Is Your Meta Ads Manager Set Up Correctly?
If you're a manager, an independent artist, or a music marketer, digital advertising can be one of the most burdensome aspects of releasing music. While Meta’s advertising platform is powerful, it can be confusing and lead to wasted resources if not managed correctly. If executed properly, Meta ads are a crucial part of creating a hit, or capitalizing on a viral moment. Let's explore why properly setting up your Meta-advertising account is key to success.
What is Meta Business Suite?
Meta Business Suite is your one-stop shop for managing all your advertising and marketing activities across Instagram and Facebook. Your Meta Business Suite allows you to create story and feed posts, launch paid advertising campaigns, view content performance insights, and manage team permissions. To access Meta Business Suite, make sure you are logged into your Facebook account, and then visit business.facebook.com. In the next section, we will walk through a few key actions you should complete when setting up your Meta Business Suite for success - ensuring that your organic and paid content performs as efficiently as possible.
Upload Audience Lists to Meta's Audience Manager
If you have an email subscriber list, an online merchandise store with a list of past purchasers, or even an old-fashioned piece of paper with names and emails, you have everything you need to start building custom audiences in Meta Audience Manager! Meta allows you to upload any Excel file (just make sure you format your columns properly) and then matches that information up with corresponding Meta profiles. To maximize match rates, use as many identifiers as possible, such as first and last name, phone numbers, emails, city, state, zip, gender, etc. Using that information, you can use Meta's lookalike audience feature to create a list of people to target that are similar to your existing audience, and thus more likely to resonate with your content.
Create Meta Pixels
Meta Pixels are pieces of JavaScript code that you embed into your website HTML code. After you set up Meta Pixel, it will log an event each time someone completes an action on your website. It tracks and collects data, allowing you to understand visitor actions (i.e. adding an item to the shopping cart, or visiting your tour dates page), measure conversions from Facebook and Instagram, and create custom audiences tied to the pixel. Whether it's streaming a song, checking tour dates, or any other defined action, you can view it on your Meta Pixel page. You then have the option to retarget these people through Meta ads.
How To Set Up Meta Pixels on Channels?
Ready to implement Meta Pixels on different channels? The first step is to create one. Here's how to do so in Business Manager.
In Business Manager, go to Business Settings
Choose your business and select Data Sources
Then select Pixels
To create a new Pixel, click Add by the search bar near the top of the page
Create a name for your Pixel
While it's optional, it's encouraged to enter your website URL
Click Continue
Congrats on creating a Meta Pixel. To install this Pixel on your channels, click Set up the Pixel Now.
What Types of Ads Should Artists Run via Meta?
Now that your Meta Business Manager is properly optimized with custom audiences and pixels, let’s talk through some of the most effective types of ads for musicians
Traffic Ads: Traffic ads drive listeners and fans to streaming platforms or social media profiles. By driving to a streaming platform or official page, traffic ads can be a powerful way to grow the artist's audience.
Event Ads: Event ads are perfect for increasing awareness in markets for an event, such as a concert, and can be used to help drive ticket sales.
Awareness Ads: Awareness ads can be a powerful way to amplify the impact of high-performing organic content. This content can be preBusented to more people and actively remarket to them in the future with relevant tour dates, music, and content.
Do You Have to Be a Big-Time Artist to Leverage Meta Pixels?
Contrary to popular belief, you don't have to be a mega artist to leverage this powerful tool. Instead, these tools help artists grow and achieve their goals. And time is of the essence. Every moment your Meta account isn't optimized is a lost opportunity. By setting up an advertising infrastructure early, you can:
Remarket to your core fans as early as possible.
Create custom audiences from the data collected via the pixel (ex: website Retargeting audience).
Learn more about the persona of your core fans and the types of content they are most likely to engage with.
Unlock Meta's lookalike audience to ensure your music reaches new people who are likely to be interested in your music because they share similar characteristics to existing fans.
Need Mega Meta Help? Contact Alchemy Artist Services
Meta can be confusing to even an experienced marketer. But the team at Alchemy Artist Services can help.
Contact Alchemy Artist Services today to learn how we can help you achieve your goals.