Facebook Ad Marketing For Music Artists | In-Depth Look Pt. 1

editing this long of a video took longer than i thought! hopefully it gives you a little better of an idea of how to run facebooks ads to promote your music.
like and subscribe and obviously stream satellite while you're here :)
stream satellite: linktr.ee/niko.wav
find me on instagram: / niko.wav

[@nishchaynbeharam2779]

Finally someone said it straight that: 1. You need good freaking music 2. Only an ad with the artwork and listen now won't work very well. 3. You need appealing visuals. Great work man! Keep this up

[@nikowav]

Those are definitely three BIG keys to running a successful campaign!

[@XNewRoman]

Please make a part 2 Niko, that would really help a lot of independent artists out there! Thank you for this video

[@KWestOMG]

Bro, a part 2 will definitely be needed

[@nikowav]

sounds good!

[@Tauramehtar]

Ready for part 2, this video was great!

[@nikowav]

Thanks!

[@ethanchiasson]

Wicked video man, high quality content and no stupid background music, thanks for the insight, keep it up!

[@user-qg8qc5qb9r]

Introduction and Overview - 00:00:00 Creating Engaging Video Ads - 00:00:33 Using Captions to Enhance Engagement - 00:01:24 Setting Up a Landing Page - 00:02:27 Creating a Facebook Ad Campaign - 00:03:36 Choosing Your Campaign Budget - 00:04:09 Defining Target Audience in Ad Sets - 00:04:42 Selecting Target Interests and Countries - 00:05:44 Choosing Manual Placements for Ads - 00:08:21 Uploading and Managing Video Ads - 00:09:24 Monitoring and Optimizing Ad Performance - 00:11:01 Evaluating Ad Set Results - 00:11:35 Understanding Cost Per Conversion - 00:12:04 Tracking Results on Spotify and Future Plans - 00:13:22 Final Thoughts and Additional Resources - 00:14:29

[@MasterSplinterPDX]

Bruh, something about the way you explain it is more clear than Andrew Southworth. He's great, but you're easier to follow!

[@nikowav]

Thank you! I'm glad you're getting something out of it :)

[@MasterSplinterPDX]

does it take a few days to see results on the ad? Like, if you're maybe 2 or 3 days in to the ad going live, is it normal for it to lag a bit as far as conversions? @@nikowav

[@Cresce_Music]

My guy you are a legend for this! Super in depth and detailed explanation , truly appreciated. Had to subscribe ❤️❤️

[@nikowav]

Thanks for the sub!

[@vasypher]

Would love to see a part 2!

[@CrystalReneeMusic]

Yes to the hyped it landing page video too 🙌🏾

[@nikowav]

sounds good!

[@jchassett]

Dude, thank you for making this. Incredibly informative and helpful.

[@nikowav]

You're welcome!

[@thereesebonneau]

Lastly I did checkout your Spotify and love your music!!

[@MaximoSegui]

Most definitely create a part 2

[@DudeSilad]

Great informative video. Very useful. Thank you.

[@FrancCinelliTV]

super video!! thanks for taking the time to make it

[@shoujii-pop]

Awesome work bro. Andrew Southworth is the goat and learned a ton from him too. Subbed

[@nikowav]

thanks! yeah he's been super helpful

[@Ruzbeatz]

My guy!! Well done

[@lunr_girl]

This is so helpful!!! Thank you!

[@LouYorkLife]

Great video and straight to the point. Questions: a I see you have both FB and IG placements in 1 ad set. Have you ever separated FB and IG into different ads (or ad sets) so that you can see which platform does best and, also, not allow Meta to allocate more money to one platform vs the other? b. Why do you keep both platforms in 1 ad set and have the results been great this way vs separating the platforms in different ad sets? Again, thanks for this video and have a great day and weekend ahead.

[@altermoremusic]

Thank you. Part 2 please for full picture ☺️

[@julietluvvv]

Please do more of these!!

[@saveriamusic]

Awesome video man!! Would love to see a part 2...if you could touch more on fb Pixels that would be great! I've connected mine but I'm curious as to how you set up your events and if you track what people are clicking eg, your IG, TikTok, Spotify etc. Can you use the same pixel for all of these events? Also have you seen your following grow on your socials or has it mainly been streamlining into your Spotify plays? - Thanks for helping out a fellow musician :)

[@nikowav]

If I have time I'll try to make another video that elaborates more on some of those things! I have gained some followers from running ads but not a notable amount (maybe around 100). I'm currently testing using different pixels vs. the same one because some of my songs are radically different in genre.

