2015 - how to advertise music with google & facebook

HOW TO ADVERTISE MUSIC WITH
GOOGLE & FACEBOOK
by Dietrich Pﬂüger

2015 © Dietrich Pflüger | dietrichpflueger.com 2
GOALS OF THIS WORKSHOP
• Be able to class paid media within the digital media mix
• Understand the differences between Facebook und Google Advertising
• Understand basic principles of the return on investment
• Understand which advertising option you should choose for what purpose

IN WHICH ENVIRONMENT ARE WE WORKING
..?

YOU CAN DIFFERENTIATE BETWEEN FOUR AREAS
Owned
Media
Paid
Media
Earned
Media
Social
Media

EACH AREA HAS IT’S ON PLATFORMS
Owned
Media
Paid
Media
Earned
Media
Social
Media
Wordpress, Tumblr,
Mailchimp
Google & Facebook
Werbenetzwerk
Google Allerts,
Klout, …
Facebook, YouTube,
Soundcloud, …

BUT WHICH ARE MOST IMPORTANT FOR MUSICIANS
..?

WORDPRESS FOR YOUR OWN WEBSITE
Cheap themes
SEO optimized by default
Thousands of plugins
Possibility to get ad revenue

MAILCHIMP FOR YOUR NEWSLETTER
Spam optimized
Wordpress Integration
Analytics
Out of the box
layouts
Facebook integration
Mobile ready

SOUNDCLOUD AS A PROMOTION TOOL
File hosting
Streaming
Excl. embedding
User feedback
Drive sales
Pre-Listening

BANDPAGE TO SAFE TIME AND
Click the button to see the video!

GOOGLE AND FACEBOOK FOR ADVERTISING

BUT HOW DOES GOOGLE ADVERTISING WORK
..?

GOOGLE ADVERTISING HAS THREE PILLARS
AdWords AdSense
Display
Netzwerk

EVERYTHING STARTED WITH ADWORDS
Kaﬀeebar

BUT KEYWORD ADVERTISING HAS LIMITATIONS
• Keyword ads do imply an interest: the search term (keyword)
• That is why they are so successful: The right ad for the right interest
• But it is hard to create awareness with text ads
• Brand building is very diﬃcult with text ads
• Keyword advertising was limited to the Google homepage

GOOGLE ADSENSE ENLARGED THE POSSIBILITIES
Adsense reads the content of a website and places relevant ads around it
• Text ads
• Display ads
➡ Brand building advertising became possible

THE DISPLAY NETWORK BROUGHT EVEN MORE OPTIONS
The Google Display Network (GDN) combines all environments that Google oﬀers.
➡ Text, Display, Rich Media und video ads on third party websites
➡ Text, Display, Rich Media und video ads on YouTube
➡ Text, Display, Rich Media und video ads on mobile devices
➡ Text, Display, Rich Media und video ads in online games

ADWORDS ACTS AS THE CONTROL CENTER

WHICH AD FORMATS ARE POSSIBLE IN THE GDN
..?

ALL USUAL FORMATS AND SIZES ARE POSSIBLE
Display Ads
Animated Giﬀs
HTML5 Ads
Flash Ads
Text Ads

EVEN SOPHISTICATED RICH MEDIA ADS ARE POSSIBLE

WHICH TARGETING OPTIONS DOES GOOGLE OFFER
..?

GOOGLE OFFERS A VARIETY OF TARGETING OPTIONS
• Based and GEO location and language
• Demographic-Targeting
• Context-Targeting (AdSense)
• Placement-Targeting
• Remarketing
• Categories of interest (traveling, entertainment, Sport etc.)
• Targeting based on topics (on websites that are specialized on a topic)
➡ But targeting based on social interactions is missing

WHICH PRICE MODELS ARE POSSIBLE
..?

GOOGLE DIFFERENTIATES BETWEEN THREE MODELS
Cost-per-Click (CPC)
➡ You only pay if someone clicks on your ad
➡ Best for acquiring traﬃc in a cost eﬃcient way
Cost-Per-1000-Impressions (CPM)
➡ Price per 1000 impressions
➡ You pay 1 cent per view with a CPM of 10 EUR (0,01 EUR x 1000 = 10 EUR).
➡ Best to drive awareness and if the clicks are not most important
Cost-Per-Acquisition (CPA)
➡ You only pay if a lead/conversion has bean reached

WHAT DOES ADVERTISING ON GOOGLE COST
..?

THE PRICE IS DEPENDENT ON AN AUCTION

GOT IT. AND HOW DOES THIS ALL WORK ON FACEBOOK
..?

