Instagram Ads: A Complete and Effective Guide to Advertising on Instagram in 2019

Instagram Ads: A Complete and Effective Guide to Advertising on Instagram in 2019

If you’re not using Instagram ads, you’re leaving a lot of money on the table.

Using display ad or paid search through Google is a good form of digital marketing. Advertising on Facebook, LinkedIn, Twitter and niche industry-related social sites is also good. However, Instagram Ad comes with certain perks.

If you run a business in this era, you should not ignore Instagram Ads.

So, what makes Instagram ad important? 

According to Statista, there are over 800 million active users on Instagram, and the users keep increasing each day. 

So far:

  • Over 40 billion pictures have been posted on Instagram. 
  • About 33% of internet users between the ages of 30-49 use Instagram.
  • 59% of internet users between the ages of 18-29 

With such numbers, it’s clear that running Instagram Ads is a great way to improve your business sales, brand awareness and reach your target audience. 

What is Instagram Advertising

Instagram advertising means paying for your visual and text content on the Instagram platform to reach a larger and more targeted audience.

Although businesses/ individuals have various reasons to advertise, Instagram ad is often used to grow brand exposure, generate new leads, website traffic, and move current leads down the conversion funnel. 

Launching an Instagram Ads campaign requires you to have a Facebook Page. (if you have a Facebook account, you can create a Facebook page).

Is Instagram Advertising Right for Your Business?

If your end-users are humans, then the picture sharing app is right for your business. According to Instagram, 60% of Instagram users admit that they discover new products on the platform, and 75% of Instagrammers take action after being inspired by a post.

This leads to the pressing question: ”Who uses Instagram?” Is it just millennials and Gen Z’s taking selfies for the gram? What about older populations? Are they “gramming” too? 

Instagram uses demographic data from Facebook’s to serve up ads to the appropriate parties. This makes it easier for advertisers looking to target a niche audience because Facebook already has a thorough history and demographic targeting options.

 According to The Manifest, Baby boomers (ages 55+) and Generation Xers (ages 35-54) use Facebook most frequently, followed by millennials and then Generation Zers. Also, more than 70% of Generation Zers (77%), millennials (77%), and Generation Xers (72%) prefer posting images. 54% of baby boomers watch video content, and adoption rates for Boomers are continuing to increase as their comfort with social media grows.

Instagram Ads: A Complete and Effective Guide to Advertising on Instagram in 2019

For every generation, there’s no stopping the adoption of Instagram. If your target audience is human, Instagram is a good place for your business.

 Why use Instagram ads?

Instagram Ads is fully integrated with Facebook Ads. This means you get a combined benefit of Instagram’s high engagement and Facebook’s superior campaign, diverse formatting, customization options, and assorted targeting capabilities

According to Yotpo, Instagram users are 58x more likely to engage with branded content on Instagram than on Facebook. The research also found that Ads recall on Instagram is 2.8x higher than ad recall from all other social networks.

Not only are they more likely to click or like the ad, but they’re also more likely to remember it. Instagram Ads is the ideal solution, letting you pay to ensure that your content is seen.

How much does it cost to run a sponsored AD on Instagram?

Instagram’s advertising pricing models function almost like Facebook Ads. If you’ve never advertised on Instagram platform, it’s easy to get started. If you’re already familiar with Facebook Ads, starting your first Instagram campaign is pretty straightforward.

Because Instagram works primarily as a visual platform, ads on Instagram are typically priced using the CPM (cost per mille) model. According to consultant Keith Baumwald, Instagram ads cost less than Facebook’s. Not too long ago, CPMs on Instagram used to be considerably lower than CPMs on Facebook.

Today, the gap between the costs of advertising on Instagram vs. Facebook is reducing. Hence, costs across both platforms are closer. When Instagram started its Ad across the platform, average CPMs were roughly between $5 and $6.50. Now, they’re inching closer to the $10 CPM mark – almost the same price as Facebook. Although brands pay more for Instagram Ads than they would have even a couple of years ago because user engagement on IG is stronger than most social media platforms

Instagram Ads: A Complete and Effective Guide to Advertising on Instagram in 2019

According to the figure above brands are crushing it on the Gram. As the social media platform can conveniently boast the highest engagement statistics of any social media platform by far. 

