Do you want to know how to get your music video in front of people who aren’t your friends and family? I’ll show you how to use YouTube Ads to promote your music video in this article.
I’ll take you behind the scenes of campaigns I did for my music’s YouTube channel, go over YouTube ad costs and other analytics, and show you how to tailor your YouTube video to play in front of specific YouTube videos or channels.
I’ll also show you several YouTube advertising mistakes I did that actually impacted my channel.
That way, when you run YouTube video advertisements to promote your music video, you won’t make the same mistakes.
How Much Should You Spend on YouTube Ads to Promote Your Music Video?
You may believe that YouTube advertisements are prohibitively pricey. For only 2 cents, you may acquire real views from people in your country who are interested in your music.
It’s entirely up to you how much money you spend on your YouTube Video advertising altogether. With as little as $5, you can get started. However, you should budget at least $100 for your YouTube video ad campaign.
That way, you’ll have a large enough sample size to assess your campaign’s statistics and determine whether or not employing YouTube advertisements to promote your music video is a good idea.
Why Should You Advertise Your Music Video On YouTube?
Your music video can display as a skippable TrueView ad before a specific video or channel on YouTube with YouTube advertisements. That implies your videos could appear as adverts on channels or videos with admirers who are similar to yours.
If you sound like Taylor Swift, for example, Taylor Swift fans are likely to enjoy your music. So, before someone streams Taylor Swift’s – Shake It, you may use YouTube TrueView advertisements to play your music video.
Because you’re targeting people who like videos with similar styles to your music, the goal is that they’ll watch your video and then go to your channel to see more of your material.
Google Adwords and YouTube Ads
YouTube is a Google-owned company. To run video advertising on YouTube, you must first create a Google Adwords account. Google Adwords is a comprehensive dashboard that allows you to manage all types of PPC campaigns across several platforms. However, because the focus of this essay is on using YouTube advertisements to promote your music video, I’ll stick to one easy technique.
It’s the method I employed to promote my YouTube music videos. It’s when your video appears as a TrueView ad in front of content from specified channels, or even specific YouTube videos.
When you use a YouTube ad to obtain views on your video, you can be sure that the views are coming from genuine individuals in your target demographic. You can also target your adverts to specific demographics and places.
When you buy YouTube views from a third-party service, keep the following in mind:
It’s likely that those YouTube views are generated by bots rather than real individuals.
If they’re genuine people, that is. They’re just random people who were paid to watch your video – not people who are likely to keep watching/listening to your music.
What Should We Measure When Promoting Your Music Video?
In your Adwords account, you may track a plethora of metrics. We don’t have a particular conversion because we aren’t selling a specific product or removing users from YouTube.
As a result, I’ll focus my study of these campaigns on views, cost per view, and watch duration, as well as “earned actions.”
What Are Earned Metrics and How Do They Work?
When you run video ad campaigns from your YouTube channel, adwords provides you with earned data. An “earned view,” for example, means that someone saw your ad and subsequently proceeded to your channel and viewed another of your videos on their own accord. “You earned that vantage point.”
My Findings I’m promoting my music videos with YouTube ads.
It takes time to set up YouTube adverts (and money). So, before we get into the nuts and bolts of launching a campaign, let’s look at two case studies. You can then see what worked and what didn’t, as well as my thought process and the benefits and drawbacks of using YouTube advertisements to promote your music video.
A Joe Bro – New Mark
I wrote a song and made a video in which I imagined myself on the Joe Rogan podcast. Joe Rogan fans are the obvious target demographic for this video. In fact, it was because of this song and video that I began running YouTube advertisements for my music videos.
I used a TrueView campaign to have this video display as a skippable ad before a user could watch their preferred Joe Rogan videoclip. I selected specific YouTube channels and YouTube videos for the ad to display on.
The Brain Is Made of French Fries is a new brand.
“Ok, it makes sense to broadcast commercials for the Joe Rogan video,” you would think. It caters to a very specialised demographic.”
A song/video package that does not literally call out an audience, on the other hand, can nonetheless function. You want to play it before videos of artists who have similar fan bases to yours.
For example, on channels like Lil’ Dicky, I ran this video ad for New Mark’s — Brain Is Made of French Fries.
- Numbers of Music Video Promotions Broken Down
Based on the factors above, I ran skippable video campaigns in August 2020 to promote the Joe Rogan Music Video and Brain Is Made of French Fries.
- High-Level Promotion for Joe Rogan’s Music Video
I spent $188.24 and had an increase of 12,711 views. That means each view was around 1.5 cents for me.
- Promotion of French Fries Music Videos at a High Level
I spent $304.12 and had an increase of 12,498 views. That works out to around 2.5 cents each view. The Joe Rogan video is a full penny more expensive per view. At first appearance, it appears to have fared poorly, but let’s dig a little further.