FACEBOOK ADS ARE CURRENTLY LIMITED TO FACEBOOK

A CAMPAIGN CONSISTS OF THREE LEVELS

YOU CAN CHOOSE BETWEEN 9 GOALS
1. Boost your post
2. Promote your page
3. Send people to your website
4. Increase conversions on your website
5. Get installs of your app
6. Increase engagement in your app
7. Raise attendance at your event
8. Get people to claim your oﬀer
9. Get video views
➡ The goal you choose has a direct impact on the placement options

THAN YOU CAN CHOOSE THE TARGET GROUP

AND FINALLY YOU CAN CREATE THE AD

WHICH AD FORMATS ARE POSSIBLE ON FACEBOOK
..?

FACEBOOK ONLY OFFERS A FEW FORMATS
Text Video Image Multiproduct

THESE CAN SHOW UP ON THREE ENVIRONMENTS
Newsfeed Mobile Newsfeed Desktop Right Rail Desktop
➡ Ads in the news feed are best performing

WHAT ARE THE TARGETING OPTIONS ON FACEBOOK
..?

FACEBOOK OFFERS A FEW TARGETING OPTIONS
• Based and GEO location and language
• Demographic-Targeting
• Based on social interactions
• Remarketing
• Categories of interest (traveling, entertainment, Sport etc.)
• Based on customer data and phone number
➡ No context targeting
➡ No placement on third party sites

THE ADVANTAGE LIES IN THE SOCIAL INTERACTIONS
Like a page
Likes content Friends network
Joins an event
Interaction pattern

CUSTOM AUDIENCES ARE A SPECIAL OPTION

WHAT PRICE MODELS DOES FACEBOOK OFFER
..?

FACEBOOK OFFERS A FEW TARGETING OPTIONS
Cost-per-Click (CPC)
➡ You only pay if someone clicks on your ad
➡ Best for acquiring traﬃc in a cost eﬃcient way
Cost-Per-1000-Impressions (CPM)
➡ Price per 1000 impressions
➡ You pay 1 cent per view with a CPM of 10 EUR (0,01 EUR x 1000 = 10 EUR).
➡ Best to drive awareness and if the clicks are not most important

WHAT DOES ADVERTISING COST ON FACEBOOK
..?

FACEBOOK AS AN AUCTION MODEL AS WELL

CONCLUSION: GOOGLE VS. FACEBOOK
Functionality of the ads
➡ Googles strength lies in the substantial relevance of the ads
➡ Facebook’s strength lies in the social relevance of the ads
➡ The reach is huge on both platforms
Ad formats
➡ Google offers a lot more options and more room for creativity
Targeting options
➡ Google offers a lot more targeting options
➡ Facebook compensates this with social context targeting
Costs
➡ Google has more price models and a much more differentiated billing system
➡ But you should check the return on investment before you judge
➡ Facebook could be the better option, depending on the campaign goal

WHEN SHOULD YOU ADVERTISE WHERE
..?

IT DEPENDS ON THE GOAL

GOAL: AWARENESS AND BRAND BUILDING
➡ Display ads
➡ Animated Giﬀs
➡ Flash ads
➡ Video ads
➡ Rich media ads
➡ HTML 5 ads
➡ Display ads
➡ Video ads

GOAL: DRIVE SALES OF YOUR NEW ALBUM
➡ Text ads
➡ Localized & mobile ads
➡ Not the best environment (ROI)

GOAL: MORE TICKET SALES
➡ Text ads
➡ Localized & mobile ads
➡ Increase conversions

GOAL: MORE SUBSCRIBERS FOR YOUR NEWSLETTER
➡ Localized text ads
➡ Event related text ads
➡ You should run a sweepstake
Have the good old paper based list lying on your merchandise desk

GOAL: MORE FACEBOOK FANS
➡ Not the best environment ➡ Promote your page
➡ Text, image and video ads

GOAL: MORE VIDEO PLAYS (WHERE YOU GET REVENUE)
➡ GDN video ads
➡ YouTube ads
➡ Image & video ads (external link)

GOAL: MORE FAN LOYALITY
➡ Not the best environment ➡ Social interactions
➡ Oﬀer access to exclusive content

WHAT GOAL WOULD YOU LIKE TO REACH
..?

TRY IT OUT. DON’T GIVE UP IF IT DOES NOT WORK DIRECTLY

Dietrich Pflüger 
Digital Marketer, Information Architect and Speaker
http://de.linkedin.com/in/dietrichpflueger/en  
www.dietrichpflueger.com
THANK YOU FOR LISTENING

2015 - how to advertise music with google & facebook

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