The right way to run Spotify advertisements
There was a time when Pandora was all the rage. Everyone everywhere poured music, listened, and shared it with their friends. Spotify came along and in no time the platform reached 345 million users.
Spotify now has 34 percent of the market share compared to Apple Music, Amazon Music, and others. What does it all mean for you? This means that Spotify ads are popular and advertising on this platform can make a significant difference in your business.
This post is going to list all the details you need about Spotify ads and how to set them up.
Spotify Ads: What You Need To Know
When it comes to running Spotify ads, there are a few important factors that you are likely to think about. How much does it cost, what types of ads do they have and how do they play the ads on the platform?
Below are more details so that you can fully understand all the little details before I go into how to set up and run your ads.
Spotify ad costs
There was a time when Spotify only dealt with big brands with big bank accounts. The cost of a campaign was previously $ 25,000. However, this is no longer the case.
Spotify opened the doors to smaller businesses and brands by setting up a self-service Spotify Ads Studio where you can set your budget at $ 250 and let go from there.
Bidding on eyeballs is similar to Facebook and other social networks. The price of your ads will vary based on deliverability and target audience. The actual price you pay may vary depending on the competition. However, most will pay between $ 0.015 and $ 0.025 each time your ad runs.
To convert, someone clicks or taps depending on the device they are using. You can then bring it to your landing page. The landing page also plays a role in the success of your Spotify ad because of its relevance. If you are unsure how to set up a sales page or landing page, there are a number of resources available to you.
Ad types
Once you've determined that advertising on Spotify is a good fit for your budget, you should consider the type of ad format that will work best for your business. Advertising on a music and podcast streaming platform may not work for everyone, but there are a variety of different methods and demographics.
Here are the different types of ad settings you can do:
All platforms
The first is the easiest way: run your ad on all platforms. This means your ad will reach your target audience no matter what device it is using, and the ads will show between titles when users are active on the platform. You also get a clickable ad unit that users can click or tap on and go to your destination url.
Experimenting with advertising on Spotify will help you better understand who is receiving your ads and who is converting using this method. When you first start it, you don't have any data on how well the ad is doing and who is responding best to it. So as you expand your deliverability, you can better capture the data so you can narrow it down later.
Sponsored Sessions
These types of ads will only show on mobile devices and tablets. Sponsored sessions play 30 minutes of uninterrupted music or podcasts when the user sees a full-length advertisement.
At the beginning of a mobile session, the user is prompted to view a section of the video. Then they can continue to watch it in exchange for 30 minutes of continuous music until the end. At this point they can accept the offer or click away and continue with regular platform advertisements for the duration of their session.
This could potentially work just fine if you have an ad that you know is converting. Instead of playing a little snippet and trying to get people to convert between their sessions, you can play the whole thing right at the start and possibly get someone to decide before they hear anything and don't want to click away.
Video acquisition
This ad strategy is powerful and will only appear on mobile and tablets. Instead of just audio, you now get a full video that gives the user a better experience and helps make your ad appear more engaging. It comes with a clickable companion unit so that users can click your destination URL.
Overlay
The overlay ad is a fixed display that appears when someone returns to the app. There is no audio or video and it mimics a banner ad like you would see on an app or website.
Homepage takeover
This type of display only works on the desktop and is a standard display. Get a spot on the Spotify homepage for 24 hours with a clickable ad that supports Rich Media. You can insert interactive elements to make the display more engaging.
Leaderboard
On desktop and web player, you can see this type of ad on Spotify leaderboard for 30 seconds.
Sponsored playlists
The sponsored playlist works on all platforms and allows you to reach the most listeners by sponsoring Spotify. Your ad will appear in the Spotify sponsored playlists, so if you choose this type of ad placement, you are essentially the owner of the property. If someone is listening to the playlist, they will only see your ads while streaming.
Why should you run a Spotify ad campaign?
While Pandora held the music listener and streamers market share for many years, Spotify has grown to more than 345 million monthly viewers and 199 million ad-supported users.
That's a lot of eyeballs and ears that your advertising can reach. With the introduction and success of Ad Studio, they have enabled brands and companies of all sizes to advertise on the platform. Let's look at a few reasons why you might want to consider Spotify for your ads.
