The Truth About Traffic Campaigns for Spotify Music Promo | Facebook Ads
ฝัง
- เผยแพร่เมื่อ 6 ก.ค. 2024
- If you're thinking about running a traffic campaign on Meta Facebook Ads to promote you music on Spotify - DON'T! Traffic campaigns are a waste of money. In today's video, I share real data from an experiment I ran comparing conversion campaigns and traffic campaigns in Facebook ads to deomnstrate why traffic just doesn't work.
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🎵 Thank you to my friend OTT for producing the music in this video. You can check him out on Instagram here: / onetaketom
CONTENTS
0:00 - Introduction
0:42 - Motivation
2:03 - Conversion vs. Traffic Campaigns
3:57 - Hypothesis
4:38 - The Target Song
6:14 - Key Metrics
6:54 - Facebook Ad Campaign Setup
11:12 - Why Traffic Campaigns Are a Waste of Money
15:50 - Main Takeaway
#spotify #musicmarketing #facebookads
Underrated video. Just annoying how most of Facebook traffic is just trash, even with conversions campaigns.
traffic ads used to be INSANE, over time they have become trash honestly. I started with conversions, went to traffic, then came back to conversion.
I knew dude who was pushing traffic ads was full of sh*t, just proves that data science is truly what this space needs. No more lazy click bait marketing tips for musicians. Great job again Kyle!
Umm did they just change Conversion to Engagement? Because I only see Traffic and Engagement when I try to create a new ad.
Brillant!! WOW! Thanks again for sharing the data!!
thank u for this!!! you're gonna save me money and time. I was getting heavy traffic but felt like barely any plays/saves. gonna give conversions a try and see how it goes. keep up the great work!!!
how it go?
Interesting. I've grown a huge audience from traffic ads over the past two years.
I definitely want to try conversations tho, thank you
No offense but it's hard for us to believe your campaign was successful when you said you got a huge audience from ads but we look you up and have no idea who you are
Great information! Thanks again!
The only video I’ve seen on single release ad campaigns that wasn’t regurgitating the same general surface level info.
It’s so refreshing to see someone as nerdy as me 😅I also have many custom spreadsheets so I can track more things. Appreciate this test result and video!
Another great video, Kyle. Thank you for your approach and information.
Thanks for watching!
Great video!
Thanks Kyle very helpful information .
You're welcome!
Thanks for this helpful video Kyle. You used number of saves as your metric for success but how important are the number of playlist adds as compared to saves?
Playlist adds are reported as totals for individual songs, but there's no way to separate where each of those adds came from unless you look at the totals on the playlist themselves.
what are your thoughts about running a traditional fan finder to cold audiences. optimizing for video views - then re target 95% watched? is it an effective campaign strategy in your experience?
Hi Kyle, thanks for this new video. May I ask you why did you use "Sales" instead of "Engagement" as an objective?
As far as I know, if you choose "conversions" as the goal form either the "sales" or "engagement" objective, it all resolves to the same thing. I use "sales" because that's the first one I noticed after Meta repackaged their conversion campaigns with the new labels (which was really annoying of them to do, by the way). I've stuck with "sales" since out of convention.
I noticed that you use the sales objective for music conversions but Andrew Southworth said to used engagement as that’s the closest thing to campaigns. Do you have data to support one vs the other? Or have yall ever talked about that?
I don't have any data one way or another to inform which is better, but as far as I know they're just two equivalent ways Meta has repackaged the "conversions" objective, so I assume they boil down to the same thing. However, this would be an interesting topic for an experiment!
Isn't performance dependent on what countries you target? It's well known that Tier 2 and Tier 3 countries are full of bots. Have you considered doing this just for the US?
Good question!
I've got a lot of thoughts on this. For starters, I don't believe in bots (gasp!). Nobody has shown convincing evidence that they actually exist. The theory breaks down when you think about it critically: why is someone running bots out of Morocco to mess with your ads, and what could they possibly be getting out of it?
I think "bots" are the convenient bogeyman the community points to when there's actually something foundationally wrong in their approach causing poor performance.
My experience and observations have shown me that the quality of results actually correlates more strongly with the placements you choose than the countries. If you understand the countries, placements, and audiences you're targeting, "bots" never have to cross your mind.
With all that said, I agree the experiment is worth repeating with a US-only audience, and I'll do so if this video receives enough interest to justify the investment. Stay tuned!
@@kyle_the_ally I’ll concede that empty traffic may not be bots per se, but the phenomenon from certain parts of the world is well documented
@@kyle_the_ally PLEASE DO
What if you use a landing page on a traffic campaign? Will that alter performance more in line with a conversion campaign?
That would be the worst of both worlds - you would have the extra fricition added by the landing page without the benefit of using conversions to track the quality of your traffic.
That makes sense. Thanks!
How much money do you get for 37 saves? Is it profitable with an investment of 70 $?
You shouldn't be looking at direct profit out of these type of campaigns...this is a Marketing / Awareness investment on your brand/product/song.
...particularly for this experiment, the campaigns are optimized to give me a clear result and not outright best performance per dollar. There are choices I made in these campaigns for the integrity of the experiment that wouldn't necessarily be representative of what I would run for a client looking for the best results for their money.
@@kyle_the_ally could you realistically run a campaign that is profitable for the stream earnings or is it unrealistic?
Ok but WHY traffic campaign doesn't work? What this "quality" even means? I've run a traffic campaign in tier 1 European countries, had almost 300 clicks but no stream increase. Why is that? In my ad I've got a deeplink forcing directly to spotify and to autoplay the song. If 300 people clicked on that link, why there's no streams at all? If they clicked, it doesn't mean they were interested? Why nobody can answer clearly to this question?
I believe a listen of your song is only counted as a stream if they listen to the entire song. So if people are clicking your traffic link to spotify but don't listen to the entire song then that wouldn't be considered a stream. I think that might mean your audience targeting is off and you're not finding fans of your genre of music