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

Setting the foundations

Setting the foundations

In this lesson

  • Facebook’s rules – How to play by Facebook’s rules, when you use the FB advertising platform.
  • Best Practices – Understanding the best practices so you don’t have any issues.
  • Setting up your website – How to make sure your website complies with Facebook.
  • Setting Up Business Manager – How to set up your Facebook Business Manager Account.

1. Set up your website to comply with Facebook

  • Multiple pages of content. About page, contact page, etc.
  • You want to get your own domain name.
  • Setup a Landing Page that includes an email signup form, a music video, and links to your music on different streaming services.
  • Include a Privacy Policy and Terms & Conditions. You can use termsfeed.com to generate one for you, copy and paste it onto a page on your website. You want to link to the privacy policy and terms & conditions page from the footer menu of your website.

2. Set Up Business Manager Account

  • Create your Business Manager account by going to business.facebook.com.
  • Follow the instructions in this video to create an Ad Account.
  • Add a credit card payment method to your Ad Account.
  • Add your fan page to your Business Manager account.

Transcript

Setting the foundations

Setting the foundations

In this lesson
Facebook’s rules – How to play by Facebook’s rules, when you use the FB advertising platform.
Best Practices – Understanding the best practices so you don’t have any issues.
Setting up your website – How to make sure your website complies with Facebook.
Setting Up Business Manager – How to set up your Facebook Business Manager Account.

Facebook’s rules
When you use the FB advertising platform you have to abide by their rules so you don’t get banned or have any issues. If you do everything the right way, you won’t have any issues.

What Facebook cares about – You need to understand what Facebook cares about to know how to behave. Facebook’s number one concern is the experience their normal everyday users have on Facebook. Not businesses or advertisers. It’s their everyday users that use Facebook to see what their friends are up, write statuses and comment and like pictures. They want to make sure these users stay on their platform. They care about this more than money. If you mess with the user experience they will kick you off, even if you’re spending a million dollars a month. Never mess with the user experience. Your ads should not annoy the audience you’re advertising to. Because your audience who see the ads will also have the ability to report it.

Perspective – Always think about how your account setup looks to a Facebook employee who is responsible for looking over ad accounts and making sure they don’t look like fraud. There are bots that run through everything you do on the advertising platform. For example, if you create a Business Manager account with one name then you put a credit card on the account that’s register to another name, that looks sketchy. Avoid using your artist or band name for these kinds of things. Always use your real name. You just want to make everything look consistent. You don’t want to trigger a fraud bot or any fraud checks, your ads should not trigger any disapprovals.

Good vs Bad – Think about what a scammer would look like to Facebook. What would their fan page look like? Probably wouldn’t have much content on it or any original photos. What would their Business Manager look like? The address they use would probably not be a physical address, they’d probably use PayPal instead of a credit card, there’d be inconsistencies. Would the website the ads link to look like someone cares about it? So that’s what bad looks like. Good would look the opposite to all those things, it’d look legitimate. You don’t want to look like a bad guy even if you’re good. Facebook don’t investigate things, they just close the account and that’s it. So don’t get stereotyped as a bad guy.

Best Practices
Facebook makes most of its disapproval and banning decisions without a human look at it, it’s all bots scanning the content. So when we understand how they work, it’s easy to stay on the positive side and you won’t have many issues.

• Have a Business Manager account setup with one consistent name on the account, credit card, address, etc.
• Have a website set up with pages of content, contact info, terms, privacy policy, etc.
• Have a Facebook fan page setup with likes, recent content posted, up to date info and photos. Make sure the page doesn’t look like it was set up yesterday.
• Don’t log in to your Facebook ads account from your personal Facebook account, use the Business Manager. Business.Facebook.com
• Don’t use images in your ads that will piss people off, no red borders, tacky images, lame stock photos.
• Don’t reply to negative comments on the ads. Either delete the comment and ban the person or just ignore it. You don’t want to risk your ad being reported by replying and stirring the pot.
• Avoid buzzwords, money promises, etc. these are the type of scammy things that get banned.
• Avoid using negative words like “miserable”, “hate”, “sad”. Facebook doesn’t want negativity on their platform.
• Don’t call out your audience by saying something like: “Do you like Queens of the Stone Age?” Facebook doesn’t want people calling out their audience.
• Don’t use shared domain names from website services. It must be your own domain. Usually, most website services will give you a free domain but you don’t want to use that. Get your own domain.
• Make sure that you maintain a 10:1 approved to disapproved ads ratio. If you get a lot of ads disapproved Facebook will flag your account.

Setting up your website
You must have a website with:
Multiple pages of content. About page, contact page, etc.
Your own domain name.
You must have a landing page set up where we will be sending traffic to. This should include an email sign up form, a music video, and links to your music on different streaming services.
Include a Privacy Policy and Terms & Conditions. You can use termsfeed.com to generate one for you, it’s easy to use, then you can just copy and paste it onto a page on your website. You want to link to the privacy policy and terms & conditions page from the footer menu of your website. I’ll include a link to termsfeed.com under this video.

