Organic reach keeps shrinking, especially on Facebook. If you want your release in front of people who might buy it, you’ll have to pay for some of that attention.
The upside is that you can measure what each ad brought in.
Where should you advertise?
Facebook has a huge user base, and Instagram is full of visual shoppers. On Google, you reach people while they’re searching.
There, the Google Ads campaign type to know is Performance Max. It uses Google’s machine learning to drive conversions across Google’s networks, so you get wide reach without managing every campaign by hand.
How should a release campaign run?
- Pre-sale. Announce what’s coming with strong visuals on every platform, and ask people to sign up for notifications or pre-order.
- Unboxing and first impressions. When the product arrives, post unboxing or review videos. They build excitement and show fans what they’d be holding.
- Last-minute push. As release day gets close, spend more and remind people the deadline is coming. An email titled “Last Chance to Pre-Order!” adds urgency.
How do you set up Meta ads on Facebook and Instagram?
Keep your targeting broad. Facebook has a lot of data on how people behave, and its algorithm is good at finding the buyer.
Your job is the creative. Upload several: images, videos, carousel ads. Watch which ones convert, and let Facebook shift delivery to the winners.
What keeps the ads working?
Keep the look consistent, so a Google ad and an Instagram story ad clearly come from the same artist. Reply to comments and messages, answer questions and thank people for feedback.
And check the built-in analytics. Are the ads converting? Are people engaging? Change what isn’t working.
This week, set up the pre-sale ad for your next release, with a link to sign up for notifications or pre-order.
