153 lines
3.6 KiB
Markdown
153 lines
3.6 KiB
Markdown
# 💰 Ad Campaigns
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**Paid promotion strategy for Das**
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Current budget: $20/day (~$600/month)
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---
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## Campaign Strategy Overview
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### Goals (in priority order)
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1. **Spotify monthly listeners** — Primary metric
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2. **Playlist saves** — Signals to algorithm
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3. **Email list growth** — Owned audience
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4. **Social followers** — Secondary
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### Platform Priority
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1. **Meta (Instagram/Facebook)** — Best for music discovery ads
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2. **TikTok** — If content is strong
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3. **YouTube** — For video content
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---
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## Meta Ads Campaigns
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### Campaign 1: Spotify Conversion
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- **Objective:** Traffic to Spotify
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- **Audience:**
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- Interest targeting: San Holo, Illenium, Seven Lions, ODESZA, future bass, melodic dubstep
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- Age: 18-34
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- Lookalike from current listeners (once you have data)
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- **Creative:**
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- 15-30 sec video clip with best hook
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- Vertical format (9:16) for Stories/Reels
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- Captions (most watch without sound)
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- **Landing:** Direct to Spotify or landing page
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- **Budget:** $10-15/day
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- **KPIs:**
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- Cost per click: Target <$0.50
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- CTR: Target >1%
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### Campaign 2: Engagement/Awareness
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- **Objective:** Engagement on posts
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- **Purpose:** Build social proof, reach new audiences
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- **Creative:** Best performing organic content, boosted
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- **Budget:** $5/day
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- **When:** When you have content performing well organically
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### Campaign 3: Email Capture
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- **Objective:** Lead generation
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- **Offer:** Exclusive content, unreleased track, etc.
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- **Landing:** Toneden or email capture page
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- **Budget:** $5/day (test, scale if working)
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---
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## TikTok Ads
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### When to use:
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- When you have video content that performs well organically
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- Test with small budget first
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### Strategy:
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- Spark Ads (boost organic posts) > traditional ads
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- Target similar artist fans
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- Start with $10-20/day test
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---
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## Creative Best Practices
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### Video Ads
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- **Hook in first 1-3 seconds** — Most important
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- **Vertical format** (9:16)
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- **Captions always** — 85% watch without sound
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- **15-30 seconds** — Short attention spans
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- **Clear CTA** — "Listen now on Spotify"
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### What to show:
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- Best 15-sec clip from a track
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- Studio/production footage with music
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- Performance clips (when available)
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- Trippy visuals Das likes to make
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### A/B Testing:
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- Test different songs
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- Test different hooks
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- Test different audiences
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- Always be testing
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---
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## Budget Allocation (with $600/month)
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### Phase 1: Learning (Month 1)
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- $300 on Spotify conversion testing
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- $150 on audience testing
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- $150 on creative testing
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- Goal: Find winning combo
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### Phase 2: Scaling (Month 2+)
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- Double down on what works
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- Kill what doesn't
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- Gradually increase budget on winners
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---
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## Tracking & Optimization
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### Daily:
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- Check ad performance
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- Pause underperformers (CTR <0.5%)
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### Weekly:
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- Review Spotify for Artists data
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- Compare ad spend to listener growth
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- Calculate cost per new listener
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### Monthly:
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- Full performance review
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- Adjust strategy based on learnings
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---
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## Key Metrics to Track
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| Metric | Target | Current |
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|--------|--------|---------|
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| Cost per click | <$0.50 | |
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| CTR | >1% | |
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| Cost per new Spotify listener | <$1 | |
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| Cost per email signup | <$2 | |
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---
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## Campaign Tracker
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| Campaign | Platform | Objective | Budget | Start | Status | Results |
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|----------|----------|-----------|--------|-------|--------|---------|
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| Surya - Spotify Push | Meta | Traffic | $15/day | | | |
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---
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## Action Items
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1. [ ] Set up Meta Ads account (if not done)
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2. [ ] Install Facebook Pixel on all landing pages
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3. [ ] Create first round of video creatives (3-5 variations)
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4. [ ] Define initial audiences to test
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5. [ ] Launch Campaign 1 with $15/day
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6. [ ] Set up tracking spreadsheet
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