Marketing Music Content

Creating Your First Music Ad Campaign

1.) What Are You Advertising? When advertising a music release, we recommend the 'Content' option.

2.) Choosing an Objective: You'll want to pick from the following options based on your needs.

ToneDen will automatically optimize your ad campaign to get more results from the objective you choose depending on what you specify in this step.

Option 1 - "Get people to visit a webpage or app" is best if you're looking to drive traffic away from Facebook/Instagram to an external URL.

Options:

  • Custom Link = input the URL to which you'd like to drive traffic  
  • Facebook Post = turn an organic post into a 'Link Click' ad, but remember to include the link within the initial post
  • FanLink = select a previously created FanLink to advertise
  • Previous Campaign = utilize creative from a past campaign

Option 2 - “Get people to engage with your post or page” is best if you're looking to drive awareness or if you’re trying to run a Page Likes or Facebook engagement campaign.

Options:

  • Get more engagement on an existing post = Boosting a post
  • Get more video views on a post = Video View campaign
  • Get people to message your page = FB Messenger campaign
  • Get more page likes = FB Page Like campaign

3.) Select Accounts: Choose the ad account with which you'd like to pay for your campaign and the page from which you want your ad to run.

We'll automatically load the ad accounts you have access to on the personal Facebook account you link with your ToneDen account.

You can choose the Facebook Ad Account you'd like to advertise from by clicking the drop-down menu below “Select A Facebook Advertising Account.”

Select the Facebook page from which you'd like your ad to run. You can select any page to which you have page advertiser access.

If a page doesn't show up, make sure you have advertiser access on the personal Facebook account you've linked with your ToneDen sub account.

Also, make sure to grant ToneDen access to all your Facebook pages so we can load them in our interface.

Pro Tip: If you have access to many pages, manually enter your page if it doesn't automatically appear in the drop-down section.

Choose an Instagram Page (Optional) - We'll automatically select the Instagram account connected to the Facebook page you select in the step above. Feel free to leave this section blank unless you'd like to select an Instagram account different than the one already attached to your page.

4.) Modify Target Audiences: Choose who sees your ads.

Choosing the right audiences is extremely important to your campaign's success. Learn more about how to reach your target audiences here.

Here is a list of our recommended audiences:

  1. Facebook - Page Engagers
  2. Facebook - Page Engagers Lookalike
  3. Spotify - Interests Related to a Spotify Artist (select your artist or a similar artist)
  4. Mailing List - Input a CSV via Custom Audience or select from MailChimp
  5. Website Visitors - Based on your pixel traffic

Adding Audiences with Audience Builder

Press the “Add New” button to add an audience.

After pressing the “Add New” button, you'll be prompted to select an "Audience Template” for your audience in the “Audience Builder” section.

Audience Templates are designed to give you a quick way to target a particular type of person on Facebook or Instagram. Different Audience Templates provide different targeting options.

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You can find pick Audience Templates in the “Recipes” column. There are different Audience Templates depending on which data source you choose from the “Ingredients” column.

Example: The “Facebook Interest Audience” template in the 'Facebook' Ingredients data source allows you to create an audience of all Facebook users narrowed down by specific interests of people on Facebook.

Example: The “Website Visitors Audience” template in the 'Website' Ingredients data source creates an audience based on a specific pixel's traffic or traffic to a specific URL. (Your Facebook pixel must be installed for both options!)

Takeaway: Campaigns with multiple audiences increase the number of conversions by over 20%. Learn more about the benefits of incorporating multiple audiences here.

Configuring an Audience Template

After choosing an audience template, your new audience will appear in the section below “Modify Target Audiences."

You can configure that audience template further by clicking on the audience box, which will prompt a menu to appear to your right.

For example, if you’re using the “Facebook Interest Audience” Audience Template, you can skip immediately to the “Advanced Targeting” section and begin typing interests in the field below the “Find people who share at least ONE of the following interests” text.

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The estimated size of that audience will be found in the center column below the name of the audience in a section titled “Approximate Size.”

If you’re using a different template, you always need to configure the “Template Options” section for the audience.

For example, with the “Facebook Custom Audience” Audience Template, you can choose which custom and/or saved audiences you'd like to import from Facebook or directly upload a CSV of a contact list.

Removing Audiences, Duplicating Audiences, or Changing an Audience Template

If you'd like to remove an audience from your campaign, you have two options:

  1. Click on the trashcan icon in the top right corner of the audience box located in the “Modify Target Audiences” column
  2. Click on the “Remove” text located in the right-hand column that you use to configure the Audience Template
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If you'd like to duplicate an audience, you have two options:

  1. Click on the folded papers icon in the top right corner of the audience box located in the “Modify Target Audiences” column
  2. Click on the “Duplicate” text located in the right-hand column that you use to configure the Audience Template
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To change an audience template without deleting the audience, click on the “Change Template” text located in the right-hand column that you use to configure the Audience Template.

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Using and Saving Sets

Do you use multiple audiences for every ad campaign you launch? Save time with Sets.

A Set is a group of multiple target audiences included in an ad campaign.

If you notice that you use a similar group of audiences for the majority of your campaigns, you can save that group as a Set by clicking on the “Save Set” button at the top of the “Modify Target Audiences” column.

