Both small and large businesses alike can benefit from Instagram advertising, especially since Instagram has become one of the world’s largest mobile ad platforms with a community of 400 million strong. Advertising is available in different formats such as photo, video, and carousel ads that people can swipe to see additional images and access the call-to-action button.
With enhanced ad formats and unique targeting and buying options, advertisers can raise brand awareness, boost website sales, and increase mobile app downloads. If you have never done this before, it can seem daunting to tackle, but it’s pretty easy once you get the hang of it. Are you ready to get started?
It’s time to roll up your sleeves
According to the social platform’s website, Instagram ads can be purchased and managed through Facebook’s self-serve interfaces—Ads Manager and Power Editor—and Marketing API. If that seems like a bunch of advanced website jargon, fear not. Kristi Hines helps break down this process in bite-sized chunks in her “How to Advertise on Instagram: A Complete Instagram Ads Guide” Social Media Examiner article. Some highlights are included below.
Step One: Connect your Facebook Page to Business Manager. Once you connect your main page to this platform, you can get started with Instagram advertising.
Step Two: Connect the Facebook ads account you want to use for your Instagram ads to Business Manager. If helpful, this is the “Ad Accounts” option in the Business Settings pop-out menu. You will select whether you want to create a new account, claim your existing account, or request access to another company’s account.
Step Three: In that same Business Settings pop-out menu, you will select “Instagram Accounts” to add the Instagram account you want to advertise with to Business Manager. You will be asked to supply your account details including your Instagram username and password. Business Manager will then prompt you to link your Instagram account to the Facebook ads account you want to use to create Instagram ads.
Step Four: Set up your campaign. Visit the link to Power Editor (Business Manager tab, Ad Accounts subcategory) to see if you are eligible for Instagram ads. If you’ve never used the Power Editor platform before, you’ll need to download a few things before you can get started.
Once Power Editor is all set, it’s time to create some campaigns using the Create Campaign button, whether it’s an existing campaign or a brand new one. You will choose an objective (Clicks to Website, Mobile App Installs, Video Views), your ad set, budget, schedule, and audience. This platform allows you to access saved audiences as well as create a new one. “Edit Audience” will allow you to see various targeting options.
Now it’s time for placement. If it’s only for Instagram, that will be the only box selected. Optimization and pricing will follow. Delivery options are then selected and the final configuration will be locked down. After it’s uploaded, the new Instagram ad can be accessed in your Ads Manager.
Step Five: Analyze the results. You will need to constantly visit the Ads Manager portal to see how your campaign is faring. You can also compare if Instagram ads are working out better than Facebook news feed ads. For example, what produces the most clicks for a set budget of $100.00? Insights like these will point your business in the right direction for future campaigns.
Perfecting the perfect social media marketing mix
Depending on your business and your audience, different social media vehicles will work differently. If it proves that Instagram isn’t delivering the results that you need, explore other ad formats or a different platform entirely. Campaign results from various social media programs will help light the way on your most successful future path.
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Reference: http://www.socialmediaexaminer.com/how-to-advertise-on-instagram-a-complete-instagram-ads-guide