Instagram Ads

Instagram Ads (Updated for 2023)

What Are Instagram Ads?

Instagram Ad Costs

• Targeting Options: Location, age, gender, interests, and behaviors of your desired audience.
• Ad Placement: Costs may differ between ads shown on Instagram’s various placements (Feed, Stories, Explore, Reels).
• Industry Competitiveness: More competitive industries may have higher advertising costs.
• Time of Year: Ad costs can increase during peak shopping seasons, like the holidays.
• Bidding Strategy: Whether you choose automatic bidding or set your own bids.
• Ad Quality and Relevance: Higher-quality ads with better engagement can have lower costs due to Instagram’s relevance score system.

Types of Instagram Ads

1. Image Ads
   • Description: Single photo ads that appear in users’ feeds.
   • Best For: Showcasing products, promoting events, or building brand awareness with compelling visuals.
   • Specs:
     • Image Format: JPG or PNG.
     • Recommended Resolution: 1080 x 1080 pixels (square) or 1080 x 1350 pixels (vertical).
     • Caption Limit: Up to 2,200 characters, but 125 is optimal.
2. Video Ads
   • Description: Video content that appears in feeds.
   • Best For: Demonstrating products, telling a brand story, or engaging users with dynamic content.
   • Specs:
     • Video Length: Up to 60 minutes for in-feed video ads.
     • Recommended Length: 15 to 30 seconds for optimal engagement.
     • Aspect Ratios: 1:1 (square), 4:5 (vertical), or 16:9 (landscape).
     • File Size: Up to 250 MB.
3. Carousel Ads
   • Description: Ads featuring multiple images or videos that users can swipe through.
   • Best For: Showcasing multiple products, features, or telling a sequential story.
   • Specs:
     • Number of Cards: 2 to 10 images or videos.
     • Image/Video Requirements: Same as image and video ads.
4. Collection Ads
   • Description: A combination of an image or video with a product catalog displayed beneath.
   • Best For: E-commerce brands aiming to make product discovery and shopping seamless.
   • Specs:
     • Cover Image/Video: Serves as the main visual.
     • Product Catalog: Displays product images directly from your catalog.
5. Explore Ads
   • Description: Ads that appear within the Explore feed, where users discover new content based on their interests.
   • Best For: Reaching users who are actively looking to discover new brands or content.
6. Shopping Ads
   • Description: Ads that allow users to shop products directly from the ad.
   • Best For: Businesses with a product catalog looking to drive sales.
   • Features:
     • Product Tags: Highlight products within your ads.
     • Checkout Integration: Users can purchase without leaving the app (in supported regions).
7. Reels Ads
   • Description: Full-screen vertical video ads that appear between user Reels.
   • Best For: Creating immersive content that blends with organic Reels.
   • Specs:
     • Video Length: Up to 60 seconds.
     • Aspect Ratio: 9:16 (vertical).
     • File Format: MP4 or MOV.
     • Sound/Music: Strongly recommended to include audio.
8. Stories Ads
   • Description: Full-screen vertical ads appearing between users’ Stories.
   • Best For: Capturing attention with immersive content.
   • Specs:
     • Image Ads: Display for 5 seconds or until dismissed.
     • Video Ads: Up to 120 seconds, but shorter is better.
     • Aspect Ratio: 9:16 (vertical).
     • File Format: Images (JPG/PNG), Videos (MP4/MOV).
9. IGTV Ads (Now Integrated into Feed Videos)
   • Description: Longer-form video ads that appear in IGTV content.
   • Update: IGTV has been rebranded, and longer videos are now part of the main feed.
10. Ads in Instagram Shop
    • Description: Ads that appear in the Instagram Shop tab.
    • Best For: Retail and e-commerce businesses aiming to reach shoppers browsing products.
11. Instagram Live Ads
    • Description: Ads displayed during Instagram Live videos.
    • Note: Features may vary based on Instagram’s current offerings.

