BEFORE You Run Meta Ads for Music Marketing, Watch This Video

Let's go over the basics of Meta Ads Manager and all the ancillary tools around it. So, we're starting off and we're in Ads Manager. Um, if I click this all tools button on the left, this is how you navigate to the different tools you might use inside of Ads Manager like events manager and audiences or billing or business settings or whatever. Um, this is how you navigate, but we're in Ads Manager now and we're going to go over kind of the basics of how everything works. um stuff that I've never talked about on this this channel. Um I usually kind of start off from a slightly more advanced place, but a lot of people have mentioned they need like the basics. So where to start? Well, the first I think we'll start off is the navigation because a lot of people get tripped up with this. The first thing is campaigns are structured into these different tiers. If I open up a random campaign here, you can see it has these levels to it. It's kind of like this nested structure. We have the campaign level and then inside of that we have these ad sets and inside of those ad sets we can have ads and there might be one ad there might be multiple ads there might be one ad set there might be multiple ad sets so we have this nested structure and so if I want to look inside of this forget campaign here I can click on it and now we've moved from the campaigns list to the ad sets list. So now we're looking at specifically ad sets and not campaigns. So we can also do the same thing. If I click on this ad set here, it's going to take us into the ads for it. And now we see the ads for that particular ad set. So flipping between these options is how you navigate the campaign. You can click on something and jump into it. Or you can actually highlight multiple things and click between them. or if you have nothing highlighted, it'll just show you everything that's there for that particular thing. So, that's how you navigate the different like levels of the nest, so to speak. Um, on the top right, there's these settings that are very useful. Um, if you need to refresh the data on the page, if you have any drafts you need to get rid of, or if you have any things you need to publish. And then kind of moving down here, the next big thing is this time selector. A lot of people will run their first campaign and be like, "My ads aren't working. They're not spending any money because they have it set to last 30 days." What happens with this is you assume that the last 30 days includes today, but it doesn't. It does not include the current day. I'm filming this on the 23rd and it only goes up to the 22nd because it's the last 30 days, not up to today. So, always keep in mind what your date range is. If you're looking at, for example, last month, this you're not going to see any data here that is is current, right? Because it's last month. And so if you're just launched a new ad campaign yesterday, you're not going to see if it's working. So the way to make sure you're seeing all the data is to switch to the maximum view here. And then you know you you're seeing all the data in your ad account from start to finish. Um, and then if you need to flip the different windows of time to see how things are going, you can flip there accordingly and see how things are going. So that's how you kind of see the date range and navigate. Now there's also all these different columns here, right? Like what data are we looking at? We have the campaign name. We also have the results and we have the cost per result and the budget and the amount spent. So if you don't see these same columns, well, you can actually switch your columns. We're looking at performance now, which is typically the default. That's what I spend most of my time looking at. And that's going to be what you're going to look at most of the time. But we can switch to engagement and this is going to show us uh page engagement, interactions, post engagement, post comments. And we can also switch to like discover more column presets, video engagement, and we get completely different data. So the interface is flexible to let you look at the data that you need to look at and kind of exclude what you want. Like you can actually come into columns and make a customize column. So I zoom out a bit. I can customize the columns and I can like I can even make my own data. like I can make a um I can go to custom and I can make a new custom metric and do math equations with the data and I can exclude things and I can add things and it's very useful right because like everyone has their own workflow and sometimes you like I don't know let's say your currency is in uh British pounds but you you're you want to be able to easily compare your results with my results which are in US dollars you can make a math equation that converts your your cost per conversion to US dollars so you see the cost in your native currency and then the cost in like my currency or whatever currency you're working in, right? A lot of people compare results online and that can be helpful for that. So, moral of the story, you can change these columns, but most of the time you're going to be working in the performance column set. Now, right next to that, there is a breakdowns filter. And if I click that, this actually doesn't determine the columns. It shows what breakdown data do we see. So, uh, let me show you what I mean. And actually, I'm going to show you another tip while I do this. If I click on this campaign and then I click up here, I can switch into filter only selected rows. And now we're looking at just that campaign. So, just that campaign. And I can click breakdown. And then I can look at breakdown by gender for example. So we can see the number of conversions by gender and the cost per conversion by gender. I can also flip to ages and see the same thing. Cost per conversion or cost per conversion and number of conversions and amount spent by age. So I can analyze and say that this campaign is doing the best between 25 and 44 and it's doing the worst in 45 to 54. And sometimes this data is actionable and you'll be able to use this information and then