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Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
Creating Effective Facebook Advertising Campaigns (For Record Labels)
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Creating Effective Facebook Advertising Campaigns (For Record Labels)

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Marcus' talk from MIDEM 2014 on creating effective Facebook advertising campaigns for record labels.

Marcus' talk from MIDEM 2014 on creating effective Facebook advertising campaigns for record labels.

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  • So who here’s used Facebook Ads?
  • Transcript

    • 1. FORMATION MARKETING ET MONÉTISATION DES OEUVRES MUSICALES: PARCOURS LABEL. Creating Effective Facebook Advertising Campaigns Marcus Taylor, Founder, Venture Harbour (UK)
    • 2. Organisme de formation associé: Partenaires pédagogiques: Partenaires Professionnels:
    • 3. TABLE OF CONTENTS 1. Why are we talking about Facebook Ads? 2. 1. 2. The perfect advertising strategy Walk Through: setting up an effective campaign Case Study: How we got a 400% ROI for a music marketing service using Facebook Ads 3. Discussion / Live Facebook Reviews
    • 4. 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.
    • 5. Facebook Advertising For Labels To promote your artists to the fans of similar artists To reach the press To promote shows Formation Marketing et Monétisation des Œuvres Musicales. To build the brand of the label More engagement
    • 6. 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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 7. The Perfect Advertising Strategy Formation Marketing et Monétisation des Œuvres Musicales.
    • 8. 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 Formation Marketing et Monétisation des Œuvres Musicales.
    • 9. What’s wrong with this? Formation Marketing et Monétisation des Œuvres Musicales.
    • 10. 89% of advertising is not remembered In other words, $474bn in advertising dollars are wasted globally. Formation Marketing et Monétisation des Œuvres Musicales.
    • 11. How do we create memorable advertising? Formation Marketing et Monétisation des Œuvres Musicales.
    • 12. Imagine each shape represents a Facebook Ad Formation Marketing et Monétisation des Œuvres Musicales.
    • 13. Which one was the most memorable? Formation Marketing et Monétisation des Œuvres Musicales.
    • 14. Formation Marketing et Monétisation des Œuvres Musicales.
    • 15. It’s not about creating black dots or orange triangles, it’s about seeing what everyone else is doing, and doing the opposite. Formation Marketing et Monétisation des Œuvres Musicales.
    • 16. We don’t remember most ads because we see over 1,000 adverts / day. Our brain groups similar things in a single group. Formation Marketing et Monétisation des Œuvres Musicales.
    • 17. When you create something different, our brains create a new group that you occupy 100% of. (This is called ‘Gestalt’) Formation Marketing et Monétisation des Œuvres Musicales.
    • 18. 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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 19. We attract attention by being different Colour Description Length Format Shape Call-to-Action Formation Marketing et Monétisation des Œuvres Musicales.
    • 20. Walk Through: Setting Up an Effective Campaign Formation Marketing et Monétisation des Œuvres Musicales.
    • 21. Phase 1: Getting Setup Phase 2: Creating adverts Phase 3: Bidding & payment Phase 4: Measurement & optimisation Formation Marketing et Monétisation des Œuvres Musicales.
    • 22. Phase 1: Getting Setup Formation Marketing et Monétisation des Œuvres Musicales.
    • 23. #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/ Formation Marketing et Monétisation des Œuvres Musicales.
    • 24. #2 Create a Campaign Choose a name for your campaign, how long you want it to run for, and your budget. Formation Marketing et Monétisation des Œuvres Musicales.
    • 25. Phase 2: Creating an Advert Formation Marketing et Monétisation des Œuvres Musicales.
    • 26. #3 Creating the Advert Now it’s time to build our advert’s creative & select our audience. Formation Marketing et Monétisation des Œuvres Musicales.
    • 27. #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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 28. #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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 29. #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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 30. Phase 3: Bidding & Pricing Formation Marketing et Monétisation des Œuvres Musicales.
    • 31. #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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 32. #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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 33. Phase 4: Measurement & Optimisation Formation Marketing et Monétisation des Œuvres Musicales.
    • 34. #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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 35. #10 Constantly Test New Ads Constantly test new images, headlines & body text and compare your cost-perconversions. If you want to do this rapidly, I recommend Qwaya.com. Formation Marketing et Monétisation des Œuvres Musicales.
    • 36. Case Study: How We Achieved a 400% ROI Using Facebook Ads Formation Marketing et Monétisation des Œuvres Musicales.
    • 37. 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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 38. 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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 39. 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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 40. 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% Formation Marketing et Monétisation des Œuvres Musicales.
    • 41. 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. Formation Marketing et Monétisation des Œuvres Musicales.
    • 42. Discussion / Live Facebook Q&A If you need help setting up a campaign or would like more information, My email address is marcus@ventureharbour.com Formation Marketing et Monétisation des Œuvres Musicales.
    • 43. Marcus Taylor, Founder, Venture Harbour Marcus is an award-winning young entrepreneur, and founder of Venture Harbour, a digital marketing agency specialising in the entertainment industries. Your photo here 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. Email: Marcus@VentureHarbour.com Formation Marketing et Monétisation des Œuvres Musicales.

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