Instagram Ads: see how to configure the platform and improve your ad results
Instagram is one of the most popular social networks in the world and has more than 1 billion monthly active users. Since it was acquired by Facebook in 2012, Instagram has undergone several transformations and currently offers a variety of resources and tools for users, such as Instagram ads, a tool that allows the posting of advertisements and advertisements.
Instagram ads are an excellent way to reach a larger audience and promote your brand, products or services.
In this article I will teach you how to configure Instagram ads to get the results you want. Want to learn?
So, continue reading below
Boost publishing x Ads manager
Firstly, on Instagram ads there are two ways to publish an ad: “boost a post” or “create an ad through the Business Manager”. While both options are paid and allow you to reach a larger audience, there are some key differences between them.
Boost a post
Boosting a post on Instagram is a quick and easy option to increase the visibility of your content. This way, you are paying for the platform to reach more people than you would reach organically.
Although boosting a post is simple and can bring some results, it is important to note that you have less control over the ad's performance. Because, the targeting for a boosted post is more limited, only allowing you to choose an audience based on age, location and general interests. The boosting process is very simple: just choose an existing post on your profile, define the target audience, budget, campaign duration, and that's it.
Business Manager
On the other hand, creating an ad through the Instagram Ads Business Manager offers more targeting options and control over the advertising campaign. You must choose the ad objective, the format (image, video, carousel, among others), segment the target audience more precisely, set a daily budget and determine the duration of the campaign.
Business Manager also offers the ability to create ads on Instagram Stories and Instagram Shopping, allowing you to reach a broader and more specific audience.
Additionally, you can follow more detailed metrics about ad performance, such as: click-through rate, cost per conversion, impressions and reach.
Setting up your Instagram ads account
Before you can start creating Instagram ads, you'll need to set up an ad account. To do this, follow the following steps:
- Access your Instagram account and click on the gear icon in the top right corner of the screen.
- Click on “Ads” in the “Settings” section.
- Select “Create an ad account” and follow the instructions to fill out your contact and payment information. However, I recommend that you first create an account in business manager and thus link your Instagram profile
- Once you've created your ad account, you can access it through Facebook Ads Manager.
- Defining your ad objectives
Define objectives
Before creating an ad on Instagram, it's important to define your objectives and goals. You have the option to choose, for example:
- Brand recognition: increase your brand’s visibility to a larger audience.
- Conversion: increasing sales or specific user actions, such as making a reservation or signing up for an email list.
After defining your ad goal, you can choose between several types of formats on Instagram ads, such as:
- Single-image ads: An ad with a static image or video.
- Carousel Ads: An ad with multiple images or videos that users can swipe through.
- Video ads: An ad with a short video.
- Collection ads: An ad with multiple full-screen images or videos that highlight products.
Configure the target audience
In addition to setting goals, it is essential that you set up your target audience correctly before using Instagram ads. The platform offers a variety of targeting options, including age, location, interests and behaviors.
So creating a custom audience includes people who have already interacted with your brand on Instagram or elsewhere online. Additionally, Instagram also allows you to create a lookalike audience, which is a list of people with similar characteristics to your existing audience.
Set your ad budget and timeline
Before launching your ad, it's important to set your budget and timeline. You must choose between a daily budget or a lifetime budget for your ad.
The daily budget is the amount you are willing to spend in a single day for your ad. The lifetime budget is the total amount you are willing to spend throughout the ad's running period.
You will also need to set your ad timeline, i.e. how long your ad will run. Instagram ads allow you to choose between running your ad continuously or setting a start and end date for your ad.
Ad content for Instagram ads
Creating your ad content is one of the most important parts of the setup. Well, you need to create material that catches the target audience’s attention and conveys your brand’s message.
When creating your ad content, make sure it complies with Instagram's advertising policies. Additionally, use attractive images and videos that catch your audience's attention.
You also have to add description text to your ad, which appears below the image or video. Try to opt for short and direct texts, so that users can easily understand the ad's message.
Ad performance analysis
Performance analysis must be done based on the definition of your objectives. By setting clear goals, you can evaluate the success of the campaign and make adjustments to improve results.
Setting up an Instagram ad can seem complicated at first. But by following the steps correctly and paying attention to the tips mentioned, you will create attractive and effective ads. Instagram ads are a powerful platform for reaching a broad and engaged audience, and investing in ads brings great results for your company.
Finally, remember that Instagram ads are constantly evolving. New features and ad formats are added regularly, so it's important to stay up to date with what's new and test them in your ad campaigns. Stay tuned to our blog and receive all the news first hand. Be sure to also follow us on social media (Instagram, Facebook ou LinkedIn) it will be a pleasure to see you there!