spin it off into a way you might tweak your campaign or run future campaigns, but sometimes it won't be. And there's actually a lot of really good data points in here. So, we go back to breakdowns. Uh we can look at placement. And this will tell us which placements are spending the most money, what the cost per conversion is, what the amount spent was. And another one is countries, which can be very useful if you're trying to cross analyze your results and say Spotify for artists. You're trying to see what countries are getting conversions. So you can go and Spotify artist and see what countries are getting streams. Like I can see here for this playlist, the US is getting the bulk of the ad spend at a cost per conversion of 27 cents. So this campaign is doing the best in the US. So I can go track what my results are looking like in the US on the back end of Spotify artist or whatever platform you're using at that time. Uh you can also do this at the adset level. So I can look inside and if I had multiple adsets I could see how they differ and you can also switch your columns here. So I might be looking at like engagement by country for example. Like in this campaign that data is irrelevant but in certain campaigns you might be running you might you might actually have a need to look at like video view duration by country or video view duration by age and you might learn something about your campaign which is why these two tools of columns and breakdowns can be so helpful. And there are a million other things in here, most of which you will never use. You can filter by time of day, and you can filter by region. And you can also do if you're using dynamic creative, which I think I am here, and I won't go into the nitty-gritty of what that is, but you can filter by image, video, or slideshow and see which video is getting the most ad spent. It doesn't show you cost per conversion by dynamic creative element, but it does show you the um the amount spent at least. So, I'm going to take off this filter. Speaking of filter, just because it already came up, you can actually save presets. So like a lot of people, they hate the graveyard of turned off campaigns. Uh because over here like the campaigns that are on are toggled on, the campaigns that are off or toggled off and they hate that like graveyard, so to speak. Um and so one thing you can do is just click this active ads button and then now you only see the things that are running, things that have gotten any impressions and the delivery is active. So, if a campaign is like active but it's not doing anything, it won't show. Or if it's not doing anything, but it's but it's not if it is doing something but it's not active, which shouldn't happen. But either way, this will only show your active things or you can flip back to all ads or you can say had delivery. So, these are the different ways you can kind of segment like what very easily filter out what's happening. But let's say for example, you're a label and you're running all these things through your account. Um, or maybe you have different types of campaigns and you want to be able to focus on different types of campaigns at different times. Well, you can also go up in here and you could say, I want to only look at campaigns where the objective is leads. Apply. So now I'm only looking at lead genen campaigns. Now, one thing to note about Facebook is data does expire. I think it only shows you two or three years in the past and then all the data gets wiped out. So, that's why this is blank, which is very unfortunate. I hate that they do that. Um, but data does expire. And so, anyways, like I could save this as a filter. Let's say I'm constantly running lead campaigns and I'm constantly running like streaming focused campaigns or purchase campaigns. I don't necessarily want to like always look at everything. Sometimes I want to like I'm only looking at leads right now and this is where I can have a preset for that. And I can save this. I can go up here or actually up here create a view and I can name this view leads right and I can say that this view is accessible to everyone with access to this business. Um I can even make a custom column preset and sorting and breakdowns for it. So, if I do save, confirm, it added it up here to leads. So, I can do all ads or leads and now it's filters. Um, which is sweet, right? Like you can if you're constantly flipping between and again you saw you can set custom columns and breakdowns. So, if you're like constantly doing the same things over and over and over again, you can use as an excuse to make some views and make your life easier, right? And that's why these tools exist. A lot of people don't know about that. It's like, "Oh, I'm constantly doing this over and over and over again." Well, there's some things that Meta is very bad at, like constantly changing their interface. But they actually do give you a lot of tools to analyze your campaigns and see how your results are going. Now, in the spirit of seeing how your results are going, there's actually another layer to this. You can look at this big table, but sometimes you want to be able to visualize stuff with a graph. Um, so for example, if I click on this campaign here, this EWM cold streaming dynamic, I can click on charts and now we're going to get a graph, right? And let's say I set this um I don't know exactly when this campaign ran. So I'm just going to go back to July all the way up to yesterday. And now we get a graph of like the conversions over time. Or I can go to cost per conversion over time. So I can graph this stuff and and sometimes like it's hard to see how things are doing daily. So you want to be able to group them by weekly. So I can go up here in the grouping and change it to weekly. And now I have like kind of a better trend and I can see oh my campaign started cheaper and it's been kind of creeping up. And I didn't really I couldn't really see this here, right? But if I switch to weekly, it's a little easier to see that those first three weeks were better than the rest of the life of the campaign. Um, and monthly I can kind of see that as well. But, you know, depending on the