Module 7 | 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.

Now we can go back to the business manager, select the ad account we want to use for that campaign and you click on this button open in ads manager then this interface you maybe already know or seen it before will open up and this is the place where we can create the campaign. If there is also verification required please do it I will create the campaign on our agency business manager which has access to that specific ad account. Please check the ID that you're not creating a campaign in the ad account of someone else. And first of all, I have to explain what we are actually advertising. We have prepared some content in here. Disclaimer, this is not how we will do it in our agency, because this is not enough content. It's just for demonstration, how to put in some creatives and start right away. Use at least 10 to 15 different creatives in different styles. So they could be native performances. That could be something out of a music video or professional camera footage, just a mix with text hooks, lyric overlay, just different angles, not those five very similar videos. We know in this case it could work, but this is really just for demonstration. A good campaign will get good results if your song is nice. It has to be, it has to be good. You have a lot of different good content, which probably already worked organically before. So this is what we are working with our clients just to get more organic reach and then use this content, leverage it and scale it in a paid media campaign. So if you're stuck and not good at all at content, you have to fix that first. I know it's easy to say, but you're burning a lot of money if you will force to show people back content. This is not how it works. You need good music, you need good content. And also the good tracking, sending back quality data back from SongSau to meta. It's not, you will see it in a few minutes. It's not about that secret sauce. What detailed interest I will write into it. Yes, there was a good interest targeting in the past. There was a good, hey, let's do some lookalikes. But for now, to be honest, bullshit. In 99% of our campaigns it's a very broad targeting. What this actually means I can show you right now. It's very basic and it works. And this is what the only thing was important for you. Just create a campaign which works. And this is what we're going to do now. So we create a campaign and the first issue or the first thing what most artists are doing wrong is creating a traffic campaign. And this is not what we want to do. A traffic campaign is only for sending traffic, what the campaign objective already says in its name. We want, and this is not very obvious, it's a sales campaign for conversions. We want people to convert to external. So the sale would be the streaming revenue. I know that's not much, but in the logic system of advertising, this is a sale, it's a conversion. So we have to choose this one and then Meta will send us high quality traffic. If we are going to use traffic it could work, yeah sure, but you will have a lot of drop off rates on high drop off rates on your smart link as you will see on Songso and you can't use tracking pixels at all which is totally useless for us. We are going to select sales auction you stay the same and then go to continue and then we are going to fill in the campaign name keep it very simple here it's just the artist name and the release name so and then buying type keeps auction campaign objective sales no spending limit at all, no advantage plus catalog ads campaign. And then when it comes down to the budget for the first campaign, you will set ad set budget because we will test two different audiences against each other in the A-B test, but we are not using the A-B test function from Matter here. We will do it manually on our own. So click next. and then we will call the ad set something like QGSA and then for Matine hip hop conversion location we want single and then website. Then maximize the number of conversions this is what we want and then we will select the pixel we've created before or your existing pixel and then very important optimizing for view content. You already see it before in the events manager where we tested the events. It's view content. You will see, you will select this. This is the only event right now which is active if you're using other links like tour links that will send add to cart or unlock gates. It will say lead events. So for now it's view content. So attribution model will be also standard and the daily budget for the beginning we will recommend 20 euros, 20 dollars what it is in your currency just to get a few more data on the first days. So we will have two ad sets with 20 euros each. And then we will adjust it because only one ad set will survive. One is the winning one. So $20 daily budget. We will start on, go with 10 minutes after midnight. And it's on your own to choose an end date. I will do it just for safety reasons. So, yeah. Most times I will choose, yeah, quite one month in the future. This is for us, it's the perfect campaign timeframe. So here, Germany, yes, then I will also set the language because this is a German language. When it comes down to the country list, you can click here and say, at locations in bulk and then countries. I will link you, uh, our internal country lists, which works best for us. I know a lot of guys came here with tier one, tier two, tier three countries, which some guys on YouTube are teaching. You can try it. Our experience is those countries in the list works best. And then you will size it down to that countries, which