Have you ever built an ad campaign for a new release only to have it launch with skyrocketing costs and underwhelming results? 

I certainly have. 

It’s heartbreaking. 

You’ve spent all this time on your song, you’ve saved your money, you’ve done your research, and you’ve set up your ads precisely as they should be, only to be met with disaster on release day. 

Few things are more frustrating than watching your hard-earned money trickle away without knowing the cause of it, and while it can seem impossible to troubleshoot a floundering release, the performance of an ad campaign really comes down to three factors: 

Targeting, visual creative, and your song. 

Targeting is the first point of impact for your campaign. If you get this wrong, you can bottleneck your reach and destroy what might have otherwise been a successful campaign. 

When in doubt, go wider and let Facebook’s platform figure it out for you. 

Next, visual creative. 

In short, have a great album cover, something that grabs the attention of the viewer. 

And make sure you have a clear call to action. A simple Spotify logo is enough to make the user understand what it is you want them to do. 

And lastly (and most importantly) have great music. 

This may seem obvious, but it’s the part that most often causes campaigns to fail–the music just isn’t good enough. 

There are thousands upon thousands of songs released every day. If you want to grab someone’s attention, you need to give them a reason to listen. 

If you’re not seeing the results you want (and you feel good about your targeting and your ad creative) it might be time to move on to a new song. 

Sometimes, that can make all the difference. 

Watch the original video on my YouTube channel. 

Like this episode? Hit me up on Instagram (@tomdupreeiii) and let me know what you thought!