Listly by Sarkis Hakopdjanian
Are you wondering how to advertise on Instagram?
Have you tried creating Instagram ads with mixed results?
To learn more about Instagram advertising, read our article:
Source: https://business-clinic.ca/instagram-advertising/
The first decision that Facebook Ads Manager asks you to make is: what’s your marketing objective?
Instagram and Facebook Ads are designed to help you achieve one of three campaign objectives: awareness, consideration, or conversion.
For awareness goals, you pay every time a person views your ad, known as an impression. For consideration and conversion goals, you pay every time a person takes action, like clicking a link to visit your website.
Deciding your marketing objective affects how Instagram displays your ad to help you achieve your goal.
Once you’ve set your campaign marketing objectives, you can start to segment your audience into groups within the ad sets. You can create multiple ad sets that focus on different audiences.
For example, if you offer health services for seniors and also for parents with young kids, you can create two different audience categories. By creating two different ad sets, you can create different ads that are relevant to each audience segment. Ads that are more relevant have higher success than generic ads for everyone.
Facebook’s extensive information database allows you to create highly focused audience segments based on various demographic and psychographic information, such as:
Since you can save your audience segments as ad sets, you can experiment with the different segmentation options to find the best audience for your business. After conducting various tests, you may be surprised by which audience segment is most receptive to your ads.
After selecting an audience, there is an area below segmenting your audience and above setting your budget called “Placements”.
The default setting is “Automatic Placements (Recommended)”. This default setting will place or display your ad in various places, including Facebook, Instagram, Audience Network, and Messenger.
If you want to be specific about where to display your ads, check the radio button named “Edit Placements”. This opens up all of the options for where you’d like your ad displayed, and on which type of device (e.g. Apple iOS or Google Android).
When selecting your budget, you have two options to choose from:
You can also choose specific budget spending options, such as your bid strategy, whether you’ll get charged per view (impression) or per click (engagement), and even what time of day your ads will be displayed.
If you already have an audience of followers, you can review the analytics of when they’re using Instagram to determine the best time to display your ads.
You can either use an existing Instagram post that you’ve already created and published, or you can create an entirely new post. Instagram’s algorithms favour posts that have higher levels of engagement, so it helps to use posts that have already been published and are well received.
Next, you can decide the format for how your Instagram advertisement will be displayed. There are five ad formats that Instagram uses, including:
Once you launch your Instagram advertisement, it’s important to review the performance metrics of your campaign using Facebook’s Ads Manager. When logged into your Ads Manager dashboard, select the campaign that you want to view, then click on the “View chart” link found either below the campaign name, or on the far right-hand side.
You may have an idea of what you think will work well, but only the results can validate that idea. If your ads are performing well, continue with your plan. If your ads are not performing well based on your goals, consider pausing your campaign and re-evaluate your strategy.
Are you wondering how to advertise on Instagram?
If so, read our article: