Here are some types of Instagram ads you can use for your campaigns:

1. Video ads
2. Photo ads 
3. Carousel ads 
4. Stories ads
5. Collection ads

1. Video ads

Instagram videos can be 60 seconds long, with the footage shot in square or landscape format. This gives you much more leeway to introduce and promote your business than the previous 15-second limit.

A photo ad contains a single image in square or landscape format. These are the easiest to create in terms of visual assets, as you just need one image.

These can include 2-10 videos and/or images that people can see by swiping through. 

Instagram Stories work like Snapchat in that they allow businesses to share self-destructing visual content. You can advertise on Insta Stories using videos or images.

Collection ads function like video ads, appearing as a video on a user’s feed. However, they’re created using a series of still images that play like a video slideshow. You can add audio and text to your Instagram collection ads.  

How to Advertise Your Business on Instagram: 8 Steps

To set up Instagram ad campaigns, you’ll need to have a company Facebook page, and all the budgeting, scheduling, and creation is done through the Facebook Ads Manager. There’s no separate Instagram manager, so you don’t need to create a new ad account. If you’ve run Facebook ads in the past, you’re pretty much up to speed with the process.

But let’s look at it step by step.

To succeed on Instagram you will need 5 things.

1. Brand and product. Instagram works for distinct brands and products that can capture the browser’s eye — brand awareness campaigns don’t yield fantastic results.
2. Visuals. As mentioned earlier, high-quality visuals will be the driving factor behind your ad’s success. Make sure you have some eye-popping stuff to show before you begin advertising on Instagram.
3. Facebook page. Funnily enough, to run ads on Instagram, you need to set up a Facebook business page. Can’t escape this one.
4. Landing page. Where are you going to drive all the traffic? Have a landing page ready to get the best out of that call to action button. Your homepage works too if it’s optimised for conversions.
5. Instagram account. You could still run ads on Instagram even if you didn’t have one, but to better understand the platform and its vibe, it’s a good idea to check it out before pouring money into it.

Okay, now we’re good to go.

There are a few different Facebook tools you could use to set up Instagram ads (Ads Manager, Power Editor, Facebook Marketing API). But for simplicity reasons, we’ll go with Ads Manager, which is the most popular one and should easily meet your needs. The first step is to simply create a new ad campaign.

When you click to create a new ad, you should land on this page.

As with any other advertising campaign, determining what you want to achieve is crucial. If you’re trying Instagram ads for the first time, my advice would be to choose a simple objective, like Traffic (aka. sending people to your website).”. 

Although you may be tempted to jump straight to lead generation, bear in mind that the process of setting such ads is a bit longer and more complicated.

Not all the objectives on the list work with Instagram ads. If your campaign runs on both Facebook and Instagram, you can choose any of the proposed objectives. If, however, it only targets Instagram users, then you must choose from the following list:

• Reach
• Traffic
• Brand awareness
• App installs
• Engagement
• Video views
• Conversions
• Lead generation
• Messages
• Store traffic
• Catalog sales

I’m going to stick to my own advice and select “Traffic”.

After selecting the objective, you should be automatically promoted to give your campaign a name. Be sure to include such attributes as date, offer, and content to make it easier to identify the campaigns in the future.

If you’re just starting to learn how to advertise on Instagram, choosing the right audience might be complicated. Practice is the best teacher, so don’t worry about this too much right now. The most important thing you should keep in mind is what kind of audience would be most in sync with the objective you have selected in the previous step.

If you went with “Traffic”, use your standard buyer personas to define the audience. Who could be keen on learning more about your products or services? Alternatively, you can create a Custom Audience to show the ad to a particular group of people.

Alternatively, you can create a Custom Audience to show the ad to a particular group of people.

As the screenshot suggests, you have four different ways of defining a custom audience.

1. You can upload a file with customer data (name, surname, email, phone number, zip/postcode, country, year of birth, gender, age, etc) and create a Custom Audience on Facebook that matches the same criteria.
2. By inserting a piece of JavaScript for your website, you can create a list of people who have already visited your site or specific pages and have taken some kind of action in the past and target them on Instagram.
3. If you have an app, you can create a Custom Audience to reach people who take specific actions in your app, such as reach a certain game level, add items to their cart or rate your app.
4. You can use the data you have on your Facebook followers to create a Custom Audience for Instagram. Create a list of people who: a) watched your videos, b) opened or completed a lead form in your Lead adverts on Facebook, c) opened your Canvas on Facebook.

