reduce the number of possible disapprovals.

If one of our ads copy variations are disapproved and that same ad copy has been used with 4 different images. That will result in 4 disapprovals. Multiply that by the number of Ad Sets and you start to get a whole lot of disapprovals.

We want to limit the number of potential disapprovals but publishing the ads to one Ad Set first. If we publish the ads and they all get approved then we know the coast is clear to duplicate the same ads to the rest of the audiences.

Duplicating the ads
Once you’ve finished publishing all 24 ads, and they are approved, you can move on to the next step which is duplicating the Ad Set for Different Audiences.

Make sure you’re on the Ad Set tab. You want to duplicate the Ad Set by clicking the checkbox next to it and clicking “duplicate”.
If any of these new features come up you just want to turn this stuff off.
Make sure that “original campaign” is selected. And turn off the “show existing post engagements”
Click “duplicate”
That’s created a copy of the entire Ad Set including all the ads in it.
Now we want to edit the Audience of the Ad Set. Scroll down to “Audience”
Click where it says “use a saved audience” and you want to change this to the next audience that you created. I only created 2 but you should have 4 listed here.
Copy the Audience name, scroll up and paste it into the Ad Set name.
All the other details stay exactly the same. The only thing we changed was the Audience.
Click “Publish”
Once the Ad Set is published, you want to do the same thing again. Click the checkbox next to it, click “duplicate” change the audience to your next audience. You should end up with 4 Ad Sets, 1 for each of your saved audiences.

Testing
We’ve now created 96 different ad variations and you’re ready for testing. We have our cold campaign, within that you will have 4 Ad Sets, each that target a different audience, then within each of those you should have 24 ad variants. That’s 96 ad variants in total. This is a whole lot of variation for Facebook’s algorithm to run with and find what is going to work the best.

Once you’ve launched all the Ad Sets successfully you want to wait until you see some numbers start to appear, this can take a couple of hours. You will see numbers under Reach and Impressions appear first.

Once you see these number you want to leave the ads to run for 7 days. It’s very important to not come back in and edit the ads. Leave them alone. You need to let Facebook’s algorithm take control if you come back in to change things you’ll mess with everything. Facebook needs at least 4 days to start optimizing and we need 7 days to have enough data to tell what’s working and what isn’t. It can be extremely tempting to come back in to adjust the copy or audiences, don’t do it. Stay out.

When the ads start getting some Impressions they will get some bad results or good results but those numbers don’t mean anything until it’s had a minimum of 4 days.

This 7 day period is what Facebook calls the Learning phase. When Facebook starts showing your audience the ads, they have to show ads to different types of people to learn who is most likely to get you the best results. It will begin to optimize your audience and work its algorithm magic.

You can come back and check on things but don’t make any changes to the ads or audiences or do anything like that. Anything you do will mess with the entire experiment. So keep out.

What we covered
Facebook Campaign structure – an overview of how Facebook campaigns are structured.
How to publish your campaigns. We’re going to combine the audiences you’ve created with the ad content so we can test what possible combination works the best with Facebook’s Algorithm.
The 7-day learning phase. Keep your hands out.

Tasks
Follow the instructions in the video to create your ads and go live.
Create one Ad Set, wait until the ads are approved then duplicate the ad set for the other 3 audiences you created.
Do not duplicate disapproved ads.

When it comes to promoting music, what is the single biggest challenge you have right now?

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