What Can Instagram Ads Do?

• Increase Brand Awareness: Reach new audiences and increase visibility.
• Drive Website Traffic: Direct users to your website or landing pages.
• Generate Leads: Collect user information for future marketing efforts.
• Boost Sales: Promote products and drive e-commerce conversions.
• Encourage App Installs: Promote mobile apps for downloads.
• Increase Engagement: Foster interactions through likes, comments, shares, and saves.
• Promote Events: Advertise upcoming events or webinars.
• Enhance Brand Loyalty: Build a community and deepen relationships with your audience.

How to Advertise on Instagram

Method 1: Promoting a Post In-App

• An Instagram Business or Creator account.
• A connected Facebook Page (now Meta).

1. Select a Post to Promote:
   • Go to your profile and choose the post you want to promote.
   • Tap the Promote button below the post image.
2. Set Up Your Promotion:
   • Destination: Choose where to send people (your profile, website, or direct messages).
   • Audience: Select Automatic (recommended by Instagram) or Create Your Own to define your target audience based on location, interests, age, and gender.
   • Budget and Duration: Set how much you want to spend per day and the length of your promotion.
3. Review and Submit:
   • Verify your payment method.
   • Review your promotion details.
   • Tap Create Promotion.

Method 2: Using Meta Ads Manager

1. Access Ads Manager:
   • Visit Meta Ads Manager.
2. Create a New Campaign:
   • Click the + Create button.
3. Choose Your Campaign Objective:
   • As of 2023, Meta has simplified objectives into six categories:
     • Awareness
     • Traffic
     • Engagement
     • Leads
     • App Promotion
     • Sales
4. Name Your Campaign:
   • Give your campaign a descriptive name for easy management.
5. Set Up Campaign Details:
   • A/B Testing: Optionally set up split tests.
   • Campaign Budget Optimization: Choose to optimize budget across ad sets.
6. Define Your Audience:
   • Location: Target users in specific geographic areas.
   • Age and Gender: Set age range and gender.
   • Detailed Targeting: Include or exclude people based on demographics, interests, and behaviors.
   • Custom Audiences: Use data from your website visitors, email lists, or app users.
   • Lookalike Audiences: Target users similar to your existing customers.
7. Select Ad Placements:
   • Automatic Placements: Recommended for optimal results.
   • Manual Placements: Choose specific platforms (Instagram only) and placements (Feed, Stories, Explore, Reels).
8. Set Budget and Schedule:
   • Budget: Choose daily or lifetime budget.
   • Schedule: Set a start and end date or run ads continuously.
9. Create Your Ad:
   • Identity: Confirm your Instagram account is connected.
   • Ad Format: Choose from single image, video, carousel, or collection.
   • Media: Upload your images or videos.
   • Ad Copy: Write a compelling headline and primary text.
   • Call-to-Action Button: Select a CTA (e.g., Shop Now, Learn More).
10. Review Tracking and Pixel Settings:
    • Meta Pixel: Ensure your pixel is set up to track conversions on your website.
    • Event Tracking: Specify which actions to track (e.g., purchases, leads).
11. Submit Your Ad:
    • Review all settings.
    • Click Publish to submit your ad for review.

Best Practices for Instagram Ads

• High-Quality Visuals: Use clear, high-resolution images and videos.
• Keep It Short and Engaging: Capture attention quickly; aim for videos under 15 seconds.
• Strong Call-to-Action: Clearly tell users what you want them to do next.
• Mobile Optimization: Design ads with mobile users in mind.
• A/B Testing: Experiment with different creatives and messages to see what performs best.
• Consistent Branding: Maintain visual consistency across all ads.
• Leverage User-Generated Content: Incorporate real customer photos or testimonials.
• Utilize Hashtags Wisely: Use relevant hashtags to increase visibility.
• Monitor Performance: Regularly check analytics to optimize your campaigns.
• Stay Updated: Keep abreast of Instagram’s latest features and policies.

Conclusion