Detailed Targeting is a great option too if you know your ideal customer’s demographics, interests or behaviours.

When you complete this step, be sure to save the Audience so you don’t have to go through the same process next time and can monitor how different audiences respond to your ads.

Scroll down to continue.

The next step is where you get to choose the place where your ads will be shown. Simply uncheck all the boxes except “Instagram” and scroll down.

This one’s pretty straightforward. How much do you want to spend? The two available options are Daily Budget and Lifetime Budget. What’s the difference?

A daily budget is the average you’ll spend every day of your advertising period. A lifetime budget is the maximum that you’ll spend over the period your ad is set to run.

Next, define the schedule by selecting one of the two options. Unless you have a very clear idea on which days and hours your ad will perform best, go with the “Run my advert set continuously starting today” option.

Next on the list is setting optimization for your ad. You’ll be given three different options in the “Optimisation for advert delivery” drop-down menu. Here’s what they mean:

• Link clicks are the recommended option. The adverts are optimized for link clicks to bring the right people to your website at the lowest cost.
• Impressions. The ads are not optimized for clicks but they will be delivered to people as many times as possible. If you ever noticed the same ad on your feed multiple times throughout the day, that’s the one.
• Daily unique reach. Your ad will be shown to people once a day.
• Landing page views. Your ads will be delivered to those most likely to click on your ad’s link and load your website.

How should you bid?

The bid option will determine how effectively your ad is delivered. The truth is rather simple. If you value the link clicks highly, you can manually set a price you’re prepared to pay for each link click and try to outbid other ads competing for the same audience’s attention. If you haven’t got a clue, go with the Automatic option and leave it up to Facebook’s algorithm to get you the most clicks at the lowest price.

We’re finally reaching the most exciting part of the campaign! It’s time to select the most appropriate format for your ad.

The objective you set for this ad campaign should be the main factor determining the format of the ad. You can visit Facebook’s Ads Guide for more information on the available formats.

We’re almost there… Connect your Facebook Page and Instagram account. If your business doesn’t have an Instagram account yet, you can still run ads on Instagram as your Facebook Page will be used to represent your brand within your ad.

Then simply follow the steps and enter your ad’s content. A few simple tips to keep in mind…

• Text: keep the copy sharp and succinct. 125 is the recommended limit — to see anything after the 125 characters, users will need to expand the ad by clicking “More”.
• Website URL: this is the URL of a page where you’re driving all the traffic. Make sure your URL is properly tagged with unique UTM parameters to be able to track how the ad is performing.
• Call to action (CTA): your CTA should be directly linked to the content you’re offering. If the goal is to get people to visit your website, then “Learn More” is probably the most appropriate option. If you’re advertising a specific product, it’s worth testing something a bit more aggressive — like “Shop Now”. Follow these rules to build killer call to actions for your campaigns.

Give your campaign a good second look by clicking on “Review Order” and then hit  “Place Order” to let the ads lose!

That’s it, you did it.

Oh, but wait. Nothing is done until it’s done, and I promised to show you how to advertise on Instagram.

Once your ad is up and running, remember to keep an eye on all the metrics and track its performance. You can go back in and tweak the ad, too — change the image if it’s underperforming, try a new copy, or a different call to action.

To see the full dashboard with data on reach, the total amount spent and cost per click go to your Ads Manager. In the upper right-hand corner, you will see a button that says “Columns: Performance”. If you click on it, a drop-down menu with an extensive list of options will open. You can customize your report to get an insight into everything from the number of click-throughs to page likes.

Hopefully, now you have a better understanding of how to advertise on Instagram. Take the time to understand the options available to you and build your campaigns. Soon, you’ll see how Instagram marketing can deliver targeted customers that boost your sales.

