How To Use Paid Facebook Advertising To Promote Your Band Or Concert

(Without Breaking The Bank)

This 3-part Mini-series will show you how Facebook Advertising can be an effective marketing tool for your band, and will show you how to use the tool in a useful, and cheap way.

TheRealMusician Recommends:

If you want to take marketing your music to another level, then I can't recommend enough John Oszajca's music marketing manifesto. My favorite aspect of his complete program was his stance on email marketing, where he really leverages the that "1000 true fans" philosophy.

His website is a bit hokey (Flaming guitars? Seriously?), but his program really shows independant artists how to get a leg-up on signed artists.

Just to give you some background on me (so you understand I am a credible source of information on internet advertising), as much as I love music, I also have a history working for online marketing firms in advertising and social media.

Where have I worked? Well I've worked for one of the Major Pay-Per-Click search engines on the market (I'll give you a hint, it's the one that's not Google). My job was to design PPC Campaigns for advertisers (and sometimes I managed accounts that were spending more than $50,000 a month on advertising).

I've also worked for a marketing firm for local businesses called "Advance Marketing Group" as head of the social media department.

I'm not saying this to toot my horn, but just to give you some security in knowing that I'm more than qualified to be writing an article on this type of advertising.

Facebook Advertising: Before You Get Started

Before you get started with writing your ad, selecting a picture, etc. I recommend you take a look at the Facebook Advertising Guidelines as it can take 1-4 hours for your ad to be approved.

Wouldn't that be a big waste of time if you had one little thing in your ad that wasn't compliant, and had to wait several more hours to try again? What if you had to do that several times?

Hence why I recommend you take a look at the Advertising Guidelines.

Don't mind me, I'm just waiting for my Facebook ad to be approved.

Some highlights from this list are:

  • Don't Capitalize The First Letter Of Every Word.
  • Use p;roper gra.mmar,
  • No EXCESSIVE CAPITALIZATION
  • Don't advertise illegal products.
  • Make your ad actually reflect where the user will go when they click on it
  • Use common sense when creating your ad. Really. Don't say you are The Dillinger Escape Plan, when in reality you are advertising for your own personal band, your ad won't be approved. Don't sell Pyramid schemes, don't try and trick users, etc.
  • Don't $ub$titute $ymbols for letters

It's common sense, really.

1. Design Your Ad

Ready to get started? Good. Sign into your Facebook advertising account (or simply your Facebook account), and scroll to the bottom of the page. Click the "Advertising" button.

It will then ask you what you want to advertise. If you are the admin of a page, you can choose to advertise straight to that page or event from the Drop-Down Menu.

After that you will want to write a title for your ad. Keep in mind that Facebook is a really social environment. Writing "COME SEE SHOW" probably won't yield the results that you are looking for.

Instead, try and think what you would like to see if someone was advertising a concert to you.

If you are advertising your event, the ad title will automatically be your event title. This actually most likely works out to your advantage, as it's unlikely that you would be able to write something better (Sorry!).

For the ad text, just try and be personal and real. You don't want to be very generic, because the people you are targeting are going to be more responsive to a specific ad.

For example, I was doing advertising for a "NinjaSpy" show that I was putting on (My example for this article). So here is what my ad said:

"Come rock out this Friday April 29th, at the OAP Hall.

Pop Metal, Death Metal, and Psychedelic sounds. Check it out now!"

I had several bands playing that night, so I even decided to make separate ads, each one focusing on the band playing.

Continue on to Part 2 of 3 (Targeting, Campaigns, Pricing, and Scheduling)

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About The Writer

My name is Andrew Muller. I love creative art, music, television shows, movies, video games, and a good story.

If you had to find me somewhere, you would probably find me down at O'neils home cooking eating an organic sweet-potato bun breakfast sandwich with ham.

Among my friends, it's a "Muller Classic Move" to eat Mcdonald's at 2am because it's cheap and open 24/7. The joke here is that I'm an idiot. 

I play drums, guitar, piano, and I write & perform music for My Goal Is Telepathy. Take a listen to the latest sound here.