How to advertise on facebook and instagram
Facebook and Instagram Advertising Go Together Like...
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Facebook and Instagram are two of the most popular mobile platforms. In fact, one in five minutes on mobile is spent on Instagram or Facebook. That’s more than the next 10 mobile platforms combined.1
Since Instagram advertising became available around the world last fall, advertisers of every size have been able to easily run and manage ad campaigns across both Instagram and Facebook to reach more people. Advertisers can add Instagram ads to Facebook ad campaigns through both Ads Manager and Power Editor by simply checking the “Instagram” box under the ad set’s Placement section. And businesses have seen that doing so helps them reach more people with little added effort.
Campaigns that ran across both Facebook and Instagram resulted in similar or better performance for website clicks, website conversions, video views and mobile app installs than those that ran on just one.2
Here’s how a few businesses are using Facebook and Instagram advertising together.
Facebook + Instagram campaigns help businesses meet their goals
MVMT Watches saw a 20% lower cost per conversion and cost per action when running ads across Facebook and Instagram.
“We use Instagram as another placement on Facebook, not a separate channel, because it allows us to scale our campaigns quickly by reaching more of our targeted audience.”
- Steven Dinelli, Ad Manager, MVMT Watches
Kanui, a Brazilian men’s lifestyle brand, ran a campaign to promote downloads of their mobile app. By adding Instagram to their Facebook ad set, they saw a similar cost per install, generating a 2.8x higher return on ad spend.3
“We were so pleased by the outcome of our ads on Instagram and Facebook, we’re changing all of our ad sets to run across both platforms going forward.”
- Guilherme Becker, Performance Director, Kanui
UGO Wallet, a Canadian mobile wallet app, saw a 45% better cost per install on their joint Facebook and Instagram campaign versus previous campaigns running on Facebook alone.
“With Instagram and Facebook’s complementary audiences, we can reach people in the environment where they are most engaged in a single campaign.”
- Katharine Ashworth, Director of Marketing, UGO Mobile Solutions LP
Ready to run your own campaign on Facebook and Instagram?
Facebook and Instagram campaigns can use the same photos or video across both platforms or unique creative for each. When you’re ready to use Facebook and Instagram ads together, either add Instagram to an existing campaign by editing the ad set’s Placement settings or set up a new campaign across both platforms.
Need help? Watch these step-by-step videos on how to set up and manage Facebook and Instagram advertising together.
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How To Advertise on Facebook in 2022 [Complete Guide]
Advertising on Facebook isn’t dead.
Despite new players on the social media scene — TikTok, we’re looking at you — knowing how to advertise on Facebook is still an essential skill for most marketers.
Right now, if you advertise on Facebook, your ads can reach 2.17 billion people — in other words, close to 30% of the world’s population. Plus, the platform’s active user base continues to grow.
Sure, these are impressive numbers. But Facebook is all about getting your message in front of the right segment of those people. The users who are most likely to be interested in buying your products or services.
Keep reading to find out everything from how much Facebook ads cost to how to plan your first campaign.
What are Facebook ads?
How much does it cost to advertise on Facebook?
Types of Facebook ads
How to post ads on Facebook
3 tips for posting ads on Facebook
Bonus: Get the Facebook advertising cheat sheet for 2022.
The free resource includes key audience insights, recommended ad types, and tips for success.
What are Facebook ads?
Facebook ads are paid posts that businesses use to promote their products or services to Facebook users.
Source: Fairfax & Favor on Facebook
Facebook ads are usually targeted to users based on their:
- Demographics
- Location
- Interests
- Other profile information
Businesses set an ad budget and bid for each click or thousand impressions the ad receives.
Like Instagram, Facebook ads appear throughout the app, including in users’ feeds, Stories, Messenger, Marketplace, and more. They look similar to normal posts but always include a “sponsored” label to show they’re an ad. Facebook ads include more features than regular posts, like CTA buttons, links, and product catalogs.
To get your brand in front of more users, ads should be a component of any Facebook marketing strategy.
How much does it cost to advertise on Facebook?