In summary, here are the 8 steps to creating your first Instagram ad:

1. Open Facebook Ads Manager
2. Choose your objective
3. Select your target audience
4. Choose “Instagram” as the placement
5. Set up your budget and schedule
6. Choose an ad format
7. Publish the ad
8. Track your performance

Now go, conquer the Instagram crowd!

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Want to Learn More?

• 60 Instagram Tips You Should Know
• How to Do Instagram Influencer Marketing
• Instagram Ads: How to Successfully Sell Your Products
• How to Use Instagram for Your Dropshipping Business

Is there anything else you’d like to know more about and wish was included in this article? Let us know in the comments below!

How to Run Instagram Ads: A Step-by-Step Guide

Instagram is not only one of the most popular social networks, but also an effective advertising platform.

How to get started setting up targeted ads on Instagram

1. If you don't have a Facebook page for your business, create one.
2. If you don't have an official Instagram account, you need to create one and link it to Facebook.
3. Prepare images or videos to be used in advertising. nine0008

Sign in to Ads Manager and click Create.

How to properly set up Instagram ads through Facebook

1. Choose a promotion objective

Not all Facebook ad objectives are suitable for promoting on Instagram. Among the proposed options, we recommend the “Conversions” goal. In this case, you will be able to optimize ads for a certain cost per conversion.

2. Set up ads

Go to the "Ad group" tab. Choose where you want the ad to go - it's a website, app, Messenger, or WhatsApp. In the case of messengers, the user will go from the advertisement to the correspondence with your account. nine0003

Next, set up the audience.

For users who were on the site

If you already have a Facebook pixel installed on your site and it has collected enough data about visitors, you can use this information to target ads to an existing audience. To do this, click "Create" - "Custom Audience" . You can read more about remarketing on Facebook in the article on ppc.world. Other targetings can be skipped - they will only reduce the already existing "warm" base. nine0003

But this audience can be expanded thanks to a smart Facebook algorithm that selects users with similar behavior. To do this, click Similar Audience .

For new users

Geotargeting . You can select people who live in the selected place, who have recently visited it, or travelers:

Find the area itself through the search (regions, settlements) or specify using a marker. The range is also configurable. Several places can be marked. nine0003

Gender, age, languages ​​ . Everything is clear here. To set up targeting, proceed from your knowledge of the target audience of your business.

Demographics and interests . This group of targetings is called "detailed targeting" on Facebook.

Start entering the estimated interest of your target audience in the field. Facebook will immediately offer tips, and also inform you about the hypothetical size of the audience when you hover the cursor:

If you click on the button "Recommendations" , Facebook will offer you several related interests that it thinks you can add to your targetings:

If you want to target more precisely, there are two more settings:

1. "Narrow audience" - so you add a strict condition (users have all the specified interests at the same time).
2. "Exclude people" - this is how you remove people with a particular interest from the audience.

   In menu "Links" you can add people who have interacted with your Facebook page, app, or event invite:

   Specify placements and budget . Facebook has a large number of placements for placing your ads. In this case, we are interested in Instagram.

   In his case, he will also have to make a choice: show your ads in the social network feed, Stories, on the "Interesting" tab on Instagram, or in several places at once. Stories ads are primarily a visual impact tool. If you need to use a lot of text, opt for the Ribbon. nine0003

Below you can select the type of mobile devices on which ads will be displayed. As a rule, this is useful for mobile app sellers on Android or iOS.

Set the budget (daily or for the entire duration of the campaign), as well as the start and end of the campaign, if applicable.

We recommend starting with a small budget, after the test, evaluate the results and make changes.

3. Create ads

• Go to the "Advertising" section on the left. nine0008
• Specify identification data - how your company will be presented in advertising.
• Select a format.

Please note that only Single Image or Video and Carousel options are available for Stories (images are displayed one after the other).

Carousel is good for advertising several products at the same time. "Selection" - for a spectacular and versatile presentation of one product. In many cases, however, a minimalistic solution with a single media file will work. nine0003

Select pictures and videos. Facebook provides stock images and allows you to use them in your ads. However, unique photographs - high-quality and natural, evoking emotions - are now more valued in advertising.

We recommend that you run a split test: choose several options for images, so that later you can choose the most converting one.