campaign, these different groupings might be more or less helpful, which is why they're there. You can also customize what's showing here. So, if you're like, I don't need the amount spent or something, I can go to customize, take off amount spent. Maybe I want to see results cumulative. So, results daily is this. Results cumulative is like how many results have I got in total, which again just depends on how you want to visualize your data. It's very flexible in that way. you you get to decide how you want to organize your stuff. And you also get some little results down here. I wish there was more to this, but you can see the age and gender distribution of your results. So, I can see that this campaign is very heavily male oriented. Um, and also very younger oriented. Like it's mostly 18 to 34 year old men who are converting on this particular campaign, which makes sense. It's an alternative metal hard rock song. That's definitely like honestly I would have expected 25 to 34 men to be the biggest but 18 to 34 is kind of in line with the genre too. Um and we can also switch to platform which will show us Instagram versus like Facebook. In this case we're not we're only running on Instagram but you know you can analyze the data that way. You can separate mobile or desktop only and and kind of see how things are going in that way. And you can do this on a per ad or per adset basis. So, if I had multiple adsets in here that were running, we can analyze this. Just pivoting over. You see how this is green? The fact that it's green means it's not published. It's a draft. And so, if I back out, you'll see there's a lot of stuff here that's green. Um, if it's green, it's a draft, which is another thing that people can get wrong sometimes is that you you'll think something's published, but it's not. or you think you published a change but you didn't. So for example, if I come up here to this campaign and I say I want to spend 10 a day and then I do save to draft. I didn't publish that change. It's in draft. So it will not spend 10. And even if I come in here and edit and do 10, it's still spending 20. Uh similarly, if I open this campaign and do edit and then I turn this off up here and then do turn off, it's not off. It made it seem like it was off, but it's not off. And there and um I think actually even if I come up here and do this active ads thing, it's still here because it knows that that change is not published. Um, and in fact, if I come up here and I do edit, discard draft, you can see it was never actually turned off and the budget was never changed to 10. So, be careful about what's in draft and what's not. I've seen people spend way more money than they planned because they thought they turned something off. I've seen people had campaigns not turn on because they didn't realize something wasn't published. The green means it's in draft. Um, and the kind of clearest way is you could dis if you see review and publish up here, you can click on it and then see what it wants you to publish. Um, and then you could also discard drafts to see what isn't. Just keep in mind if you have a campaign in draft and you do discard drafts, it's going to delete it and there's no way to recover that. Now, moving right along, if I go back into where we just were looking at the charts here, sometimes you want to flip between the charts and the editing, and that's done with this little bar over here. So, this is where I can close the campaign and I can in view the charts here. But if I click this pencil, that's where we get into the editing of the campaign. So, if I back out here and I'm looking at the outside of this campaign, I see charts, edit, duplicate. If I click edit here, I go into it, but I can flip between charts and editing up here. And on a kind of a similar note, remember how before I showed you how to navigate between the campaign level, the adset level, and the adset level? can also do that by clicking on the things here, but you can also do that by clicking on these things at the top. So, there's with Facebook, there's kind of always different ways to do the same thing. This is just another example of that. But another thing that's over here that's that's can be handy is like sometimes you edit a campaign and you're like, I don't remember what I did. I don't remember when I did it. Or maybe you have multiple people on your team and you're wondering who did it. There is a history here. every change you ever do to a campaign will be in here. So, you can come in here and see like, okay, cool. I changed the budget from 25 to 20 a day on November 4th. Um, it was 35 to 25 a day on October 3rd, 25 to 30 day on August 31st. So I I can see the entire history of when I made the changes, which sometimes is like a lifesaver just depending like you can imagine if you change something and you just forgot when you changed it and then you're looking later at your your Spotify data or whatever and like oh the numbers I got so much better here. What did I do? Well, you can use the history to try and figure out like exactly what you changed because sometimes you're doing like 20 different videos and 15 different adsets and there's so much going on you just forget about it. and and ideally you'll be good about it and take notes and write down what when you do changes. Um, at our ad agency, for example, what we do is we use ClickUp to track all of our campaigns and the person running the campaign will go in the comments of that campaign and leave notes about certain like key changes they did like we're requesting more visuals, um, we're pivoting to these other countries, etc. which is very useful for our own records, but it's especially useful when it's a team of people trying to work on a thing and let's say someone on the team is having a meeting with a client, but they're not the individual running the campaign. It so it's useful for so many angles to just like have a track record um in writing. But the history is where you can also get that information if it's lost to time, like you didn't take the notes you thought you did. We've kind of covered how to navigate and do stuff in that way, but there's actually