Do your followers see your Instagram Ad Post?

When you sponsor content on Instagram, you select your target audience for your promotion. (It’s recommended that you create an audience based on the types of customers you’d like to reach). If your follower is within your target market, he/she will see your promotion, and the original version of your post on your Profile. This post can still be seen by anyone who visits your page as well as in your followers Instagram feeds.

Do Instagram Ad show on Facebook and vice-versa?

Advertisers can add Facebook ads to Instagram ads campaigns through both Ads Manager and Power Editor by simply checking the “Instagram” box under the ad set’s Placement section. According to Facebook, businesses that combine Instagram ad with Facebook ad 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.

 5 Easy Steps to Start Advertising on Instagram

As an advertiser, you can choose to configure your ads through Power Editor or Facebook’s Marketing API. For this post, we’ll focus on creating ads through Facebook Ad Manager, which is the most common method due to its ease-of-use and the ability to customize these ads to a higher degree than what is possible within the app itself.

Note: Instagram has no specific Ad Manager. Instagram ads are managed through the Facebook Ads UI. While configuring Instagram ads is not too complex, there are certain steps to take when starting:

1) Start your journey

To start your ad journey, via ad manager within Facebook, simply follow this link. Ensure you are logged into the right Facebook account.

2) Set Your Campaign Goals and Objective

The goals listed are named in a self-explanatory manner. If your marketing aim is to increase traffic, select the traffic goal. If you are looking to increase brand awareness, choose the brand awareness goal. 

Note that, Instagram ads only work with the following goals:

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

3) Configure Your Target Audience

Instagram Ads: A Complete and Effective Guide to Advertising on Instagram in 2019

You need to target the right audience to get your ads to the appropriate people. This is the true beauty of Instagram ads: You are not just relying on Instagram demographic, but you will also be using Facebook’s depth of demographic knowledge to reach the right people.

Here’s a list of your targeting options, which can help you to get a precisely targeted audience.

  • Location: you can target a country, region, state, city, zip code, exclude or include certain places
  • Age: Facebook allows you to target age 13 to 65+
  • Gender: Choose between all, men, or women
  • Languages: Except for the language you are targeting is uncommon to your target location, Facebook recommends leaving this blank. 
  • Demographics: Under “Detailed Targeting” you’ll find demographics, which has several sub-categories with more sub-categories.
  • Interests: Interests is also under “Detailed Targeting” with multiple sub-categories. For instance, if you’re looking for people interested in fiction books, science fiction movies, and aviation. 
  • Behaviours: Behaviors can also be found under “Detailed Targeting” option with multiple sub-categories to explore. Subcategories range from purchasing behaviours, anniversaries, job roles, or other behaviours. 
  • Connections: Here you’ll be able to target people connected to your page, app, or event.
  • Custom Audience: This tab allows you to upload your list of contacts. Allowing you to target leads already in your pipeline or customers whom you’re looking to upsell.
  • Lookalike Audience: This will allow Instagram to find people who have similar traits to your other audiences.

4. Choose Your Placements

This point is important if your campaign goal is to only show ads on Instagram. If you ignore this step, Facebook will allow your ads to appear on both platforms.

If you have content that you’ve created specifically for Instagram, select “Edit Placements”

 Instagram Ads: A Complete and Effective Guide to Advertising on Instagram in 2019

You can then specify Instagram as a placement. You can also specify if you’d like these ads to appear in the feed and/or the stories section of the platform.

5) Set Your Budget and Ad Schedule

 You can pause or stop your campaign at any time if you feel your budget is not being properly allocated. Advertisers typically lean towards daily budgets, because it guarantees your budget won’t be spent quickly. Lifetime budgets allow you to schedule your ad delivery, so there are pluses and minuses to both options. 

Bottom Line

Is Instagram promotion worth it? Yes, it is! Although Instagram Ads can boast of a rich engagement and conversion rate, they are not miracle workers. If you don’t create quality and relevant content for your account, you won’t get the desired result. (even if you invest a ton of money), 

Therefore, it’s paramount to find a happy medium between quality content and investing. We hope you have gained insight on the theoretical basis for using Instagram Ads in this article. The next thing left is to apply what you’ve learnt. 

How else can we help you with your Instagram Ads?




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