Module 9 | 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.

Welcome back. It's Sunday, two days ago. The song Paradisstraße von Martijn was released. And so far, currently, we hit the 5K streams a few hours ago. And I will give you a quick overview how the campaign optimization process is going. And for this, we also have inside of the No Bullshit Guide one section about App Campaign Optimization. optimization framework. This is the exact same work we are using in our agency. And yeah, we look different on several markets. So there are no general benchmarks at all. You have to look for how expensive is advertising in those markets. I will show you how the difference in the CPM is on there. And for this example, we are working here on a very niche specific German indie release. So the expectation for the cost per conversion is a little bit higher than it's on average in our market which you already can see here we are aiming for 20 to 30 cent cost per conversion so and that conversion is an actually click on a platform like on a DSP store like Spotify and Yeah, maybe for this campaign, it could be a little bit higher, but we also had campaigns for him in the past, which were exactly hitting this benchmark. And on the international English-speaking markets and countries, you can aim for CPA from 10 to 20%. And yeah, this is totally realistic. And if it's very niche, you can just add 50% more just to keep in mind that it's not super... if you're not hitting those benchmarks so it's just more like a thumb rule and if we are looking for the CPAs in the niche one for Germany for example the GSA markets it could be in a range of 30 to 45 cents in CPA and yeah you have also here the CPC which is the actual cost per click on your ad and then the cost per conversion is even much higher a little bit higher around about 30% higher depending on your click-through rate because you cannot have more conversions than you have clicks. So then there's something broken. Okay, let's get back on here. So just first of all, I will explain the workflow. So what you do on the release day, you're going to your Songso account, checking all the links. So Songso is also converting the release link Fetching all stores automatically. I guess two minutes after midnight. It should happen depending on the availability. From the stores. But the release link. Is converting automatically. So you can go to bed if you want. And everything is set up. Then just on the next morning you go. There look if everything is fine. So maybe there are two. Three stores missing. You can add them manually. Or just switching links. And then. you will do nothing. You just keep waiting until the campaign is even live at least for 12 hours. So at earliest we do changes on Friday afternoon and then we are looking for ads already having more than 300 or at least 300 impressions. If they do not have 300 impressions, we are not doing any change to those ads. So then we are looking for metrics and I surely explain what those metrics are. This is cost per click as you read above. It's how much you have to pay for a person who clicks on your ad on Meta or Instagram. Then the click-through rate, this is a rate from 1000 or no, sorry, for 100 impressions, how many clicks you get those on this ads. and we are aiming here for 1% roundabout. If it's below 1% then we turn the ad off. Those metrics are equal for all markets. Only the CPC and the CPA are different. And then we also have the 3 seconds view play rate which is how many percent of the viewers of your ads finishing the first 3 seconds. which should be higher than 30%. And then we have also the conversion rate, which is equal to this one here, but meta is not completely accurate in attribute those values to your ads. So we have to get a little bit lower here. Here we are aiming for more than 70%. And on our meta side, we are aiming for 60% in attribution. And we are turning ads off if two or more metrics of this ad are below our benchmarks. So high CPC alone isn't enough. It must combine with a low CTR below 1% or a conversion rate under 60% or play rate below 30%. And here's also an example you can go through. So at this example here, we have over 300 impressions. We have a... for international release here we have yeah in this kind too high CPC we can go up here look at the benchmark and the benchmark here has to be 5 to 15 cent in CPC so you see okay we are more than 15 cent here and we have also a very low CTR so we turn the thing off here we have to wait not much impressions yet Here on this example also very high CPC for this international release and also a very low conversion rate. Here this is super fine and here we have to wait also. So yeah as mentioned before here are the benchmark nodes for CPCs and yeah just look at those for every mark it equal and then we are going to saturday and sunday and repeat those rules and just look at them so now you can see here in this example we already have more impressions here and now we can turn off this one here because it has still uh yeah below one percent ctr and uh conversion rate below 60 percent Here everything is fine. This is very strong. 6% CTA will keep this on. Here we have too high CPC and also too low conversion rate. And this one here is also inside of the benchmarks. Here we have to keep an eye on not getting higher than 15 cents here. And the conversion rate is just on the edge. It's below 60%. Yeah, we have to keep an eye on this one here in this example. So this is just fictive. And on Monday, you're rechecking again. You can do this every day. But in the first four days, it's very crucial. If the performance, and this is very important, if the performance is consistently poor on all ads, you kill the campaign. It doesn't make sense to force a bad campaign campaign. getting to work it's not getting to work even you spend more money instead we will recommend to switch to a previous campaign which went better in the past or if you don't have one set up a backup.log campaign so you grab your five top songs from spotify for example setting up new campaigns for them Adding more creatives for them, creating new creatives for them and then just look if you can achieve side of the benchmarks with that types of campaigns. So basically, please do not try to force bad campaigns. Doesn't make sense. Only burn money. What you can do is add other creatives with other snippets or parts of your song. try different visual angles, looking more native and so on. This is what you can do. Then give them also 300 impressions again. Check this. But if you are not getting the campaign to work until Monday, kill it. And then just go to the next one. So I know you want to say, hey, it's my release first week. It's very important for me. Yes, but it won't work. So on the next video, we are diving straight into the campaign of Matajn and then we will go through this process. Already some ads are turned off from our side on Friday or yesterday and also today but I will explain everything we get through. Let's move on and see 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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