even more buttons on here that we haven't covered yet. And I kind of I want to make this like a pretty extensive video. So, um, if we highlight a campaign, we can also click edit here. So, in the interest of like editing something, we can click edit here, or we can click edit here. But there's actually also all these other buttons here. Like you can delete a campaign here. You can duplicate a campaign here. But you can also duplicate a campaign here. And again, when I say campaign, it also applies to ads, adsets, and ads. If I switch into this campaign and look at an ad set, um, I can duplicate it here or duplicate it up here. I can edit here or edit it up here. But if I highlight this, um, there's also all these other options like quick duplicate, copy, and paste. And over here there's turn off, name, find and replace, campaign budget, campaign spending limit. Um, the copy thing is actually really cool. Let's say you have a cool audience inside a campaign or an ad or whatever and you want to put it in another campaign for whatever reason. Like let's say you have a single campaign and then that song came out in an album and you want to also promote that album. Well, what you can do is you can highlight the ad set come up here and do copy or you can do C and V which is normally what I do. I can do C here or click that copy button. go into the other campaign where I want that to to exist and I can do controlV. I messed up. And the reason is I don't have the campaign highlighted. At least I think that's why. If I can highlight the campaign here and do command V. Now it just pasted that altmetal copy from that other campaign into this campaign. And and actually so you see how it opened up that view. That's actually another place you can do it. Like if I'll go into a different campaign. I go to this fear streaming USA and click edit. I have that adset copied. So if I highlight that campaign and click paste, it'll do it. Now another situation like this is like let's say I wanted to copy these videos. I can highlight them. I just did a shift click. So I clicked here, held shift and click on this last one. I can also do command or control-clicks to highlight individual things. But then I can do command C, click on this other adset and paste. And now I have those in there. So, you can you can copy and paste ads, adsets, campaigns, and you can paste them into different places you might need them. Um, one thing to note is there's this glitch in Facebook that will drive you insane. After you use the command C, command V, copy paste, Facebook will do this thing where every time you type a letter, you see every time I type a letter, it kicks me out of the text box. So, I can't like type more than one letter at a time. It just kicks me out. And this has been a glitch for years. I have to refresh essentially. So, it gets very annoying. But now, if I refresh, I can click up here and type multiple letters without having to go back into the text box. Very annoying glitch. One thing you'll learn about Facebook is that it's a very glitchy platform uh for such a huge company. Like, they've built a very impressive piece of software here, but there's also so like it's so big and complicated that there's always glitches and errors and you have to refresh and fix stuff and blah blah blah. So, you know, keep that in mind. It's It's not perfect by by any means. Um, there is a thing up here called AB testing. And I get a question all the time about people asking, "What is the purpose of AB testing? Like, aren't we already AB testing?" Like, if I open up this Forget campaign, I'm trying these different audiences and I'm trying these different videos. Aren't we already AB testing? And the answer is yes. Meta, however, has a formal AB testing tool. So, if I highlight a campaign and I do AB test and it gets started what it's going to do, and it might even explain it here. Um, it does explain here. I was going to explain it myself, but I'll let I'll let I'll read it to you where meta is saying. So, we'll make sure nobody sees more than one version for better accuracy. Essentially what it does, it does like a more scientific test because when you have a campaign with multiple adsets and multiple ads, people might see multiple of them, right? If I look at the reach and impressions of this particular forget streaming campaign, um, this ad has reached 687,000 people 1.7 million times. If I open that up, it's it's all this one ad set, but let's open up the ad set um because we have different ads here. It's reached this many people and it's given this many impressions. So, it's been seen this many times by this many people. But if you were to add up all these individual reach numbers, it's going to be greater than the total reach. And let me just kind of prove that to you. 650 + 10 plus 30, right? That alone is higher than 687, right? Never mind adding up the other 30 or 40 uh thousand reach that we have here from the other one. Just adding those up, it's greater than this. And so what that means is there's there's overlap here, right? Like some people are seeing multiple videos or multiple audiences. And so that means your test isn't purely scientific. It could be the case that some people are seeing um like several ads and then they convert on this one and then other people are just seeing other ones. And so like it's not a pure test because of this overlap thing. Some people might be seeing multiple things before they convert. So what the AB testing does, it makes sure people only see one. So it's like a pure test. We're going to show this people this and this people this and never the two shall meet. And then you're getting basically a pure scientific uh set of like how did these two variables perform. And so for example, if I back out here, I can do an AB test for this campaign. Make a copy of this ad. And I can select a variable like I want to swap out the video. I want to swap out the audience, the placement, some custom thing or whatever and run them as this formalized AB test. I almost never do this. So the real answer here is if you're watching this, probably don't bother running the formal AB test. Just set the campaigns