- Using Ads to Promote Your Music Video – Considering Multiple Metrics
If all you want to do is get more people to watch your music video. Cost Per View is the only metric that matters to you (CPV). If that’s the case, I wouldn’t limit your targeting to the United States, as I did. Simply go for low-cost views in companies where the ad market is less competitive or where the US currency is stronger.
However, if you want to increase your subscriber/fan base and learn more about how your music is received, you should consider a few more criteria.
Again, Google Adwords is a highly strong platform that allows you to track a variety of indicators.
You can choose whatever metrics to track, but let me guide you through a more in-depth study and comparison of my ads above so you can see the thought process and have a better understanding.
Joe Rogan vs. French Fries in a YouTube Ad
Joe Rogan’s cost per view was significantly lower. I suppose it’s because people are going to see Joe Rogan when they hear this strange rap tune and think to themselves, “Wait, what?” WTF?
When you use a TrueView ad, you’ll be charged every time your video receives a view. When someone watches 30 seconds or more on YouTube, it counts as a view. You won’t get charged if they don’t watch for 30 seconds – adwords merely records a “impression” in your metrics.
That’s a total of 12,711 people. Joe Bros did not skip the commercial after 5 seconds, but stayed for at least 30 seconds. This was done by 12,498 people for the French Fry song.
However, I changed my mind and chose to look at a different metric: video views of at least 75%. To me, reaching the 75% completion point indicates that the person was fully engaged, not merely curious and perplexed. Only 9% of the views on the Joe Rogan video were 75 percent or more views. People watching French Fries at least to the 75 percent completion milestone accounted for 26% of views.
As a result, French Fries was a lot more effective by that criterion. It maintained people’s attention for a longer period of time.
On top of that, we can start looking at the metrics that have been earned. Earned metrics simply mean that individuals completed more actions outside of the ad on your channel. So they noticed the ad and decided to investigate you further.
The other videos on my channel have received 390 views thanks to Joe Rogan. My channel had 698 views thanks to French Fries. French Fries get another point. When it came to playlist adds and likes, French fries came out on top.
Who Won: Joe Rogan or French Fries?
In conclusion, I was paying a penny more per watch on the French Fry video.
Those viewers were more engaged with the video and were more likely to subscribe to my channel, watch additional videos, and become New Mark fans.
It depends on your goals for your campaign, but in my opinion, the winner of these two ad campaigns is…
Negative aspects and blunders
We’re almost done with the technical elements of setting up your campaign step by step. But, before we do that, there are a couple blunders and drawbacks to doing anything like this.
Also Read: Determine The Most Effective Strategies For Increasing Traffic To Your Viral YouTube Video
1. It lowers your rate of engagement.
The engagement rate is calculated by dividing the number of people who perform an action (like, comment, share, etc.) by the number of people who watch the video. This is a crucial measure that tells YouTube whether or not viewers are “engaging” with your video. Because they assume your video is good, YouTube is more likely to promote it organically if the engagement rate is high.
Ads on YouTube will have a lower engagement rate than organic views (people finding your video naturally). That is simply a fact. The reason behind this is that advertisements place the video in front of people who were about to watch another video. Regardless of how fantastic your video is, the majority of people will skip it and/or not engage with it further.
Many YouTube ad gurus advise uploading a duplicate video as the ad and not running ads on your channel’s public videos. This is mostly an e-commerce strategy. The idea is that you capture revenue and earned visitors while keeping your organic video engagement rate high. The disadvantage of using this method to promote your music video is that your video’s view count will not increase.
2. Some People Are Going To Be Offended
Ads on YouTube irritate a lot of people. There may be a few haters in the comments section. You’re exposing yourself to the world wide web. Putting yourself out there in front of total strangers, rather than simply family and friends.
You’re not just putting yourself out there; you’re paying to get in front of them by interrupting their natural flow. Be prepared for any retaliation.
My adverts have a frequency limit. You can specify a frequency cap to ensure that your advertisement is only shown X times per day and Y times per week. If you don’t select a frequency cap, Google will choose the optimal option for you. That could imply showing your video to someone 7 or more times in a single day.
3. Opinions Aren’t Worth Much By Themselves
Views are only social proof if you don’t have a monetizable product or broader aim. You’re essentially flushing money down the toilet.
Views are useful if you’re in it for the long haul and want a rapid increase in numbers and some feedback/data to work with. It’s also possible that your video will go viral as a result of an advertisement, but this is a one-in-a-million probability.
However, logging views to your channel isn’t for naught. For example, I’m about to start selling stuff. I now have a larger subscriber base into which I can launch my shirts, as well as the ability to retarget my advertising to a larger audience.