Next, fill in the ad with text and other data. Facebook will show you how the ad will look in the preview. nine0003

Done! If you have filled in all the required fields in the settings and deposited money into the balance, the ad will be sent for moderation.

A step-by-step guide to launching advertising on Instagram for beginners

Meta Platforms Inc., which owns the social networks Facebook and Instagram, was recognized as an extremist organization by a court decision dated March 21, 2022, and its activities in Russia are prohibited.

Instagram is one of the most popular social networks. As of April 2020, Mediascope estimates its monthly audience in Russia at 61 million people, 28 million of which check the feed daily. This is the fourth most popular social network, users spend an average of 30 minutes a day on it. nine0003

72% of users have an average or higher income level, 10.5% work in managerial positions. Instagram ads are the right tool to tell these people about your products and services.

WEB-Index Mediascope about the audience of Instagram

Instagram belongs to Facebook, so you can run ads here in two ways: through the Facebook advertising account and through the Instagram application itself. If you run ads through the Facebook advertising account, then you will have access to all the features of this tool: retargeting pixel, dynamic creatives, detailed statistics. When launched through the application, there are fewer opportunities, but the interface is simpler and it will be faster to launch ads. In this guide, we'll take a look at both tools. nine0029

Content:

Preparation
How Advertising works on Instagram
Register Account
We Connect the Business Profile
We fill out the Account

Run the advertisement through the Instagram
EXCHOUGE
We will prohibit the history Facebook
Creating a campaign and choosing a goal
Setting up an ad group
Making an ad

Subtleties of advertising on Instagram

We will summarize

Read also:

Promotion on Instagram yourself

Full guide on how promotion on Instagram

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How advertising on Instagram works

Advertising on Instagram is targeted. This means that you describe the target audience - its interests, geography of residence, demographic characteristics - and the social network looks for such and users and shows ads to them, and not to everyone in a row. nine0003

We have a step-by-step guide to working with Instagram for business. Let's recap the key steps you need to take to get your account ready to run ads.

Registering an account

If you plan to launch advertising through your Facebook account, then you may not need an Instagram account - a company page on Facebook is enough. But if you want to communicate with users directly on Instagram and show them more information about the company and products, then register an account for this. nine0131 
You can create an account through an application on a smartphone or in a browser on a laptop or computer. To do this, you need mail, phone or Facebook account.

Registering an account in the app

If you don’t have the Instagram app on your smartphone yet, download it from the store:

Instagram on Google Play

Instagram on the App Store

to which you want to link your account. Enter the verification code, create a password, and enter your date of birth. nine0003

Registering an account in the browser

Open the registration page in the browser. You can log in to the social network with your Facebook account or create a new one. To do this, enter your phone number or email address, create a username and password. On the next screen, enter your date of birth, then the confirmation code that you will receive by mail or SMS.

The easiest way to use Instagram is from a mobile device, so we recommend downloading the app anyway.

Connecting business profile

A business profile is a commercial Instagram account linked to a company's Facebook page. It differs from the usual one in a set of additional features:

• You can view statistics of publications and stories, detailed information on account subscribers: their geography and demographics, the number of subscriptions and unsubscriptions for the last week.
• You can add information about the company: opening hours, address, phone number.
• You can add a button for communication: when you click on it, the user will see your mail or be able to call immediately. nine0008

Compare what a regular profile and a business profile look like from the side of the account owner:

Regular profile

Business profile

burger menu in the upper right corner → "Settings" → "Account" → "Switch to professional account".

Instagram will clarify which category you belong to: "Author" or "Business". The first option is suitable if you are a blogger and develop a personal brand. If you have a company or a store, use the second one. nine0003

Specify which category your goods and services belong to, specify contact information. Then link your Facebook account and specify the business page that your Instagram profile will be linked to. If there is none, you can create it here.

Filling the business page will not affect the operation of the advertisement. It is worth paying attention to two points:

• When creating a page on Facebook, indicate the correct category of your business, Instagram will use it for the business profile. nine0008
• If you run ads through your Facebook account without an Instagram account, the system will use the cover and title of this business page in the feed, so it's better to choose a good avatar and name.