up with a formalized structure. Let Meta handle the rest. The only times I run an AB test is when I want to test something fundamental before doing a larger campaign. So let's say I have two different like web pages that are trying to sell the same thing. And so I'm testing to see like which which ads or which hook or whatever is like going to do the best result for these two different web pages. So and there's a million different ways to set this up. This is one example. Maybe I have different like different hooks or different angles or two different web pages or whatever and I want to like be really sure because I'm about to spend like 10 grand driving traffic to this page. um that's worth spending a couple hundred bucks up front to get like the overall hook and whatever or the landing pages ready before spending the 10 grand. So you might just spend a few hundred and spend a week of time to get that information and then go run the big thing. Or you might do multiple AB tests in that in that situation. I've also used it to test theories like oh hey I have all these ads with text and all these ads without text. what's the statistical difference here between like with or without text um in the caption of a music marketing video? And now we kind of know like for the most part this element is like a very small factor as opposed to all the other factors. Like for example, that's why I know that the the caption that you put under your video, not on the video, but under the video matters like less than 10% in performance because I ran like a multi00 AB testing of a bunch of videos with no text under them and the same videos with like a text hook and there was no statistical difference. The difference was smaller than 10% in that particular case. And I know that because of that. Now, stuff like that might change over time, but it's it's useful to run tests like that in search, but that's more something that I would do, not something that you would do as a as a watcher of um of content, running ads just for your own music. I run a ton of ads for hundreds slash thousands of people. So, it's useful for me to run tests like that. And that covers like kind of all these main buttons here. And so we've been going for almost half an hour and we haven't even talked about campaigns. So now let's get into what happens when we click this create button. And again, the purpose of this this video isn't to go over like running a particular type of campaign. That's what I've done on this channel already. So click up here to see a playlist of like a bunch of different campaigns applications here. We're going over like the the basics of how this software works essentially. But if I click create, we're going to get this campaign creation dialogue. And in here we have these six simplified objectives as Meta calls them. There used to be a bunch more and they used to be called something different, but essentially you you align your your your campaign objective with the goal that you have. Are you trying to get leads like an email address, phone number? Are you trying to sell something, drive people to a sales page or a Shopify store? or are you trying to get people to engage with something? And engage can mean a lot of things. Engage might mean watch a video. It might mean like a post. It might mean drive to your Spotify, convert on a landing page, drive to Spotify, and interact with your music. Um, and then leads might mean they go to your website and they fill out a form. Leads might mean they get driven to Messenger and they have a many chat chat. It might mean they use an instant form. And sales again might mean something different, too. So, these are kind of like the three most common campaigns I'd say artists run are engagement, leads, and sales. And they all can run this campaign that's called a conversion campaign. So, it can be kind of confusing, but just to give you like a a thing to live by. If you're running a streaming campaign and you're driving people to a smart link landing page, something like this, and I've done a ton of videos like this, the purposes and that go over the nitty-gritty of this, but what you know, watch that playlist I mentioned before to see the details of that. But if you're trying to do the thing where you're driving people to to a landing page and convert to go listen to your music, use engagement, and it's going to be an engagement conversion campaign. If you're trying to grow your email list or SMS list, use leads. And if you're trying to sell something, send them to a Shopify store, send them to a salesunnel, use sales. Outside of that, you're you're probably not looking at this as like an app developer. Um, if you are, you know, you might want to find someone else that talks about running ads to apps. That's not something I've really done. Um, but there are essentially there's awareness and traffic. traffic I essentially never use with an asterisk. There's one campaign called Instagram profile visits that music artists sometimes use, but for the most part, if I'm sending someone to a website, I don't want to just use traffic. I want to put a pixel on that website and then have that pixel like track what the person is doing. Okay. Um, and if you want to see like a start to finish video on how pixels work, check right here. I've already done a very detailed video on how the Facebook pixel works. So that's the traffic objective. I'm pretty much never using it except for the Instagram profile visits. And that's a very small minority of of campaigns that I would run. And then awareness also kind of never run. This would be if you're trying to like run a campaign for reach. So you want the maximum number of people to see your campaign. you would do that, but it's not trying to get them to do anything. It's just trying to get them to see it. So, like you end up with a bunch of people who have seen your ad that have done nothing. They haven't clicked on the ad. They haven't liked the ad. They haven't watched the video. They've just seen the post, which is very shallow of of an engagement metric. But let's say you're running a retargeting campaign and you want to make sure that everyone