[@apollonio4618]

Definitely the most helpful video on the subject I’ve seen, good work man. Part 2 would be great. Is there a site you’d recommend for stock footage for the ads? Thanks!

[@nikowav]

I've used Pexels.com and it's worked well

[@apollonio4618]

@@nikowav gotcha, thanks!

[@CodingPhase]

great video bro

[@Isadora-hd6rl]

where is part 2 with pixel??? can't wait to watch It

[@undermoonlightmusic]

Please make a part 2 video!

[@orensharon1611]

Thank you for this video

[@hartdr8074]

Your music is dope. Heaven sent is heaven sent. I dont care what yall think fite me.

[@louis-borrego]

Niko this is incredible bro. Thank you for the help on this. We're trying to do the same for our band, would you be open to a call? How much do you charge for an hour of your time to help us with our ads? Our conversion rate is 1.33% so its terrible but our traffic is huge for what we are paying. We are trying to follow everything to a tee but ti would help to do a zoom to check over everything together. Id be happy to pay for your time.

[@fabiomancuso5278]

part 2 please 🙏

[@CrystalReneeMusic]

Thaaaaank yooouuuu 🤗🥰

[@bothzaczilla9624]

i have mixed advice from choosing traffic objective and engagement objective. Could I ask which one works well?

[@thewaywardtrio]

Cool man thanks !

[@thereesebonneau]

Yooo so what’s the problem with automatic placements ??? I did manual and the results weren’t very good, I then tried advanced and the results increased very well. Should I not be doing this?

[@SteeNuel]

need that pt. 2

[@burningjacobsladder]

How soon into the campaign do you start altering your ads (turning them on and off)? Also what if your highest conversion rate happens on your most expensive cost per conversion?

[@oskar2253]

@niko! love the video, thank you for your help! How long do you wait until you start turning off the not so good performing ads?

[@nikowav]

Typically I'll wait 3-7 days before making any changes. Usually depends on the campaign.

[@DEADIKATED]

How do you make a new pixel. It automatically populated and I have tried to run ads before but idk if it's the pixel for those ads or does it matter?

[@ZarisVideo]

Do you necessarily need a landing page and google pixel?

[@ZolileMcelu]

Hey niko! great video and demo. Do you have a video on how to setup a Spotify conversion?

[@nikowav]

Not yet! Thinking about making one

[@lackofaffektmusic]

Yo niko! Thanks for this run through, very informative, if you have the time, ive got 2 questions. 1. I note john from hypeddit always pushes the idea that we should send conversions to a playlist of our own music, new song at the top, how do you view this vs sending straight to release? 2. With (only) my most recent release ive had the opposite problem to the one you describe in relation to ios 14. Meaning facebook/hypeddit report more conversions than the streams im getting, do you have any ideas why that might happen? Thanks again man!

[@nikowav]

Hey man, with your first question it really depends on the song. Sometimes I've found that the more options you give people the less likely they are to listen to the song. So if you sent them to a playlist versus just one song they might feel overwhelmed and decide not to listen/save for later. With your second question, the only thing I could think would be causing that is if you are using the same landing page on your socials/if you send your music to people. If anybody clicks that, it will count as a conversion.

[@sebastiangjertsen4054]

Great video man, thanks alot. How long videos do you find works the best? Meta says 15 sek.. thanks!

[@nikowav]

I usually stick to 15 seconds while trying to make the first 3 seconds very catchy.

[@f4llenstarr]

4:58 - how do I create the spotify conversion?

[@WEIRDSKY-ff2db]

How long did it take for your conversion API to show up in your conversion event drop down?

[@jameyroberti1517]

My pixel is inactive in meta but active in hyppedit. Thoughts?

[@papergetters1485]

Make part 2

[@HarryWright419]

Hey mate - thanks a lot for the info! Appreciate it. Question - I saw from your other vid that you ran campaigns with time in between with no ads running. Did you see any major drop in streams when you turned a campaign off and waited until your next release came out? Or when you ran the campaign for your next track it didn’t make much difference and picked up again nicely? I have a campaign running for a tune of mine and it’s going well, but the campaign ends in a week and the next tune doesn’t come out for another month, so looking to find out if that’s going to have a major impact on our future prospects on getting on release radar Etc by the streams dropping within that time that no ads are running. Hope this makes sense!

