clawdbot-workspace/das-threads/06-ad-campaigns.md

💰 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