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

The Numbers

The Numbers

In this lesson

  • How to manage your Facebook ads.
  • How to report on the numbers and how to make judgments on whether an ad is working or not.
  • What to do if they aren’t working or if they are working.
  • How to excel with Facebook ads
  • What to do if things aren’t working – Troubleshooting
  1. Customize the columns in your Ad Account to see the right data
  2. Identify the ads that aren’t working and cull them
  3. Identify the Ad Set which is doing the best and scale it
  4. Create a test campaign for testing other variations and ideas
  5.  

Transcript

The Facebook Numbers

The Numbers

In this lesson
How to manage your Facebook ads.
How to report on the numbers and how to make judgments on whether an ad is working or not.
What to do if they aren’t working or if they are working.
How to excel with Facebook ads
What to do if things aren’t working – Troubleshooting

By now you will have gone live with some Facebook ads, they will be generating some traffic. I told you to wait one week to allow the Facebook algorithm to learn and optimize. If you making changes within the first week, you’ll kill the ads.

This lesson is going to show you what to do after the one week trial period.

Managing Facebook ads
Managing Facebook ads is a process we use to report on the results and use those numbers to make decisions. There are 4 parts to the process:

Reporting on the numbers
Identifying ads that aren’t working and culling them
Identifying the Ad Set which is doing well and scaling it
Testing other variations

Step 1 – Reporting on the numbers

Know the numbers – You need to know your numbers, that is the most important thing with Facebook ads, without the numbers you will have no idea what’s going on and you will fail. Now i’ll show you how to setup your ad account so you can see the right number to base you decisions on.

In Business Manager, you want to navigate to your ad account.
Make sure you’re on the campaign tab and we want to customize the columns that are shown here so we can see the numbers the matter to our campaign and remove everything else.
Click columns – you want to click on “customize columns”.
On the right is all the columns that show in the report. Get rid of all of these by clicking on the X next to them and let’s start from scratch.
You want to add the following columns by searching for them and just selecting the checkbox next to them. I’ll explain what each of them shows in a moment.

Delivery
Landing Page View (Custom)
Cost Per Landing Page View (Custom)
Email Captured (Custom)
Cost per Email Captured (Custom)
Relevance score
Reach
Amount spent

After you added all of those tick the save preset box and type your name to save the preset.
Then click “apply”
Then click the “columns” drop-down and make sure your preset is selected.
Click “set as default”

You won’t have to do this again, each time you come into your ad account these columns are now the default.

What do the numbers mean?
So what do each of these numbers mean?
If you hover your mouse over the top of each column, Facebook will give you a short description of each data set. You’ll learn pretty quickly what they all are.

Delivery – Tells you the status, if those ads are active, inactive or disapproved.

Landing Page View – This is one of our Custom Conversions. It’s the number of people that saw your landing page

Cost Per Landing Page View – The amount you’ve spent divided by the number of times your Landing Page was seen

Email Captured – Also one of our Custom Conversion. Is the number of people who signed up to your mailing list.

Cost per Email Captured – The amount you’ve spent divided by the number of emails you’ve captured.

Relevance score – This column does not apply to campaigns or ad sets, only ads. It’s a rating from 1 to 10 that estimates how well your target audience is responding to your ad. The higher your score, the more you audience relates to it, the less your ads will cost and the more people you will reach.

Reach – The number of people that have seen your ad at least once.

Amount spent – The total amount of money you’ve spent.

Step 2 – Identifying ads that aren’t working and culling them

In this step we need to identify which ads aren’t working, they’re costing too much and not achieving enough results so we need to turn them off.

When to do this – It’s imperative that you’ve waited 7 days before making these decisions. It takes this long for the ads to learn and establish the results we can expect them to continue to deliver. Never judge an ad too early as they change with time.

How do we know if the ad needs to be culled
In your Ad Account, first, you want to click on the date and select “Last 7 days” so you’re only looking at the last 7 days data whenever you do this.
You want to click the Ad Set tab then click into one of your Ad Sets to see the ads.
Order the data by “Landing Page View” by clicking the column header

We judge the ads by the numbers in the “Landing Page View” column. This column shows us the number of times you’ve achieved your goal based on the Custom Conversion you created for the Ad Set. It’s the number of times someone saw your landing page.

We set up two custom conversion earlier in the training, one for viewing your landing page and one for people who signed up to your mailing list.

In the Email Capture column, you can expect to see fewer results than the Landing Page View custom conversion. That’s because not everyone that makes it to the landing page will sign up to your mailing list. Usually, only a small percentage of people will. However, the Email Capture conversion is more valuable than the Landing Page conversion.

You want to click the switch to turn off any of the ads that are generating no results or a small number of results in the Landing Page View column unless there is a number in the Email Capture column.

The Email Capture Column is the most important number. The Landing Page View column is the main one you’ll use to make decisions because it’s the one that will have the most data, but if we have data in the Email Capture column, we use that.

You want to do this for all of your Ad Sets so that each Ad Set is left with only the best performing ads.

Make observations – As you’re doing this you want to make observations. Look at the ads you’re turning off and the ads that are performing well. Then look for similarities between them. For example, the ads that are performing well might all be using the same image or the same headline. You want to make note of these things so you can learn what kind of things work well what does not work well. This is how you will build a wealth of knowledge and become a better advertiser.

Step 3 – Identifying the Ad Set which is doing the best and scaling it

When to do this – Again, it’s imperative that you’ve waited 7 days before making these decisions. We want to make sure we’re really scaling something good when we do this.

Make observations – Also, when you’re doing this you want to make observations. Look at the Ad Sets that are performing well. Ask yourself why you think they re doing well.

