# 💰 Ad Campaigns

**Paid promotion strategy for Das**

Current budget: $20/day (~$600/month)

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## Campaign Strategy Overview

### Goals (in priority order)
1. **Spotify monthly listeners** — Primary metric
2. **Playlist saves** — Signals to algorithm
3. **Email list growth** — Owned audience
4. **Social followers** — Secondary

### Platform Priority
1. **Meta (Instagram/Facebook)** — Best for music discovery ads
2. **TikTok** — If content is strong
3. **YouTube** — For video content

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## Meta Ads Campaigns

### Campaign 1: Spotify Conversion
- **Objective:** Traffic to Spotify
- **Audience:** 
  - Interest targeting: San Holo, Illenium, Seven Lions, ODESZA, future bass, melodic dubstep
  - Age: 18-34
  - Lookalike from current listeners (once you have data)
- **Creative:** 
  - 15-30 sec video clip with best hook
  - Vertical format (9:16) for Stories/Reels
  - Captions (most watch without sound)
- **Landing:** Direct to Spotify or landing page
- **Budget:** $10-15/day
- **KPIs:** 
  - Cost per click: Target <$0.50
  - CTR: Target >1%

### Campaign 2: Engagement/Awareness
- **Objective:** Engagement on posts
- **Purpose:** Build social proof, reach new audiences
- **Creative:** Best performing organic content, boosted
- **Budget:** $5/day
- **When:** When you have content performing well organically

### Campaign 3: Email Capture
- **Objective:** Lead generation
- **Offer:** Exclusive content, unreleased track, etc.
- **Landing:** Toneden or email capture page
- **Budget:** $5/day (test, scale if working)

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## TikTok Ads

### When to use:
- When you have video content that performs well organically
- Test with small budget first

### Strategy:
- Spark Ads (boost organic posts) > traditional ads
- Target similar artist fans
- Start with $10-20/day test

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## Creative Best Practices

### Video Ads
- **Hook in first 1-3 seconds** — Most important
- **Vertical format** (9:16)
- **Captions always** — 85% watch without sound
- **15-30 seconds** — Short attention spans
- **Clear CTA** — "Listen now on Spotify"

### What to show:
- Best 15-sec clip from a track
- Studio/production footage with music
- Performance clips (when available)
- Trippy visuals Das likes to make

### A/B Testing:
- Test different songs
- Test different hooks
- Test different audiences
- Always be testing

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## Budget Allocation (with $600/month)

### Phase 1: Learning (Month 1)
- $300 on Spotify conversion testing
- $150 on audience testing
- $150 on creative testing
- Goal: Find winning combo

### Phase 2: Scaling (Month 2+)
- Double down on what works
- Kill what doesn't
- Gradually increase budget on winners

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## Tracking & Optimization

### Daily:
- Check ad performance
- Pause underperformers (CTR <0.5%)

### Weekly:
- Review Spotify for Artists data
- Compare ad spend to listener growth
- Calculate cost per new listener

### Monthly:
- Full performance review
- Adjust strategy based on learnings

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## Key Metrics to Track

| Metric | Target | Current |
|--------|--------|---------|
| Cost per click | <$0.50 | |
| CTR | >1% | |
| Cost per new Spotify listener | <$1 | |
| Cost per email signup | <$2 | |

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## Campaign Tracker

| Campaign | Platform | Objective | Budget | Start | Status | Results |
|----------|----------|-----------|--------|-------|--------|---------|
| Surya - Spotify Push | Meta | Traffic | $15/day | | | |
| | | | | | | |

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## Action Items

1. [ ] Set up Meta Ads account (if not done)
2. [ ] Install Facebook Pixel on all landing pages
3. [ ] Create first round of video creatives (3-5 variations)
4. [ ] Define initial audiences to test
5. [ ] Launch Campaign 1 with $15/day
6. [ ] Set up tracking spreadsheet