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

Your ad theory

Your Ad Theory

In this lesson

  • What goes into a good Facebook ad – What separates the exceptional ones for the averages ones.
  • Why people fail with Facebook ads – Variation with the Facebook algorithm.
  • The anatomy of a Facebook Ad – What makes up a Facebook ad.
  • Preparing the ads – Gathering the content that will become Facebook ads.

Tasks

1. Get to work creating the content for your Facebook ads.

  • 4 x Body Copy Variables
  • 4 x Headlines, one for each of the body copy variables.
  • 4 x Images
  • 2 short videos (15 sec)

Transcript

Your Facebook Ad Theory

Your Ad Theory

In this lesson
What goes into a good Facebook ad – What separates the exceptional ones for the averages ones.
Why people fail with Facebook ads – Variation with the Facebook algorithm.
The anatomy of a Facebook Ad – What makes up a Facebook ad.
Preparing the ads – Gathering the content that will become Facebook ads.

What goes into a good Facebook ad.
There are Facebook ads that fail and get no results, there are ads that kind of work, and there are killer ads that work really well. So what separates the exceptional ones for the average ones?

Balance – Facebook ads require you to test multiple different variables to find the right combination that works. You need to find the perfect balance of Audience, copy and image or video.

Success with Facebook – Requires you to be methodical, analyze the numbers and experiment.

Experimentation – Includes analyzing what is working and what isn’t working, to try to figure out different combinations of the Facebook ad variables that work to acquire the right kinds of music fans.

Workflow
There is a process that we can work through to find the perfect combination of variables.

Ad Theory – First we need to theorize the combination of the audience we target, the copy, and the image or video that we believe will work together to acquire the right kind of fan.
Testing – Once we’ve formed a theory, we test it by running actual ads and we observe the results.
Iteration – Once we have seen the results of the test, we will be able to see what has worked and what hasn’t worked. Then we can iterate, form a new Ad Theory, do more of what has worked and turn off everything that isn’t working.

Then we do this over and over again repeatedly. You’re never done, the Ad theory can always be iterated and tested again.

Why people fail with Facebook ads
Most people will create one ad with one image and select one audience.

Facebook’s Ad algorithm is a machine that’s constantly helping you by trying to find the best people to show your ads to, but in order for it to do the best job it can, you need to give the algorithm variation to test with. Without variation, the algorithm can’t work.

If you’ve only given it one audience with one ad, it only has one combination to work with. It can’t try the ad with different audiences or try different images with different messages with different audiences, so the algorithm can’t optimize and just gives up. This is why everyone fails with Facebook.

This is ninja level stuff here. When it comes to Facebook ads, variation is key. You want to have multiple audiences to target, multiple ad messages with multiple images and videos so that the algorithm can find the perfect combination.

Once we have multiple audiences, messages, and images, it’s impossible for a human to know which combinations of those will work, out of the 100s of possibilities. That’s why we use Facebook’s algorithm to optimize and find the perfect ad combination.

How much variation is required?
The perfect amount of variation to launch a campaign is:
4 Messages
4 Images
2 Videos
4 Audiences

Facebook will use everything you give it to create every possible combination of the variables. The above will create 96 different ad combinations. Facebook will test all of these combinations, we’ll be able to see the best ones on which we can iterate and test again.

The anatomy of a Facebook Ad
Now that you understand how this is going to work. Let’s talk about the parts of a Facebook ad. There’s the copywriting (headline and body), images and videos.

Copywriting
Copywriting is the art of writing copy, the words used in ads and on web pages, that sell or promote a product or service and convinces prospects to take action.

With Facebook Ads, we should be talking to a specific person and asking them to take a specific action. When you’re writing the copy, don’t worry about making it too long, longer copy often works better if the audience relates to it or enjoys reading it. Long copy is definitely a variation that should always be tested.

Images
The single image ad format allows you to show one image alongside your ad’s copy and headline. Single image ads are useful to capture attention.

To create attention-grabbing ads that feel like a familiar part of someone’s feed, show images of people. You don’t want your ad to look like an ad, no one wants to see an ad on their feed. It should look like a post done by a friend. You don’t want to modify the image or video by putting text or borders on them. They need to be natural and personal and include you. Don’t hide yourself and avoid fake looking stock images and logos.

