Module 10 | 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 to another video and now we are going into optimizing the actual campaign on meta. The first thing you will do is you go into your ad account and then set the date range to maximum. So every data from beginning until now live data is shown here right now top right corner you can go here maximum. And then we also have to set custom columns. So you go first to performance and clicks. This is the first one and then you will open this here so we can optimize, change those columns, performance and clicks. I think on default you're on performance. Here I'm missing some very important metrics. You go on this here, then say customize. and now we are going to remove attribution settings we don't need this then also we don't need the quality ranking engagement rate ranking conversion rate ranking no need this then also shop clicks and then also delete clicks all CTR all and CPC all we only need link click CPC cost per link click and CTR link click through rate and now we are going to add the free type in the three seconds video play rate per impression and also we create a custom metric called conversion rate which is content views divided by link clicks to get an equivalent of this one here inside of our ad manager you go to create custom metric then you go here and say content views divide it by link clicks. Name it conversion rate and then percentage and yeah, here you can say everything into this business, create metric. I don't do this now because we already have it here. Add it and then you can save it as a custom preset. I already called it Songso, so I have it already here. Yeah. And then you can always switch to it and your setup and have everything in place. You need to optimize your campaign. So this is the first step you do. Then you're looking at the campaign at all. Please just ignore this one here. Meta is here recommending to activate those AI feature stuff we don't want because they are adding some other stuff. like yeah other audio for example other song over your one or adding very cringy not good looking titles we don't want this so we are going into the campaign make sure that we are set on maximum yeah we deleted the GSA broad one because the CPC on average on the hip-hop one is even better so I just turned it off yesterday kept it running for at least 24 hours and then cut it off um and then now we go into this one here and there we have added yesterday uh two more organic organic content pieces by clicking duplicate and change the the instagram video which martin has posted yesterday very important to click uh original setup not with recommendation do one Then go down and then click change content Instagram. I will choose one just here. We already have this inside of the campaign. What's now very important, look at here, the sneaky meta AI just re-edit those advantage plus creative enhancement, which are not enhancement from my expectation. So, also go here, edit, turn that off, go here and there's one more sneaky stuff in here, relevant comments. So really a snake one and then yeah, you can use it, just rename it. I will delete it here because it's already added. I think it's seven or eight and you can also add dark ads but after release maybe yeah, add more organic ones. So now we are going into the stats. First of all, very important, this is on average because it's on maximum. You also can go to date today or yesterday for example. So what you can see here is on Friday, on Friday we saw this here. So we saw this here. And what we did, those who are not active on Friday, what we did, we went through on our rule setup looking for our rules. First of all, okay, 300 impressions, no. 300 impressions, no. 300 impressions, yes. Okay, CPC, yes. It's German, it's niche, so our CPC should be 15 to, on mainstream campaigns in GSA, it should be 15 to 25 and the conversion, the CPA should be 20 cent to 30 cent but the CPC is already over our aimed CPA so it could not work. if I put one more 30% on that, we will go for 40 cents cost per conversions maybe. Yeah, yeah, roundabout, yes. So I talked to Martijn, the artist, and he said, yeah, this is very niche. So for me, it's cool if we reach 40 cents maybe. But yeah, our aim is to get it low as possible. So on the first day, day on Friday afternoon we say okay let's keep this on just keep an eye on it but keep it on okay CPC is in the range the CTR is on the is on benchmark is over 1% and the free seconds okay it's below 30% but conversion rate is 80 so only one CT only one metric is not inside of our benchmark if we are saying the CPC is okay for us. Okay, next one over 300 impressions. Yes, CPC is on 30 cents. Okay, CTR is over 2%, very good. This is exactly on our benchmark and yeah, 50-50, I think we turned it off yesterday. We will see it if we go on one day further but yeah we keep this turned this off yesterday I guess. Then this one here okay not enough impressions for now. Stats are looking also yeah very way close to the benchmark and here 300 yes cost per click 17 cents perfect strong CTR hitting the free seconds but below 52 or below 60% on here. So you can do 50 or 60 here. On Friday, I will do 50 because sometimes more data is coming in and not attributed yet. Okay, so what we did say, okay, we keep these on. So then the next day, Saturday, yesterday, doing the same. But now we have to go for those together because