[@nikowav]

Surprisingly, my streams didn't drop. In fact, they actually went up after I ended one of my month long campaigns. The reason being is that all of the listeners do eventually compound, and I've found that I got a Spotify Radio boost in streams about 2 months after the release. Hope that helps!

[@HarryWright419]

@@nikowav nice! thanks for this info, will give it a crack and see what happens

[@michaelmaignan]

Do you run a traffic ads ?

[@anteoquintavalle]

Thks. Just started some of my own. From your experience, roughly how long is the learning (optimizing) phase, where you can make the call on shutting off or continuing with an ad?

[@nikowav]

I would say 1-3 days for me. If it's performing really bad though, I would just turn it off.

[@Theforevergem]

How do you make those videos to promote your song

[@Leton.]

Part 2 please

[@alexis-sounddesigner]

Hello Niko, how are you ? How I can create a pixel with the Conversion Event that goes directly to my Feature or Hypeedit link? thanks you!

[@nikowav]

You have to create the pixel inside of Facebook's Event Manager and then add your pixel to Hypeddit.

[@SpacedOutStudiosEntertainment]

How did you set up your conversions? I have teh code and pixel on hypeddit, but it isn't showing conversions on Facebook. I do see them on Hypeddit link stats though. But I want to make sure that facebook optimizes properly and send me the correct ppl.

[@nikowav]

Use the "test events" feature in your Events Manager on Facebook

[@LoganEilish]

I listened to your song Heaven Sent, I think the Song Cupid might have been stolen from your song. As they released theirs this year, yours was last year

[@nikowav]

It's a very similar chord progression and it's just a popular jazz progression! 2-5-1-6

[@thereesebonneau]

Hey man! Thanks for this video and the other one as well. I have a question. Wouldn’t it be smarter to make a playlist with your best songs, and have the song from the Ad be the top song and make it a CLICK ad rather than conversions? So when they click it’s cheaper and it takes them directly to Spotify and if they like the song more of your songs immediately play?! Is that a smart idea?

[@nikowav]

I definitely see how that could work and I may try that in the future when I release an EP, however I also see a scenario where the data may not be as accurate, and it may lead to fewer streams in the long run. With conversions specifically, Facebook is learning who to send the ad to based on who clicks the Spotify "play" button on my landing page. If you look at the data, I've had about 4,000 people click on the landing page but only about half click on the actual play button. If you link them directly to Spotify, you wouldn't be able to see any conversions that facebook missed due to IOS 14, and it may lead to more passive listeners who don't become true fans. You could also have fans that decide to listen to another song on the playlist instead of the one you're trying to promote and there's just no way of knowing. To sum up, it may lead to more streams up front, but I'm looking for quality fans who enjoy the specific song I'm promoting and will stream it over and over. It seems like a better way to control the data/experiment.

[@thereesebonneau]

@@nikowav very cool thank you so much. I’m struggling to get Facebook pixel working properly that’s part of the problem as well. I will try both and let you know what happens! I subscribed thank you!! I also followed your Spotify !!!

[@nikowav]

@@thereesebonneau thank you! definitely let me know which one works for you :)

[@ChargedSoulsEnt]

Respect. Have you ran a Spotify ad campaign. If so could you make a video

[@nikowav]

I have not ran a Marquee campaign but will make a video if I do!

[@jlndn]

What if instead of linking the ad directly to your song, you link it to a playlist with all your discography? Will that be more effectives?

[@nikowav]

People may get option paralysis at that point. If they want to check out more of your music they can easily get there if they wanted to in my opinion :)

[@Status-TV]

Why don’t you do Hypeedit ads?

[@MasterSplinterPDX]

Shoukd this campaign be launched AFTER the single is released? I assume so, but want to double check

[@nikowav]

Yes

[@juanimingardo]

great video bro. i have a question, how long do you wait before making changes to your campaign? (disabling ads that don't work or have a very high cost per conversion)

[@nikowav]

I usually wait one day after all of the ads have published. It takes a little bit for facebook to process each video and review it. Once they've all been published, I'll let it run for a day or so, and then see where I'm at and if there are any moves I should make.

[@amaxlevin]

Thanks for the breakdown. Much appreciated.

[@thereesebonneau]

Also how much was your budget and how long did you run that budget for the campaign you had that succeeded?!? Plz let me know thank you thank you!!

[@nikowav]

Budget was about $400-450. I ran that campaign for about a month spending more money at the beginning and then slowly tapering off.

