How To Use Facebook Advertising To Promote Your Band Or Concert (Part 2)

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.

If you haven't read part 1 yet, you can go back to part 1 here.

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.

2. Target Your Ad

Next you will want to choose who see's your Facebook advertising. The entire interface for this is extremely intuitive, and you most likely won't have much trouble going through it.

I recommend targeting people who "like" the bands that are playing at your event. As well, if there is any sort of "Music Scene" group for the city, I would target those people as well.

Choosing a 50 Mile Radius of the city the event is a good idea as well, as some people are willing to do a bit of a drive for the show if it's meaningful to them.

If you are finding that the "Estimated Reach" (Shown on the right) is not quite as high as you would like, and won't be shown to enough people, then you will want to increase your targeting a bit.

I recommend targeting Genre's in your City. For example, our show was mainly metal bands, so I targeted genre's such as "Death Metal", "Metal", etc.

I should mention that you also have the option to target people's relationship status's as well. And tons of other stuff, but most of the rest of this is really self-explanatory. You KNOW which types of people are going to try and come to your concerts, so try and target them!

If you want, you can even choose to specifically not show your ad to people who are already coming to your event.

3. Campaigns, Pricing, and Scheduling

There's only 2 real area's that you need to pay attention to in this Facebook advertising area. Obviously you can figure out how to change to your time zone and currency, but you'll want to take a look at the dates (would you really want to advertise after a concert was over?)

Now, if you are just advertising to get more exposure for your band, then you can just run your ad continuously (and stop it at your leisure). But if you have a certain day you want your ad to end, you can set that up here.

And the last (and most important) part of your Facebook advertising creation has to do with bidding.

You can choose to bid per click (CPC) or for impressions (CPM).

There is a few advantages to either. If you are mainly trying to get the word out there about your band, then the CPM option might be really good (I'll bet you could get 150,000 impressions with less than $50 bucks).

Reaching this many people only costs like, 5 Bucks.

As well, if you have a high Click-Through-Rate (CTR. ie. Lots of the people who saw your ad clicked on it!), then you might find yourself making more money from the Facebook Advertising CPM model.

If you would like to be more controlled though (you only want to pay when someone clicks), then you will want to go with the CPC model (with the CPM model, you might end up paying for ads even if no one clicks! Not for beginner users!).

With the Facebook Advertising CPC Model, it will give you a suggested bid. I HIGHLY RECOMMEND that you change the recommended bid!

You will find that you will have greater success with your Ad if you raise your Maximum bid up 5 or 6 cents (I chose to raise mine 10 cents higher than the suggested bid).

"But won't I pay more?" you say? Actually, most likely you won't. You see, the higher your Click-through rate, the lower your cost goes.

"Let's say you...you pay a little less...because you raised your bids higher than suggested..."

What is CTR? Click-through-rate is the ratio between impressions (how many people SEE your ad) to Clicks (how many people click your ad).

For example, if you had 100 impressions, and 1 click, then you would have a 1% CTR.

So, if you bid higher, then you will get a higher position in the ads (Your ad will be more obvious to the user). That makes it more likely that they will click on your ad (Raising your CTR).

The higher your CTR, the lower your CPC (cost per click).

I've seen some people who started at $.90 bids, but because they had a high CTR, they ended up paying $.015 (Yes, that is a penny and a half per click!).

That is why writing good ads, and targeting them accordingly (Don't target people who are into Sewing for your band) can greatly bring down your costs for advertising.

If you want to learn more advanced strategies for bidding, you can read my article "How To Get A Lower CPC (Cost Per Click) On Your Facebook Advertising".

Continue on to Part 3 of 3 (Finishing Your Campaign)

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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.