This article will show you how to create an Instagram advertising campaign.
Instagram ads are an easy and effective way to advertise. The market is there: more than 200 million Instagram users visit at least one business profile per day, and one third of the most-viewed Instagram Stories come from businesses. This article will show you how to set up your first Instagram advertising campaign, including:
Instagram ads are paid content that appear in Instagram feeds or Stories. They display a Sponsored icon and usually include a call-to-action button. Text and hashtags appear below the image(s) or video. There are four main Instagram ad formats:
Instagram advertising lets you create a profile of your target audience, and will only show your Instagram ads to users who meet that profile. Think about who you want to reach with your ad. If you are new to advertising, you will learn about your audience as you create ads and evaluate their effectiveness (more on that later). Instagram ads cost money, so you want to ensure that your budget is spent on reaching the most relevant users. To do this, build an audience profile based on the following traits that you can target when you create your campaign:
Knowing what you want to accomplish with your Instagram ad is a key factor in determining your messaging. Using the metrics provided by Instagram, your objective will be based on one of the following goals:
Awareness is about increasing your reach and getting your brand seen. This is the most popular advertising objective on Instagram, so if this is your goal, your Instagram ad will need to be very memorable in order to be effective.
Consideration targeted ads drive traffic to your site, increase app installs, and generate leads. These ads are intended to collect information from potential customers using CTAs and to encourage users to send you messages via Instagram Messenger.
Conversion-based ads drive sales and work best when paired with a coupon or special offer. Note: If you want to get people to visit your brick-and-mortar shop, select the Store traffic subheading in Business Manager to only target users who are local to you.
When developing your message, you should think carefully about the tone and voice of your ad. Casual or formal? Warm and engaging or bold and daring? Different messaging styles resonate with different audiences, so your ad should be tailor-made for the people you’re trying to reach. Choosing the right messaging to best support your campaign objective starts with some assumptions about who your audience is, and these can then be refined through split testing, which we will cover shortly.
Once you have a sense of who your audience is and what you want to communicate, you are ready to develop your ad creative. Here are some tips to get you started:
To upload your creative, sign up for Facebook’s Business Manager. This tool will take you through the steps that should look familiar by now: uploading an Instagram ad, choosing an objective, and targeting an audience.
You can split test any element of your Instagram ad to find out what’s working and what’s not. To do this, you create almost identical versions of the same ad but with different variations of a single element, such as different hashtags, CTAs, ad formats, visual types (image versus video), headlines, and more. Then, see how each iteration of your ad performs. The information you gather can be used to improve future campaigns.
Then when you set up your ad through Ads Manager (in Business Manager), toggle the Create Split Test radio button to set up multiple ads and test them against each other. Tip: It’s best to test one ad element at a time, so you can hone in on what is most effective with your audience.