Creating and filling an account

Account name, avatar, name and description

Advertising can also be launched from an empty profile, but if a user becomes interested in an ad and opens a page with nothing on it, he may lose interest and leave. Therefore, we recommend filling in information about yourself - adding an avatar, name and profile description. nine0003

Pay attention to the avatar and title - this is what the user will immediately see in the feed of publications and stories. We recommend choosing those that will reflect the essence of your business, while being quite simple. For example:

Choose a suitable name - it will be displayed in the search under the account name. The name can contain up to 30 characters. It is worth adding keywords here: occupation, niche, geography and other characteristics that do not duplicate the account name. For example, “Land Law Lawyer” or “Fast Flower Delivery in St. Petersburg”. nine0003

Add a description for the account, it can be up to 150 characters long. Tell us what you do, add information about promotions and special offers, if necessary, indicate the hours of operation or the exact address.

A good description will help develop both the business account and the individual author. The account of the Keep Looking network is displayed one of the first on the request "Beauty salon". And the founder of the Generation Z online school develops a personal brand and tells why it is worth subscribing to.

First publications

If you have a new account, before launching an advertising campaign, place posts on a couple of scrolls with detailed information about goods or services, delivery terms, prices, and benefits. Show the product from different angles, share customer reviews.

These publications are needed to convince the user who went to your profile from advertising to buy your product, sign up for a service or order a service. So pay attention to the images, videos, and text you will be using. nine0003

In addition to posts, you can also post several stories at once and add them to Highlights, a feed of saved stories. Stories can be divided into groups, for example: product information, delivery information, reviews. Or a separate group for each category of goods or services.

For most products and services, keep in mind that the easier it is for a user to get additional information about your offer, the more likely the ad will work. The design of the profile in this regard works like a good landing page design - it does not convince by itself, but helps the visitor make a decision in your favor. nine0003

If you have a physical product, like Dodo Pizza or Boca furniture studio, tell us about it in the feed. If you have services, share cases, work principles or stories of employees like the Huge agency:

Dodo pizza feed

Boca furniture studio feed

Huge agency posts feed

As a result, you have an account with a suitable name, name and description, contacts are filled in, there are first publications and saved stories - it is easy for potential customers to understand what you offer and whether they are interested in it. Great, you are ready to start advertising. nine0003

Running ads through the Instagram app

If you have connected a business profile, you can run ads directly from the app on your smartphone. It’s convenient — it’s just a few clicks before the ad starts. On the other hand, there are fewer options available than when working with the Facebook account.

You can only promote posts and stories through the app that you already have in your account. So first post all the content you plan to promote. Please note that you can't promote IGTV posts right now. nine0003

Promoting the publication

Destination

Open the publication that we will use in advertising and click "Promote". If you are running ads for the first time, the application will tell you more about where you can send traffic: to your profile, to a website, or directly to direct. The first option is suitable if you want to attract new subscribers. The second is if you are promoting the site. The third is if you want to immediately engage the audience in communication, for example, so that they request a catalog. nine0003

Ivan's is an online course for students and recent graduates. On his Instagram account, he publishes useful materials on the subject of the course: potential students sign up, get acquainted with free materials, gain confidence and then pay for the course. The account has both native posts with tips and life hacks and commercial posts promoting products.

Ivan connected a business profile and filled out the feed:

On the one hand, advertising on Instagram for Ivan is an account development tool. So when promoting native publications, he specifies the profile as the destination: users see useful content and subscribe to the account. On the other hand, it is a source of traffic to the site. So in commercial publications, he sends customers to a landing page: users see an interesting offer and go to the site. nine0003

If you select a website as a destination, the application will pull up the address specified in the profile settings. Here you can also edit the call to action if you are sending traffic to the site. By default, it is "Details", you can choose another one, to do this, click on the small "Edit" link in the "Your site" item.

Select the appropriate text on the button and click Finish. Then - "Next" in the upper right corner on the screen for choosing a destination.

Room

Let's move on to setting up the audience that will see your ad. You can trust the algorithms and select the "Automatic" option, then the social network will look for users who are similar to the account's current subscribers. This is a convenient option if you have an organic and active base that is interested in your products and services - in this case, Instagram understands which users to look for.

