My presentation from New Music Seminar LA in February of 2011

1. Saving Face: Facebook Ads as Efficient Marketing Tool Ty White @tywhite Sum The Greater

3. All Smiles Record #2

5. Google AdWords

6. Facebook Ads

7. Facebook Ads

8. All Smiles Record #3 (after 1 day of Pre-order)

9. Why Facebook Ads? Context Passive, browsing environment Data Able to serve ads based on explicit preferences, not just page context

10. Targets Trust data over instinct Last.fm, Facebook’s recommendations, etc. Relevance is king

11. Creative Minimum of three variants of each component per target (27 total ads per target): Title Image Body Facebook’s algorithms can optimize better the more options you give them

12. Creative Did I mention relevance is king? Why are you targeting me? Why would I want to click?

13. Budget Overall Budget for “advertising,” optimize for channel Optimization Define conversion metrics Measure Redistribute funds

14. Define Conversion Metrics Image via Topspin

15. Measure Using Topspin Create widgets for each target streaming, email for media, or buy button Create a landing page for each, including the unique widget Direct FB Ads at related page Measure conversions by segment $ / stream, $ / email acquired, $ / $

16. Measure using Eventbrite Create an event Create custom links for each target http://myevent-CUSTOM.eventbrite.com Check the backend tracking for sales data

17. Advertising for Artists beyond Facebook Google Retargeting StumbleUpon Reddit

18. Conclusion Ads can be an efficient way to grow your brand, IF you: Select your targets using data Make great and relevant creative Choose your conversion metrics appropriately Optimize based on performance

19. Thanks! Please share your data! For more: http://tywhite.com/search/facebook+ads