are popping up most on the Spotify site in the future. So targeting at the beginning, super broad. And then from campaign to campaign, we are knowing better for each campaign, what we have to set up here. So for this Germany, Austria and Switzerland and Then no audience exclusion, minimum age, and now we can suggest an audience. You can also limit it very hard, but we are not recommending it. It's more like a recommendation where the algorithm is or should try to go. So we are going here into this detail targeting and If you explain some magic here, it's very basic for for Matin I will go with hip hop. Also use rapping in here, define further and then we are going to input Spotify. This is the only thing I will recommend. But for genre targeting choose two, one or two and then make an end conditioning. So it's people have to be interested in rapping. and Spotify or hip hop and Spotify. So those are not together. So Spotify is always in it. You can also use other streaming distributors or services in here if you want. For our experience Spotify works best. So that's it. There you say your own name and then it comes to placements. We are going to uncheck Facebook, we uncheck threads, audience network, messenger as well. And now we go here and uncheck all the feed stuff. So then we also uncheck the search results. And then you can decide, do you want the reels in it or not? For us, we will use it, but only the Instagram reels and the stories, not the profile reels. Our experience is that people are not more likely to click if they are on a specific profile watching reels from that account. And that comes up. It's more like dump scrolling. There are the CTRs much higher. So then we're going to the ad level. You see there is campaign level. headset level and the ad level and this is the place where we can design the actual ad. So we can call it one, just one. And now we have to set this Facebook page we are not using in the campaign but we have to set one. For this I will use a demo artist page and then Martijn's Instagram account. In Martin's account, there was another one. I'm not able to use it here because it asked me for a verification, but you just create a placeholder page in your business manager and then select it here. No branding. And then create ad manual upload, no advantage plus catalog ads, just manual uploads, single image or video. And now please uncheck multi advertiser ads because this is ending up in, oh, there's an ad from another artist. Okay, let's do, let's show the user your ad and then the ad from another artist or show another artist and then your ad just in like carousel. And this is not what we want. We want to stand alone as an own ad. Yeah, then single image or video, no schedule at all. Then we have to, I have just to just grab the link one second, go to Songso, copy it here, go back, insert the website and here tracking should be enabled. And then we can upload the videos here. Then you go here in the first step, creative setup, click edit sources, delete it. So no site links are added. So there are some external other song. So links added to your ad. We don't want this. And also check if catalog is off. This is very important. So maybe some random connected Shopify or merchandise stuff catalogs are added here. We don't want this in our music ads. So keep sure that everything here is clean. Then go to media and now we want to upload it. Go to desktop and this case, and I will grab those videos and click upload. click the first one, the other one is an old one. Make sure that the aspect ratio is fine. Then if you want you can add primary text. This will end up for reals in the caption. It's like the caption. There you can say something like the title. And then out now so this is a just a basic text we are using then spelling is right yeah headline we don't need a headline at all and here on call to action we are going to use listen now so here meta is going to ask us do you want translation no do you want this ugly text improvements visual touch ups video effect or weird ctas no everything no um so now it says it needs a image so that seems like a bug to me everything here is off text or video made covered by a profile icon blah blah okay uh why there is no why there is no preview shown at the moment Just quick duplicate it, call it two and check if this is changing if we go to change video here. Very important that you check this again here because sometimes already you're going to duplicate it and that I say okay maybe we can try to pitch this now. So okay this is all fine. Everything's turned off here. You have to scroll down here also sometimes it's adding stuff. Yeah, you have to watch the safe zones. So I will provide you an overlay where you can check for ads that nothing is here. Maybe I'm not sure. Maybe the subtitles are a little bit too low, but yeah. We will see it. You have to check for this is it just for demonstration. Maybe we can get it here. Yeah. Okay. So the button is no problem as you can see here. Yeah, on the real it's quite too low if this is added from Meta. So in this case you can decide to turn it off. better check the save zones with our overlay before I would link it to you around this video. What we do now, we publish it. So it also auto saves, but just publish that for the moment. And then it will say processing or scheduled. Yeah. Basic campaign is set up right now. Next step would be if you want add organic videos as well and then also add a second targeting for A-B testing which I will show you in the next video.

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

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