If you don't have many followers yet, or if they follow you because of contests and not for your content, it's better to set up the audience yourself. To do this, select "Create your audience". Here you can specify the geography, interests, and demographics of your audience. nine0003

Specify the geography of potential customers in the "Locations" section. In the "Regional" tab, you can specify all the cities or countries that you plan to cover. In the "Local" tab, you can specify a specific address and the radius around it, from 1 to 30 kilometers. Convenient if you are looking for clients for a local business, such as a coffee shop or a beauty salon. Or if you have a limited delivery radius.

In the "Interests" section, in the free form, enter the interests for which you want to reach users. For example, "travelling", "cars", "raising children". Select the appropriate item, and the system will suggest similar interests. nine0029

Specify the age range and gender of the audience. For example, ads can be shown to women between 18 and 35 or men over 30.

Sometimes Ivan publishes entries that are aimed at readers from Moscow, and sometimes at those who live in the regions. When promoting different posts, it uses different geography settings. But interests usually do not change, its subscribers are actively interested in self-development, career, business.

"Places" is a mandatory section, "Interests" is an optional section. The application will tell you how many people match this set of descriptions. If the potential audience is small - usually less than 2500 users - the system will tell you that the potential reach is too narrow. Advertising in this case may be ineffective - few people will see it. To fix this, you can expand the geography and age range, or add additional interests. nine0003

Add a name and click "Finish" - the audience will be saved and you can use it for future campaigns.

Budget & Duration

Specify the daily budget for the campaign - from $80 to $20,000 - and the duration in days - from 1 to 30 days. low budget and short duration.

Ivan promotes each post from three to six days. He thinks so: less than three days is too short, the algorithm may not find the right audience. More than six days is a long time, the same people can come across the same post several times. And in the range from three to six, it is optimal: even if the algorithm shows campaigns to the same people, they will constantly see different content. nine0003

There are exceptions: if Ivan publishes a very important and viral post, or he announces a new product or event, then he runs the ad longer, up to 14 days. In this case, reach is important to him, and he does not worry about repeat impressions.

The campaign is ready to start. You can click "Promotion Preview" and see how users will see your ad in the feed, in stories, and in the "Interesting" section.

Add a PayPal card or account from which you will pay for advertising. Click "Payment", select a country and enter payment details. If you run ads from Russia, then keep in mind that the system will additionally charge VAT - 20% of advertising costs. That is, if the total campaign budget is 10,000 rubles, then in fact you will pay 12,000 rubles. nine0131 
Click Create Promotion. The ad will go for moderation.

Promoting a story

Promoting a story works according to the same principle — choose one of the published stories, indicate the platform to which you want to lead customers, describe the audience, set the budget and send it for moderation.

You can promote a story that you have posted within the last 24 hours, that is saved in your Instagram Highlights or is archived. Open the story, click on the three dots in the bottom right corner and click Promote. nine0003

There are several restrictions when promoting a story:

• You cannot promote stories with clickable elements: hashtags, polls, user marks.
• Stories that may violate the rights of others, such as gifs or masks from the Instagram collection, cannot be promoted.
• You can't promote stories that were published too long ago, the statute of limitations is about two years.

Tracking performance

You can track the results of your ads in the Promotions section of your profile page. For each promotion, the application will show the number of impressions, audience parameters, budget expenditure. nine0029

We launch advertising through the Facebook account

To launch advertising through the Facebook account, you need to set up a campaign, an ad group and the ad itself. At the same time, in the placement settings of the ad group, you need to specify only Instagram, then ads will not be shown on other sites. Let's go in order.

Read also:

A guide to launching Facebook ads for beginners

Understanding the intricacies of advertising through Facebook

If you haven't run ads on Facebook yet, first create an account. On any page of the social network, click on the arrow in the top bar and go to the "Facebook Ads" section. On the new page, click "Create an ad" in the top menu and accept the non-discrimination policy. After that, the "Manage ads" item in which your account is located will become available in your menu.