[@flamersss]

Hey so say im starting out music again and l want to release my very first song, would you recommend copying this strategy? and for a first song, whats a good budget to spend overall for facebook ads?

[@nikowav]

I'd spend anywhere from $200-$500. The first campaign usually doesn't get the best results so keep that in mind.

[@thereesebonneau]

Yoo did you ever get into the Spotify playlists after this campaign? Like did Spotify push you to discovery weekly etc???

[@nikowav]

Yes, even more so a year later.

[@thereesebonneau]

@@nikowav yooo okay that’s insane thank you!!!

[@TROUBADUO]

You don't schedule an end date? I've heard if you adjust your daily budget it will make the ad optimization start all over if you have not scheduled an end date..do you know if this is true? Thanks for posting bro!!

[@nikowav]

I've heard to not adjust the ad budget by more than 50% each day. I typically don't mess with it that much unless the campaign calls for it.

[@JubyKing]

Dope video. Did you use a domain name to verify your domain with Facebook Ads Manager to reach iPhone users?

[@nikowav]

Yes! IOS 14 definitely has made it a little trickier but if you use a custom domain you should still be okay.

[@JubyKing]

@@nikowav Thanks Niko

[@JubyKing]

@@nikowav did you set up conversions API?

[@LilCCorleone]

Basically you make one ad set for tier 2 and one just for tier 1 and target people with the same interests? Because I took the Spotify course from Andrew and he did each of them with tier 1 and 2 together but if you get better results this way Ima do it how you do it

[@nikowav]

I separate them only to have more control over the data!

[@LilCCorleone]

@@nikowav awesome thanks bro Ima try it that way next campaign also they added an option where u can maximize conversions I can't remember exactly what it says though, do you ever select that option?

[@thereesebonneau]

Yooo man! Another questions for ya thanks for being awesome. Which countries should I target in my ad? I targeted India but he said don’t tier 3 countries. What are TIER 2 countries ??? Please let me know!! Thank you!!

[@nikowav]

Hey! There's certain moments in the video where you can see what countries I'm targeting. Tier 1 countries are ones that are maybe a little more affluent generally and cost per conversion to market to. Tier 2 are a little bit cheaper countries that are less expensive to reach. I never target Brazil and India because they take up too much of the budget most of the time.

[@thereesebonneau]

@@nikowav gotcha you’re awesome and perfect I’ll rewatch the whole video through and pause in between thanks so much dude !!

[@LilCCorleone]

So do you mostly target tier 2 markets?

[@nikowav]

I would say so in general but I usually have Tier 1 ad sets still on, Facebook just pushes the money to markets where the cost is lower.

[@eddiet5634]

Niko, do u do these campaigns for people?? Please let us know?? Thx ET

[@nikowav]

Yes I manage campaigns for some clients. Message me on Instagram if you're interested.

[@gclairvibe]

I've tried setting up hyped, something was wrong.

[@nikowav]

The owner of the site has some helpful videos on it.

[@TheReason101]

Hey I was wondering can you help me with my Facebook campaign i really don’t know who I sound like so I’m having trouble with interest targeting . Right now I’m getting $1 conversions

[@nikowav]

Hey man, if you're getting $1 conversions I definitely would take a look at your campaign and doublecheck everything is okay. I would ask some of your close circle to give you some artists that your song reminds them of. If you want to book a call I'm open to doing that too, just hit me up in my instagram DM's!

[@SecondPlaceMusic]

Do you reccomend this over trying to pay to get on legit spotify playlists?

[@nikowav]

Depending on what you mean by "legit". A lot of playlists are bots or don't have a super active listener base so usually you will get a lot of passive streams/listeners. FB Ads help you find people who become your fans!

[@SecondPlaceMusic]

@@nikowav thanks so much for the reply and for the video man, really appreciate your help and insight.

[@sobanvideoeditor]

Can i edit Your KZbin videos?

[@yourboylb]

Bro i dont understand, i run ads the same why yours is laid out, and get 4 streams for $200 spent. But it says 40 ppl clikced it? I dont get how youre doing $300 budget and getting more than 10k streams?

[@nikowav]

If you want to do a consultation call hit me up on Instagram and I can try and diagnose the problem.

[@yvkno15]

Facts im getting the same right now it's like bots are hitting the button for my conversions I just adjusted a few things like locations

[@gasparucciox9706]

facebook is boring