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Getting started with Instagram Advertising

By October 29, 2015Uncategorized

INSTAGRAM

Instagram ads have finally rolled out to everyone! Having the ability to post ads on Instagram, instead of just sharing images, is a whole new ballgame.

If you’re familiar with setting up Facebook ads, you’ll be relieved to know Instagram Ads are setup and tracked in the same place. To get started you need to add your Instagram account(s) to your Facebook Ad Account. You have a couple options for this. You can setup a Business Manager or you can add an Instagram account through your Page and then use it to run ads.

Note: If you’d like to view comments on your ads, you’ll need to add an Instagram account to your Business Manager. If you don’t have a Business Manager, you can sign up for one.

To add an Instagram account to your Business Manager:

  1. Go to your Business Manager.
  2. On the left side of the page, click Business Settings > Instagram Accounts.
  3. Click Claim New Instagram Account.
  4. Add your username and password, then click Next.
  5. To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and click Save Changes.

When you access your Instagram Accounts from your Settings, you should be able to see all the Instagram accounts you’ve added.

Now that you’ve connected your Instagram account it’s time to setup your first ad. Off to the Power Editor…

  1. In Power Editor, click the Manage Ads tab at the top of the page.
  2. Select + Create Campaign, give it a name and select an ad objective that supports Instagram ads. These include:
    1. Clicks to Website
    2. Website Conversions
    3. Page Post Engagement
    4. Mobile App Installs
    5. Video Views

Note: if you select another campaign objective, you will not be able to promote on Instagram.

  1. Just as you’ve done on Faceook, complete the details for the Ad Set and the Ad, including the audience, budget, timeline and creative.
    1. Note: it’s on the Ad Set level that you will specify Instagram for the Ad placement.
  2. Instagram doesn’t have any stipulations about the amount of text you can have in a photo. This gives you the opportunity to create ads that are text-heavy (this DOES NOT mean they should be).
  3. When you’re ready, click Upload Changes in the Power Editor to complete your new ad. You’ll be notified once it’s approved and running.

Instagram is a place for visually appealing images. Be creative and smart about the photos you share. The more positive engagement your ad receives, the more times it will be delivered. Remember, just like with Facebook, viewers have the option to “hide” ads they don’t like and don’t want in their feed. Make sure you’re delivering content that is friendly, appealing and showcases your brand in a positive way. Here are some ideas to get you started:

  • Go behind-the-scenes; show viewers how your product is made. Build relationships by letting your followers feel like insiders.
  • Use real people and real stories. User generated content (UGC) is an easy way to create an authentic feel for your brand/product.
  • Showcase a new product or service. Create excitement with teaser campaigns.
  • Get people to download your app. Provide a discount or coupon code with purchase.
  • Promote a video to get more views.
  • Showcase an upcoming event.

Other tips & examples to keep in mind:

  • Use great images. It’s that simple. Check out Red Bull’s Instagram account. The images are inspiring and fun. The message is underlying: drinking RedBull can help you achieve the unimaginable.
  • Highlight your product in unique ways to change people’s perception. Did you know CHOBONI isn’t only for breakfast?
  • You want your ad to stand out, but not too much. Keep your content branded, but don’t look spammy. You want people to see your logo, not the sponsored label.

How to get started right now:

  1. Start gathering Instagram-worthy images based on the ideas here. It’s OK to use shots already posted in your Instagram account.
  2. Decide on a goal for your first Instagram Ad.
  3. Create a Business Manager account. Take some time to familiarize yourself with the tool and just start testing with a small group.

Need assistance with your first Instagram Ad? Email: info@bigrunmedia.com and we’ll help you plan and implement a strategic social media campaign.