Also, avoid adding text to your images, images with more than 20% text will be disapproved by Facebook and they don’t perform as well as images without text, so I recommend avoiding adding text onto images entirely.

Videos
Video ads allow you to show off your music using an attention-grabbing video. You can deliver video ads to the Facebook feed and the Instagram feed. Videos are great to capture attention quickly and they give your audience a sample of your music to check out right in their feed.

Create videos that are 15 seconds or less to captivate your audience and expose them to your music. If you use an existing video, edit it to put the most compelling part of your song at the very beginning to grab interest. Do you have a catchy hook or riff you can use? You’ve only got 15 seconds, so make it count and capture the audience’s attention both with the music and visually.

Video and Image Size
When you create ads, images and videos should cover as much of the screen as possible to grab attention. To make optimal use of the ad space used in Instagram and Facebook feeds, create a vertical 4:5 aspect ratio video or image. You can use other ratios but a 4:5 ratio will take up the maximum screen space in both Instagram and Facebook.

Preparing The ads
Let’s look at preparing your ad content.
Each ad will contain the following variables: 1, headline, 1 body copy, 1 image or video.
So in total, you need to come up with:
4 Body Copy
4 Headlines
4 Images
2 short videos (15 sec)

Facebook will use everything you give it to create every possible combination of the variables. These variables 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. Never assume that something will work or that something won’t work. Always test. Sometimes the things that work the best are the things you least expected to work. You will never know if something works or not until you test it.

4x Body Copy
Creating the Body Copy
First, you need to put together 4 different versions of the body copy for the ad.
Don’t worry about it being too long, it’s a good idea to test some long copy variations and some short. Story based copy often works very well.

Ideas:
Tell a personal story about the song (this could be quite long, good.).
Tell an interesting or funny story about the experience of the songwriting or recording of the song.
Copy an actual review or quote from a review.
Use an excerpt from your bio, where are you from and your influences?
How do you describe your music?
Have you toured with anyone notable that you can mention?

4x Headlines
Form the Headlines
Once you’ve written 4 or more versions of the body copy, then you can grab a line from each of the body copy variations to use as the headline. It must be relevant and relate to the body copy.
Each variation of the body copy must have its own headline. Your headline needs to grab your audience’s attention, it’s ok to be thought-provoking as long as you don’t piss off your audience. The headline is limited to 25 characters.

4x Images
Choosing the images
Use a combination of staged photos and casual photos. You want to use quality images of you. The last thing you want is for the ad to look like an ad. It should look like a post done by a friend. You don’t want to modify the image by putting text or borders on them. They need to be natural and personal and include you. Don’t hide yourself. Avoid fake looking stock images and logos. Vertical 4:5 aspect ratio. The perfect dimensions are 1200px x 1500px.

2x Videos
Choosing the videos
It’s ideal to use a visually captivating music video. Edit it to put the most compelling part of your song at the very beginning to grab interest. It’s ideal to use a vertical 4:5 aspect ratio video. The perfect dimensions are 1200px x 1500px. You can, however, use a landscape style video if you are unable to edit the dimensions of what you have available.

Ideas:
Clip of the hook or chorus of the song (ideal)
A clip from another part of the song (guitar solo or breakdown)
Film a video message to your audience
Combination of both

Ninja Hack
You can get ideas for ads by looking at other artist’s ads that they’re running on Facebook by visiting their fan page and clicking “info and ads”. Anyone can see this.

Finishing
You want to collate all this info into a spreadsheet or document, I recommend using Google Docs to do this. You also need to save the images and videos into a folder so you have them ready for your ads.

4 Body Copy
4 Headlines
4 images
2 short videos (15 sec)

What we covered
What goes into a good Facebook ad – What separates the exceptional ones for the averages ones.
Why people fail with Facebook ads – Variation with the Facebook algorithm. When it comes to Facebook ads, variation is key. You want to have multiple audiences to target, multiple ad messages with multiple images and videos so that the algorithm can find the perfect combination.
The anatomy of a Facebook Ad – What makes up a Facebook ad, the copy, headline, and image or video.
Preparing The ads – Gathering and creating all the content that will become Facebook ads.

Tasks
Get to work creating the content for your Facebook ads.
4x Body Copy Variables
4x Headlines, one for each of the body copy variables.
4 Images
2 short videos (15 sec)

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