With higher numbers of people and brands using Instagram than ever before, knowing how to advertise on Instagram successfully is becoming an important skill. In this Instagram ads guide, we will look step-by-step at how to create and run ads on Instagram.
Over 500 million people worldwide are accessing their Instagram accounts daily. This makes Instagram a key platform to advertise on. But don’t take our word for it. Here are just a few of the recent Instagram ad success stories:
Evidently, Instagram ads can prove very successful. So let’s look now at how to advertise on Instagram, and create ads that can make an impact:
To advertise on Instagram, you will need to turn your Instagram profile into an Instagram business account. You will also need to connect that account to your Facebook business page. There are two main ways to do this:
1. Convert an Instagram profile into a business account using the Instagram app
Once you have completed the process, your Instagram account will have been automatically transferred to a business account. Your contact information will be displayed on your profile page, and you will have the option of promoting posts, creating ads, and viewing follower insights.
2. Convert your Instagram profile into a business account via your Facebook page:
Apart from being able to create and run Instagram ads, other benefits of having a business Instagram account include a range of business features and Instagram Insights. Next, we will consider how to use the Facebook Ads Manager to advertise on Instagram.
Instagram adverts can be created in the Facebook Ads Manager, or on the Instagram app (covered later on in this article). Facebook Ads Manager is a powerful tool and enables you to create Instagram ads from scratch in the same way as you would create Facebook ads. It also provides many more customization and design options than the Instagram app and is an all-around more thorough tool.
To open the Facebook Ads Manager, log into Facebook, and select Create Ads from the drop-down menu.
Once the Ads Manager has opened, select Create New Campaign. You can then choose to either create your ad via Guided Creation or Quick Creation. In this article, we will discuss the Guided Creation route, which is best for those who are new to Facebook and Instagram ad creation.
Let’s take a look at the Guided Creation process.
The first step in creating an Instagram ad in Facebook Ad Manager is to choose an objective. Objectives are grouped into three categories:
The objective you select will depend on what you want your ads to achieve. Therefore, think carefully about your ad aims, and then choose the objective that will help you achieve these results. For this article, I have chosen the objective Brand Awareness.
After choosing an objective, the next step is to set up an ad account. This is a quick and easy process where you will need to select the correct country, currency and time zone for your account.
Selecting the right audience for your Instagram ads is an important step in the ad creation process. Facebook provides numerous targeting options. Consequently, you can engineer your ads to be shown to a defined target audience – those who are most likely to convert against your ad goals. So, let’s take a look at the targeting options:
Once you are happy with your targeting settings, click Save Audience.
Ad Placement provides two options – Automatic Placements and Edit Placements. Although automatic placements are recommended, if you only want to display your ads on Instagram, you will need to select Edit Placements.
Now, scroll down and under Platforms, deselect Facebook, Audience Network, and Messenger. Here you can also decide whether you want your ads shown in Instagram Stories or just in Instagram News Feeds.
Under Budget and Schedule, you can select a Daily or Lifetime budget. This allows you to choose how much you would like to pay per day, or over the lifetime of your ad campaign.
You can also select a start and end date for your campaign (recommended) or just run it continuously.
It is now time to create your ad. First of all, choose to Create a New Ad, or use an Existing Ad. (For this article, we have selected to create a new ad). You will then need to complete the Ad Identity, where you need to choose the appropriate Facebook page and Instagram account. (If you are yet to connect your Instagram account to your Facebook page you can also do it here).
Next, you will need to select the Format of your ad. Let’s take a look at the choices…
Choose the format that will best represent your advert goals, and appeal to your target audience. It is also important to note that different ad formats support different call-to-action buttons. (A call-to-action button can be added to your Instagram ad and is discussed next).
After you have selected the appropriate ad format (for this article I have chosen Single Image) you will need to further customize your ad. You can do this in a variety of ways.
(Depending on which ad objective and format you select, the customization options displayed may slightly differ).
You can preview your ad as you make the customizations on the right side of the screen under Ad Preview. Here you can also select whether you want your ad displayed in Instagram Feeds or Instagram Stories.
Once you are happy with your ad, select Review to check your campaign settings. Then, when you are ready, click Confirm to run your ad.
Another way to advertise on Instagram is to use the Instagram app. This app provides an easier, however a less advanced, way to set up and run Instagram ads. Through the Instagram app, you have the option of promoting an existing post, but you cannot create new ads. Let’s find out how to do this:
Your ad will start running after it has been reviewed and then approved. Keep in mind that although his process generally takes about 60 minutes, it can take longer.
Tracking the performance of your Instagram ad is a crucial task. Monitoring ad analytics will tell you if your ad is achieving its goals, and therefore, whether you are receiving a return on investment (ROI).
If you created your ad in Facebook Ads Manager, shortly after your ads begin running performance metrics will be available within the Manager. Here you will be able to view metrics at campaign, ad set, and ad level, which will help you to understand how all aspects of your ad are performing.
For promoted posts, metrics can be viewed through the Instagram app. Simply open the app and then select View Insights. Here you can track results like reach, impressions, and conversions, as well as viewing how much of your budget has been spent.
Have you got any questions on how to advertise on Instagram? If so, please ask away in the comments below!