Ad retargeting entails showing advertising to those who have already engaged with your brand, such as anyone who has watched your channel in the previous X days.
Still want to use YouTube ads to promote your music video?
Ok. If you’re still interested in using YouTube Ads to market your music video, here’s a step-by-step guide. Sign up for my mailing list or subscribe to one of my YouTube channels (Marketing / Music) if you enjoyed this article.
Also Read: Enhance Your Online Presence By Using Music Promotion Services To Promote Your YouTube Videos
How to Use YouTube Ads to Promote Your Music Video
Here’s how to create a YouTube ad campaign to promote your YouTube video in front of specified YouTube channels or pieces of content.
1. Sign up for a Google Adwords account and log in.
You must first set up a Google Adwords account. Here’s how to get one: https://ads.google.com/home/ It’s simple. If you buy $150 in the United States, you’ll earn $150 in credit – https://ads.google.com/intl/en us/lp/coupons/
2. Launch a brand-new video campaign
On the left hand side of your Adwords account, there is a bar. Click “Video Campaigns” and then “New Campaign” to start a new campaign.
3. Select your video campaign’s basic settings.
Companies with an e-commerce conversion objective typically use Google Adwords. We’d like to increase the number of views on our YouTube video. The closest campaign type for the goal is “Brand Awareness & Reach.”
Then choose “Skippable In-stream” from the “video” campaign type. Skippable In-Stream commercials are a sort of YouTube ad that puts your video in front of other videos. After 5 seconds, viewers will be able to skip your advertisement. You will only be charged if a viewer views for at least 30 seconds.
YouTube considers a view to be 30 seconds, therefore your view count will be adjusted accordingly. Any time spent watching less than 30 seconds will not count as a view and will be counted as a “impression” in your backend metrics.
4. Give your campaign a name. Set Your Bid & Configure Your Options
Choose a name for your campaign. Make it something that makes sense to you. This is for your own internal use only.
Leave your bidding strategy at “Target CPM” for the duration of this campaign.
Make a financial plan. You can establish a budget for a campaign or a daily budget. If you specify a budget for a campaign, Adwords will automatically spread it out throughout the duration of the campaign you choose.
Adwords will keep under your daily budget if you use a daily budget. Consider selecting an end date for your daily budget so that you are not charged every day until you remember to manually cut off the campaign.
I uncheck “Video Partners on The Display Network” under Networks so that the videos are only shown on YouTube. Set the locations where the ad will appear. Choose from a variety of languages.
You may make sure your videos don’t appear before any “mature content” and exclude YouTube videos hosted on other websites for content exclusions.
5. Prior to placing your ad, decide the channels and videos you want to use.
We’re putting our music videos in front of videos from artists or channels who have a similar target demographic to ours for this YouTube Music Video promotion campaign.
Keywords, demographics, and themes are all options. However, for the time being, I propose that you merely choose placements so that you can track what is functioning. You can establish a new campaign or ad group if you wish to run an ad on a certain topic.
The only thing I do from time to time is switch up the demographics. Excluding persons over the age of 65, for example, if you don’t think your music will appeal to that demographic.
It’s simple to choose which channels to show your film on. Simply go to the “Placements” section and write in or pick certain channel names, videos, or even paste a URL to a specific channel or video.
While it may be tempting to focus on a single song or video, this will almost certainly increase the cost of your adverts. The more clear your goal, the higher your bid must be to achieve it.
The objective is to achieve a pleasing balance.
6. Make a Bid
We chose target CPM for the brand awareness campaign. This means you’re estimating how much you’ll pay per 1000 impressions. Your ad will not appear if you set your goal CPM to a low value since you will not win in the ad auctions. If you set it too high, you risk paying more for an ad than you would like.
7. Design Your Ad
Creating your ad is straightforward because your video is already on YouTube. Simply paste the URL of your YouTube video into the area and you’re set to go.
You can use the URL of your video or the URL of your channel for “Final URL.” It essentially asks where you want individuals who click on your ad to go. Your view count will grow whether they click on your ad or simply watch the entire video instead of skipping it.
On the right, you can see a preview of what your skippable in-stream ad will look like.
Finally, promote your music on YouTube.
YouTube advertising are a great method to generate actual, targeted traffic to your website. For a relatively small sum of money, you may get your music in front of potential listeners and raise your view count.
While you should be mindful that it can skew your metrics toward a shorter viewing time, YouTube adverts are a terrific method to obtain feedback on your music as well as get some views and subscribers.
Thank you for taking the time to read this! Check out my free 13,000-word course on starting a blog if you want to learn more about writing content and getting it recognised in Google search.