Instagram Business Account Basics: Advertising Checklist
June 19, 2019
The choice to advertise on Instagram is a no brainer. The social media app has grown from 90 million to over a billion active users since 2013. Trying to get your brand recognized and seen through all of the clutter that can be found on users’ feeds can be difficult.
Creating an organic following through consistent, high-quality posts sometimes isn’t enough, or it can just take too long. If you want to keep your following authentic, i.e., you don’t want to buy Instagram followers; advertising is a great option to build followers quickly.
What Are Instagram Ads?
Instagram Ads come up on the newsfeeds of other users as ‘Sponsored Posts.’
What Is Their Goal?
Brands have different goals when using targeted ads, much like traditional TV or print advertising. Goals can range from increasing brand awareness and recognition, generating new leads, increasing website traffic, converting new and existing followers into customers.
Do They Work?
In short, yes.
A source collected data back in 2017 over a month and discovered an excess of 120 million Instagram users took action after seeing an Instagram Ad. This means they visited the website, got directions, emailed, called, or direct messaged the brand.
According to Instagram itself, 75% of users take action after seeing an ad on the platform. They also say that 60% of users discover new brands by viewing ads on their feeds.
Sign Me Up!
1 – Facebook
Since Facebook owns Instagram, you have to log in through Facebook Ad Manager to get started. Make sure you’re logged into the correct account before clicking through to this link.
2 – Strategize
Before setting up an ad campaign, every brand needs to think about and choose a social media marketing objective. What’s the goal of these ads?
Instagram allows you to enter goals for these fields:
Video views – no extra set-ups required here, this is a simple goal to carry out.
Engagement – this goal focuses on nudging users towards liking and commenting on your posts.
Brand awareness – expose your brand to new people who are likely to be interested in what your brand has to say.
Reach – this is the only objective you can select when using Stories to advertise. This option merely maximizes the number of people who see your ad.
Traffic – this objective is for brands who want to encourage more people to visit their website or to download their app. Don’t forget to enter the URL you want to direct them to!
App installs – simply add in your app from the App Store while setting this up.
Lead Generation – this goal requires adding in additional information such as create a ‘lead form’ for users to complete when they click through on your ad. It offers email, name, phone number, and gender options.
Conversions – this is the big one, converting viewers into sales.
3 – Target Audience
Getting your ad in front of the right people is the most critical part of advertising. It’s fruitless to create a magnificent ad only to show it to people who couldn’t care less about your brand.
Instagram uses Facebook’s demographic knowledge to help your ads reach the right people. All you need to do is understand who it is you are trying to reach, and Instagram will put it right under their noses.
The information you need about your target audience is:
Location – add in as much detail as you can, from country or region to city or zip code.
Age – select any age range from 13 to over 65.
Gender – the options here are all, men or women.
Languages – leave blank unless it’s not the area’s local language.
Demographics – a drop-down menu under “Detailed Targeting” of additional demographics like household income levels, home ownership status, and political views.
4 – Placement
There are two ways to place your ads on Instagram. Either select ‘Automatic Placements’ and the ads will be shown wherever Instagram thinks they will perform best.
The other option is to select the placement yourself. Click ‘Edit Placements,’ and you can choose where your ad appears, for example, just in Instagram Stories or the newsfeed, etc.…
5 – Budget
This is the section where you choose how much you want to spend and how long you want your ad to run for. The options comprise a maximum daily spend or a budget for the lifespan of the ad (called Lifetime Budget).
This is also where you choose when you want your ad to run, which affects the price. Sundays are the most expensive day to run ads. As you adjust the options, the right-hand column shows you how many people you’ll be likely to reach each day within the set budget. Have a play and find out what time and day gets you the maximum reach within your budget.
6 – Create Ads
Finally, it’s time to create the ad. It’s essential to have a Facebook page you can link the ads to, as you can’t create an Instagram ad without one.
Then choose the format for the ad – carousel, slideshow, video, etc.…
The options following this are easy to navigate – choose the pictures or video for your ad, edit the copy/caption, input payment information, review the ad, and click Confirm. This is also where you add in any desired call to action buttons to redirect users to a website.
7 – Promoted Posts
Another way to advertise on Instagram is to select one of the top performing posts from your business account and click ‘Promote’ under the post.
You’ll need to add in a goal and can choose to add a call to action ‘Shop Now’ or ‘Sign Up’ button to the post as well. There are default target audience options, or you can customize it yourself.
Choose the budget, and click ‘Create Promotion’ and you’re all set with your Instagram Promoted Post.
The analytics of Promoted Posts can be monitored through Facebook Ads Manager, just like Instagram Advertising.
These seven necessary steps should get your business up and running with its advertising needs. When setting up your advertising campaign, don’t assume that following the how-to steps will be enough. Setting up an ad campaign is one thing, creating ads that intrigue and delight your audience is another entirely.
The key to success is knowing your audience so well you can predict what they want before they know themselves. Think about who they are, what they want, and what they need. Think about what they enjoy, and combine this is what they need and you’ll be more like to make a sale. Text is important as well, the right combination of images and text can be golden.