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Pro Tip: If you use this set in the majority of campaigns you create, you can also check on the box that says “Make Default Set for New Campaigns” so that the Set will automatically appear when making a new campaign.
Takeaway: Our automated budget allocation will automatically portion out your budget so you're spending on the audiences most likely to purchase at any time. Learn more about our automated budget allocation here.

5.) Set Schedule

When Do You Want Your Ad Campaign to Start?

Choose the day you'd like your ad campaign to begin by selecting the “Please select a start date” field.

Choose the time you'd like your ad campaign to begin by selecting the “Select a start time” field.

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When Do You Want Your Ad Campaign to End?

Choose the day you'd like your ad campaign to end by selecting the “Please select an end date” field.

Choose the time you'd like your ad campaign to end by selecting the “Select an end time” field.

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Pro Tip: The best results occur from campaigns that run 14 days before and after a release date.
Takeaway: In order to get the best engagement, we recommend running Pre-Release campaigns to build hype 14 days before release and Post-Release campaigns 30 days after your release is available.

6.) Set Budget: Add your total budget for the campaign.

Using “Total Budget” is best if you don't plan to frequently adjust the budget of your campaign once it's launched.

When you use the “Total Budget” option, Facebook will take the total you input into the “Amount” field and spend it evenly across the number of days you chose in the “Set Schedule” step.

E.g. A four-day campaign with a $100 “Total Budget” will spend $25/day.

Using “Daily Budget” is best when you plan to frequently adjust the budget of your campaign once it's launched.

When you use the “Daily Budget” option, Facebook will take the amount you input into the “Amount” field and spend it daily.

E.g. A four-day campaign with a $25 “Daily Budget” will spend $25/day.

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Pro Tip: Use the “Total Budget” option and spend at least $7/day for each day your campaign is live to maximize your campaign's reach.
Takeaway: The minimum cost for your campaign to run is $1/day per audience. If your budget isn't large enough to include all your audiences, try running it for a shorter duration rather than excluding audiences.

7.) Design Ad: Add appealing creative and copy to promote your release.

Note: If you chose the “Use a Facebook post” option in the “Edit Objective” stage, you won't be able to customize your ad because the post that will be used is the existing Facebook post.

Creating Multiple Variations of Your Ads

The service will test every combination and find the ad your audiences will respond to the best. Create multiple variations by adding more than one creative variant to a creative section.

A/B testing ensures you're putting the best-performing ad in front of your customers. Learn more about the importance of A/B testing here.

Post Text

The post text section allows you to include text that clearly tells people about what you are promoting.

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Pro Tip: The most effective post text include the release name and release date.

Headline

The headline section allows you to add a brief headline to let people know what your ad is about.

The character limit for the headline is 40. You can add more text and go over the character limit, but it may be cut off when people see your ad in certain placements.

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Pro Tip: The most effective headline include the release name, release date, and necessary action (i.e., Pre-Save, Stream, Buy, etc).

Link Description

The Link Description section allows you to add additional text to emphasize why people should interact with your ad. This won’t appear in all placements.

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Pro Tip: A highly effective link description template is 'Click here to listen.'

Call to Action

The Call to Action section allows you to choose the action you want people to take when they see your ad.

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Pro Tip: A highly effective call to action for promoting music content is 'Listen Now.'

Image/Video

The Image/Video section allows you to choose what image or video you would like fans to see.

You have multiple options to add images and videos:

  • Use images or videos you’ve used in your past ad campaigns by selecting “Ad Account Library”
  • Use images or videos you’ve uploaded to your Facebook Page by selecting “Facebook Page Library”
  • Upload a new image or video by selecting “Upload New Image”
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Pro Tip: Use video creative as much as possible! We recommend teasing your track for 15 seconds to build hype. Also, try adding another video or image. We see a 50% increase in performance when using multiple options.

Recommended Image specs include:

  • 1,080 x 1,080 pixels 1200 x 628 pixels
  • To maximize ad delivery, use an image that contains little or no overlaid text.

Video Recommendations include:

  • Recommended Length: Up to 15 seconds
  • Recommended Aspect Ratio: Vertical (4:5)

Video Specifications include:

  • Recommended format: .mp4, .mov or .gif
  • Required Lengths by Placement:
  • Facebook: 240 minutes max
  • Instagram Stories: Up to 60 seconds
  • Instagram Feed: Up to 60 seconds
  • Resolution: 600px minimum width
  • File size: Up to 4GB max

8.) Set a Goal: Select the specific action you'd like your ad campaign to optimize for.

Your event will determine how ToneDen will optimize your campaign’s budget while your ads are live.

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You’ll get the best results when selecting an event that aligns with what you'd like to happen as a result of your ads.

Takeaway: Setting your goal to "Link Clicks" is the best option when there is no sale that can occur, given your Facebook pixel cannot track a conversion.

9.) Review & Launch: Review your campaign and enter a short recognizable name for your Ad Campaign.

You can also enter your email address in the field below to receive daily performance report emails for your campaign.

After you name your campaign, press the "Save As Draft" button to save your campaign as a draft or the "Launch Campaign" button to launch your campaign.

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Pro Tip: Save your campaign as a draft at any point by clicking the "Save as a Draft" button in the top right corner of your screen. Your campaigns won't auto-save, so make sure to save your campaign as a draft if you don't want to launch it right away!

Contents

How to Create Music Playbooks
Creating Your First Music Ad Campaign
Independent Artist Marketing
Album Marketing Campaign Strategy
How To Create a Spotify Pre-Save Playbook