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

Preparing to go live

Preparing to go live

In this lesson

  • Setting up your tracking – How to track everything that happens on your website and inside of Facebook so you can see the results of your campaigns and help the algorithm optimize your campaigns.
  • Knowing your numbers – is everything when it comes to advertising on Facebook. If you don’t know how the numbers work or what to look for, then you’re flying blind.
  • The Custom Conversion metrics – are what we use to determine the success of our campaigns.
  • To get the full picture of what’s happening with our Facebook ads we need to install the tracking code on our website.
  1. If you don’t have a website, consider creating a Shopify account.
  2. Install your Pixel on your website by following the instruction in this lesson
  3. Setup Custom Conversions for email subscribers and Landing Page view.

Transcript

Preparing to go live with Facebook Ads

Preparing to go live

In this lesson
Setting up your tracking – How to track everything that happens on your website and inside of Facebook so you can see the results of your campaigns and help the algorithm optimize your campaigns.
Knowing your numbers – is everything when it comes to advertising on Facebook. If you don’t know how the numbers work or what to look for, then you’re flying blind.
The Custom Conversion metrics – are what we use to determine the success of our campaigns.
To get the full picture of what’s happening with our Facebook ads we need to install the tracking code on our website.

The Facebook pixel – we use the Facebook Pixel to track the activity on your website and the results of your advertising. Facebook knows everything that happens on Facebook, but we need to install the pixel on your website to tell Facebook what’s happening on your website, outside of Facebook. Facebook needs to know what’s happening on your website so it can optimize your ads to achieve better results. It also allows us to report on the results of the advertising in your Facebook Ad Account.

It’s simple to install the pixel code. I’ll show you how to create a pixel and install it on your website now.

Create a Facebook pixel
Log in to Business Manager
Click the menu in the top left corner, click “all tools” then under “measure and report” click “Pixels”.
Click the “create a pixel” button
Then just click “create”
Now we need to install the pixel into your website. I’ll show you how to do that with Shopify now but if you aren’t using Shopify for your website, just google how to install a Facebook pixel with whatever website platform you are using. You should be able to find instructions online. If you can’t, then start a Shopify account.
Click “cancel” here
Here you can see the pixel you created and under it is the Pixel ID number. Click the Pixel ID number to copy it.
Next, log in to your Shopify account.
Click “Online Store” in the left menu then “Preferences”.
Scroll down to where it says Facebook Pixel and paste in the code, then click “save”.
Head back to Facebook.
You’ll see your pixel has been created but the status says “no activity yet”
We want to make sure the pixel is working so jump back on to Shopify and preview your store by clicking the eye icon next to “online store”
Once you store page loads, click back to Facebook and refresh the page.
There should be a green dot and the status should now be “active”
If it still says “no activity yet” make sure you copied the Pixel ID number correctly and try again.
The last thing to do is to share you pixel with your Ad Account.
Click “settings” on the left menu.
Click the “share with an ad account” button
Click the “Add asset” button and select your Ad Account and click “add”.
That’s it, your pixel is connected to your Ad Account.

Custom Conversions
A custom conversion is a unique tracking event that we create to track behavior on your website. It works with the pixel we just installed.

We want to signal to Facebook if something important has happened on our website so we can report on it inside Facebook Business Manager and so that Facebook’s algorithm can optimize to achieve more of that event.

We will create two Custom Conversions. One for when a user signs up to your mailing list and one for when a user views specific content on your website.

If we tell Facebook when someone has achieved one of our goals, like signing up to our mailing list, Facebook can optimize the audience it shows your ads to, to result in more email signups. Facebook can find more people that are likely to do that same action on our website in the audience we’re targeting on Facebook.

This is next level stuff that will help you get better results with Facebook ads.

Anything that happens off of Facebook requires us to install some code to tell Facebook what happened. Facebook can then use this data to optimize its algorithm.

This is the difference between getting good results and great results with Facebook ads.

