According to Statista, Instagram has almost 1 billion active users every month. This tells you how big, powerful, and popular this social media platform is. However, if you don’t know the right things to do, it will be challenging to leverage the popularity and power of Instagram. Don’t get worked up as this is a detailed guide for Instagram advertising.
- Understand why you need Instagram ads
Before you start investing your hard-earned money in Instagram advertising, you should know what it means and why you need it. Basically, Instagram ads refer to the process of paying to ensure that your Instagram content reaches more targeted audiences.
Perchance you are wondering why you should spend money on Instagram ads. Generally, this platform has people of varying ages, social statuses, educational backgrounds, locations, etc. browsing through pictures and videos every second. With the help of Instagram advertising, you can gain access to these people. Therefore, it is one of the tested and trusted ways for improved brand exposure, increased website traffic, and lead generation.
- Choose the right tools for Instagram ads
If you are convinced that you need Instagram ads, the next step is to pick the right tools. Overall, the tools for creating ads on Instagram include:
- Facebook Marketing API
- Ads Manager
- Power Editor
All these tools are amazing and effective, but Ads Manager tends to be easier to use and more popular than the others. Therefore, you should go for it.
- Create your marketing goal
What do you want to achieve with Instagram ads? Are you looking for more Instagram likes and followers? Do you want to direct people to your website or app? This could be your Instagram marketing goal. Your goal will determine the steps you need to take as well as the metrics to focus on. Therefore, it is crucial to create your marketing goals.
The following are the basic marketing goals of Instagram ads:
- Content and brand reach
- Brand awareness
- App installs
- Engagement for post
- Traffic to your website or app
- Conversion for your app or site
- Video views
- Carefully select your audience
The truth is that your product or service will likely not be useful to everyone. In other words, only some people will need what you are capable of offering, and these people are your audience. So, your Instagram ads should be designed to reach your audience.
In general, the factors for identifying your audience include:
- Financial status
Unfortunately, you may have a hard time deciding your audience at the beginning of your Instagram ads. However, if you can experiment and research a bit, you can find the audience. If you have an existing audience on Facebook or another social media platform, you can acquire their data to determine the profile of your target audience. Also, you can learn more about your target audience from other brands offering similar services or products.
Do you want your ads to show on only Instagram? If yes, you have to select your placements. Otherwise, your ads will be displayed on both Instagram and Facebook. While this is not a bad thing, it may be counterproductive if your ads are particularly designed for Instagram.
From your Instagram page, click on “Placement” and choose “Edit Placements”. This enables you to customize your ads to be shown on only Instagram. Similarly, select how you want the ads to be displayed on the channel.
- Determine your budget and schedule the ads
Instagram ads come at different levels and costs. Therefore, you need to choose your preferred budget for the ads. Nonetheless, you must know that the higher your budget, the better your reach.
Here, you can choose a daily or lifetime budget. Although a lifetime budget is good, it burns your budget quickly. So, as a beginner, you should select a daily budget and keep an eye on your ads. Also, there are a few other things to select while setting up your Instagram ads.
However, you can play around with all these things until you find something that suits your specific needs.
Once you have done everything above, you can now create the ad. You should note that this section may not look like the Instagram goals you want to achieve. Therefore, you will have to select what you want.
Notably, Instagram ads are available in varying formats. Hence, it is important to choose your preferred format. The available formats are:
- Image feed ads
- Image story ads
- Canvas story ads
- Video feed ads
- Video story ads
- Carousel feed ads
- Build links for your Instagram page
Now, you have to choose the Facebook page that will be linked to your Instagram page. This is expected to be the source of your post. However, you don’t need to run a Facebook ad to do this.
If you are ready to do this, tap “Add Account” and follow the instructions to link your Facebook page to your Instagram page. After linking the two social media pages, you need to add the URL of your website to Instagram. This is to ensure that traffic is directed to the site.
You are almost done with setting up your ads on Instagram. You just need to create a headline and add an eye-catching caption to your post. This caption can make a big difference in determining how your ads will attract your target audience. Therefore, be thoughtful about it.
The next penultimate step is to choose a Call-to-Action (CTA) button for your post. The right CTA to pick will depend on your offer. Finally, place your Instagram ad.
After you have placed your ads on Instagram, you need to track its performance. Make sure you check all the metrics such as average percent of video viewed, social clicks, website checkouts, post likes, post shares, unique clicks, cost per app engagement, etc. This will help you to know whether your ad is effective or not.