There’s no hard and fast rule when it comes to Facebook ad budgets. The cost of Facebook ads depends on several variable factors, including:
- Audience targeting. It usually costs more to put your ads in front of a narrower audience as opposed to a broader one.
- Ad placement. Costs can change between ads shown on Facebook and Instagram.
- Campaign duration. The number of days and hours a campaign lasts impacts the final cost.
- Competitiveness of your industry. Some industries are more competitive than others for ad space. Ad costs usually increase the higher the product price is or how valuable the lead you’re trying to capture is.
- Time of year. Ad costs can fluctuate during different seasons, holidays, or other industry-specific events.
- Time of day. On average, CPC is lowest between midnight and 6 am in any timezone.
- Location. Average ad costs per country vary widely.
Setting campaign costs according to objectives
Setting the right campaign objective is the most important thing you can do to control Facebook ad costs. Getting this right also increases your chance of success.
Cost-per-click benchmarks vary according to each campaign objective. There are five core campaign objectives to choose from:
- Conversions
- Impressions
- Reach
- Link clicks
- Lead generation
Average cost-per-click varies between different Facebook ad campaign objectives. For example, on average, an impressions campaign objective costs $1.85 per click, while a campaign with a conversions objective costs $0.87 per click.
Choosing the right objective for your campaign is key to reaching goals while lowering costs.
Types of Facebook ads
Marketers can choose between different Facebook ad types and formats to suit their campaign goals, including:
- Image
- Video
- Carousel
- Instant Experience
- Collection
- Lead
- Slideshow
- Stories
- Messenger
The wide range of Facebook ad formats means you can choose the best ad type that matches your business goal.
Each ad has a different set of CTAs to guide users to the next steps.
Here are each of Facebook’s ad formats explained in more detail:
Image ads
Image ads are Facebook’s most basic ad format. They let businesses use single images to promote their products, services, or brand. Image ads can be used across different ad types, placements, and aspect ratios.
Image ads are a good fit for campaigns with strong visual content that can be shown in just one image. These images could be made from illustrations, design, or photography.
You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.
Image ads are simple to make and can successfully display your offering if you use high-quality imagery. They’re suitable for any stage of the sales funnel — whether you want to boost brand awareness or promote a new product launch to increase sales.
Image ads can be limiting — you only have a single image to get your message across.
If you need to display multiple products or show how your product works, the single image ad format isn’t the best choice.
Source: BarkBox on Facebook
Pro tip: Pay attention to image ad specs and ratios so your product doesn’t get cut off or stretched.
Video ads
Just like image ads, video ads on Facebook let businesses use a single video to showcase their products, services, or brand.
They’re especially helpful for product demos, tutorials, and showcasing moving elements.
Video can be up to 240 minutes long, but that doesn’t mean you should use that time! Shorter videos are usually more engaging. Facebook recommends sticking to videos under 15 seconds.
Video ads can add some movement to any user’s feed, like this short and sweet video ad from Taco Bell:
Source: Taco Bell on Facebook
The downside of video ads is that they’re time-consuming to make and can become expensive. A carousel or image ad may be a better fit for simple messages or products not requiring demos.
Carousel ads
Carousel ads showcase up to ten images or videos that users can click through. Each has its own headline, description, or link.
Carousels are a great choice for displaying a series of different products. Each image in the carousel can even have its own landing page that’s specifically built for that product or service.
This Facebook ad format is also helpful for guiding users through a process or showcasing a series of related products by separating each part across different sections of your carousel.
Source: The Fold London on Facebook
Instant Experience ads
Instant Experience ads, previously known as Canvas Ads, are mobile-only interactive ads that let users engage with your promoted content on Facebook.
Using Instant Experience ads, users can tap through a carousel display of images, shift the screen in different directions, as well as zoom in or out of content.
Facebook suggests using five to seven images and videos in each Instant Experience ad for the best chances of engagement.
Premade templates also help you save time and repeat your key theme throughout the ad.
Source: Spruce on Facebook
Collection ads
Collection ads are kind of like immersive carousels — taking the user experience a step up. Collection ads are mobile window-shopping experiences where users can flick through your product lineup. More customizable than Carousels, they’re also full screen. Users can purchase products directly from the Collection ad.