in your audience sees it for as cheaply as possible. That's a good use case for an awareness campaign. Now, in the last couple minutes, I have thrown out some terms like retargeting campaigns and Facebook pixels. And I I'd mentioned that I have another Facebook video or Facebook pixel video. I do also have a video on retargeting campaigns that I'll I'll link here. But I wanted I want to have this video have just like a a little bit of information about these two things. Um, so that you kind of have a nugget of what these things are over here. Earlier at the very beginning of the video, I was talking about all tools. And now we're in as manager, but you could also go to events manager and audiences. This is where you handle those two other things. So, let's go on a brief detour to explore the Facebook pixel. I'm going to go to events manager and I'm going to open it in a new tab just so that I don't have to close this over here. And this is going to load events manager. The Facebook pixel, let me zoom out for this. The Facebook pixel is just a little number that you install on a website and in the background the website's going to use this code to basically like fire this little bit of JavaScript that when someone takes an action on the website, it's going to send a notification to Facebook with your ID that says, "Hey, we had this thing happen on this website with this ID. Go put that data in the in your customer's account." So for example, if someone comes to this hyped at Smartlink page and I have a pixel installed on this page, when someone clicks on Spotify, Hyped is going to send a message to Facebook saying, "Hey, we got a hyped smart link conversion on this website for this pixel." And then Facebook's going to get that information, say, "Cool, that pixel corresponds to this account, and there's this campaign ID, blah, blah, blah." And they're going to be able to track like this happened from this ad campaign. uh and I'm going to be able to collect that data and use it for different purposes. So for example, here I am in the back events manager. I can click on this pixel I have and this number here, this ID is my pixel. So all I have to do to install my pixel on a landing page is just copy this number and throw it in on a box somewhere, right? if ever hyped it for feature FM for smart noise even Squarespace your website you you copy this number and throw it in a box and bam that platform is going to be sending data to your pixel now it's worth noting that most of the time people have a pixel set up by default but you may have to come in here and do connect data and create a pixel and so if you have to do that you'll click web and then you'll go through this process of naming it and linking it and all that stuff, but that's a little more advanced. Essentially, you you might already have a pixel. If not, you need to create one and there should be a big green button to create one there. Um, but that's how you install it and that's how it works. So, if I come down here, I can see a graph of like events that have happened recently. I can see which events have happened and how many of them have happened over time. There's more information here that's just kind of going to complicate things, but um this is events manager. It's just a number that gets installed and thrown in a box and then that platform is going to handle it. It gets way deeper than that if you want. That's where that video comes into play that I linked before. Now, on a similar note, I want to give a little backstory into audiences here. So, same thing. I'm going to go to all all tools, right click on audiences, open link, a new tab. The whole idea with audiences is let's say you have people that have interacted with you before on Instagram or Facebook or your ads and you want to be able to show them ads again, right? You can do this in the audiences section. So, for example, this is audiences. It finished loading. Um, there's all this crap at the top that I will collapse, but I can come in here and do create audience. And I can make a custom audience, which is people that have already interacted with me online. And I could say I want to, and I might have to I'm gonna hide my screen for a sec to avoid some editing. Um, okay, cool. I want to interact. I want to retarget people who have interacted with my band or in this case this person here whose account popped up on Instagram. And I want to say I want to interact with anyone that follows this Instagram account. And then I can save that. And I could come back in here and I can do anyone that follows this Facebook page or who's interacted with this Facebook page or who has watched this video or who has interacted with this website on this pixel. So, we can make all these different audiences of people by how they've interacted with us in the past. And then we can serve those people ads that we want, which can be very powerful. If you're a touring artist, essentially the success of your like you can run ads to promote your your tour, but the success I found of like your ad campaign promoting your tour is pretty proportional to like the size of your retargeting audience. Uh you can run ads to a bunch of strangers who don't know you to sell tickets, but the people who know you are the most likely people to come out to your show. So that's one very common example of running like a retargeting campaign. I want to retarget all of my fans online to show them ads that I'm going to be in Nashville on this date or whatever. And you could run that ad only 50 miles around Nashville, for example. So that's a little little couple minute detour into events manager and audiences back into the campaigns. So these were the like different types of objectives we could run. So I'm just going to use engagement as the example here because the structure of setting these all up is quite similar, but I'm going to click on it and do continue. And anytime Meta gives you like do you want to do this automatic thing, you don't. uh all their automatic stuff for the most part is a bad idea. Meta has designed their platform to be most applicable for e-commerce stores because that's their by far their biggest