Which Campaign Objective To Use In Meta Ads For Music Marketing?
Choosing the right Meta ads campaign objective is key for music promotion on streaming platforms. Engagement campaigns with conversion events set to Website Conversions typically yield better results than Sales or Leads for Spotify conversion goals.
By Andrew Southworth
Hey friends!
Which campaign objective should you use in Meta ads for promoting your music on Spotify and other streaming platforms? In other words, when you’re running what many people call a ‘conversion campaign’ for Spotify and other streaming platforms, where we take someone from your ad to a smart link and then they convert to go to a streaming platform.
Should you use Sales, Leads or Engagement?
The TLDR is I recommend you use the Engagement objective. Specifically an Engagement campaign with the Conversion Location set to Website Conversions, and then choose your conversion event based on which smart link service you’re using.
In the past there was a singular Conversion campaign objective. But several years ago they changed the setup to make campaign objective more about your actual goals. To put it simply you’d:
Choose Sales if you’re trying to sell something
Choose Leads if you’re trying to get contact information
Choose Engagement if you’re trying to get people to engage with something
With a typical Spotify conversion campaign, we’re trying to get people to engage with music. We’re not trying to sell anything and we’re not trying to get contact information.
Overall, while you can also use Leads / Sales instead of Engagement in my experience you won’t get as good results if you’re new to this. However, if you’ve already been using Sales or Leads your pixel has effectively ‘learned’ with that objective and I would stick with whatever you’ve been using.
Looking for more context on this topic? Read more here.
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