Source: Feroldi’s on Facebook
Businesses can also choose to let Facebook algorithms select which products from your catalog are included for each user.
Collection ads are a great choice for large businesses that sell a variety of products and services. Smaller businesses with a more limited product line may be better suited to other ad types like Carousels.
Lead ads
Lead ads are only available for mobile devices. That’s because they’re specifically designed to make it easy for people to give you their contact information without a lot of typing.
They’re great for collecting newsletter subscriptions, signing someone up for a trial of your product, or allowing people to ask for more information from you. Several automakers have successfully used them to encourage test drives.
Source: Facebook
Slideshow ads
Slideshow ads are composed of 3-10 images or a single video that plays in a slideshow. These ads are a great alternative to video ads because they use up to five times less data than videos. That makes slideshow ads a top choice for markets where people have slower internet connections.
Slideshow ads are also a great way to get started for people without video-making experience.
Source: Charter College on Facebook
Stories ads
Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-screen vertical video format that allows you to maximize screen real estate without expecting viewers to turn their screens.
Right now, 62% of people in the US say they plan to use Stories even more in the future than they do today.
Stories can be made up of Images, videos, and even carousels.
Here’s an example of a video made into a Story ad:
Source: Waterford on Facebook
Stories provide more creative freedom than regular image or video ads. Businesses can play around with emojis, stickers, filters, video effects, and even augmented reality.
The drawback of Facebook Stories is that they’re not placed in Facebook feeds, so users may not see them as much as other Facebook ad formats.
Facebook Stories also require different formatting than video or image ads, so you may need to create original content just for Stories.
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Messenger ads
Messenger ads show up in Facebook’s messenger tab.
Since it’s where people spend time chatting with friends and family, Messenger ads feel more personal than scrolling through Image or video ads.
People see your Messenger ads among their conversations and can tap to start a conversation with your brand. These ads are a great way of getting people to interact with your brand. For smaller businesses promoting local products or services, Messenger ads can help start the conversation.
Bonus: Get the Facebook advertising cheat sheet for 2022. The free resource includes key audience insights, recommended ad types, and tips for success.
Get the free cheat sheet now!
Source: Facebook
How to post ads on Facebook
If you already have a Facebook business page (and you should), you can head straight to the Ads Manager or Business Manager to create your Facebook ad campaign. If you don’t yet have a business page, you’ll need to create one first.
We’ll follow the steps for Ads Manager in this post. If you’d prefer to use Business Manager, you can get the details in our post on how to use Facebook Business Manager.
Ads Manager is the starting place for running ads on Facebook and Messenger. It’s an all-in-one tool suite for creating ads, managing where and when they’ll run, and tracking campaign performance.
Step 1: Choose your objective
Log into Facebook Ads Manager and select the Campaigns tab, then click Create to get started with a new Facebook ad campaign.
Facebook offers 11 marketing objectives based on what you want your ad to accomplish.
Here’s how they align with business goals:
- Brand awareness: Introduce your brand to a new audience.
- Reach: Expose your ad to as many people in your audience as possible.
- Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
- Engagement: Reach a wide audience to increase the number of post engagements or Page follows, increase attendance at your event, or encourage people to claim a special offer.
- App installs: Get people to install your app.
- Video views: Get more people to watch your videos.
- Lead generation: Get new prospects into your sales funnel.
- Messages: Encourage people to contact your business using Facebook Messenger.
- Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or on Facebook Messenger.
- Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
- Store traffic: Drive nearby customers to brick-and-mortar stores.
Choose a campaign objective based on your goals for this particular ad.
Keep in mind that for conversion-oriented objectives (like sales), you can pay per action, but for exposure objectives (like traffic and views), you will pay for impressions.
For this example, we’ll choose the Engagement objective. From there, we need to specify which kind of engagement we want.
We’ll choose Page likes for now.
Some of the options you see in the next steps will vary based on which objective you choose.
Click Next.
Step 2. Name your campaign
Name your Facebook ad campaign and declare whether your ad fits into any special categories like credit or politics.
If you want to set up an A/B split test, click Get Started in the A/B Test section to set this ad as your control. You can choose different versions to run against this ad after it’s published.