Click "Create" in your advertising account. During the launch of the first advertising campaign, the social network will ask you to specify additional parameters: your country of residence and time zone, the currency in which you will pay for advertising, and the details of your PayPal card or account, QIWI wallet, Yandex. The money from which you will pay. nine0003

Creating a campaign and choosing a goal

The first step to launch an ad is choosing a goal. There are three categories to choose from: Awareness, Considerations, and Conversions.

Awareness is fine if you just want to talk about a new product. For example, Coca-Cola can announce a new flavor of soda in this way: they don’t so much need the user to go to the site, but rather that he remembers the new label and remembers about it in the store.

"Consideration" is suitable if you want the user to become interested in the product and interact with the advertisement in some way: watch the video, go to the site, like it, install the application that you are promoting. nine0003

"Conversions" is suitable if you want users to perform a specific action on the site: register for an event, put an item in a cart, leave a request. For ads to work effectively, you will need to set up the transmission of events from your site to your ad account.

The logic of the algorithm depends on the goal you choose — which user it will show ads to. For example, if you select the "Traffic" objective, then the algorithm will show the ad to those users who are more likely to click on a button or link. It works like this: the system will show ads to the first group of users and mark those who take the desired action. And then, according to various parameters, it will look for others who are similar to them in profile and behavior and will also follow the link with a high probability. nine0003

Alexey has an online flower shop with a pickup point on Taganskaya. Instagram for him is a way to attract customers to the site, talk about products. Alex uses the "Traffic" objective to get as many clicks to the site as possible. Let's see what other settings he uses for promotion.

Add the name of the campaign. For campaigns, ad groups, and ads, it's best to use names that you can refer to in the future. If all campaigns are called "Advertising", then to find the right one and fix something in it, you will have to make a lot of clicks. Use a clear description in the title, such as "Outreach campaign in Moscow, August" or "Traffic to the site by interests / Regions". nine0029

Check whether you will conduct an A/B test as part of the campaign. If yes, then you will be prompted to create different ad groups that may differ in design, placements, and audiences.

Specify how you plan to manage the budget: at the level of the entire campaign or each individual ad group in this campaign. That is, set a general limit for all groups at once, or a separate limit for each group. If you choose to optimize the budget of the entire campaign, then specify the daily or total campaign budget and the bidding strategy you want to use. nine0029

If this is your first time setting up ads, click the "Set up ad account" button. Facebook will ask you to enter your country, currency, and time zone. If you have already created advertising campaigns, click "Continue".

Set up the ad group

The next step is to set up the ad group. Ads in the same group will have the same audience and placements. If you want to create ads for a different audience segment, you can create a new ad set within the same campaign. For example, one ad group for school supplies might be for students and another for their parents. nine0003

Enter a name for the ad group. Choose where you plan to send traffic: to a website, to an app page, or to a conversation in Messenger or WhatsApp.

You can check "Dynamic creatives" if you have multiple options for images and accompanying text. The advertising system will show users different options and determine the most effective ones.

Specify the parameters of the audience to which you want to show ads: their geo-, demographic characteristics. Click "Edit" next to "Detailed targeting" to specify additional parameters: interests, education level, marital status, devices used, and others. In the block on the right, the system will show what audience size you can potentially reach. nine0003

Aleksey knows that his main clients are women from Moscow who are already thinking about home comfort and are interested in gardening and interior design. Alex uses this information to set up audience settings.

In the "Placements" section, select the "Manually select placements" item. In the block that opens, uncheck the "Facebook", "Audience Network" and "Messenger" platforms. You can then choose where on Instagram you want your ads to appear: in the main feed, Explore feed, or Stories. nine0131 
If you didn't select budget optimization at the campaign level in the previous step, then in the "Budget and Schedule" section, specify a daily or total budget and bid strategy. For some purposes, for example, "Traffic", you can specify a control price - this is your expectation of a price per action: click, install, button click. The final cost may vary, but the system will take into account your expectations when selecting places to display your ad.

Click Continue.

Making an announcement

Enter the name of the announcement. In the "Company identification" block, select on behalf of which page you place ads. If an Instagram account is linked to this page, you can select it in the "Instagram Account" section. If not, then you can promote ads from a Facebook page.

