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Instagram Ads // A Quick Guide to Ads Manager

SMPerth // 04th July 2017

Instagram is becoming the social platform of choice for many brands and advertising on the platform is an excellent way to get noticed.

With the introduction of stories, there are now even more ways to advertise on Instagram!

It can get a little daunting with so many options and tools for creating ads on social media – Which one? How do you do it? What is best practice?

To help ease the pain a little we are going to to take you through the steps for setting up your campaign and creating ads for Instagram using Ads Manager.

Setting up your ad campaign

Once you have navigated yourself to the Ads Manager section of your Facebook business page, you’ll be prompted through the ad campaign creation

1. Create campaign
Name your campaign so that you can easily identify it in the future (you’ll see why later when you want to review the ads).

2. Set your objective for the campaign.
The objectives available differ slightly from Facebook ads, you can choose from the following;

Brand awareness
Reach
Traffic (for clicks to your website or to the app store for your app)
App installs
Engagement (for post engagement only)
Video views
Conversions (for conversions on your website or app

The objective you choose will depend on which segment of your audience you are targeting and how far along the sales funnel they are.

3. Select your audience
You can define your target audience according to age, gender, location and interests.
Tip: If you are going to be doing a lot of advertising or are running very targeted ads to different segments of your target audience you can save the settings to use them again.

4. Ad placement
You can override the default settings for the ad placement. Though, as Facebook suggests, it may negatively affect your objectives.

5. Enter your budget
You have the option of ‘Daily budget’ or ‘Lifetime budget’. You will also be asked to enter the end and start dates for your ads.
The ‘Advanced Options’ allow you a bit more control over how your budget is spent, though if you are just starting out it is best to leave most of the settings as default.

Creating your ads

Now comes the fun part – creating your ads! Enter a name for the ad and connect the account/page where you would like the ads to appear.

You will need to add your Facebook page here, even if the ads aren’t going to run on Facebook. Also, add your Instagram account if it isn’t already connected by entering the username and password.

In the ad preview section on the right use the drop down menu to select where the ads will appear, this will allow you to see what the ads look like as you create them.

1. Choose your ad format
There are four options:

  • a single image – either traditional square or landscape
  • a single video up to 60 seconds – landscape or square
  • a carousel – users can swipe through two or more images or videos
  • a slideshow with up to 10 images in a looping video

2. Select or upload an image or video
You can either create a new ad or use an existing post from your Facebook timeline. Photos and videos can be added from your library, or there is the option to upload something new to use. Click on the grey icon in the bottom right of the image to crop it so that it fits the dimensions of Instagram.

3. Your ad copy
On the left of the screen you’ll see an area where you can add details for your ad. Include some text in your ad, bearing in mind that Instagram posts do not have headlines or a description.

4. Call to action
Instagram allows you to add a call to action button that links to a website page when people click on it. Select from the options available and enter the web page URL or leave it blank – but why would you?!?

5. Place your order!
Do a review of your ads and the settings, paying close attention to audience and budget. Edit if necessary. Once you’re happy with how your ads look click the big ol’ green button at the bottom of the page. Allow 24hrs before your ads will start to be shown.

Check their performance

Don’t just set and forget – go back and check your ads!

To see the metrics specific to the ads, select the campaign in Ads Manager that contains the ads. In the right column click ‘View Charts’.

You will see data relating to the objective and settings you chose for the campaign. Take note of what worked and what didn’t and use it to inform your next campaigns.

For more detailed information check out Instagram Advertising Basics on the Facebook business help pages.

 

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