For Starters, What Are Instagram Ads?
Ads on Instagram are paid posts and a hugely effective marketing tool that lets companies and brands reach directly to a very specific target group. You have probably browsed your feed and encountered posts that are marked as “Sponsored” by companies that you do not follow. That’s exactly what an Instagram ad is.
How Do Instagram Ads Work?
Before we get started with our detailed step-by-step guide to advertising on Instagram, you would like to share some background information. First, it is important that you understand that Instagram does not have its own advertising platform without sharing it with Facebook. In other words, you will manage your ads through Facebook Ads Manager and all you need is an account on both Instagram and Facebook. We understand that it may seem complicated at first glance but the fact is that it is very practical, especially since you don’t have to learn how to manage two different advertising platforms.
A Step-By-Step Guide to Advertising on Instagram
Facebook Ads Manager is a practical and innovative tool that facilitates the work of marketers around the world, although all features and settings can sometimes be perceived as messy by beginners. The best part of it is that you can finish the process with five relatively easy steps. Here are the steps on how to create Instagram ads:1. Open Ad Manager
The first step is to log in to Instagram and open Facebook Ad Manager. Make sure you are logged in to the correct accounts and that your Facebook account is linked to the Instagram account on which you want to run the ad. If this is by any chance your first time using the platform, we suggest you take a moment to look at the interface and the various features offered.2. Choose a Goal
The second and possibly most important step is to choose why you want to advertise. Instagram offers a list of different goals and your choice here will influence how the ad looks and works later. You can choose the following goals:Brand awareness –
This goal was developed for people who want to spread their brand to newly engaged customers. The algorithm behind the process is still unknown but it is an effective tool and one of the most popular choices.Reach –
If you only want to reach more potential customers then this is all you need. Simple, effective and practical.Traffic –
This choice is also very popular and perfect for anyone who wants to drive more traffic to a website or online store with the goal of encouraging sales. In other words, the goal is for brands that want to increase their sales or boost the number of downloaded apps, for example.Engagement –
Many brands use advertising on Instagram to improve engagement levels in their accounts and this is the goal. If you choose to engage with your ad, Instagram will help you get as many likes, comments, and shares as possible.App Installs –
Companies that want to run app installs have two choices. Either you choose traffic as we mentioned above or you take it a step further and choose app installation. Note that your app must be available in one of the app stores for this feature to work.Video views –
This goal is obvious: if you have a video you want to distribute, this is the best solution.Lead Generation –
Getting more leads and potential customers is essential for any company that wants to grow. If you are a broker, lifestyle coach or just looking for new customers, an Instagram ad with the goal of Lead Generation can be just what you need. Just be aware that Instagram’s lead generation is not as well-developed as Facebook’s; at least not yet.Conversions –
Inspire people to take a precise action on your business’s site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.Catalog Sales –
Display products from your eCommerce store’s catalog to generate sales.Store Traffic –
Promote your traditional street-based business locations to people that are nearby.3. Specify your target audience
The most important thing to succeed with Instagram ads is that you know your target audience. This is what your entire ad will rest on and without enough information, your ad will be so nonspecific that it will not even reach your customers. The process itself is similar to the one used for Facebook ads and here you can, for example, choose where your target group lives and add more specific requirements such as life events, education, a form of living, etc.4. Customize the placement
If you plan to advertise only on Instagram, you have two choices regarding placement, feed or story. The story format is slightly more limited than ads that appear in the user’s regular feed, but the two formats offer different benefits. If you want to run the same ad on both Facebook and Instagram you have the opportunity to choose this. Remember that Facebook’s preset settings are set so that all ads are published on both Facebook and Instagram by default, so if you just want to post on Instagram you have to change the settings in this step.5. Decide on budget and duration before pressing publish
Unless you have your content planned, the final step is to decide on a budget and how long the ad should be active. At first, this step is the most difficult for many and we advise you not to stress. However, it may be good to know that you have the opportunity to adjust your budget and duration even after the ad is live. Although it is always good to have a plan for what you expect to spend and we offer more tips on this matter further down. Fortunately, the process itself is relatively simple and you only have two choices: budget and length. And that was it. After making the final settings, you will be redirected to a page where you can upload your content, write a caption, add call-to-action buttons and finally publish the ad.It’s Time To Think About Before Your First AD on Instagram
By now, you should have a better idea of what it takes to advertise on Instagram and hopefully, you agree that it doesn’t seem too difficult. You can also expect to get better and faster at planning and publishing ads the more times you do it. Although if you’re preparing for your first Instagram ad, there are a few things you should plan and think about before you even get started.What Kind of Content Suits You?
Instagram today offers a couple of different types of content formats for ads. The two most common and most commonly used are the traditional image and video formats that are similar to regular posts on Instagram though with the ability to add call-to-action such as Contact Us, Book Now, Download, Show Now and so on. You also have the option of choosing a carousel version where you can upload multiple images and let users browse through them on their own.