How do we know if the Ad Set needs to be scaled?
You want to make sure you’re looking at the “Last 7 days” data.
This time we’re looking at the Ad Set level instead of the individual ads. To do that, you want to click the Ad Set tab.
Order the data by the “Cost per Landing Page View” column and find the Ad Set with the lowest cost.
The Ad Set with the lowest “Cost per Landing Page View” is the one you want to scale.
Click the checkbox next to the Ad Set name and click the “edit” button.
Scroll down to “budget”. When we started our budgets were low because we were testing. Facebook works best with larger budgets so you aren’t restricting how many people you can reach. You want to increase the budget for what you can afford to spend per day. I recommend $20 – $50 a day but you really need to base this on how much money you can allocate to your marketing campaign.
Leave all the other setting alone and click the publish button.

So what we’ve done is Increase the best Ad Set to $20 – $50/day and left the other winning ads in the other Ad Sets at $10/day. The thing that really dictates your budget is you and your available amount of money. If you really have a small budget then you should turn off all your other Ad Sets and invest all your budget into the one winning Ad Set.

We’ve given Facebook’s algorithm a whole lot of variation to work with. Then we’ve come back 7 days later to judge them, culled the losers, leaving the winners and scaling the best winners.

Leave these ads running, don’t come back in here and screw around with things. Leave the ads running until they aren’t relevant anymore and your next campaign is ready to promote. This is the process you want to go through every time you release a new song that you want to promote with Facebook ads or every time you want to promote a show or tour with Facebook ads. You’ll create a new Cold campaign and do this all over again.

Step 4 – Testing other variations
You might come up with other ideas you want to test with your current ads, probably other images or copy, but now that we have something that’s working, you don’t want to go back into the ads or Ad Sets and mess around with it because you’ll disrupt it. You need to stay out of there and let it do its thing.

So what we can do is create a new campaign for testing ideas. You can duplicate your current ads, add them to the testing campaign then test different versions of the copy, images, audiences in the test campaign.

With a test campaign, you have the freedom to try out any ideas you have without messing with your actual ads, then if you find something that works while testing, you can duplicate it and add it to your actual cold campaign.

I’ll show you how to create a campaign for testing now

In Ads Manager make sure you’re on the Campaigns tab.
Click the checkbox next to your campaign then click the duplicate button.
You want to turn off the option that says “Show existing post engagements on duplicated ad” because you want fresh data.
Click the “duplicate” button. This will make a copy of your entire campaign.
Start by turning off all your Ad Sets so you’re not spending any money on ads you don’t need to.
Now if you want to test new ideas you can come into this campaign and have the freedom to try out any ideas you have without messing with your actual ads.

You want to use your Testing Campaign to find ads that beat your winning ads. The people that are the best at Facebook are always experimenting and improving. Then when you find one that beats your best ad, add it to your actual cold campaign then start trying to find a new ad to beat that one.

How to excel with Facebook ads
Patience – You must be patient and willing to wait to see the results before making decisions. I’ve reiterated this multiple times during this training. Facebook ads take time to optimize. Don’t expect huge results in a day or even a week. It’s going to take time to get really good at this.

Remove Emotion – You want to let the numbers dictate your decisions. If you feel scared or unsure if something will work, ignore how you’re feeling, look at the numbers and decide if it’s working.

Never assume – You never want to make decisions based on what you think will or won’t work. Test everything. Often the thing you think won’t work will end up being your best ad. Testing is the only way to find out.

Be willing to lose – You can’t panic over short term loses. Using Facebook ads to promote music and build a fanbase is a long term investment. It won’t pay off until your email database and social following has grown enough to return on your investment. It’s going to cost you money to start with. You have to go backward before you go forward.

Troubleshooting

When to troubleshoot – Your ads are active, money is being spent but there are no numbers in the “Landing Page Views” column in your Ad Account, or there are very small numbers in the “Landing Page Views” column. You want to check the following things in this exact order.

Check Custom Conversions – Make sure your custom conversions are set up properly and that the URL in the Custom Conversion is correct. Make sure the https and www. Have been removed. You should have tested the custom conversions before creating the ads, but if you didn’t then this is probably why.

Web Check – Have you gone through the entire process. Check the link that you used in the ad is correct, that your landing page is loading properly, that the email sign form is working and directing to a Thank You page properly. Have you tested on both desktop and mobile? You’ll be surprised how many times it’s because something on the landing page doesn’t work on mobile properly.

Time Check – Have you given your ads 7 days to optimize? Time is one of the most important parts. Run your ads for enough time to get real results and not guesses.

Content Check – It’s possible that your content isn’t relating to your audience. Check the Relevancy Score in Ad Manager. Create more ads with different images, copy and audiences until the numbers improve. Keep trying new things until you find something that works. If you give up before finding something that works, that’s on you, staying in the game until you find a combination that works.

If your ads are not getting approved – Check why your Facebook ads were disapproved in Business Manager. They will give you a reason. Delete the disapproved ads from your ads account and then edit your ads to comply with Facebook’s feedback. When done launch your Facebook ads again.

That’s how it’s done.
It’ll take a few times of launching different campaigns to start to fully get in the flow and get comfortable using Facebook ads. You know how to do it, so get to work. I’ll see you in the next lesson on Retargeting and Lookalike Audiences. This is where you’ll start to monetize and profit from Facebook ads.

What we covered
How to manage your Facebook ads.
How to report on the numbers and how to make judgments on whether an ad is working or not.
What to do if they aren’t working or if they are working.
How to excel with Facebook ads
What to do if things aren’t working – Troubleshooting

Tasks
Customize the columns in your Ad Account to see the right data
Identify the ads that aren’t working and cull them
Identify the Ad Set which is doing the best and scale it
Create a test campaign for testing other variations and ideas

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

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