June 21, 2017 8 min read
The opinions expressed by the entrepreneur’s contributors are their own.
The following excerpt is from Kim Walsh Phillips’ book Ultimate Guide to Instagram for Business. Buy it now on Amazon | Barnes & Noble | IndieBound or click here to buy it directly from us and SAVE 60% in this book if you use code MARKET2021 by 04/03/21.
If you want to improve your game in terms of Instagram marketing, you should look into Instagram advertising – the payouts can be incredible. Of course, every time you advertise, you are risking your money. Hence, it is best to familiarize yourself with all the facts before diving in.
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All Instagram ads are set up through your Facebook ad portal. So, you need to set up either the Facebook Ad Manager or the Facebook Business Manager first. Facebook Ads Manager is only used when you run ads for a Facebook Business Page and Instagram account. Facebook Business Manager is used when serving ads for more than one company page or account. Once you’ve set up your account, it’s time to create some Instagram ad magic.
Before you go straight to the ad creator, you need to decide how you want to tailor your message to the crowd that follows you on Instagram. Each social media platform is used by fans for different reasons. Hence, a key component in building your Instagram ad plan is figuring out what is engaging your target audience.
Cold Hard Truth Alert: In the early stages, there will be some strategic guesswork when you see what images will resonate with your audience. So don’t be discouraged if the icon ads that do so well on Facebook aren’t producing such spectacular results on Instagram.
Review your Instagram posts and think about what your audience is most interested in. Are you collecting page-by-page comments on photos from people who use your product? Or does the perfectly positioned hero shot of your product, which stands tall in all its glory, steal the show? Or are your video postings your favorite child? Make a list of what is doing well on your Facebook ads and what your fans love to see and test out on Instagram.
Test the water
Now that you’ve linked your accounts and have an idea of which direction you want to go, it’s time to start creating the actual ads. Facebook has updated the system so that you can use the ad builder of your choice (Ads Manager or Power Editor) to create your Instagram ads.
For information on using Ads Manager, visit www.Facebook.com/AdsManager. Click Create Ad. Next, choose your marketing goal from the categories listed below.
awareness
- Increase your posts: expose your posts to as many people as possible, expand your reach, and increase the engagement of your pages.
- Increase Brand Awareness: Make posts available to audiences that are specifically targeted at the likelihood that they will be paying attention to your ads. The posts can be used to get more people excited about your brand and, ultimately, a bigger following.
Recital
- Send people to your website: This option allows you to increase the flow of traffic to your website or landing page. The ad builder process gives you the option to make ads for ads and conversions clickable so that someone can be directed to the site they want to go to by simply touching the photo. This option is recommended when sending traffic to value-oriented content that does not require a login, such as: B. a blog.
- Get installs of your app: Send viewers to the App Store to encourage them to download and install your app.
- Get Video Views: These videos can be based on testimonials, product guides, behind-the-scenes clips, product launches, or just promotional videos designed to drive traffic.
conversion
- Increase conversions on your website: Use this option when you want your customer to take an action, such as: B. entering their contact information or purchasing a product. Website conversions allow you to keep track of the number of actions taken on Facebook through this option.
- Promote a product catalog: If your company has a store or catalog, this ad is automatically pulled from that catalog to promote your products to your target audience. Are you adding a new pair of kicks to your online selection? If you’ve set this up in advance, ads for this product will automatically appear in the Instagram feed for those you target.
Setting up your ad
Once you’ve chosen your goal and named your campaign, it’s time to create an ad. First, determine the target audience, placement, budget and delivery schedule of your ad.
Choose your target audience
1. Custom audience. If you have a custom audience, e.g. For example, an email contact list, website traffic, conversion pixels or a similar target group, you can upload them here. The three categories are:
- Custom audiences. Target your current customers by securely uploading a contact list of people you want to reach.
- Lookalike audience. Find people who are similar to your customers or prospects by building similar audiences from your Facebook page fans, customer lists, or website visitors.
- Custom audiences from your website. Remarket to people on Facebook who have already visited your website.
Related: Harness the Power of Fame With Instagram
2. Determine your location by entering an address or location and selecting how many miles away you want to expand this display. The options are:
- Everyone in this place
- Lives in this place (which means they have a home there)
- Recently at this location (meaning this is your last tracked location)
- Travel to this place (meaning they have been to this place recently but their home is elsewhere)
3. Set the age range.
4. Choose your target gender.
5. Enter specific languages.
Note: You do not have to make all of these settings. They are optional and based on who you specifically want to target.
Set your detailed targeting
Set your detailed targeting by taking into account any interests, demographics, and behaviors that you want to identify. Try to stack interests to narrow a wide audience. For example, if you sell a gym membership that specializes in courses, you can reach out to people who are interested in yoga and Pilates, as well as buying behavior when purchasing fitness equipment. Then you would know that these people have an interest in your product and are willing to spend money on it.
Connect to your site
Setting a connection to your Page will further narrow your audience in order to show your ad to those who are already connected to your Page or other related categories.
Determine the placement for your ad
Here you choose to show your ad in the Instagram feed. Note: You can choose more than one option and later edit the images to fit both categories.
Set the budget
Select either the Daily Budget or the Lifetime Budget and how much you want to use to distribute this ad. The more money you spend, the more impressions you get and the more likely it is that you will achieve your goal.
delivery
After setting up the logistics, name your ad set and click Next to set up the ad theme. There are four options for Instagram pictures depending on which destination you choose.
Next, select the related Facebook page and the option for the Instagram account. If you’ve synced your Instagram account with your Facebook in Business Manager or your Facebook Page, you’ll see your account name in the drop-down menu. If you haven’t, this is where you can do it.
To add your Instagram account, click “Add Account” and enter your Instagram credentials.
Create the ad motif
Upload the ad images you selected and use the “Edit Crop” button. Facebook allows you to change the picture to fit the Instagram feed. If you’re using the ad for Instagram and Facebook in the same campaign, you can edit the size for both individually.
Next, add the text that describes the action you want the viewer to take. This is an opportunity to use popular hashtags that you have had success with on your Instagram page. This way, your ad will not only show to the people who fall into your target audience, but also to the people who search that hashtag.
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And that’s it. Review and click place order. Within 24 hours, Facebook will review your ad to make sure it meets all of the guidelines and then start circulating through your target audience’s feeds.
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