Scroll down a little further to choose whether to turn on Advantage Campaign Budget+.
This option can be useful if you’re using multiple ad sets, but for now, you can leave it turned off.
Click Next.
Step 3. Set your budget and schedule
At the top of this screen, you will name your ad set and choose which Page to promote.
Next, you decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget. Then, set the start and end dates if you want to schedule your ad in the future or choose to make it live right away.
Running your Facebook paid ads on a schedule may be the most efficient way to spend your budget since you can choose only to serve your ad when your target audience is most likely to be on Facebook. You can only set a schedule if you create a lifetime budget for your ad.
Step 4. Target your audience
Scroll down to start building the target audience for your ads.
Start by selecting your target location, age, gender and language.
Under location, you can even choose to include or exclude cities over a certain size.
You can also prioritize people who’ve recently shown an interest in the product or service you sell.
As you make your selections, keep an eye on the audience size indicator on the right of the screen, which gives you a sense of your potential ad reach.
You’ll also see an estimated number of daily reach and Page likes. These estimates will be more accurate if you have run campaigns before since Facebook will have more data to work with. Always keep in mind that these are estimates, not guarantees.
Now it’s time for the detailed targeting.
Remember: Effective targeting is key to maximizing ROI—and there’s no shortage of ways to target your audience using Facebook Ads Manager.
Use the Detailed Targeting field to specifically include or exclude people based on demographics, interests, and behaviors.
You can get really specific here. For instance, you could choose to target people who are interested in both traveling and hiking but exclude people who are interested in backpacking.
Step 5. Choose your Facebook ad placements
Scroll down to choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Advantage+ Placements.
When you select this option, Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results.
Once you have more experience, you may wish to select Manual Placements. By choosing this option, you get complete control over where your Facebook ads appear. The more placements you select, the more opportunities you’ll have to reach your target audience.
Your options will vary based on your chosen campaign objective, but may include the following:
- Device type: Mobile, desktop, or both.
- Platform: Facebook, Instagram, Audience Network, and/or Messenger
- Placements: Feeds, Stories, Reels, in-stream (for videos), search, messages, overlay and post-loop ads on Reels, search, in-article, and apps and sites (external to Facebook).
- Specific mobile devices and operating systems: iOS, Android, feature phones, or all devices.
- Only when connected to WiFi: The ad only shows when the user’s device is connected to WiFi.
Step 6. Set brand safety and cost controls
Scroll down to the Brand Safety section to exclude any types of content that would be inappropriate to appear with your ad.
For example, you can choose to avoid sensitive content and add specific block lists. Block lists can exclude specific websites, videos, and publishers.
When you’re happy with all your options, take a last look at the potential Reach and Page Likes estimates.
If you’re happy with what you see, click Next.
Step 7. Create your ad
First, choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process.
If you’re working with an image, choose your media from your Facebook gallery, and select the right crop to fill your placement.
Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. When you’re happy with your choices, click the green Publish button to launch your ad.
3 tips for posting ads on Facebook
1. Pay attention to Facebook ad specs
Facebook ad sizes change more frequently than the weather (seriously). So that your Facebook ads aren’t stretched, cropped, or distorted in any other way, you’ll need to make sure your selected images and videos fit the right dimensions.
Here’s a quick breakdown:
Facebook video ads
Facebook feed videos
Minimum width: 120 px
Minimum height: 120 px
Resolution: at least 1080 x 1080 px
Video ratio: 4:5
Video file size: 4GB max
Minimum video length: 1 second
Maximum video length: 241 minutes
Facebook also has a full list of all aspect ratios and features for videos.
Facebook instant article videos
Resolution: at least 1080 x 1080 px
Video ratio: 9:16 to 16:9
Video file size: 4GB max
Minimum video length: 1 second
Maximum video length: 240 minutes
Facebook Stories ads
Recommended: Highest resolution available (at least 1080 x 1080 px)
Video ratio: 9:16 (1.91 to 9:16 supported)
Video file size: 4GB max
Maximum video length: 2 minutes
Facebook image ads size
Facebook feed images
Resolution: at least 1080 x 1080 pixels
Minimum width: 600 pixels
Minimum height: 600 pixels
Aspect ratio: 1:91 to 1:1
Facebook Instant Article images
Maximum file size: 30 MB
Aspect ratio: 1.
