Creating Effective Facebook Advertising Campaigns (For Record Labels)

FORMATION MARKETING ET MONÉTISATION DES OEUVRES MUSICALES:

PARCOURS LABEL.

Creating Effective Facebook Advertising Campaigns

Marcus Taylor, Founder, Venture Harbour (UK)

Organisme de formation associé:

Partenaires pédagogiques:

Partenaires Professionnels:

TABLE OF CONTENTS

1. Why are we talking about Facebook Ads?

2. The perfect advertising strategy

3. Walk Through: setting up an effective campaign

4. Case Study: How we got a 400% ROI for a music marketing service using Facebook Ads

5. Discussion / Live Facebook Reviews

Why are we talking about Facebook Ads?

Facebook has over 1.2bn active users. You can promote your artists in front of any and as many of them, if you know how.

Formation Marketing et Monétisation des Œuvres Musicales.

Facebook Advertising For Labels

To promote your artists to

the fans of similar artists


To build the brand

of the label

To reach the press To promote shows More engagement

Do Facebook Ads Work?

Not always, but the biggest factor in their effectiveness is your knowledge. My aim for the next two hours is to give you everything

you need to know to run an effective campaign.


The Perfect Advertising Strategy


Globally, $533bn will be spent on advertising in 2014

($6.36bn / year spent on Facebook Ads)

4% of adverts are remembered positively

7% of adverts are remembered negatively

Sources: http://davetrott.campaignlive.co.uk/2012/06/26/we-are-committing-a-category-error/http://gigaom.com/2013/08/28/facebooks-share-of-mobile-advertising-growing-real-fast-thanks-to-its-mobile-growth/http://www.adweek.com/news/advertising-branding/groupm-revises-2013-global-ad-spending-downward-151844


http://davetrott.campaignlive.co.uk/2012/06/26/we-are-committing-a-category-error/

http://davetrott.campaignlive.co.uk/2012/06/26/we-are-committing-a-category-error/

http://gigaom.com/2013/08/28/facebooks-share-of-mobile-advertising-growing-real-fast-thanks-to-its-mobile-growth/

http://gigaom.com/2013/08/28/facebooks-share-of-mobile-advertising-growing-real-fast-thanks-to-its-mobile-growth/

What’s wrong with this?


89% of advertising is not remembered

In other words, $474bn in advertising dollars are wasted globally.


How do we create memorable advertising?



Imagine each shape represents a Facebook Ad

Which one was the most memorable?


It’s not about creating black dots or orange triangles, it’s about seeing what everyone else

is doing, and doing the opposite.


We don’t remember most ads because we see over 1,000 adverts / day. Our brain groups

similar things in a single group.


When you create something different, our brains create a new group that you occupy 100% of.

(This is called ‘Gestalt’)


Our Challenge: create an attention grabbing advert that is clickable & memorable


People use Facebook to connect with their friends, not to buy. Therefore our first challenge is to attract attention and create demand.

We attract attention by being different


Colour

Shape

Description Length

Call-to-Action

Format

Walk Through:Setting Up an Effective Campaign


Phase 1: Getting SetupPhase 2: Creating advertsPhase 3: Bidding & paymentPhase 4: Measurement & optimisation


Phase 1: Getting Setup


#1 Facebook Ad Management


To create an advertising campaign on Facebook, I recommend using Facebook’s Power Editor, NOT the standard ad manager.

To get to the power editor: https://www.facebook.com/ads/manage/powereditor/

#2 Create a Campaign


Choose a name for your campaign, how long you want it to run for, and your budget.

Phase 2: Creating an Advert


#3 Creating the Advert


Now it’s time to build our advert’s creative & select our audience.

#4 The Creative


Now it’s time to build our advert’s objective & creative. Here i’ve chosen ‘website conversions’ as my objective, and have created an image page post to advertise.

#5 Ad Placement


I highly recommend only promoting ads on the news feed. It’s the most prominent place to advertise on Facebook and has the highest click-through and conversion rates.

#6 Audience Targeting


We can target people by location (country, city), age, gender, interests (broad or precise),

relationship status, language, education, workplace, and email address / phone number.

Phase 3: Bidding & Pricing


#7 Bidding (CPC vs. CPM vs. oCPM)


I recommend using oCPM (optimised cost per thousand impressions) as Facebook algorithmically optimises your budget for more clicks / conversions / impressions etc.

#8 Upload!


When you’re happy with your advert, it’s time to upload. Once this is done it may take up to 24 hours for Facebook to approve your ad.

Phase 4: Measurement & Optimisation


#9 Segment Your Ads


Segment your audience targeting as finely as possible. You will then be able to distribute budget to the segments that are most profitable.

#10 Constantly Test New Ads


Constantly test new images, headlines & body text and compare your cost-per-conversions. If you want to do this rapidly, I recommend Qwaya.com.

Case Study: How We Achieved a 400% ROI Using Facebook Ads



Step 1: Create a landing page that converts

The first step in our campaign was to help FanDistro create a landing page that converts. Their existing website was text heavy and visually uninspiring.

We designed a visually compelling landing page that worked across all devices and provided a reason to use the service.


Step 2: Building a high performing ad

We created about 4 different images, headlines, and descriptions. We then created every possible combination, giving us roughly 50x different individual ads to test.

We continually refined our advert to get the lowest cost-per-conversion.


Step 3: Refining our Audience Targeting

As well as segmenting our adverts, we also segmented the audience we were targeting into demographic ‘buckets’ e.g. UK ages 18-22, 23-27 etc. Over time, we moved our budget into the buckets that drove the most signups.


The Results

For every $200 we spent, we drove 115 conversions, each worth ~$10.

We exposed FanDistro to an audience of over 1,000,000 artists.

We increased their rate of artist signups by 543%.

Return on Investment: 400%


Takeaways

• When everyone else zigs, zag. Apply this to everything in your marketing.• Be scientific with your advertising. Test everything & refine over time.• Use the power editor or a tool like Qwaya to manage Facebook Ads.• Target people in the news feed for best results. • Use optimised CPM bidding.• Make sure the landing page you’re sending traffic to converts.• Segment your audience targeting as finely as possible.

Above all else, use Facebook Advertising not only as a channel to drive sales and engagement, but also as a research tool to learn about your audience and find out what demographic & psychographic groups are most profitable.


Discussion / Live Facebook Q&A

If you need help setting up a campaign or would like more information,My email address is [email protected]

Your photo here


Marcus is an award-winning young entrepreneur, and founder of Venture Harbour, a digital marketing agency specialising in the entertainment industries.

Marcus has consulted to many Fortune 500 companies on their digital marketing strategies, as well as speaking internationally at conferences including TEDx, RIMC, SMX, and SES.

Marcus Taylor, Founder, Venture Harbour

Email: [email protected]

Creating Effective Facebook Advertising Campaigns (For Record Labels)

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