customer base. You know, people people often say like meta like the music industry must spend a ton of money in advertising and that is true, but if you look at just what Amazon spends on advertising a year, it's bigger than like the entire income of the music industry. So, and then you have Walmart and then you have like, you know, all these other companies that are huge. So from Meta's perspective, music artists are this tiny little thing that probably isn't even 5% of their revenue. Ecom is e-commerce people selling products online. That's where the most money is for meta. That's where the most money is online in general is selling stuff, right? Uh there's a lot of money in music, but there's not as much money in music as there is on like selling products, right? And business and stuff like that, you know, multi-billion dollar companies and stuff like that. So, Meta has has designed all these recommendations around that. Um, and it is what it is, but that means you kind of have to ignore most of their recommendations. So, I'm going to click manual here and we're going to get to the campaign structure. Now, we're not making any particular type of campaign here because there's a million examples and I don't want this video to be like crazy long. It's already going to be quite long. Earlier when I was talking about the structure of a campaign, you can see it's broken up into a campaign level, an adset level, and an ad level. We can also navigate through that structure at the top here. And when I click on an ad, it takes me to the ad. When I click on the adset, it takes me to the adset. When I click on the campaign, it takes me to the campaign. Each of these layers has a name. So, I could just call this a name. And then it renames it. I can click next in the bottom right, and it takes us to the adset. And I could say this is my new this is my ad set name. And very often you will name your campaigns such like you know this this is a this is a streaming campaign for this song. So it's song name dash streaming like you want to be fairly clear in what it is. So this is like a campaign for this song to promote on streaming. And this ad set like I'm not just going to call it ads set. I'm not I also don't even need to put the name of the song in here because it's implied. It's inside of this campaign. So, I'm going to put things like this is targeting tier one, two countries, it's targeting Instagram only placements, and it's targeting fans of heavy metal music, right? So, you want to be somewhat clear in your naming conventions. When you only have like a very small campaign like this, you don't it doesn't matter. But when you start having like five adets and 20 ads, it starts to become a little more helpful. And when you have a lot of campaigns in your graveyard, it becomes helpful, too. Um, so that's the naming. There are two fundamental types of campaigns you can kind of run in terms of how they spend money. So for example, you could have a campaign budget optimized campaign or an adset budget optimized campaign. And these used to be called CBO and and sometimes recently they're called advantage plus budget or something. Meta is always renaming and rebranding things. Um most of the time you're going to use campaign budget optimization. And the difference here is very subtle, but it can actually be very impactful. So the campaign budget, when I toggle that, I specify the budget at the campaign level, which is this top level here. If I switch to adset budget, the budget goes away because now the budget's tucked inside of the adset. So the difference here is, do I want to tell Meta, hey, for for this campaign, spend $20 a day. I don't care which adset you spend it in. just spend it in the best one. So, I might make one campaign and give Meta five audiences and say, "You figure out which audiences are the best. Spend the money where you think it'll get me the best result." Adset budget optimization is kind of the opposite. You're telling Meta that you want to say, "This audience has five a day, this audience has 10 a day, this audience has 50 a day, this audience has 20 a day." And Meta will for the most part respect that. And that's why you see a toggle like this, share some of your budget with other adsets. So share up to 20% of your adset budget with other adsets when it's likely to improve performance. This is kind of like a mini. It's adset budget optimization, but it's a little bit of campaign budget optimization. So most of the time I just use campaign budget, but there are particular instances where I'll use campaign budget when I want to have more control. Like I want to be able to do more granular ad testing or I want to do like several different tiers of countries inside of one campaign instead of having multiple campaigns. So those are some instances. It's really an opinion thing, but keep in mind that you're never going to be as good at allocating budgets as Meta will. Meta can look at a billion parameters and allocate things accordingly. The human mind can only handle like a three-dimensional graph, right? Like if you can look at a nice 2D graph, X and Y, and pretty easily see a trend. You might be able to look at a three-dimensional graph and see a trend of a line. What if it's a 30dimensional graph? the your mind can't really comprehend what that even means. So, uh, Meta can do that though. They can optimize your campaign for 30 parameters at once, 100 parameters at once. So, for the most part, lean on Meta's machine learning and AI algorithms for stuff like that. But that's the difference. Most time campaign subtle applications, I use adset budget optimization. Now, moving on to the adset. There's a lot of things in here that are going to be what campaign you're running specific. Um, for example, if I click website, I can switch my pixel and choose my conversion event. If I were to choose on your ad, I can choose I want interactions, which is like engagement or video views or event responses or reminders set. Um, I could say I want Instagram or Facebook interactions. So, meaning like do I want to try to get um Instagram profile visits or Facebook page likes or followers? Those are a