what's up guys it's tom welcome back to the lab
welcome back to another video welcome back to
my life today i have a hands-on application how-to video for you i've
recently been covering a lot about link click campaigns versus conversion
campaigns and how to drive traffic from facebook instagram
and messenger to your spotify profile and get new
listeners for your music so today what i want to do is a very
simple very direct video about how to set up a
conversion campaign in facebook ad manager so that you can
optimize finding your audience and get more
people to your spotify profile now before we dig
in i want to remind you as always to please subscribe to the channel
like this video if you're feeling it and share it with your friends if you really
really find value in it i would appreciate it
they would appreciate it and you end up coming out looking like the good guy so
everybody wins moving on what we're going to do is dig into
facebook ad manager i'm going to show you exactly how to create a new campaign
and optimize it for conversions so that you can
get more followers and more listeners on spotify now
if you haven't watched any of my videos before and you want to know how to
set up a conversion event check out this video here
and then come back to the current video i'm not going to go
into the complete details in this video for how to set up your conversion events
but in that video i cover how to set up multiple event types from a standard
event to a custom conversion event and i even
walk through some issues that could arise some common
things that might come up that make your conversion events not
work and how to troubleshoot them so it's a good video
check it out it will be really really helpful for you
before you dig into setting up your campaign in this video
so let's dig into it all right we're here in facebook ad manager and the
first thing i want to do is go to the events manager which is where we have
our conversion events all set up and i just want to give you a
brief walk through of what i have in here so that you know what i'm
referencing when we're setting up our campaign
so under the standard events we have page view and view content events
i use custom conversions for my campaigns i like them better
i find it's more usable data on the other side of it and it helps me with my
retargeting efforts in a bigger way later on so i've got a few different
custom conversions here streaming conversions spotify conversion
must be dreaming landing conversion and apple music conversion now if you
want to know kind of what all these apply to this is
what we're doing i'm driving traffic from my ad to a landing page
this landing page for my current song must be dreaming which if you want to
check that out there's a link in the description of
this video above the fold you can go listen to that song on your platform of
choice what i do is i show the ad the link in that ad links to this
landing page and this gives the user an option to go to spotify or
apple music i keep it simple because data has shown
that the more options you have on a landing page
the lower your conversion rate is which is very interesting so
more choices equals decision fatigue equals
less people converting through so you want to keep your landing page very
simple so on my landing page i have these two
buttons a button to go to spotify and a button to go to apple music here's
how it relates to my custom conversions must be dreaming
landing conversion is the the address for this landing page
this fires when someone goes to this landing page
the spotify conversion is someone who clicks this
button the play button to go to spotify and then the apple music conversion is
someone who clicks this button to go to apple music and
then the streaming conversion is someone who clicks either the spotify
button or the apple music button it doesn't
matter which one as long as they click a button
on the landing page now how do i do that how do i track
these button clicks without using without using the page view metric well
i used a link tracking tool called pixelme that allows me to embed my
facebook pixel into the link that is behind those
buttons so that i can fire that pixel upon the
click and then track the conversion here if
you want to know more about that check out this video here on pixel
me and i will walk you through how that
works and why i use it suffice it to say it
has been a very helpful tool for me so i created my custom
conversions and now we know that they're working because
of the evidence on the screen here but what we can do is we can test this
conversion event real quick we'll go to test events here and
we will enter this website url copy that go here open website
and we'll make sure everything's firing first that's what we like to do we like
to make sure everything is working oh i have my ad blocker on
pause on all sides all right open website see
that's the thing that can happen watch your ad blocker so
as you can see the standard page review event is firing and my must be dreaming
custom conversion is firing so i'm just going to click this real
quick as you can see it goes through to spotify
and then i'm going to click this one real quick
and that goes through to apple music which is awesome now that we've
confirmed both of those are working you can see that they're working in the
back end of facebook's ad manager so now that we know that our custom
conversions are working it's time to set up our ad campaign
so we're going to go to the nine dots here we're going to go to ads manager
close this we're going to go to create now here's where we choose the kind of
campaign we want to run in our case we're going to choose conversions
and the reason we're choosing conversions is because
conversions require the viewer of the ad to take a specific
action that we tell facebook we want them to take in this
case we're going to tell them that we want
them to click one of the two buttons on our landing page
