After Facebook took over Instagram in 2013, the platform began to sell ad spots to certain companies and businesses. Following a steady expansion, the running of Instagram ads was an open prospect to all companies and businesses by 2015. This continued to grow exponentially, and by 2017 1 million advertisers were reached.
Nowadays, Instagram has more users and advertisers taking advantage of this offering than ever. Currently, Instagram draws in over 1 billion users per day. The average user scrolls for around 53 minutes per day so this platform is arguably the best location to advertise your business.
So, look no further than Instagram ads to revamp your business’ plan of action. While this plan will need money behind it, there are plenty of reasons why your business should invest its capital into running a successful Instagram advertising campaign.
So, if you’re new to Instagram marketing and need a little expertise on the subject, we’ve got your back with this guide at ReWork, as we’re going to reveal how to use Instagram ads in six steps:
What Are Instagram Advertising Campaigns?
Within Facebook's Ads Manager, Instagram advertising campaigns are handled directly, allowing users to access a plethora of targeting choices. This makes it possible to create ads for Instagram and Facebook in one space.
Advertisements can now be created to appear in the feed of your business’ audience on Facebook and Instagram, not to mention the option to advertise on the likes of Instagram and Facebook stories.
Why Should You Use Instagram Advertising Campaigns?
Although organic social media strategies can at first seem cost-effective, they are time-consuming, rely on a lot of trial and error, and can only get you so far when you are up against ever-changing algorithms on social media platforms such as Instagram and Facebook.
This is why focusing on a social media strategy that combines both organic and paid strategies is so critical. This way, you’ll get the best of both worlds, as regular interaction will be maintained with your business’ current following, while reaching out to a much wider audience.
Instagram advertising campaigns offer a great way to show off your business visually speaking, and you can make it easier for people to turn to consumers right off the bat with the newer Instagram shopping feature. So, it’s in your interest as a business owner to understand Facebook and Instagram ads, as this is where the success is happening online nowadays.
To get started creating your first Instagram ad, log into your Facebook account, head over to your ads manager and start a new campaign. Then follow the steps below:
N0.1: Choose Your Instagram Ad Campaign Objective
Once you create a new Instagram ad campaign, your first step is going to be choosing the objective behind your ad. There are many different choices when learning how to use Instagram ads. They can be broken down into three categories – Awareness, Consideration and Conversion. The ad types available to choose from are:
Brand Awareness: Ideal for reaching users who would engage with your ad and to bring general awareness around your brand.
Reach: This is for brands trying to get ads in front of the most people possible.
Traffic: If your goal is to get users to visit a site, landing page or app, a traffic goal is perfect.
Engagement: If you want users to like, comment or share your ad, it’s best to set your objective to engagement.
App Installs: This goal is for brands directing users to the app store to download or purchase apps.
Video Views: In-stream ads play in users’ feeds to show production, product launches, and behind-the-scenes footage to visually entice users into watching.
Lead Generation: Trying to simply find people interested in or somewhat curious about your brand? Set a lead gen goal.
Messages: This encourages users to interact with your brand to answer product questions, provide support or complete purchases.
Conversions: If you’re looking for direct sales actions on your ads, such as adding payment info or making a purchase, conversions is the ideal goal.
Catalog Sales: The format is for brands showing products from your product catalog (must set one up to use this format), which then targets your audience.
Store Traffic: This is perfect for those promoting multiple business locations to drive more in-store visits.
When considering the above, be wise about choosing your target audience for your business’ Instagram advertising campaign, as your ad would likely be rejected if you select a goal that does not make sense. Besides, selecting a purpose that doesn't make sense for the material you have entered for your ad would be a waste of a budget that could be better spent in other areas.
NO.2: Name Your Instagram Ad Campaign
After selecting your ad objective, the screen will extend to allow you to name your campaign. This is the best way to keep track of your ads within the Instagram ads manager, so I highly recommend you name each campaign with intention.
What do you promote? Is it an ad on a monthly basis? Include the month of creation and the name of the promotion within the ad. Find a naming method that works for you and helps you to easily find your ads and track their performance.
You can also choose to get started on a split test ad while we're here and try various combinations, as well as determine whether or not to refine your budget through ad sets. A split test, or A/B test, allows you to test various ad combinations or ad sets against each other, allocating the ad that performs best to the largest budget. For further information, check out our previous article ‘Split Test Facebook Ads’.
Optimization of the campaign budget would spread the marketing budget automatically through your ad sets. Based on your own past testing and performance of how to use Instagram ads, you can opt to do this, or manually set how much each ad set should spend.
N0.3: Choosing Ad Placements
While selecting your audience comes first on the website, scrolling past it first and selecting your Instagram-only placements may actually be a good idea. For different placements, numerous ad features are available, so getting this out of the way is a good idea.
To ensure that your ad is just running on Instagram, all you have to do is uncheck Facebook and Audience Network from the platforms.
N0.4: Research & Target Your Audience
The good part comes now, as this is where you get to dig into the nitty gritty of Instagram ads targeting your audience. You do not want to waste resources, by trying to hit and target everyone.
This is your chance to really pin down the demographics, desires and actions of the target audience of your company. With the Facebook Ads Manager, you will be able to target the following audience categories:
Location: Choose or leave out audiences based on extremely specific locations down to postal codes and addresses or by broad areas such as global regions or countries.
Age: Select your specific age range (spanning from ages 13 all the way to 65+).
Gender: Choose between all genders, men or women for your ads.
Detailed Targeting: Broken into three subcategories:
Demographics let you include or exclude people based on life styles, employment and education.
Interests filter users based on Pages liked, activities attended and related topics.
Behaviors targets purchasing, activities and travel intentions.
Languages: Only needed if you’re targeting audiences speaking a specific language that is uncommon in that area.
Connections: Select users who already connected to your app, event or Page.
N0.5: Define Your Instagram Advertising Campaign Budget
When it comes to setting your budget and schedule for Instagram advertising campaigns, when your ads run and how much will be spent on them, you have full reign.
You need to choose between a regular budget and a lifetime budget, first of all. Daily budgets allow your advertisements to run indefinitely every day while spending up to your allocated sum (you can still set start and end dates), while lifetime budgets can run for a set amount of time. Although, we would always recommend setting an end date for an ad personally speaking.
You may also pick a specific schedule for your advertising to run if you want a lifetime budget. Maybe you want them to be seen only on weekdays or weekends. The days and times your advertising will be shown to your target audience can be selected manually by you.
N0.6: Instagram Advertising Campaign Format
Once you’ve completed the last three steps, click continue to head over to your ad creation dashboard. This is where you’ll upload your content, write your ad copy and publish your ad.
Different formats are available based on the ad objective you chose at the beginning of this guide, but the basic Instagram ad formats are:
Photo Ads: These include a single image, so you want to make sure it’s a good one.
Carousel Ads: These allow users to horizontally scroll through multiple images or videos on their mobile device.
Collection Ads: These give users the ability to purchase products directly from the ad.
Video Ads: These are video clips that can be from 3 seconds to 60 seconds long.
Stories Ads: These can be photos or videos that run in between user Stories as people tap through the Stories they follow.
Are you ready to get started creating Instagram ads? If you’re actively seeking a web design company to help you create and run an Instagram advertising campaign, we’d love to hear from you. Drop us an email to get started!