Today the second part of last week ‘s article , on how to do an advertising campaign on Instagram.
Here are six simple steps to start an Instagram ad campaign
Advertisers who are more experienced or who run a relatively large ad set can also choose to set up their ad campaign via Power Editor or the Facebook API . Instagram is also available for businesses that need to buy and manage a lot of ads, a large community, and deliver content on a large scale.
In this article we will focus on creating advertising campaigns through Facebook Ad Manager, which is the most common method due to its ease of use and the ability to customize ads. Setting up your Instagram ads isn’t overly complex but there are a few steps to consider.
1. Switch to Facebook Ad Manager
To access Ad Manager you must do it within Facebook, in fact there is no specific Ad Manager for Instagram. Ads on Instagram are managed through the Facebook user interface.
2. Set your marketing goal
Now for the fun part, choose the goal of your advertising campaign. Fortunately, the goals are named in a self-explanatory way. Do you need more traffic? Select the traffic goal. Are you looking to increase brand awareness? Choose your brand awareness goal. Goals are intuitive, but some take a few steps to set them up.
Brand awareness : This goal will try to show your ads to people who might be interested in your product, and will likely expose your brand to some new and relevant people.
Coverage : If your reach is what you are looking for (how to maximize the number of people who see your ads), you just have to be sure to select your Instagram account when creating the ad itself. It’s also worth noting that if you’re looking to post an Instagram Story ad, this is currently the only goal you can choose. Here you can use split testing, which is also available for Traffic, App Install, Video Views, Lead Generation, and Conversion goals.
Traffic : If you’re looking to get more people to your website or App Store to download your app, this is the right option for you. The only additional step you need to take is to enter the URL.
App Installations : If your main focus is on your app installs, you’ve come to the right place. To set it up you need to choose your app from the app store during installation.
Video Views : Videos are often an investment of time and money, so promoting your video on Instagram is very important. Fortunately, setting it up is very simple and requires no additional installation steps.
Lead Generation : Remember that lead generation ads don’t all provide the same pre-filled fields as Facebook. Currently Instagram only supports email, full name, phone number and gender. These ads also have more of a barrier than Facebook lead generation ads, since when leads click to open the ad, they will have to click to fill in their information. On Facebook, leads can fill out their information without all the additional clicks. The other aspect of the set-up is that you will need to create a lead form when creating your ad.
Conversions : Last, but certainly not least, we have the goal of conversions. This allows you to drive leads to take action and convert them on your website or app.
3. Configure your target audience
Now that you’ve selected your goal, you need to target the most appropriate audience to get your ads out there. This is the real beauty of Instagram ads since you’ll be using the depth of Facebook’s demographic knowledge to reach the right people. One thing to be aware of is that Instagram ads only work with the following goals:
- Brand awareness
- Traffic (for clicks on your website or in the app store for your app)
- App installations
- Engagement (for post engagement only)
- Video views
- Conversions (for conversions on your website or app)
- Instagram marketing goals
While these goals are intuitive, some offer some additional setup steps:
Location : If you want to target a country, region, state, city, zip code, exclude or include certain places, location targeting will allow you to do all of this and more.
Age : Allows you to target ranges from 13 to 65 years.
Gender : choose from all, men or women.
Languages : Facebook recommends leaving this blank unless the target language is common to the targeting location.
Demographics : Under “Detailed Targeting” you will find demographics, which have several sub-categories with even more sub-categories.
Interests : Interests are also found under “Detailed Targeting” with more sub-categories to explore. For example, if you are looking for people interested in distilled beverages, science fiction and aviation films.
Behaviors : Yet another “Detailed Targeting” option with many sub-categories to explore. Encompassing traits of buying behaviors, job roles, anniversaries or other behaviors, the options seem endless.
Connections : Here you can target people connected to your page, app, or event.
Custom Audience : These segments allow you to upload your contact list, which allows you to target leads.
Lookalike Audience : If your custom audience is exploited to their full potential, create an audience similar to a lookalike. This will allow Instagram to find people with similar traits to your audiences.
This is an important tool to pay attention to, because if you want to find a balance between your audience not too large (since they are probably not targeted enough), but also not to be too specific (in the red zone), as they may not be there. be many people (if any) to achieve with so many layered goals.
4. Choose your placements
Now that you’re targeting your ideal target, it’s time to pick your placements. This is crucial if your goal for an advertising campaign is to only show ads on Instagram. If you choose to skip this step, Facebook will allow you to view your ads on both platforms.
5. Set your ad budget and schedule
If you’re familiar with how budgets work across Facebook, AdWords, and other digital advertising platforms, this step shouldn’t be overly challenging for you. Otherwise you may not know exactly how to set your daily or lifetime budget during your first Instagram ad campaign.
The good thing is that you have the option to pause or stop your ad campaign at any time if you feel your budget isn’t being allocated correctly. So which option should you prefer? Daily budgets are generally preferred over lifetime budgets as they ensure that budgets won’t be spent too quickly.
As mentioned above, you can also run ad scheduling to set specific times of the day, and days of the week when you know your audience is most active on the platform. This is an excellent way to optimize your budget. This feature is only available to those using a lifetime budget.
6. Create your Instagram ad
Now it’s time to create your Instagram ad. Start setting your campaign targets!