Unravelling the Mystery of Successful Music Ads on Youtube
People ask me how to promote music on YouTube all the time and want me to help them solve the mystery of successful music ads on YouTube.
I’ve received so many requests on our YouTube channel, through Instagram comments and even multiple DMs asking me to create a tutorial on how to create music ads on YouTube effectively.
Even if you have invested a lot of time and money into creating an excellent music video, it is still challenging to get people to watch a full music video. Essentially you are asking people to give up three minutes of their time.
In this current social media era, you can imagine how much content you can consume in three minutes. People will even visit multiple platforms like Facebook, TikTok and Instagram in three minutes and consume many pieces of content.
With music ads on YouTube, you are asking someone to give up three minutes of their time on one piece of content, and that is why emerging artists will struggle to get views on their music video.
People search for established artists and their music videos as they have an established fanbase that will give them millions of views and a leg up the algorithm.
If you are an emerging artist, then good news! Today I’m going to teach you a method that will help you get hundreds and thousands of views on your music video, even if you only have a trickle of visitors to your labour of love music video so far.
The RIGHT Music Ads on YouTube to Start With
The method I am going to show is YouTube pre-roll ads. It is a great method to get more views on your music video. We will walk through how to use the basics of the AdWords platform as that is where YouTube ads are set up.
In Part 2 of this article, I’m going to show you some hidden gems and take you through all the tips and tricks to go above and beyond just getting visitors to your music video. I will go into detail on how to convert your visitors into real fans who are going to show up to your shows, spend money on your merch, and potentially get you signed because you’ve got such an engaged audience.
So let’s get you set up…
Setting Up Music Ads on the Google Platform
I’m going to take you step by step setting up your music ad on YouTube through the Google AdWords platform.
When you have set up a new ad account, you’ll be greeted with this screen, which I want you to ignore this press on “switch to expert mode“.
That will bring you to this screen (if you haven’t found this screen, then click Create campaign and then it will get you to this screen.
Click brand awareness.
Select skippable in stream as that is the name YouTube use for pre-roll ads.
Name your campaign which let’s just say for this example – “Rock Music Video“.
For the campaign total I’m going to enter in $500, the start date is as soon as possible.
A word of advice here is to always have an end date just in case something goes wrong, like you lose access to your computer, or you fall ill and you’re not able to stop the campaign. At least then you know it’s going to stop at a certain date, and you’re not going to spend more than £9.62 per day or total of £500.
The next section is Networks. You don’t want your ad to be on video display partners, you only want to be YouTube videos and definitely not inclusion in the search results.
This section is languages. You can select all languages or you can search and select English only if you prefer and your music is only for an English audience. Then countries you could select are United Kingdom, Australia, Canada, USA, etc.
Or you can opt for all countries and territories. Its totally up to you.
As you can see on the right here, you have a constantly refreshing estimated audience.
In this step, we select the Inventory type, this basically means what kind of content your ads are going to run on. So if there is sexual content or profanity, then maybe you don’t want your ad to appear on that. Some brands don’t want to be associated with that.
For us, we just go for the recommended standard inventory.
Next we have excluded content which is very similar to the above step and you select things that you don’t want to be associated with.
Now we’re going to get into the ad itself, and this is basically creating our audience. So let’s call this audience Rock Music Fans.
When we select gender and age etc, we’re just going to go for a young audience.
It doesn’t matter about household income or parental status, or gender.
The audiences section is where you can identify your fans, I’ve already selected Rock Music Fans and Indie & Alternative Rock Fans but what you would do is search for rock music fans, and then you would click these two here.
And if anything else that comes up and applies to your music, then you can select it as well. It will also give you ideas based on it as well to be able to select more relevant keywords.
Keywords is selecting words that people search for on on Google or YouTube.
So say people have looked on YouTube for Nirvana, or Nirvana Smells Like Teen Spirit, for example, or Metallica, we can enter this here.
Every single line is basically a new phrase you can enter and you can see the campaign estimates on the right here.
The chances are the figures are going to go up and down based on how many people have actually searched for this.
I am going for a wider audience, so I am personally not going to enter any keywords here.
I think the placements section is really cool. If you know the artists who are like you, you know the people who might like your music.
You can go and find their channels and run ads on their channels only. So you could go and find Nickelback channel for example, select it, and your ads will run only on the Nickelback channel.
The campaign estimates on the right shows you how many impressions you’re going to get from putting ads on that channel.
The more similar artists you input, the more impressions you’re going to get.
Now we select the Target CPM, This is basically how much you’re going to spend on 1000 impressions. £5 is very expensive. You shouldn’t be spending that but my strategy is to start high and then go lower and lower and lower and see how cheaply I can get it.
AdWords will always look for the cheapest deal for you. So it’s not going to go and spend ever five pounds per thousand, but you can put it in and get an idea of what you should be spending and how much your ads are going to cost you and then you can adjust it for future campaigns, once you have an understanding of how much is going to cost.
The final bit is where you put your YouTube video in. For this example lets add Fallout Boys: Centuries. And there it gives you a small preview of what your ad is going to look like.
I would just put same URL in the final and display URL because people like to know that this ad will remain on YouTube platform. On the right here it’s going to show you an estimate of how much it’s going to cost per thousand views. So as you can see is not even going to come close to that £5.
Lastly, put a name for the ad: I’ll call this one Fall Out Boy music video, and that’s it, click Create campaign.
You’ll see this page to indicate your campaign is ready, just click Continue to Campaign
And at the top here, I’ve got a warning message I need to put my billing information that’s why the ad is not running. Once I did that, they will start to run.
Google ads take about two days for it to be approved. Instagram ads and Facebook ads can be approved within the hour. But Google are a bit slower than that. Unfortunately, they expect people to be running ads for months, rather than for a few days.
So there is no rush to approve you, so it can take up to two days for you to be approved and start running. So don’t worry if it still says under review for a while, that is just the way it is.
It can be very easy to get lost in this dashboard. But just remember up here is really useful navigation…
…which gets you get backwards and forwards to specific pages.
And that is how you list Music Ads on YouTube the right way.
Is This all I Need to Know to Promote Music on YouTube?
Okay, so I’ve shown you how to get hundreds of thousands of views on my music video, so is that all there is to know?
There is a problem. All this music ad does is get people to watch the first 5 seconds of your video and you want people to watch the whole video.
Your goal should not be numbers as they don’t mean much, but fans do. Fans speak volumes. So your YouTube ads need to be part of an overall strategy.
You have to be able to get a fan base. That’s how you get signed. That is how you grow. And that is how you make money as an artist. And you’re not going to achieve this by just getting half a million people to watch five seconds of your music video.
Be sure to visit next week for the secret sauce to help convert your YouTube ad visitors into fans.
Visit us here or on our YouTube Channel for a whole host of ways to break as an artist and promote your music.
Related articles about YouTube and creating videos that are worth a reread.