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QuoteHi John,
I did MMM early last year and experimented with all kinds of campaigns etc last year, but purely to overseas audiences - namely, US, UK and Canada.
Now that I know what works for me (and also have gotten over some of my marketing shyness!), I'd like to market to my own backyard (Australia), and specifically target the major cities so that performing and touring can eventually become financially viable ie. I have sufficient audience.
My issue is that because of small population if I target a specific group (eg Kate Bush fans - I had great overseas success with this group) within just the major cities the target audience on facebook for the ad is often less than 20K. Can an ad be successful with such as small audience?
I could, of course, just add Australia to the other 3 target countries for my campaigns, but obviously the overwhelming majority of sales would be from overseas. But I was hoping to run separate campaigns within Australia to speed up the "fan-collection" process, if that makes sense.
Also, last year I aimed my ads and squeeze page copy at similar artists (eg Like Kate Bush? Then you'll love Rachel Collis etc.) whereas I'm now going to try a more genre-based approach (similar to your "Alt-Country" example) so I can keep re-using the same squeeze and rotate the audience targeting, rather than having to re-write a new squeeze and re-test every time I target a new artist fan base. In your tutorials you mentioned only targeting one fan-base at a time (just "Wilco" fans for the alt-country ad) - what is the reason for not targeting multiple fan bases at a time if you intend on sending them to the same ad/squeeze anyway? I'm thinking specifically of ways to increase the numbers for ads specifically within Australia - if I targeted 4 or 5 artist fan bases at once that the number would be closer to 100K.
Lots of questions! Sorry to bombard all at once. And I look forward to hearing your thoughts!
Rachel
12:43 am
June 7, 2011
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Hi Rachel,
Happy to hear you are getting over some of your marketing shyness 🙂
Yes, an add can still be successful with a small audience, it will just have a shorter lifespan. I would also shrink your budget on an audience size that small or your frequency might be to high, further decreasing the ad's lifespan. Something like $10 a day would probably make sense. Just make sure it;s big enough that you are getting at least 5 subscribers a day if you are using optimized bidding, as Facebook's algorithm needs at least 5 subscribers per day to really be effective.
It's not that you can't run multiple ad sets at once, it's simply that for me, I find it a little too much to manage. Also, because each ad set has it's own budget, that means you would be spending three times as much money per day by targeting three different audiences at once. That tends to complicate things for people. But f you were in a rush to get leads (for a release, for example) you could absolutely run multiple ad sets at the same time.
Let me know if I missed any part of your question.Â
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi John,
Thanks for getting back to me so soon! And that's extremely helpful re small audience campaigns.
With my question regarding multiple audiences, I was actually referring to adding multiple fanbases to one single adset - ie that the custom audience I create for the one adset includes fans of Kate Bush, and Tori Amos, and Regina Spektor etc. I'm just curious to know why that might be an issue, and why it's best to just send do one at a time. Does that make sense?
Rachel
12:21 am
June 7, 2011
Offline
Hey Rachel,
You normally never want to add multiple audiences to the same ad, because in almost every case, some audiences will convert well, and others won't. And by lumping them you can't see which audience is converting best. The only time I throw that rule out the window is when the audience size is so small that it just doesn't make sense to create an ad for such a small number of people. No real rules on what that number is. Maybe 3000 or so... This comes up sometimes with geo-targeting.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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