Spotify Ads: The Complete Guide to Boosting Your Visibility

Are you familiar with Spotify Ads? At Growth Room, we particularly like this agency for its varied formats, its precise targeting options, its competitive rates and the low competition it offers. Here's a detailed guide to show you what you can do with Spotify ads.

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Spotify Ads: What is it?

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Spotify Ads is Spotify's advertising service, allowing advertisers to serve audio ads directly to users of the platform. Unlike agencies like Facebook Ads or Google Ads, Spotify specializes in audio ads and also offers video formats.

The majority of Spotify users use the free version, which offers a massive and attentive audience for advertisers, especially while listening to music, podcasts, or playlists.

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What can you do with Spotify Ads?

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Spotify Ads gives you the flexibility to personalize your advertising campaigns to effectively target users who may be interested in your products or services. We show you its functionalities.

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The different Spotify ad formats

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Spotify Ads offers three ad formats.

• The first, audio, is unique: you can create ads that are just for listening. Spotify provides you with Ad Studio, a creative tool with sound resources, access to professional voice actors and voiceovers, and sound mixing tools. You thus have the possibility to create your audio ads or even your podcasts.
• The other two formats are video, one in horizontal format and the other in vertical format. These video options allow you to promote your products or services to users listening to their favorite artists.

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Advanced targeting

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With Spotify Ads, target your audience effectively using data on users' tastes and interests, as well as demographics like age, gender, location, and language. Quickly create a profile of your ideal audience or test new targets.

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On Spotify Ads, we recommend 2 types of targeting in particular:

• Playlist-based targeting: this method allows you to target users based on their musical preferences related to specific times of the day, seasons, or state of mind. For example, you can target playlists like “Yoga,” “Study,” “Road Trip,” etc.
• Targeting by musical genre: this approach allows you to broadcast your message to an audience that has a preference for a particular musical style, such as jazz, pop, rock, etc.

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Easy campaign creation

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On Spotify Ads, setting up campaigns is very easy. First, select your objective (such as conversion or fame), define the format of your videos, target your audiences, set your broadcast dates, and get started. All you have to do is create your ad groups and the corresponding ads.

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Free auction management

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With Spotify Ads, you have total control over the management of your bids and can freely allocate the budget of your choice to each campaign, in order to optimize your performance. Keep in mind that the minimum investment for a campaign is €250.

For optimal control of your budget, you can also configure the start and end dates of your campaigns, as well as their broadcast frequency.

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Instant reporting

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A digital advertising platform would not be complete without a real-time reporting system. Spotify Ads offers just that, with instant reports to assess your performance. So you can easily track the results of each campaign and each audience, facilitating quick and informed decision-making.

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Getting started with Spotify Ads: the guide

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After exploring the features of Spotify Ads, let's move on to practice: how do you advertise effectively on Spotify? There are key steps and best practices to follow to optimize the use of Spotify ads and maximize your return on investment.

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Define the contours of your Spotify Ads

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Before launching your campaign on Spotify, clearly define your goals. Who is your target audience? What are your goals? What message do you want to convey? These elements will guide the design of your campaigns, the management of your bids, your targeting strategies, as well as the creation of your ads.

Tip: ads are shown between songs or within playlists. By opting for a background sound close to what your listeners are listening to, you reinforce the immersion and increase your chances of reaching them effectively.

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Define a clear message

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Spotify Ads gives you the opportunity to target users in a specific listening context. Integrate this into your creative strategy with the Spotify Studio to create powerful ads. Your message should be concise, catch the attention of the streaming listener immediately, and effectively promote your product or service with a clear call to action.

Here's a tip: the speed of your speech in an audio ad is critical. For an announcement lasting around 30 seconds, it is recommended to limit yourself to a text of 55 to 70 words.

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Writing tailor-made messages

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Use Spotify Ads' advanced targeting options to send personalized messages to each user. Leverage these features to make your product promotion more effective and improve your marketing performance. Audiences generally appreciate a message that is specifically addressed to them rather than generic advertising.

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Analyze your results

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The effectiveness of a digital campaign is measured by its results. With real-time reports from Spotify Ads, assess the performance of your ads and make the necessary adjustments. Change your targeting, audiences, and bids to optimize your return on investment. Use the available data to refine your marketing strategy.

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Our advice: use AB Testing to experiment with different parameters. Experiment with various backgrounds, or even no background music, present new marketing arguments, and vary your call to action. Adjust your strategy based on the results obtained to maximize impact.

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As you can see, we recommend getting started on Spotify Ads. For two reasons:

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• It is important to diversify your channels and not limit yourself to the most famous ones (Facebook Ads, Linkedin Ads or even Google Ads).
• Music streaming has become a common practice in recent years. In 2020, 70% of French people believed that music was an essential element in their lives. At the beginning of 2021, Spotify had 381 million users around the world, including 15.3 million in France. Of these users, 56% opt for a free account, which is of particular importance because it is these users who are the targets of advertisers.
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Do you want to be accompanied? At Growth Room, we can Help you get started on this network. Do not hesitate to contact us!

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