Module 5 | Based on Blueprint Course

This guide is based on the Instagram Ads Blueprint course. It covers essential strategies and tactics for running successful music ad campaigns.

And in this video, I mainly want to talk about what exactly the difference is. What does song.so maybe do better? What can it do just as well as the other tools? I'd like to dive into that briefly. You see many people initially perceive song. So as just the new next smart link tool that, you know, can provide links for releases with all the different stores. And yes, we do that too. But the main difference is that song. So as a full fledged CRM system that tracks the fan journey, that means from the very first touch point, for example, through an ad or a link click, in a bio on Instagram or TikTok, from that point on, we track the fan journey. Every single touch point that goes through song, so, and I'll explain which ones those are in a moment, is tracked and can be displayed visually. This means it's not just about providing links, it's about really tracking fan touch points. Actions like an email opt-in, a click on an email, a return visit to a bio link, maybe the person clicks again on the next ad, or shows interest in tickets for a specific city. A few features are still in development like our own storefront frontend, but these are the basic link types that we've already had in production for a year. Typically on the left, you have the release smart link. Then in the middle as a sort of link tree replacement, you view directly in your bio link, which has an integrated email newsletter opt-in. WhatsApp is currently in development and the tour link. These are the three basic links that pretty much every artist needs at some point. First, we have standard analytics where we also differentiate between traffic sources. This means you don't just see the clicks, but paid clicks and organic clicks. And by the way, we also filter out bot traffic so you only see real actual clicks. For example, many people don't even know that when they set up meta campaigns, a crawler runs on every ad first. These views then show up in your tools backend and you have no idea where the traffic is coming from. Yeah, so with us, all of that is already filtered out. Additionally, we have daily popularity score index tracking from Spotify, which means you can simply see here how the curve grows along with it. We have a geographic breakdown. We also have a platform breakdown, of course, and in the bio link, you can see where the clicks are going. So now comes the magic sauce specifically with the bio link opt in. For example, we don't just track the email address. We also ask for the first name and we assign a location to it based on the IP. This means it's very accurate in over 90% of cases. This means email lists are created automatically, which you can either download or use our integrated tool to send email campaigns later on. This means that even if they opt in six months later, we know which pages that person visited before based on their fingerprint. And we even know that cross device. And now it quickly becomes clear what song so does differently than other tools because we create fan profile. We then collect data through, for example, orders or email campaigns like location, devices, first name and so on. All this data is also used to provide additional input to the event match quality score at Meta, which helps ensure accurate event matching. This means we ensure that Meta simply gets the best possible information from these fan profiles. And in a direct comparison, yes, we have pulled very current data from three event managers and simply compared the scores. That means we have a hypedit smart link click from the same artist here. a score of 6.1, which was even the best. But the crucial difference is you have to look here, the click ID. So we see five parameters here, IP, user agent, browser ID, external ID, and click ID. And here we are very weak with not even 20%. And that means that meta can't do much with the data from Hypedit or assign the clicks to the people. So with Songso, it looks a bit different. We have a 98.2. eight, nine percent assignment rate for the click ID. And you can also see that we don't just send the five values like over here, but we also send the fingerprint, for example, and the location data, which also helps with identification of the user, which extremely improves your campaign performance and completes learning phases faster. So with feature FM, a similar story you can see here, we're at 28% and also have five parameters in play here. Over here at Songso, it's 6.7 again in comparison. Similar game, so exactly the same here. And the same thing again with Toniden. We're only at 4.4, have three parameters and no click ID at all. And here we have 96% again. This means that Songso acts as a positive side effect, ensuring that when you run your campaigns with it, they simply are much more performant. And in practice, it looks like this in a concrete test here in Euro advertising. But you can think of the whole thing in dollars that we have a quasi over 50% cost per conversion improvement. This means we can roughly say that you can have your cost per conversion with the use of Songso in your campaigns in most cases, if not better, sometimes slightly lower, but as a rule, simply Harvard, this means that you get better results for the same budget. Your learning phases can be completed faster. Meta can optimize better and your potential fans and listeners can be identified much better than with the other tools. This means that you are feeding Spotify in particular with extremely high quality listener data. This means people who really listen to your music, who actively click on it and can then trigger the algorithm in the best case so that even After the campaign in the green period here, for example, you can see the red period very well. This is where the ads were running. Yes, even afterwards, there are still high algorithmic pushes from Discover Weekly Radio, Release Radar, etc. You probably already know about that, but... That's basically the main difference. We collect a lot of data and filter it out using artificial intelligence, prepare it so that Meta can process it in the best possible way. And at the same time, we build out this fan profile for you. And with that, you should get significantly better results, which will then of course be reflected in your streaming and release campaigns.

Apply these strategies to your current campaign. Move to the next module for additional optimization techniques and advanced tactics.

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