if they don't click one of those two buttons facebook does not see that as a
successful conversion which means they are not optimizing the
ad to be shown to that person or a person
like that they want to optimize to show the ad
to someone who is going to click the button so by giving it
this sort of one two set of instructions we're weeding out the people who aren't
going to be genuinely interested in hearing our
music in the first place which gives us more bang for our buck
as a marketer and advertiser on facebook so we're going to click
we're going to select conversions we're going to select continue
we'll set up we'll just keep it called new campaign
no categories campaign objective conversions
auction yes no spending limit we're going to set a daily budget of
well a hundred dollars no daily budget of ten dollars now we're
going to go next to the ad set level this is where most
of the stuff happens we're going to call this test ad set
and here the conversion event location is on
our website so we're going to select pixel
pixel and here's where we choose an event
i'm going to select the streaming conversion event which means
i want someone to click one of the two buttons it doesn't matter which one to
me on that landing page i just want them to
get to the landing page click a button and then go to a profile
so i'm going to select the streaming conversion
so every time someone clicks a button on the landing page
facebook is gonna go ha success this is what we want let's find more people like
that and the reason this is more effective
than a link click campaign is a link click
campaign facebook gets excited when somebody just clicks the link they don't
have to go through to anywhere all they have to do is click on the link in the
ad so by setting our link on a page that is
back from the ad we ensure that someone has to see the
landing page and select an option after that so we're weeding out bots and
we're weeding out people again who just aren't as
interested we're going to set this to start tomorrow
at midnight no end date and for audience i'm
going to use my lookalike audience for north america and we're going to
close that so this can just be worldwide
for this custom audience because in my look-alike
custom audience i've only selected the countries that i want to use in the
first place i'm going to set our ages to be more
appropriate towards my demographic who likes my
music which is 18 to 34.
we are not going to reach people beyond your detailed targeting selections
select manual placements oh excuse me here under detailed target targeting
we're going to select people who like spotify if you don't have a lookalike
audience and you want to target just a specific
set of locations or a set of all the spotify territories
then this is the place where you would narrow your audience down further and
pick a band that is similar to the music that you make in this case
we'll pick seven lions
so i wouldn't use this in conjunction with a look-alike audience but if i
didn't have the look-alike audience i would select say
united states get rid of the look-alike audience and add
seven lions as my narrowing down field from spotify
so since we have the look-alike audience i'm gonna get rid of that placements
you want manual placements you don't want automatic placements
so we're going to get rid of all feed placements
we're only going to keep the stories placements
because when you are browsing through stories on your phone
no matter where it is it's more likely that you have your sound on than when
you're scrolling through a feed on facebook or instagram
so because we're marketing music we want people to hear it so that they will
click through stories placements are the way to go and
you're going to format your ad to be the proper proportions for a
story's placement now we get down here cost control is off nope nope
so this is all good to go in the ad set area we're going to go next all right
call this test ad select
my instagram account do a single image or video
none of those check boxes we're going to add a video
use a video in your story's ads again you need the sound you need the movement
a static image is not going to market your music well so we're gonna
we're gonna select a video we're gonna choose dreaming ad
number two because this one has been performing pretty well for me
and then in the link we are going to put
the link to my landing page i'm going to preview it to make sure
it's correct there it is so we've got our ad we've got the link
to our landing page and we're good to go facebook pixel selected click publish
there we go our new campaign is scheduled and ready
to go and ready to start converting people to our spotify profile
now another quick note on these placements you're using stories
placements and the reason you want to use
all three is because spotify's algorithm likes it when traffic comes from
different places you can have traffic coming from multiple countries if you've
filled out all of the spotify territories in
your targeting area and you're going to have it coming from multiple websites
messenger facebook and instagram according to spotify are all three
different places so multiple countries multiple locations on the internet
equals their algorithm getting jazzed about the amount of
traffic that's coming to your song this is how you do it this is how you set up
a conversion campaign this is by far the best way to market
your music to new listeners to new audience to a
new audience and to get people converted to fans on
your spotify profile i hope this helps if you want to
check out some other videos again you can check
out this video here to learn how to set up
your conversion events and you can check out this video
right here to learn how to set up pixelme and learn more about how that
can help you with this kind of thing so i hope it helps
that's it for this video i appreciate you being here and i will
catch you on the next one peace