91:1 to 1:1
Resolution: at least 1080 x 1080 px
Facebook Marketplace images
Maximum file size: 30 MB
Aspect ratio: 1:1
Resolution: at least 1080 x 1080 px
2. Test everything
It’s important not to make assumptions about what will work and what won’t in your Facebook ads.
Every time you try something new, you should test it against your previous ads so you can see whether you’re making improvements to the metrics that matter most to you.
The best practices for Facebook ads are constantly changing. Only you know what works for your specific audience. And the only way you can keep that knowledge up to date is by testing.
3. Simplify your workflow
Social media marketers are busy people with seemingly never-ending to-do lists. But there are a couple of ways you can simplify your workflow.
Hootsuite Boost lets you promote social media posts directly from your Hootsuite dashboard. Manage audience targeting, campaign spend, and duration.
By setting up Automation Triggers, you can let Hootsuite manage which posts to boost when according to your criteria.
Hootsuite Social Advertising helps you streamline your social marketing workflows and maximize your ad spend. You can boost your most popular organic posts to reach more people. Create ad campaigns, track performance, and make adjustments to improve results. Later, generate rich analytics reports to see which campaigns met your goals.
Get the most out of your Facebook advertising budget with Hootsuite. Easily create, manage, and optimize all your Facebook ad campaigns in one place. Try it free today.
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Setting up Instagram ads via Facebook
Elena
Sergeeva, Targeted advertising specialistFacebook Ads Manager provides ample opportunities for setting up an advertising campaign on Instagram.
Although this tool often scares off novice advertisers and entrepreneurs. Elena Sergeeva has prepared a detailed guide from which you will learn how to properly set up advertising on Instagram through Facebook.
Step 1: Create a business page
A business page requires a personal Facebook account. How to set it up, we tell in the instructions.
If you already have a Facebook business page, you can skip this step.
Step 2: Connecting an Instagram account to a Facebook business page
To run targeted ads, you will need to switch your Instagram account to a professional or creator account.
You can change the account type in the Instagram settings, and then the business account must be linked to the Facebook business page. More about this in the article.
Step 3: Set up an Instagram ad campaign through Facebook Ads Manager
Sign in to Ads Manager. If you don't have an advertising account yet, use our step-by-step guide.
The structure of the Instagram campaign inside the Facebook advertising account consists of three main blocks:
- Campaign . At this stage, you determine the purpose of the ad - where your Instagram campaign will lead. For example, it can be an Instagram website or profile, video views, reach of a specific post.
- Ad group . Here you choose who you want to show your ad to — turn on audience settings, geotargeting, interests, age, and specify sites in Instagram — the feed, Stories, the "Interesting" section.
- Advertisements . Pictures, videos, texts - all these elements are configured at the third level of the campaign structure.
Proper setting at each of these levels determines how effective targeted advertising of a profile or website page on Instagram will work.
Click the green "Create" button and go to the campaign settings.
Specify the goal of the campaign:
How to choose the goal of an advertising campaign on Instagram
- To advertise your profile and attract followers to your account, select the "Traffic" goal.
- To warm up the audience through the video - "Video views".
- For website advertising - "Traffic" or "Conversions".
- For selling complex goods or services through private messages - "Messages".
Then in the "New Ad Group" tab, set the budget:
- daily for the regular campaign,
- for the entire duration of the campaign if the campaign is limited in time.
The Facebook Ads algorithm will independently distribute the budget between all ads.
The next self-configuration step is ad groups.
Set the target audience for your project or business.
Add geotargeting. You can select people who live in the selected location, recently visited it, or travelers.
Specify gender, age, language. To set up targeting, proceed from the portrait of your audience.
Select interests or behavior. You can do this in the Detailed Targeting tab. Choose no more than 2-5 interests from one category.
If necessary, you can narrow the selected segment by behavioral characteristics, for example, the parameter "Involved customers".
