Keep Your Good Facebook Ad Campaigns Going

[@tomdupreeiii]

Thanks for watching! Be sure to check out the next video in this series: kzbin.info/www/bejne/mJiTgH95gMxqf5o.

[@HowardCharlesUK]

I'm having this exact scenario right now! I just started a new campaign yesterday, which is performing much worse than my previous campaign (which I just shut off to start the new one). I'm going to take some budget out of my new campaign to continue my prior successful ad. I'm glad you made this video!

[@panamakinal]

That is absolute genius

[@tomdupreeiii]

Hey thanks. Glad you found it helpful!

[@JORDYLARABIA]

Sabroooooso. Thank for your help.

[@tomdupreeiii]

You bet. Thanks for watching!

[@thesuncollective1475]

This is gold..my only regret is I didn't know earlier.

[@tomdupreeiii]

Thanks so much for this comment dude!

[@SonnyRagg]

Makes so much sense, awesome!!

[@tomdupreeiii]

So glad it was helpful!

[@real-7]

Thanks again! What landing page do you use? Where do you send the traffic to?

[@tomdupreeiii]

I use ToneDen for my landing pages. Super easy to set up.

[@real-7]

@@tomdupreeiii Thanks. Do you send the traffic to your Spotify profile or to a specific song?

[@tomdupreeiii]

@@real-7 I start out by sending it directly to the song. Once I get it on the popular list on my profile I switch the landing page to direct to my profile.

[@real-7]

@@tomdupreeiii What do you mean by popular list? The spots 1 to 5 (10(?

[@tomdupreeiii]

@@real-7 yep! That’s it. Those top spots on your profile. Preferably within the top 5 and ideally in the very first slot.

[@jakecaine4490]

Hi Tom, love your content! Just wanted to ask a question. I've recently been running a conversion campaign and it seems like everything is working ok with the pixel, and I'm have lots of "view content" clicks, but this is not showing in terms of streams, my streams have not really gone up at all. Would this be that people are clicking through on the landing page but then just not listening to the track? Thanks!

[@tomdupreeiii]

Hey thanks for watching the videos! I’m so glad they’ve been helpful. It sounds like you’re getting some bot traffic. Cross reference the countries on Spotify with the countries on Facebook that are clicking your ad. Remove the ones with a lot of traffic that don’t have listeners on Spotify.

[@jakecaine4490]

@@tomdupreeiii Thanks for your response Tom, I'll give this a try!

[@abethedrummer]

My campaign kinda went the opposite way, It started off around 30 cents per conversion and slowly made its way to 40 cents per conversion. I tried a bunch of differ ads for the first few days, and they all were insane (like 80-90 cents per conversion). I've tried different 3 audiences and 3 different pieces of ad media, but the lowest cost one was still 40 cents per conversion. I haven't gotten as many conversions as I'd like, but the ones I've gotten have had a huge impact on my spotify save rate (it's now 36% with a total of 400 listeners and 1000 streams), but the campaigns been financially ineffecient. Maybe its the song, genre, or visuals. Who knows! Releasing another single next month and going to give it another shot now that I've got some practice.

[@abethedrummer]

I should specify I'm using Toneden for the conversions and I haven't edited any of the campaigns, but I ended those super high conversion cost campaigns after the first 4 days as they kept climing and were having very poor results

[@tomdupreeiii]

Sorry to hear you had less-than-stellar results this time around. I've had that happen too, unfortunately. So much of it has to do with the visuals and the song. I'd definitely keep trying and keep adjusting every time you release new music. It's an ongoing educational process.

[@shapeofthesun]

Hey Tom, when you say that you send traffic to your Profile after it's established, do you edit your existing ad (change the destination link)? Or do you do something else? Thanks!

[@tomdupreeiii]

I change the button link on my landing page. So the ad, and everything on Facebook, stays exactly the same. This eliminates resetting the ad back to the learning phase, while still allowing me to change the final destination.

