How To Promote Your Music Using Google Ads: A Guide For Musicians

Want to promote your music using Google Ads but not sure how to start? Most artists waste hundreds on ads that don’t work. But here’s the good news – Google Ads can put your tracks in front of real fans who want to listen when you know the right steps.

In this guide, I’ll show you:

• How to set up ads that actually work
• Where to find your new fans who’ll love your music
• Ways to spend less and get better results
• How to set a budget that makes sense

Before we jump in, check out my beats to make sure your ads have something fire to promote. Let’s get your music the attention it deserves.

Why Promote Music with Google Ads? A Simple Breakdown

Why Online Ads Are Perfect for Musicians

You don’t need a big record label to promote your music anymore. Google Ads lets you control your own promotion, even if you’re just starting out. Here’s what makes it great for artists:

Why Google Ads Stands Out:

• You pick exactly how much money you want to spend
• Your music shows up when people search for similar artists
• You can aim your ads at specific types of music fans
• It’s easy to see if your ads are working (track every impression and click on your ad)
• Works well for both your music videos and streaming links

The best part? You can start small and grow as you learn what works.

Getting More Fans with Google Ads

Think of Google ad campaigns like your personal promo team. The platform gives you an opportunity to promote your music to people who are actually looking for it.

Smart Ways to Use Google Ads:

• Get your music videos in front of fans who like similar artists
• Show your tracks to playlist makers who might feature you
• Tell local fans about your upcoming shows
• Build a list of fans who want updates about your new music
• Promote your latest release to people searching for your style

Different types of ads work better for different goals. Here’s a simple breakdown:

Stories from Musicians Who Made It Work

Google Ads can work for any type of music – hip hop, R&B, pop, you name it. The key is knowing what you want to achieve. Ask yourself:

• Do you want more people to stream your latest track?
• Are you trying to sell tickets to your next show?
• Need more people on your email list?
• Want to build up your fan base in a specific city?

Pick one main goal to focus on first. It’s better to do one thing well than try to do everything at once.

I’ve noticed artists get the best results when they:

• Start with a small daily budget to test what works
• Create different versions of the ads
• Target fans of artists with a similar style
• Keep track of which ads get the most clicks
• Focus on one main goal at a time

Think about it like this: if you were looking for new music, what would make you click on an ad? That’s how you should design your campaigns.

The coolest thing about Google Ads is that you can reach people who are already looking for music like yours. It’s not like social media where you’re interrupting people – you’re showing up right when they’re searching for new tracks.

Let’s get into the details of setting up your first campaign…

Getting Started: Create Your Google Ads Campaign from Scratch

Making Your First Google Ads Account

Setting up Google Ads isn’t as hard as it might seem. Creating your account is the first step to successfully promote your music. Let’s break it down:

Quick Setup Steps:

• Go to ads.google.com and sign in with your Google account
• Add your payment info (but don’t worry, you control how much you spend)
• Pick your country and time zone
• Connect your YouTube channel if you plan to run video ads

Using the same email for everything makes it easier to track your ad campaigns successfully. It makes everything easier to manage.

What Do You Want Your Ads to Do?

Before you spend any money, you need to know exactly what you want your ads to achieve. Here’s how to pick the right goal:

Common Goals for Musicians:

• Increasing music video views
• Building your target audience locally
• Finding fans in your city before a show
• Growing your email list or social media following
• Getting more streams on platforms like Spotify
• Building your brand as an artist

Let’s look at what works best for each goal:

Planning Your Ad Money Wisely

You don’t need a huge budget to start. Here’s how to make your money work harder:

Smart Budget Tips:

• Start with $5-10 per day to test what works
• Focus your budget on your best-performing ads
• Set a monthly limit you’re comfortable with
• Only increase spending when you see good results
• Turn off ads that aren’t working
• Adjust based on demographics

The great thing about Google Ads is you can start small and scale up when something works well.

Understanding Bids and Costs

Let’s talk about how you actually pay for your ads. It’s simpler than it sounds – I promise.

Think of bidding like buying concert tickets. You say how much you’re willing to pay, but you might end up paying less. Each time someone could see your ad, Google runs a quick auction to decide which ads to show.

How Bidding Works:

• You set your maximum bid – the most you’ll pay per click
• Google looks at your bid and your ad quality
• Better ads often cost less to run
• You can start small and adjust as you learn
• You only pay when someone actually clicks

Start with small bids when you’re learning. You can always spend more once you see what works for your music.