Track the audience coverage forecast on the scale on the right - the arrow should be in the green sector.
If necessary, adjust the settings - remove or add interests, select the "Narrow audience" option.
Once you've set your interests, move on to selecting ad placements. By default, Facebook Ads Manager has all possible placement formats. But if you plan to set up targeted ads only for Instagram, click "Manually select placements" and uncheck the boxes.
You can disable any site: for example, remove ad impressions in Stories or in the "Interesting" section.
Now go to ad settings. This is the final step in self-configuring ads on Instagram through Facebook.
Make sure the ad is set up for the correct Instagram account:
Select the required ad format:
- Existing post from the promoted Instagram account.
- Single image or video up to 1 minute.
- Carousel up to 10 pictures or videos up to 15 seconds.
- Selection of goods - for online stores.
- Dynamic creatives allow you to upload up to 10 different photos or videos and up to 5 ad text options. In the future, the Instagram algorithm itself forms ads from the received materials and determines the most effective ones.
Upload graphics and texts, and add a link where your ads will lead.
Check how the ad will look on different placements. In Facebook Ads Manager, you can use the built-in photo and video editor to adjust uploaded creatives.
If you selected the "Traffic" goal at the campaign level, then add a link to your Instagram profile in the format https://www.instagram.com/accountname or to an external site with UTM markup.
It remains to click the green "Publish" button in the lower right corner of the screen - and your advertising campaign will be sent for moderation.
After successful verification, ads will start showing on Instagram. The display status will change to "Learning" or "Live". In case of an error in the settings, you will see a red icon - you need to return to the settings and make changes according to the system recommendations.
In just 3 steps of this step-by-step guide, you will be able to set up self-targeted ads on Instagram and understand the basic features of Facebook Ads Manager.
How to set up ads on Instagram* via Facebook*
Advertising in InstagramThe product belongs to an organization recognized as extremist in the territory of the Russian Federation. via FacebookThe product belongs to an organization recognized as extremist in the territory of the Russian Federation. We tell you where the personal account is located, what functions are important, what to look for in the settings.
Olga Mokshina
editor, commercial writer
Through advertising on InstagramThe product belongs to an organization recognized as extremist in the Russian Federation.
sell goods and services, attract new subscribers. We will tell you how to run an ad through the Facebook advertising account The product belongs to an organization recognized as extremist in the territory of the Russian Federation. you will need a business account on InstagramThe product belongs to an organization recognized as extremist in the Russian Federation., linked to a Facebook business pageThe product belongs to an organization recognized as extremist in the Russian Federation.. Then:
- belongs to an organization recognized as extremist on the territory of the Russian Federation., go to the "Announcements" tab and click "Create".
How to advertise on FacebookThe product belongs to an organization recognized as extremist in the Russian Federation.
- Select the objective of the advertising campaign.
You can show users posts, videos, send them to the site, send them to private messages, offer to install the application or buy goods from the catalog. - Enter the name of the advertising campaign and click the "Set up advertising account" button.
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- Check if the country, local time, currency for payment are correct and click "Continue".
- Set up an audience: specify the geolocation, age, gender and interests of your potential customers. You can select a location with an accuracy of up to a kilometer and exclude people with certain interests. The "Connection type" section allows you to show ads to a "warm" audience - users who know you. For example, used your app or followed a page at
- In the "Types of placements" section, select "Edit placement", otherwise
- In the "Budget and Schedule" section, enter the daily budget or the cost of the entire advertising campaign. Set the start and end dates for impressions, click the "Continue" button.
How to promote on InstagramThe product belongs to an organization recognized as extremist in the Russian Federation.
- Make sure the correct 9 is entered0136 InstagramThe product belongs to an organization recognized as extremist on the territory of the Russian Federation.-account and select the ad format. For example, Stories show a single image, a video, or a gallery of multiple pictures. Upload images or videos - the file specifications will appear on the right. Add text, link, call to action and click "Verify".
- Select a payment method, enter the details and click Continue.
- That's it, you created an ad for
Connect Instagram* to Amplifier to post to the feed from a computer from a convenient editor with built-in error checking and quick insertion of emoticons and hashtags.