[@shapeofthesun]

@@tomdupreeiii Ahh OK. Are you using Toneden or Hypeddit?

[@tomdupreeiii]

@@shapeofthesun I use ToneDen

[@thesuncollective1475]

@@tomdupreeiii So to be clear we are changing the smartlink link to the new track but the FB ad will have a different track advertised?..but its still on the spotify page they are led too right?

[@tomdupreeiii]

@@thesuncollective1475 each song will have its own smart link landing page. So song A = link A, song B = link B, etc. When you first drop the song, set the Spotify button link on your landing page to the song URL. Song A = link A = link to song A on Spotify. Once you’ve boosted song A enough that it appears on your most popular list of songs at the top of your profile, you can switch the Spotify button link on your landing page (link A) to go to your Spotify artist profile instead of directly to the song. This will, in turn, increase follower conversion and overall streams by dropping the user into your catalog, where your new track is within the top 5 options to play.

[@LogansLessons]

Thanks once again Tom!!

[@tomdupreeiii]

You bet dude. Thanks for watching!

[@DavidPotomas]

Hey Tom, your videos are really helpful! Thanks heaps! But I'm still struggling with setting up the conversation campaigns. Damn technology! haha. What do you think about creating an artist Facebook account with links to all of your spotify/youtube stuff and directing all of your ad traffic there?

[@tomdupreeiii]

Thanks so much for watching the videos! I wouldn't recommend driving traffic to your Facebook business page unless you're trying to increase engagement and followers there. You want to make the experience for your user as linear as possible. Pick the action you want them to take and lead them directly to it. If you drop them on a profile with a bunch of different options, they may not do what you want them to do, and they're probably more likely to take no action at all. Decision fatigue is a real thing.

[@Hareaband]

Great videos. Is there a reason you say 4-6 week cycle is best? I'm trying to do an 8 week cycle because I can't imagine having music ready to release every 4 weeks. How long do you keep this going for?!

[@tomdupreeiii]

I say 4-6 because each song gets 4-week release radar cycle. So ideally, every 4 weeks would be perfect. But every 4 is very difficult to do without burning out. That's why I like 6. Even though that's still difficult, it's a bit more doable. If you're sticking to every 8, I say keep doing that. The important thing is to be continuously posting new musical content. That's the name of the game.

[@federicocarpi2378]

Nice strategy 👍 one question though: How long does it take you to build enough data to create a lookalike audience? Sometimes FB does not let you create one cause they don't have enough data (I think they need a minimum amount of actions per country which in my case an action is a View content with a Facebook pixel) I don't know if with 2 or 3 USD a day is enough, imagining that release A is better so I lower release B to that amount. Have you tried something like that? And did it work? What other strategy than View content you recommend? Thank you!!

[@tomdupreeiii]

Great question. You need at least 100 pixel events in the same country to create a lookalike audience. That's obviously going to happen more quickly with a higher budget. View Content is definitely the most robust choice, in my opinion, because you have a pool of people who did exactly what you wanted them to do. Second to that, I like to use an audience of people who viewed 95% of the ad video. That generally will yield good results as well.

[@federicocarpi2378]

@@tomdupreeiii thank you! I'll give that other one a try and see what happens

[@manuelromero478]

hey tom, thank you so much, I really like the idea of keeping campaigns going as I'm currently at 5 cents per conversion. the only problem is that my ads refer to the song I'm promoting, by using the song in the background or even the music video. How could I fix that without ending the campaign? Would you just change the ads and keep the ad sets running?

[@tomdupreeiii]

You want to leave it all exactly as is. Keep promoting the same song with the current ad and ad set. You don’t want to switch your ad that’s performing well to the new song. Keep your good ad running and simply start a new campaign for your new song.

[@manuelromero478]

@@tomdupreeiii ok got it, thanks. my toneden link is directing to the current song, so would you change the tondeden link sending people to the new song?