Spotify ads can increase your company's sales
One of the main reasons someone promotes something is to increase brand awareness. We may not always be looking for a conversion or special promotion. Sometimes we're just trying to get the word out and let people know we're here.
Spotify is a great way to do this because a lot of the ad types will play between music when someone is already hired and used to listening, even if they know it's an ad. If you create a compelling ad with interesting audio and video, you may be able to get the attention you want on this platform.
Spotify will help you create great ads
Spotify offers so many resources to help their advertisers create the best ads possible. They're on your side and want their sponsors to be successful as ads pay the bills.
In addition to offering a variety of promotional experiences, they also offer a range of free services such as voice-over performers, scripts, background music, and various audio effects.
Spotify's ad-free services also allow you to choose what type of business you are and what your advertising goal is. You can choose between types of companies or brands and a goal, such as: B. Increasing sales or raising awareness.
Reach engaged listeners with Spotify ads
One thing that differentiates advertising on a streaming platform like Spotify versus Instagram or Facebook ads is this: people are already listening. They're hired, want to listen, and even if they're not happy with the ad, they're still listening.
People get bogged down by whatever they hear, and there is a chance they will want to stay here for a while. Whether they have headphones, are in the gym, cleaning their house, whatever it is; they listen
If you run an interesting ad for the right audience, you will hold onto a person's emotional engagement that is 15 percent better than other advertising platforms.
Not to mention the number of targeting demographics you can use to narrow down your ad to ensure you reach the most emotionally engaged audience. You can target based on listening activity, genre, mood, age, generation, location, behavior, listening time and much more.
Spotify users spend more time on the platform
Spotify users in North America listen to the content on the platform for an average of 140 minutes a day. This factor makes it one of the top 10 most popular apps in the world. That's about 70 hours per month per user.
How to set up a Spotify ad campaign
Now I want to break down the steps you need to take to create your first ad with some Spotify ad samples.
1. Create an account
The first step is to create an account if you don't already have one. You enter standard information about yourself and your company. Once you've created your account, you'll be taken to a dashboard like the one below. From here we can start setting up our first Spotify ad.
2. Set your budget, goals, and schedule
Now you name your campaign and choose a goal. In this example, I'm offering half of my agency services for the month. The aim of this ad is to increase brand awareness.
On the next page, choose what type of ad format and platform you want. You can choose between audio or video and choose the platform that you want the ad to appear on.
Once you've done that, choose the ad schedule, when the ad started, stopped, and what time of day you'd like to view it. You can also set your budget limit. When you hit a certain budget, the ad will stop showing so you don't get run over.
3. Define your target audience
Next, choose your audience based on their country, location, zip code, age, gender identity, interests, context, music genre, and more. I'm impressed with Spotify's targeting. They allow you to narrow it down.
Most of you won't be narrowing down so much in the beginning until you put data together. However, this shows me that Spotify has a lot of data about its users, which is good from an advertising standpoint.
4. Create your ad
On the next page you create your ad. You can upload a video, add a picture, and decide what type of call-to-action you want. Spotify shows you what your ad looks like on both mobile and desktops.
5. Monitor the success of your ad
Now that you've created your ad, the only thing left to do is monitor its success. They provide plenty of analytics in the back end to keep track of all the data and determine how you want to narrow down your target audience over time. By starting as far as you can, you'll be able to immediately collect as much data as possible so you can see who is getting your ad, who is converting, and who is not.
Conclusion
You've seen the back end of the powerful Spotify ad manager and seen how to set up an ad from top to bottom. Now all you have to do is try and see if it works for your business and brand.
When setting up your ad, be sure to keep a customer avatar in mind and don't be afraid of posting content that isn't perfect. The most important thing is that you bring your brand to market to increase awareness. It doesn't always have to be 100 percent perfect.
Do you think Spotify is a viable small business advertising option? Why or why not?
See How my agency can drive Firmly Amounts of traffic on your website
- SEO – Unlock tons of SEO traffic. See real results.
- Content Marketing – Our team creates epic content that is shared, links accessed and visitors drawn.
- Paid media – effective paid strategies with a clear ROI.
Book a call