bunch of different campaigns I can do. So, you kind of choose like what is your conversion? Where am I trying to get people to convert? And that's going to be very particular in what you're trying to get people to do. Let's say it's on your ad and I'm looking for video views. And when I do that, it gives me a subperformance goal. Do I want to optimize for 15-second video views or through plays or do I want to optimize for two second continuous video views? Usually, for this case, you're going to want throughplay views. Now, mossing on down. Again, at risk, I don't want to get too granular in this because this is a basics video. Every campaign is going to have a way to schedule. So, you can set a start date and end date. And actually, going back to the campaign level, every campaign can have the option to set a spending limit. So, I can come up here under campaign details, show more options, and I could set a spending limit for this campaign. So, I can say this campaign is not allowed to spend more than $500. And I I often will put that in the title so I don't forget. So that way when the campaign turns off, I don't forget about the spending limit. I'm like, "Why isn't this campaign running?" Oh, it's because I have a spending limit. Um, and on a similar note, what I forgot to mention here actually is you don't have to do a daily budget. You can do a lifetime budget. Most of the time, for most campaigns, I do daily. The exception to that is tour campaigns. I'm often doing lifetime because typically an artist is like, well, the show's on, you know, January 15th and I I'm I I'm spending X percentage of my guarantee per the show. So, I'm going to spend, you know, $500 up till January 15th, early afternoon where people can buy the tickets. So, lifetime budget kind of makes more sense for different types of campaigns. Um, but that's how that works. But this is also where you can schedule a start date and end date, which are all all different ways of like kind of like confining your campaigns to how you want them to run. Now, this is getting a little bit in the weeds, but I mentioned don't use meta's like automatic stuff. So, like this is an example of it. They have this new advantage plus audiences thing. So, pretty much always, unless it's a sales or a lead campaign, you're going to want to further limit the reach of your ads so that meta doesn't go off the rails. Um, you're also going to want to, again, unless it's a sales or leads, pretty much never use 65 plus. Let's say we're going to cap it at 55 here. And on a similar note, never let them do use as a suggestion. So, don't use advantage plus audiences further limit the reach of your ads. And don't use don't let them expand the age 65 plus and don't let them use it as a suggestion. And on a very similar note, don't use advantage plus placements unless it's a sales or lead campaign. Always do manual. Always specify what your placements are. Never use audience network. Those are just two kind of like quick big all-encompassing recommendations I can say. Um but coming back up here to the audiences with that tangent aside, this is where you actually constrain what is in your campaign. like am I confining it to these ages, to these countries, to these genders? People who are interested in these things like they're interested in hard rock or they're interested in like I don't know mountain biking. Is that a thing? Mountain biking. Yeah. So, there's a lot of things in here. There's also like very limiting things about this. It used to be you could target very like a ton of bands. like I could target Periphery and Mashuga and Tulle and A Perfect Circle and 30 Seconds to Mars and Lincoln Park. And none of those bands made the cut anymore. They have to kind of be bigger than that. So you can still come in here and find like Pink or Taylor Swift or Drake, but you're not going to find I think Foo Fighters might be in here. Yeah, Foo Fighters is in there, but like Lincoln Park didn't make the cut, but for some reason K did. So, uh, yeah, it's it's interesting what they have kind of decided selectively will be in here or not. Just do your best. There's genres, there's some bands, there's interest, there's movies. So, think about what your audience might like and use that as a guide. And then we get into the ads. And again, I'm skipping over stuff because like the purpose of this video isn't to get super granular. Check out that playlist I mentioned before up there. Or is it below? I don't know. I'll put some links places so you can find some other videos on this stuff. But overall in my channel I talk a lot about more like specific applications of running ads for music. This video is the more granular highle stuff. But when you come here into the ad you you choose your Facebook page, Instagram page or threads profile if you have one. Uh you can either create an ad or use an existing post. So use an existing post would be like if you want to use a specific video on your Instagram as your ad, you can do that and then all the engagement stacks up in that. There are downsides to that, but just pointing it out. A lot of times I will create an ad. Um, you can upload your ad with video ad and then if you had a website link in here, you can put your website link in here. So this the rest of this will be conditional on the type of campaign you're you're running. But that is the nitty-gritty of building campaigns. And there's a million little options in there and stuff like that. And you're going to want to check out the videos on my channel for like the details of what objective you're trying to do. Um, but that's the kind of framework in which to to wrap your head around this in the current meta interface. All right. So, now that you know the ins and outs of how Facebook Ads Manager works, you might be ready to tackle something a little more advanced like running a streaming campaign like I show in this video from start to finish. Um, or maybe whatever YouTube thinks you should watch right here on my channel. But anyways, I hope you found this super helpful. Let me know in the comments what you think. Subscribe for more videos and I'll see you in the next one. Bye.