[@tomdupreeiii]

@@manuelromero478 no I’d leave everything with the old song as is

[@leadsfurnace1349]

Tom any advice on a banned business manager? I was running an excerpt of my music video with IG story ads to drive to my KZbin music video. All was fine so I duplicated everything and ran a secondary campaign to drive traffic to YT and when the same ad creatives and ad sets we’re in review for that campaign BOOM I was banned. I appealed and their rejected me. Even live chat said they can’t help or whatever. The worst is in my clip there’s no frame of me smashing something because it’s a rock song... is that reason to be permanently banned? Any tips. I can make a second business manager but I’m scared to any ads there even if I do revise them to make sure they clean as possible?

[@tomdupreeiii]

Man I’m so sorry that happened to you. Unfortunately I’ve been hearing about this a lot lately. And I honestly have no idea what the fix is. I’ve spoken to others who have deleted their old business manager and created a new one and still no luck. The good news is that if you do that, you’re not in any worse position than you are now. So it might be worth giving it a shot. I really wish I had more helpful information for you.

[@sparaciomusic]

Hey Tom quick question: I am running a conversion ad and it has great results - .16 CPC and lots of organic growth in spotify, instagram, etc. Now, Facebook has optimized to send people to the most effective ads, is that all? I just leave the other ads in there and facebook will ignore them? or should i take them out? Also, I launched another ad with the same audience but not a look alike, and the CPC is .40 . What do you suggest I do? I narrowed my age range slightly, but am wondering if there is a way to get it down more, or if I just need to try again with a totally new campaign.

[@tomdupreeiii]

Congrats on the great results with that first campaign! I'd probably turn off the ads that aren't performing very well, but it's not going to hurt you too much the leave them on as they're likely not using up too much of your budget. On the second campaign, if your results are that high after being out of the learning phase, yeah, you might think about starting from scratch again. I'd double check your targeting too just to be safe. I'd also try a lookalike audience if you haven't yet.

[@sparaciomusic]

@@tomdupreeiii Sweet I am going to tailor it to give more dynamic split testing and adjust my demographics. Thanks Tom!

[@mathenoo]

My conversion is really bad with 17 cents per click but it hasn't still reached the 50 first clicks. Should I change it or leave it alone and respect the learning phase?

[@tomdupreeiii]

I would definitely leave it alone and let it get out of the learning phase before you touch anything.

[@mathenoo]

@@tomdupreeiii Thank you Tom! It improved to 12 cents, then I created a look-a-like campaign and now it's averaging at 10 cents. :)

[@mellowfox_music]

Hey Tom, quick question here: do you "exclude" any personalized audience in your campaigns (like instagram followers, people who already converted, etc..). I'm not sure if I should do this to minimize the risk of showing the same ad to people who already follow me or have listened to my music. Thank you in advance!! As always, keep up the good content :)

[@tomdupreeiii]

Hey great question! No, I don’t exclude any specific audience like that at this point. At least not with release campaigns. I will ratchet down a bit more with retargeting campaigns of course, excluding those who have converted, but even then, I keep my page and profile followers in there.

[@mellowfox_music]

@@tomdupreeiii Ok perfect. Thank you for the detailed answer! Have a great day my friend.

[@samacaes]

Great video, thanks Tom! I've been growing Spotify playlists lately and have been turning off ads disappointed during the first day when they do more than like $0.14/conversion. Guess I'll have to try letting them stay in the learning phase longer and optimizing more even if the cost is high. Is there a cost per conversion that you would say is too high to have, even in the learning phase, that should make you stop the ad early on?

[@tomdupreeiii]

Yes, definitely let them get out of the learning phase before you touch anything. A cost cap really depends on your targeting. If you're targeting all Spotify territories worldwide, I generally like for my cost to start no higher than $0.35 per conversion or so. Anything more than that after the first day or two and I'm a little suspect.