Pro tip: Group similar ads together (like all your music video ads in one group) to make them easier to manage. Keep an eye on which ads get clicks without costing too much – those are the ones you want to put more money into.

Where Should Your Ads Show Up?

Google Ads can put your music in lots of different places. Here’s where you might want to show up:

Best Places for Music Ads:

• YouTube – before, during, or after similar music videos
• Google Search – when people look for your type of music
• Music websites – through display ads
• Music apps – through the Google Display Network
• Gmail – reaching potential fans in their inbox

Pro tip: Don’t try to be everywhere at once. Pick one or two places where your ideal fans spend time and focus there first.

The key is matching where your ads show up with what you want to achieve. For example:

• Want video views? Focus on YouTube
• Want local fans? Use search ads in your area
• Want more streams? Target music discovery websites

Before we look at specific types of ads that work for musicians, remember that your first campaign doesn’t have to be perfect. Start simple, learn what works, and improve as you go.

Let’s dive into the different types of ads you can use…

Types of Music Ads That Actually Work

Making Music Videos Stand Out

YouTube is where most people find new music these days. Your music videos can reach tons of potential fans through different types of video ads. Let’s look at each one and see how they can help you get more views.

Skippable In-stream Ads

These are the ads that play before or during YouTube videos. Viewers can skip them after 5 seconds, which means you need to grab attention fast.

Tips for Better Skippable Ads:

• Start with your best hook or beat drop (Hook viewers before they can skip the ad)
• Show your artist name in the first 5 seconds
• Keep the whole ad under 30 seconds
• Add captions for people watching without sound
• Include a clear call to action like “Listen Now”

The cool thing is, you only pay per ad when someone watches or clicks. This means you’re not wasting money on people who aren’t interested in your music.

Non-skippable Ads

These shorter ads must be watched all the way through. They’re more expensive, but can work great for really catchy hooks or important announcements.

You want to make every second count with these ads since people have to watch the whole thing. Keep them short and sweet – usually 15-20 seconds works best.

Discovery Ads

Think of these like music recommendations. They show up in YouTube search results and next to related videos.

What Makes Discovery Ads Work:

• Eye-catching thumbnail that stands out
• Clear title that tells people what to expect
• Description that matches what fans search for
• Tags that help YouTube show your ad to the right people

Discovery ads are perfect when you’re trying to build a real fanbase because they only show up when people are already looking for music like yours.

Bumper Ads

These quick 6-second ads pack a punch. They’re perfect for:

• Teasing a new release
• Showing off your best lyrics
• Getting your hook stuck in people’s heads
• Building brand recognition

Bumper ads work best when you keep them super simple. One hook, one message, one action you want people to take.

Outstream Ads

These ads play on websites outside of YouTube. They’re great for reaching people who might not be on YouTube but still like your type of music.

The best part about outstream ads is they only play when someone can actually see them on their screen. This means you’re not paying for ads nobody watches.

Masthead Ads

These premium ads appear at the top of YouTube’s homepage. They’re expensive but can get you massive exposure if you’re promoting something big like:

Best Uses for Masthead Ads:

• Album launches
• Major tour announcements
• Big collaborations
• Festival performances
• Award show appearances

I usually tell artists to skip masthead ads unless they have a big budget and a major release to promote. The other ad types tend to give better results for most independent artists.

Using Display Ads to Enhance Your Online Presence

Display ads show up across millions of websites. They’re like digital posters for your music. Here’s how to use them right.

Banner Ads

Banner ads are pictures that show up on websites your potential fans visit. They’re like digital posters for your music.

What Makes Banner Ads Work:

• Eye-catching images that match your musician’s genre/style
• Clear text that’s easy to read
• Your artist name or logo
• A button that tells people what to do next
• Simple design that looks good on any screen

Always make sure they match your overall brand style. Your ads should look like they belong with your music videos and album art.

Responsive Ads

These ads are super cool because they automatically change size to fit different spaces on websites. Google’s AI helps adjust your ads to look good everywhere they show up.

You just need to give Google:

• A few different images
• Some headlines about your music
• Short descriptions of what you do
• Your logo
• A link to where you want fans to go

Then Google mixes and matches these pieces to create ads that work best in each spot. It’s like having a design team working for you 24/7.

Gmail Ads

Gmail ads show up in the Promotions tab of people’s Gmail accounts. They look like regular emails at first, but expand into full ads when clicked.