Our Funnel
Facebook ads > Landing Page (music video, Streaming Links & email pop up) > Email sign up > Thank You Page (music video & Streaming Links)

We’ll be generating traffic to your website using Facebook and Instagram ads. These users on Facebook and Instagram will arrive at a landing page on your website where you have your music video embedded, links to your music on streaming services and an email sign up form.

It’s best that the email sign up form directs to a Thank You page on your website after someone enters their email address. It’s not always possible with all email forms but if you can then you should so we can track the results later. You should include links to music on streaming services in the Thank You page too.

Our Objective – The objective is to capture your website visitors email addresses so you can continue to market to them in the future. You’ll also be generating a huge amount of awareness, increasing traffic to your website and growing to your social media following. But these things are byproducts of running Facebook ads. Keep the main thing the main thing by capturing email addresses. Building a database of email addresses is what will generate income in the long term.

Setting Up Business Manager
You want to use Facebook’s Business Manager for running your ads because it’s easier to stay organized, you’ll have more control and it is separate from your personal Facebook page.

Business Manager Structure
Business Manager > Ad Account > Campaigns
> Facebook Fan Page

To give you an idea of how things work in Business Manager, his is how it’s structured.
At the top, you have your Business Manager account. Within Business Manager you want to create an Ad Account, in your Ad Account is where you will make your campaigns.

You will also add your Facebook Fan Page to your Business Manager account. You want to make sure you have an active Facebook fan page. Most of you will already have a fan page so I’m not going to show you how to do this, but it needs to have a profile picture, cover photo, description and at least 5 posts on your feed. It needs to look legit and active.

I’ll show you how to setup your Business Manager account now.

Create your Business Manager account by going to business.facebook.com. Click the “Create Account” button.
You have to have a personal Facebook account to create a Business Manager Account. Log in with your personal account details here if you aren’t already logged in.
In the “Business and account name field,” you want to enter your real name. It needs to be the name that is on your credit card. I’m writing a demo name here because I already have an account with my real name and I won’t be using this account for actual advertising. You need to use your actual name.
Under “your name”, same thing. Your name that’s on your credit card. All these details need to be consistent.
“Your business email address” can be any email address you use for managing your music accounts.
Click “next”
Fill in your address details here.
You need to have a website to create a business manager account. Enter the URL here.
Under “business use” leave the top option checked “promotes its own goods or services”.
Click “submit.
That’s it. Your Business Manager Account has been created.
Next, you want to add your fan page to your Business Manager account. Click the “Add Page” button. Then “Add Page” again.
In the search field, you want to find your fan page and click on it.
The click “add page”. That’s it.
Now that last thing to do is create an Ad Account. Click “add ad account”
Then make sure to choose “create ad account”.
Enter your full name for the “Ad account name” keep everything consistent with your actual name.
Make sure your time zone and the currency you will be paying in is correct.
Click “next”
Under “this ad account will be used for ”choose “my business”
Now set the permissions. Just turn on the switch under “admin access” then check your name to select it and click “assign”
That’s it, now the last thing to do is add a payment method to your Ad Account.
In the top right corner click “business settings”
Then click “Ad Accounts” in the left menu
Click the drop-down arrow in the top right corner and select “view payment methods”
Click “add payment method” then enter your credit card details.
Don’t use Paypal or a prepaid present card. Use a proper credit card or debit card that’s in your name.
That’s everything done. Now click the menu icon in the top left, go to “all tools” then Business Manager”
You can see the ad account you created and your page that you’ve added to your Business Account.

Connect your Instagram account
You need to connect your Instagram account so that you can run ads on Instagram as your account. It is possible to run ads on Instagram without doing this but it’s better to run ads as your account. You’ll gain Instagram followers doing it this way too.

In Business Manager, click the menu, then “all tools” and select “business settings”
On the left menu, under “accounts” choose “Instagram accounts”
Click the “add” button and just sign in with your Instagram account details here.
That’s it.

That’s it for this lesson, here’s what we covered.

What we covered
Facebook’s rules – How to play by Facebook’s rules, when you use the advertising platform and what kinds of things Facebook cares about.
Best Practices – Understanding the best practices so you don’t have any issues with your Ad Account getting shutdown.
Setting up your website – How to make sure your website complies with Facebook.
Setting Up Business Manager – How to set up your Facebook Business Manager Account.

Tasks
Set up your website to comply with Facebook
Multiple pages of content. About page, contact page, etc.
You want to get your own domain name.
Setup a Landing Page that includes an email signup form, a music video, and links to your music on different streaming services.
Include a Privacy Policy and Terms & Conditions. You can use termsfeed.com to generate one for you, copy and paste it onto a page on your website. You want to link to the privacy policy and terms & conditions page from the footer menu of your website.

2. Set Up Business Manager Account
Create your Business Manager account by going to business.facebook.com.
Follow the instructions in this video to create an Ad Account.
Add a credit card payment method to your Ad Account.
Add your fan page to your Business Manager account.

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

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