If you have specified an Instagram account, you can select one of the publications existing in it or create a new one. If you create a new post, it will not be reflected in your account - this is convenient if you do not want to show sponsored posts in your profile feed. nine0003

You can use the "Carousel" format, which consists of several objects and captions, or "Single image or video".

Upload media objects: pictures and videos. Click "Add Media" and choose from already uploaded media or add new ones. If you plan to advertise in Stories, upload a separate image with an aspect ratio of 9:16 for this purpose.

Add ad text, provide a link, select a call to action to be displayed in the ad. If you chose the Carousel format, then add them for each card. nine0003

Please note: if there are two or three cards in the gallery, the user will see all of them when advancing in stories. And if there are more cards, then the user will see the first three, and the "Open story" button will appear in the interface. A person will see the rest of the cards only if he clicks on it. The link is invisible, so some users may not see other creatives.

Aleksey uses a gallery for advertising: this way you can show more plants and some of them will surely interest a potential client. He adds a short description to each image: what kind of plant it is, who will like it, what interior it will suit. For example: “Unpretentious, but spectacular: suitable for owners who are not ready to spend a lot of time on care, but want to please the eye every day. It will fit perfectly into a bright, spacious interior. nine0003

If you have an online store on Tilda and a product catalog is connected, you can automatically generate a gallery from it.

Select whether you want to collect information about users who see and interact with ads using the Facebook pixel.

Click Confirm. The ad will be sent for moderation.

Promotion with the help of the Facebook advertising account provides flexible opportunities for experimenting with advertising. We talked about them in a detailed guide to advertising on Facebook, pay attention to:

Pixel. It will help to save information about users who have already seen your ad and interacted with it or performed a certain action on the site.

Catalog. It will be useful if you have an online store and want to promote your products.

Dynamic creatives. The tool will be useful if you have a lot of ideas for advertising design, but you don't know which ones will work best.

The subtleties of advertising on Instagram

Advertising on Instagram must comply with the same rules as on other Facebook sites. Here are a few more recommendations that the social network gives for setting up ads. nine0003

Use a separate image format for Stories ads

Don't use the same media for feed and story ads. Prepare a separate version of the creative with a 9:16 aspect ratio and use it for ads in stories. And for the ribbon, leave the standard rectangular or square image. Please note that if you promote the gallery through the Facebook interface, then the images in the feed can only be square.

Do not overuse text on creatives

Facebook has a negative attitude towards images, more than 20% of which are text. This can lead to the fact that ads will scroll more slowly and fewer users will see them. It is better to put the text in the description, and leave the image clean.

Consider the interface

If the image has text at the very bottom or top of the screen, the interface elements will overlap it: at the top - the profile icon, at the bottom - the call to action. To prevent this from happening, place them at a distance of 14-15% of the height from the top and bottom edges. If you are using an image that is 1600 pixels tall, back off 220-250 pixels. nine0003

Don't forget that the user can turn off the sound

If you decide to promote the video, don't forget that the user can view it without sound. If you plan to convey important thoughts with your voice, then duplicate them with subtitles so as not to lose such users.

Check your account statistics

See which of your posts get the most engagement: likes, comments, bookmarks. It is probably worth using such recordings for advertising - they resonate most with your audience. nine0003

Promote new products, services, and offers

Instagram promotion is a way to promote an upcoming sale, new product launch, or special offer. Advertising will help convey information about the new product to an audience that may be interested in it.

Don't delay when using video in Stories

A story is only 15 seconds long - don't put off showcasing your product or brand. If you use a long introduction, then some users may simply go to the next publications and not even figure out what you offer them. nine0003

Show, don't tell

Show users the product in action: how other people use it, what are the non-standard uses for it, tell how you work on it. Tell a story, not just describe the benefits of a product.

To summarize

Advertising on Instagram can be launched in two ways: through the Facebook advertising account and directly in the Instagram application.

Prepare your account for launching ads: add an avatar, description, website link, contacts. Post several posts that will help users get to know your offer better. nine0029

Switch your account to a business profile. To do this, you need to link your Instagram profile to a Facebook page. It will take only a few clicks, but additional features will open up: you can view statistics, add information about the company and run ads through the application.

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