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The One Thing

One ad campaign to grow on Spotify, Apple Music, YouTube Music, and more

Published about 1 month ago • 3 min read

Did you know you can use a single ad campaign to automate your audience growth across DSPs?

With over half a billion average monthly users, Spotify is a juggernaut in the world of music streaming services.

But there are a slew of other options out there, and artists don’t have to market their music to just one.

No doubt, Spotify is worth prioritizing, but using Meta’s ad platform, we can grow on Spotify, Apple Music, YouTube Music, and more, all within one ad campaign.

Here’s how it’s done.

Targeting multiple DSPs

With most ad campaigns to promote our music, we want to focus our energy on Spotify alone.

But with this type of campaign, because our objective is to see our numbers increase across many streaming platforms at once, we want to include as many of them as we can in our targeting.

All of this happens at the ad set level.

When creating a new ad campaign—and when creating a new ad set in particular—when we get down to the detailed targeting section, we’re going to drop these options into the first field.

It should look something like this:

As you can see, I’ve included options for Spotify, Apple Music, Deezer, Amazon Music, and YouTube Music.

For this example campaign, these are the five DSPs I want to target.

Of course, you can also include platforms like Tidal, Soundcloud, etc. but only if you want to prioritize them and only if you intend to include them on your landing page (more on that in a moment).

Once we’ve included all the DSPs we want to focus our energy on, we can further define our audience to include the artists, genres, and affinities we want to include too.

Something like this:

So now we have a campaign that could find people who enjoy listening to electronic dance music on Apple Music, rock music on Spotify, or gamers who consume their music on YouTube Music.

There are a lot of different possibilities here, and the system will mix and match as it sees fit.

From here, the rest of the setup process remains the same as it normally would—select your placements, create your ads, and you’re off.

Adjusting the landing page

Because we’re working to grow on multiple DSPs with this campaign, we want to ensure our potential listeners have the correct options available to them when they click through on our ad and hit our landing page.

If we find someone who wants to stream our music on Amazon, but that option isn’t listed, there’s a higher chance we’ll lose them on the landing page.

We don’t want that.

So taking the above campaign setup into account, my landing page would look something like this:

As you can see, I have links for all five of the DSPs I included in my targeting, so no matter who I pull into my network with these ads, they’ll find the option that’s most relevant to them.

Oh and as an aside, I’m using ToneDen for this landing page—yes, it still works.

When to use this

This campaign setup is highly effective, but only in certain instances.

I wouldn’t recommend using this setup for a release campaign, for example.

When we’re trying to boost a new release, we want to go an inch wide and a mile deep to stack data on one channel—usually Spotify—as quickly and as efficiently as possible.

This multiple-DSP-style setup is best implemented within a general, ongoing growth campaign.

We’re looking for holistic results here, the simultaneous growth of an artist’s followers and fans across channels.

And because we’re using multiple options, results will likely be more fragmented than usual.

We’re going to see a bit more traffic headed to other platforms beyond Spotify, but due to the size of its user base alone, Spotify will still likely emerge as the clear winner in terms of the percentage of overall traffic that ends up there compared to the other options.

So if you want to run an ongoing campaign with a set daily budget, and you want to use that to grow on a lot of different streaming platforms at once (while still seeing the bulk of your traffic end up on Spotify), this is an effective way to pull that off.

And if this is something you want to do but you don’t have the time to do it yourself, consider dropping us a note over at DuPree X.

We would love to help you.

Whenever you're ready, there are four ways I can help you:

  1. Read the Newsletter: Read previous issues of The One Thing to learn at your own pace and upgrade your marketing knowledge for free.
  2. Book a Consultation: Schedule a one-on-one call with me to improve your marketing across paid advertising, social media, and more.
  3. The Spotify Traffic Accelerator: Join the hundreds of artists who have successfully learned to automate their growth on Spotify using paid ads on Instagram.
  4. Become a DuPree X Artist: Hire our team to manage your marketing across streaming platforms and social media so you can focus on what matters most—making music.

The One Thing

Tom DuPree III

One high-leverage idea to scale your audience (and your business). Delivered every Tuesday.

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