You might have tried online ad campaigns on social media sites before, but have probably failed to target the right audience. Google AdWords can advertise your music to a targeted audience. Keep reading to learn how to use this powerful tool.
Selecting keywords for your Google Adwords campaign
You can narrow down the audience using proper keywords. Focusing on keywords allow you to reduce your campaign cost as you’ll only be charged for clicks from targeted people. In short, your ad will appear only to the relevant people and not to someone who is searching for unrelated content.
This will obviously have to involve some audience targeting. You have to know who your target audience is going to be. If you’re advertising a tour, you’ll likely only want to target those within a certain area of where are you are performing. This decision will also shape the sort of keywords that you will want to target.
Once you know who your target market is you can begin looking up keywords using tools. Some of my favorites include:
Make sure that you select keywords related to your music as well as the audience. For instance, if you want to promote your band to record labels, you can use a keyword like ‘unsigned bands’ (which record labels would be searching for), and create an ad campaign using it.
Apart from the ad, you need to ensure that your music fits in well with the audience. You don’t want to target the keyword “pop music” if you have switched to a harder rock sound for a single you’re pushing.
Advertise your music using AdWords: Procedure
Once you have selected keywords for your campaign, you can start the actual process of setting up the campaign using AdWords. Follow the steps to advertise your music through a Search Network ad:
- Step 1: Create a free account on Google AdWords.
- Step 2: The dashboard for your account should look like this.
- Step 3: Click on the New Campaign option, as shown in the image above.
- Step 4: You’ll see the Select a campaign type window. I’m going to focus only on Search campaigns.
- Step 5: In the Select campaign settings page, you’ll have to enter all the details related to your campaign. Mention details like campaign name, target audience (very important), and languages.
- Step 6: You will have to enter your daily budget for the campaign. Enter the amount, start date, and end date for the campaign. Feel free to modify the advanced settings, but for now I’m going to leave it as default. Click Save and continue.
- Step 7: You should now be able to see the ad groups page. Use sets of different keywords for each ad group and create two to three ad groups to target your audience. With an ad group, your ad will be triggered anytime someone enters a search term related to your ad group .
- Step 8: Once you have set ad groups, you’ll then have to design the ads. Mention relevant details and add a short description. Make sure you know where your ad is going to lead visitors. It could be to your SoundCloud account, or a website you have built.
- Step 9: Once you have designed the ad, finalize all the details related to payments and billing information.
If you’d like to review your campaign and make some changes, you can head over to the review page and verify all the information. Once you submit the application, it’ll take time for the campaign to be approved.
Measure the performance of Google Adwords
If you want your campaign to run successfully, you’re going to have to measure its performance on a regular basis. Measure the returns on your investment and see how your ad groups are performing. If you notice an ad group not performing well, you can pause it and focus on the other keywords.
Use Google AdWords to advertise your music to a targeted audience
Google search has proven to be an effective long term strategy to generate organic traffic. In this article, I told you a step-by-step procedure of how you can advertise your music using Google AdWords:
- Define your target audience.
- Select keywords for your campaign.
- Sign up for free on Google AdWords and start a new campaign.
- Fill in the campaign details and review it before submitting it for approval.
- Measure its performance regularly and focus on the keywords that show positive results.
If you can afford to spend some extra bucks to promote your music, read our read our $150 music marketing budget article.