The Beginner’s Guide to Advertising on Instagram (2/2)

Instagram adverts

Continue with some guides to know more about Instagram adverts

Instagram adverts campaign objectives

When advertising on Instagram, you may select from several marketing campaign objectives. These are potential targets for your Instagram adverts campaign that you choose from a list. Don’t neglect this selection; it’ll influence how your Instagram adverts are optimized and the way you pay for them. For instance, in case your purpose is to get people to watch your video, you most likely don’t care how many users click on your hyperlink.

You could already be familiar with campaign targets from creating Facebook ads. Options include:

1. Brand awareness

This goal is for when you need to drive awareness of your enterprise, product, app, or service when promoting on Instagram. The target formerly called Awareness falls under this objective. The Brand Awareness objective helps Image Adverts, Video Adverts, Carousel Adverts, Slideshow Adverts, and Stories Adverts.

2. Reach

With a Reach objective, you may also drive awareness of your enterprise, product, app, or service. The targets formerly called Local Awareness and Reach & Frequency now fall below this goal. The Reach objective helps all Instagram advert types. Reach is different from Brand Awareness in that it permits you to reach larger viewers, whereas Brand Awareness is a bit more targeted to customers who are more likely to recall your advert or brand.

3. Traffic

You could utilize the Traffic objective to drive visitors to your site. In case you have a mobile app, that is also effective for driving app engagement. The target formerly called Website Clicks now falls under Traffic. You may also use this object to create an offer for your viewers. The Traffic goal helps all Instagram advert types. The Mountain Collective, which sells ski passes and packages, has used the Picture Advert kind to drive users directly to their online store.

Ads for more traffic

4. App installs

Unsurprisingly, the App Installs goal is good when you’re trying to get users to download your app. You could utilize any Instagram advert type with the App Installs goal. Here’s a Carousel Advert example from Poshmark that drives customers directly to their respective app store to download the mobile app:

Ads for more app installs.

5. Engagement

Engagement is another goal you could utilize to promote offers. It’s additionally effective at selling your Instagram account and posts. Image Adverts, Video Adverts, and Slideshow Adverts are your choices under the Engagement objective.

6. Video views

When you’re working a Video Advert, Carousel Advert, Slideshow Advert, or Stories Advert, you could utilize the Video Views objective to advertise the video. That is an effective goal to drive awareness for your brand and merchandise.

7. Lead generation

Instagram adverts with a Lead Generation goal are great for collecting information from customers, such as their email addresses, so you may market to them in the future. This goal supports all Instagram adverts types.

8. Conversions

The Conversions objective is a good choice for e-commerce companies that need to drive sales. The goals formerly called Website Conversions and Dynamic Adverts both fall under the current Conversions objective. If you wish to optimize for people completing a specific action in your app and you have the Fb SDK installed, you need to use conversions as your goal.

Note: To use this objective, you have to have a Facebook pixel installed on your website. When you don’t have one installed yet, you’ll get a message letting.

Targeting options when advertising on Instagram

Instagram adverts have all the same targeting options as Fb adverts. These include targeting based on location, demographics, interests, behavior, lookalike audiences, and automated targeting (let Fb decide).

Even better, when you have Custom Audiences, you may target them on Instagram. Custom Audiences are some of the people who have already connected with your brand in some methods. This might be by visiting your website, engaging with your posts on Fb, utilizing your app, or sharing their contact information with you.

The way to create Instagram adverts

Step 1: Hyperlink your Instagram account to your Fb page

The first step to creating an Instagram advert is to hyperlink your Instagram account to your Facebook page. You only must this once.

Go to the Settings for your Fb page and click on “Instagram Adverts.”

Facebook ads settings.

Next, click on “Log In” and fill in your Instagram login credentials. When you don’t already have an Instagram account, you may also create one now.

Instagram login.

Step 2: Create an Instagram advert campaign

After you’ve linked your Instagram account to your Fb page, it’s time to head over to the Ads Manager and create your first marketing campaign. When you’re more comfortable utilizing Power Editor, you may also create Instagram adverts there. When you already create Fb adverts, much of this process will be familiar to you.

In the Adverts Manager, click on the “Campaigns” tab and then “+ Create” close to the top left corner of the screen.

Account overview.

Next, select your campaign objective. Keep in mind, not all targets are suitable with Instagram Stories Adverts.

Campaign objectives.

Instagram conversions.

Step 3: Create your Instagram advert set

On the Advert Set page, you’ll be capable of select “Purchase” as the kind of conversion you need to optimize for.

Instagram ad set.

You may also select to add an Offer, which can help drive even more conversions to your advert.

Ad offer example.

Next, define who you need to see your adverts and the way much money you want to spend. All the same targeting choices are available for Instagram adverts as for Fb adverts.

Facebook audience.

When you have any Custom Audiences already created, you may choose them for targeting with your Instagram advert at this point.

Resource: The Beginner’s Guide to Facebook Custom Audiences

Next, choose your advert Placements. You’ll see the choice to run your campaign on Instagram, as well as Fb and Messenger.

Instagram ad placements.

When figuring out how much you need to spend when you promote on Instagram, begin low. You may always increase the budget later in case your advert is performing well.

Ad budget.

Once you’re completed selecting who to target and how much to spend, click on “Continue” in the bottom right.

On the next screen, you’ll see a choice to choose your Instagram advert format. Note that the Canvas format isn’t compatible with Instagram. When you’ve decided, scroll down to add your photos or videos.

Ad format.

After you’ve uploaded your visuals, scroll down further, and you’ll see a choice on the left so as to add text to your advert.

Lastly, to the right of the textual content editor, you’ll be capable of preview how your advert will look on Instagram. Right here’s how an instance advert would look. You may also see how your advert would look in any other formats selected.

Advertising on different social platforms.

Once everything looks good, click on “Place Order.” Otherwise, return and make changes.

Step 4: Analyze and optimize your Instagram adverts

Your work isn’t complete after you’ve launched your first Instagram advert campaign. As soon as it’s running, you’ll need to monitor its performance and check ideas to seek out the most effective messaging, creative, and targeting. Within Adverts Manager, you may edit your Instagram adverts to incorporate split testing, change the targeting parameters, and view analytics for the performance of your adverts.

The first Instagram advert is always the hardest. When you’ve conquered your first one, it’ll be much simpler the second time around.

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