Best Uses for Gmail Ads:

• Sharing your latest music video
• Announcing upcoming shows
• Offering free downloads
• Building your email list
• Promoting your merch

The cool thing about Gmail ads is they let you reach people who might be interested in your music but aren’t actively looking for it right now.

App Ads

If you have your own music app, Google can help promote it. But most artists should skip this one and focus on the other types of ads instead.

Getting Found When Fans Search

Search ads are powerful because they put your music in front of people already looking for something like it. Let’s break down how to use them right.

Text Ads

These are the ads you see at the top of Google searches. They might look simple, but they can work really well for musicians.

Good times to use text ads:

• When you’re dropping a new track
• If you’re playing shows in a new city
• When people search for similar artists
• To promote your music during big events
• When you want to build your local fanbase

Text ads work best when they match what people are searching for. For example, if someone searches “new hip hop artists 2024,” your ad should talk about your new music and style.

Call Ads

These ads add a phone number button to your search ads. Most musicians don’t need these unless you’re also booking shows or selling beats.

Shopping Ads

Shopping ads show pictures and prices. They work great for:

• Physical albums
• Band merch
• Music equipment
• Limited edition releases
• Special fan packages

Just remember to only use shopping ads if you actually have something to sell. They’re not great for promoting streaming links or music videos.

Picking Ads That Work Best for Music Artists

After working with different types of ads, I’ve found that most artists get the best results by combining:

• Video ads to showcase their music
• Display ads to build recognition
• Search ads to catch people looking for new music

The trick is starting with one type of ad, getting good at it, then adding others as you learn what works. You don’t need to use every type of ad – just the ones that help you reach your goals.

Smart Ways to Optimize Your Music Campaigns

Using Words Your Fans Search For

Finding the right keywords is like knowing what words your fans use when they’re looking for new music. Don’t just guess – let’s find out what actually works.

Best Keywords for Musicians:

• Your artist name and song titles
• Your music style + “new songs”
• Names of similar artists
• Your city + your genre
• Words that describe your sound

The key is thinking like your fans. If you make hip hop, your fans might search for things like “new rap songs” or “underground hip hop artists.” Use those exact words in your ads.

Finding Your Perfect Listeners

Targeting the right people is super important. It’s better to reach 100 people who love your style than 1,000 people who don’t care about your type of music.

Here’s how to find your real fans:

• Pick locations where your type of music is popular
• Choose age groups that match your style
• Target fans of artists similar to you
• Focus on people who like specific music channels
• Look for music fans who actually spend money

Think about where your music fits best. If you make party music, you might want to target people who search for club events. If you make chill beats, target people who look for study music playlists.

Making Different Versions of Your Ads

Nobody gets it perfect the first time. Test different ads to see what works best.

Things to Test in Your Ads:

• Different song clips in video ads
• Various images in display ads
• Different ways to describe your music
• Multiple headlines and descriptions
• Various calls to action

Always test two or three versions of each ad. You might be surprised which one people like better.

Finding Out What Works Best

Here’s what you should keep track of:

• Which ads get the most clicks
• How long people watch your video ads
• Which images grab attention
• What times of day work best
• Which keywords bring in real fans

You don’t need to check these numbers every day. Once a week is enough to see what’s working and what needs to change.

Running YouTube Ads for Your Music Videos

Making Your Videos Look Great

Your video ads need to grab attention fast. Even a simple video can work great if you do these things right:

Video Tips That Work:

• Start with something eye-catching in the first 3 seconds
• Make sure your sound quality is solid
• Add captions for people watching without sound
• Keep the whole thing short and sweet
• End with a clear next step for viewers

You don’t need an expensive video. You just need one that shows off your music well. For more tips on promoting your music effectively, check out this guide on how to promote your music on YouTube.

Showing Up on the Right Channels

Your ads should play before videos that your potential fans already watch. Some good places to show your ads:

• Music review channels
• Beat-making tutorials
• Music blogs’ YouTube channels
• Concert videos
• Similar artists’ channels

Just make sure these channels are active and have real viewers, not bot traffic.

Getting the Most from Your Budget

Smart ways to make your money go further:

• Start with small daily budgets ($5-10)
• Focus on your best-performing videos
• Turn off ads on channels that don’t work
• Run ads when your fans are most active
• Stop ads that aren’t getting results

Remember, it’s better to reach the right people with a small budget than waste money on viewers who don’t care about your music.

Creating Ads People Want to Watch

Making ads that people actually enjoy watching isn’t as hard as it sounds. Think about what makes you stop scrolling or keep watching when you see an ad.

