Advertising on Instagram

Advertising on Instagram is easy. The best way to do so is through your Facebook advertising account Ads Manager.

1. Log into your Facebook account

2. Look down the left-hand navigation links until you see Ads Manager. Click on it.

3. On the next page, you will see the reports for your most recent ads. Above Campaign Name, you will see a green button that says +Create. Click on it.

4. On the next page, you will see Quick Content Creation. If you want to create the ad from scratch there, you can. Or, click on the button on the top right for Guided Content Creation.

5. Choose your marketing objective. The objectives are grouped into Awareness, Consideration and Conversion. The three objectives have different ad formats underneath.

6. Imagine you want to grow your email marketing list. Gaining more subscribers or potential customers is known as lead generation. Therefore, you would click on the lead generation link to start creating a Facebook lead ad.

In addition to getting subscribers, you might want:

  • Awareness-people can’t do business with you if they don’t know you exist.
  • Traffic-this is important for any website trying to sell products and services, or make money by running ads.
  • Reach-people getting to see more of your content
  • Engagement-Getting more Likes, Comments and Shares can make your company much more visible on Facebook and Instagram.
  • Video views – it takes a lot of time and effort to create a good video. Make the most of this opportunity by promoting each video you create.
  • Conversions – This format will track what potential customers do, such as making a purchase at your site.

6. Follow the instructions for the ad format based on your objective: You will need a high-quality image, an interesting headline, words for the ad, with a description of what you are advertising, a call to action, and an URL for them to visit or a page to click through to.

In your wording, make the value clear—they should click through, for example, in order to get a free special report they can download in exchange for their email address. This is the lead generation format.

For the image, make sure that it only has 20% writing on it. A book cover would be a problem under this rule, for instance, but as a small part of a whole image, it should be all right. More than 20% may be the reason for Facebook to reject your ad.

7. Check the wording carefully: Make sure there are no errors and the ad and any other pages, such as the signup page for subscribers, looks the way you wish.

8. Publish the ad. Wait for it to be approved.

9. If it is not approved, make the suggested changes and try again.

10. Once it is approved, check your ad campaign results reports, also referred to as analytics or metrics. Check how well it is performing on Instagram. Click on the name of the ad you are running. Look on the far right of the page for something that looks like a bar graph.

Click on it. A new window will slide open to the left. On it you will see three tabs across the top:

  • Performance
  • Demographics
  • Placement

Click Placement.

11. On the next screen, you will see a bar chart that shows how many people have seen the ad and how much you have spent. The bars are:

  • Facebook
  • Audience Network
  • Instagram
  • Messenger

12. Check the devices if you wish

On the far right, you can see Device Type. The default is Mobile and Desktop. Toggle to Mobile or to Desktop only to see who your audience is. For Instagram, you will expect Mobile to be higher than Desktop only.

13. Refine your ad based on your reports.