r/musicmarketing • u/_General-Grievous_ • 5h ago
Question What is wrong with my Meta Ad campaign?
Hello!
I am desperately looking for advice regarding meta ads. I am promoting my debut single with Submithub as the landing page. The ad is doing well, roughly 0,3$ per ViewContent. However, of the roughly 150 conversions I estimate that 0-10 of them have translated into Spotify streams. For the life of me, I can not figure out why. The ad set up is almost a copy of the way Andrew Southworth and Two Story Media does it. The videos are to the point and (imo) well made. I have tried being more strict in terms of placements, age and countries. But still, the landing page conversions does not translate into streams. Any help would be appreciated!
More info:
Tier 1 and 2 countries
Age range: 18-60 (was previously 18-64)
Placements: Instagram (feed, story and reels) (I used to have Facebook as well but I removed it)
I removed Brazil and Mexico temporarily as they were eating up all of the budget, but none of the conversions were leading to streams. But it did not solve the problem, so I added them back in.
I do not think that the song is the problem, since it features in the ad and the CPVW is not the problem.
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u/MistakeTimely5761 5h ago
May not be technical. Ads aren't guaranteed to find an audience.
1
u/_General-Grievous_ 4h ago
They have found an audience though. They have found people who listens to the ad, clicks on the ad and then clicks the Spotify link on the landing page. The problem is that those clicks aren’t converting into streams.
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u/MistakeTimely5761 4h ago
If you target too broadly, your ads might attract "accidental" clickers who do not actually use premium streaming services.
Check your fire on tier and age demo.
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u/OkYou6697 2h ago
The jump from a landing page to Spotify is always a huge friction point, especially on IG where people have zero attention span. Honestly, a lot of those "conversions" might just be accidental clicks or people bouncing the second they realize they have to leave the app to actually hear the song.
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u/Blackeyedpreacher 2h ago
Can be a rough one. You could try Define Further.. and add Spotify to the and must also match (possibly Apple Music and YouTube Music too) so your audience set is genre Or genre Or genre Or genre but must also match the streaming services so in effect meta will try and target premium users of these services. It's not a guarantee obviously. Can't escape misclicks, fat fingers etc, and also hard to escape that a number of users have Spotify app but no subscription, so even when the deep link triggers without friction, it may not actually play your track...
It's a fairly narrow criteria though so your CPC or cost per website conversion may be higher than you'd want.
If anyone else has ideas I'm all ears because this seems to be a fairly common issue, with certain genres
1
u/Meansmgmt 1h ago
We don’t use submithub for landing pages, but if “view content” = simply viewing the landing page, it’s likely that.
You want to optimize for clicks to Spotify from the landing page, not just the landing page itself.
Bonus points if you create a custom audience that comprises of just those who clicked to Spotify in the last 3 days, and exclude them so that you aren’t serving the ad to people who are converting over and over again (and to also combat bot clicks/farms).
If it isn’t that, then it gets more granular and could be a variety of variables.
I wouldn’t lean too hard into trying to replicate Southworth’s strategy though. Could be good for learning the absolute basics if you’re just starting.
And above all (if it isn’t obvious), have good music, good content, good ad creatives, etc. etc.
1
0
u/dcypherstudios 3h ago
What audience are you targeting and how many ad creatives do you have?
1
u/_General-Grievous_ 3h ago
I am targeting Tier 1 & 2 countries on Instagram (reels, feed and stories), I had Facebook originally but removed it. Age range is 18-64 (was previously 18-60). Other than that I don’t have a more specific audience, both Two Story Media and Andrew Southworth seem to recommend that. And nowadays, you can’t really be much more specific with Meta Ads.
I have 7 ad creatives.
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u/dcypherstudios 2h ago
You should be targeting Spotify streamers and the genre you are promoting. Hit me up in DM I can help you!
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u/sneaky_imp 3h ago
Meta ads are too expensive to promote streaming. Even if every single person who viewed your content streamed your song, you are still spending 20 or 30 cents to get someone to stream your song and you'll only get paid one hundredth of that cost for that one stream.
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u/dcypherstudios 3h ago
The ROI isn’t about what you get on back end royalties it’s about getting your music in front of the right audience and streaming to trigger algorithmic playlists.
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u/sneaky_imp 3h ago
People say stuff like this all the time, but the OP is spending about $45, paying 30 cents per click (ViewContent), and then getting somewhere from zero to 10 streams. This isn't going to trigger anything algorithmic. Meta ads are useless for music.
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u/dcypherstudios 2h ago
He’s targeting the wrong audience I get results like 200 streams a day for only 5 bucks
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u/sneaky_imp 2h ago
You're losing money. 200 streams will only earn you about a buck if you are lucky.
1
u/dcypherstudios 2h ago
You’re not listening it’s like talking to a brick wall with the thick as artists on the sub Reddit.ROI FOr RUNNING ADS IS NOt ABOUG BAcKEND ROYALTIES
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u/sneaky_imp 2h ago
I feel it's YOU who are not listening. You yourself quote numbers that show you pay about five times as much on marketing as you earn on streams. Your profile clearly styles you as a 'music marketing creative' -- it sounds like you're selling snake oil, sir. Meta ads, at least, are far too expensive.
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u/outlawmbc 5h ago
Who likes your music?