Elements of Engaging Video Ads:

• Music that hits hard in the first few seconds
• Visuals that match your style
• Clear shots of you performing or creating
• Good lighting and clear sound
• A story that keeps people watching

Your video ads should feel like a natural part of what people are already watching. Nobody likes ads that feel like ads. They want to discover cool new music.

Track and Improve Your Results

Understanding What Numbers Matter

When you look at your Google Ads results, you’ll see lots of numbers. But you don’t need to track everything. Focus on the stuff that actually tells you if your ads are working.

These numbers really matter:

• How many people watch your whole video
• Cost for each person who clicks your ad
• Number of people who check out your music
• How many new followers you get
• Amount spent vs. results you’re getting

I always tell artists to focus on what these numbers mean for their music career, not just the numbers themselves. For example, getting 100 real fans is better than 1,000 random views.

Seeing How Fans React

Understanding how people respond to your ads helps you make better ones. You can learn a lot from what your audience does after seeing your ad.

Look for signs your ads are working:

• People subscribing to your channel
• Fans sharing your music
• Comments on your videos
• Saves and playlist adds
• Messages from new listeners

Watching how fans react tells you way more than just looking at view counts. When someone takes the time to comment or share your music, that’s worth way more than a quick view.

Making Better Choices with Data

The cool thing about Google Ads is that it shows you exactly what’s working and what’s not. Use this info to make smart changes to your ads.

Smart Ways to Use Your Data:

• Put more money into ads that work well
• Stop using keywords that waste money
• Find out which times of day work best
• Learn which age groups like your music
• See which cities respond most to your ads

Remember that you can adjust your ads anytime. If something’s not working, change it up. If something’s working great, do more of that.

Making Your Budget Work Harder

Your music deserves to be heard, but you also need to be smart with your money. Think about what each dollar is doing for your career.

Ways to stretch your ad budget:

• Focus on one main goal at a time
• Only run ads when your target fans are online
• Stop ads that cost too much per click
• Test new ideas with small amounts first
• Keep what works, drop what doesn’t

The key is being patient and learning what works for your specific music. What works for one artist might not work for another.

Advanced Strategies to Boost Your Online Presence

Mixing Different Platforms Together

Using Google Ads by itself is good, but using it with other platforms is even better. Think of it like making a song or a beat – each part makes the whole thing stronger.

Smart Ways to Mix Platforms:

• Show YouTube ads to your Instagram followers
• Use Google ads to grow your Spotify plays
• Send search ad clicks to your SoundCloud
• Build an email list from your display ads
• Connect video ads to your streaming links

The trick is to help fans find you in different places. If they see your music more than once, they’re more likely to remember you and become real fans.

Bringing Back Previous Viewers

People who already watched your videos or clicked your ads might want to hear more from you. Google lets you show ads specifically to these people.

Good ways to reach previous viewers:

• Show them ads about your newest tracks
• Tell them about upcoming shows
• Offer exclusive content or merch
• Remind them to follow your channels
• Share behind-the-scenes stuff

It’s usually cheaper to get these people to check out your music again because they already know who you are. They just need a reminder about your latest stuff.

Growing Your Email List with Ads

Email lists are super valuable because you can reach fans directly without paying for ads every time. Use Google Ads to build your list the right way.

Tips for Email List Building:

• Offer something cool in exchange for emails
• Make sign-up forms short and simple
• Tell people exactly what they’ll get
• Test different sign-up offers
• Thank people right away when they join

Think about what would make you want to sign up for an email list. Maybe it’s a free download, early access to new tracks, or special behind-the-scenes content. For a deeper dive into email marketing strategies, explore this guide on email marketing for musicians.

Planning Ads Around Important Dates

Time your ads right to get the best results. Big moments in your music career need more promotion than regular days.

Important times to run more ads:

• Right before new releases
• When you announce shows
• During music festivals in your genre
• When similar artists drop albums
• Around holidays that fit your style

Your ad budget should go up and down based on what’s happening with your music. Spend more when you have something big to promote, and less when you’re just keeping your name out there.

Ready to Get Your Music Out There?

Now you know how to use Google Ads to get your music heard. Start small, test what works, and grow from there. Remember – good ads need good music behind them.

Want to try these tips with some fresh beats? Grab 5 free beats you can use to make money right now. They’re perfect for testing your first Google Ads campaign. Just click below to download them and start promoting your next hit.

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