Now I’ll show you how to create a Custom Conversion to get more email subscriptions on your website.

Creating a Custom Conversion
To do this you must first set up an email signup form on your website using something like MailChimp. The form must direct to a “Thank You” page on your website after someone enters their email address. So what that means is if someone enters their email address to sign up to your mailing list and clicks “subscribe” your website loads a new page.
Log in to Business Manager. Go to the menu, click “all tools” and click “Custom conversions”.
Click “create custom conversion”.
Make sure you have your pixel selected.
And “All URL Traffic”
In the “URL Contains” field, you must enter the URL of the page that loads after someone signs up to your mailing list. We need to tell Facebook that when someone loads that page, that means we’ve captured their email address and Facebook can count that as 1 conversion.
So I’m going to head to Shopify, go to my Thank You page that would be the page that loads after someone subscribes to my email list.
If I click “view page” I can grab the URL that loads in the browser. Don’t include the https or the www in front of the URL. I’m just using this page as an example, obviously yours will have some content on it.
Back over to Facebook I’ll past in the URL here.
Name it “Email Captured”.
Select a category and choose “lead”
It’s not necessary to add values to things but Facebook tracks things more accurately and gives you a bit of bias if you understand your numbers. So just enter $10 here. That’s another little hack that will get you better results.
That’s it.

You want to create a custom conversion for any page you plan on sending traffic to. You should have a landing page which hosts your music video and links to stream services. Let’s create another custom conversion for people who have viewed your landing page.

Click “create custom conversion”.
This time in the URL field we want to enter the URL of the landing page you plan on sending traffic to. We need to tell Facebook that when someone loads this page, that means we’ve achieved our goal and Facebook can count that as 1 conversion. Don’t include the https or the www in front of the URL.
I’ve just made the page for this demo but your page will have an email signup form, your music video embedded and links to your music on streaming services.
Name it “Landing Page View”.
Select a category and choose “lead”
Enter a value of $10.

Test the Custom Conversions are working
After creating the Customer Conversions, the next thing you want to do is check they are working.
We can see our two custom conversions have been created but under that status column it says “no activity yet”
To make it active you will need to send some traffic to the URL you used in the custom conversion.
Just visit that URL which you created the custom conversion with. I’ve still got those pages tabs open so I can just refresh the page.
Now when I come back to custom conversions and refresh it, the status should be active and the dot should be green.
I’ll do that same for the landing page.
Both are active and working.
If it isn’t green after doing that, check that the URL you’ve entered in the Custom Conversion is correct and does not include the https or www.
Now that last thing to do is share the custom conversions with your Ad Account.
Click the menu in the left corner, click “all tools” then click “business settings”
On the left menu click “data sources” then “custom conversions”.
Click the first custom conversion and click “add asset”, click your Ad Account then click “add”
You want to do the same thing for your other customer conversion to share it with your Ad Account too.

Doing it this way, by creating your Custom Conversions and Pixel at the business level, then sharing them with your Ad Accounts, means if your Ad Account ever gets shut down, all you have to do is come back here and share them with a new ad account and you’re up and running again. Rather than having to start all over from scratch. It might be a little bit more work initially but this is the way the pros do it and it could save a lot of frustration in the future.

Now that your tracking is installed, it’s time to get up and running with Facebook ads in the next lesson.

What we covered
Setting up your tracking – How to track everything that happens on your website and inside of Facebook so you can see the results of your campaigns and help the algorithm optimize your campaigns.
Knowing your numbers – is everything when it comes to advertising on Facebook. If you don’t know how the numbers work or what to look for, then you’re flying blind.
The Custom Conversion metrics – are what we use to determine the success of our campaigns.
To get the full picture of what’s happening with our Facebook ads we need to install the tracking code on our website.

Tasks
Install your Pixel on your website by following the instruction in this lesson
Setup Custom Conversions for email subscribers and Landing Page view.

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