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

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
•
•
•
•
•
•
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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.