this is what we saw yesterday afternoon 300 impressions yes much too high CPC and also below our goal here turn it off next one not enough impressions yet go for it enough impressions okay CPC little bit too high. CTR is reached. Three seconds just on the benchmark. Conversion rate, nah, too low for my side. Okay, next one. Impressions, check. CPC also hitting exactly 30 cents. CTR, oh, 1%. Okay, this one here is too low. Yes, it's too low, but 80% conversion rate. Okay, keep it on. next one impressions check cpc check cdr check three seconds check conversion rate let's keep an eye on this one next one not enough uh impressions yet just keep it running so then only today only today if we look on that uh we added this one here organic seven and today I was waiting for 300 impressions. Okay, this is not working at all here. Not working on here. Not working on here. Yeah, working on here, cool. One time. But yeah, three times missed the benchmark. So turn it off instantly. Yeah, and for the other one, we have to wait. I'm waiting for this one here to get played out. But this is how we... we optimize the campaigns. What I will show you is an old campaign of Martijn. If you are an international release or more mainstream broad release, please use those rules here for the CPC and the CTA. Then also I can show you an old campaign. This was the previous release. And as you can see, The results were much better. It was also the hip hop one. We turned the broad one off, I guess, also on Sunday or Monday. And here the stats were much better. 17 cent CPC over 2.67%. CTR 41% and 72% and also a good conversion rate. So this was the last campaign also with Songso and it went much better. So what I can tell you on this side, as mentioned before in the last video, not every release is equal. And if you're doing your first campaign and getting results like that and you say, this is not what I was expecting, then hey, stay cool, relax. We decide tomorrow on Monday if we're kept this campaign. Martijn is also producing new creatives with other snippets of the track, other parts of the track and maybe some more native stuff because if you look on those they are all very cinematic looking very equal. But on the last campaign here for him also. So if you look here the look is yeah it's not so green. It's also a little bit dark and cold but Yeah, it's more blue. It's not so green at all. Maybe this one here. Oh, this should not stay here. Smoking at all. Okay, very bad example. I have to talk to him. Yeah, but maybe it's the content. Maybe it's the content look. Maybe it's the track. We don't know. What I can see on Spotify is we are not seeing stream data from yesterday, but there's a hack can go to compare songs. go to the last one, the eight days. Yesterday we have 1764 and yeah, so you see those releases started very equal, but on day two, ah, no, there's no data. Um... There is no data there for yesterday, but there's a hack. You can go to comparison, choose the last one, go to first 28 days. And you see here is a null for day two, but we are seeing that this is day one. So we have... 1.5 and this one here did 1.7 on the last one. So we are little bit below it. The most traffic is also organic on here because there's not so much traffic yet on Songso. Let's check this. So not even 200 platform clicks on here on Spotify. 161 so yeah. paid traffic and organic one on this one here, but people are going into release radar and straight to Spotify and search for it and so on. Popularity is a six right now. This is fetching the popularity score every day for you and I guess in the evening. And yeah, you see also that we have 18 paid clicks today. Let's look what Meta is going on. saying right now because it takes some hours to count those conversions to the campaign. Let's check this here. Okay, it's say 15 and here 18. Okay, free conversions, free paid conversions are missing at the moment. So let's look into that here and yeah, We are going to check this. Yeah, on today's level, the stats are not good at all. But what we are waiting for, we are waiting for reaching the learning phase. So you need at least 50 conversions that matter and their system is going to improve your campaign. And what you see here on the last campaign I can show you is that this was happening on day four, I guess. So let's go into that one here and then say maybe last four days. Yeah, what you can see here, the winning creative started also with a conversion of 35 and then went down and reach the lowest one 16 cent per conversion on day four before it goes up back to its end position, which is also pretty good. But you see that Meta is testing it into different parts of your audience. So please do not give too much on those daily stats. And also we don't know if there are more conversions already because we are missing Let's look. Yeah, so 18 and we have 15 on here so maybe there are three here we don't see yet. So don't take this all too strict. This is just a thumb guide you can use to have a more realistic expectation what those campaigns are delivering in results. And the next video we are looking into our real ad agency account and I can give you some insights on major campaigns, on indie campaigns and different types of campaigns. Also other campaign types like tours and stuff. So let's 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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