A Step-by-Step Guide to Advertising on Instagram [2024 Edition]

learn how to create some of the fantabulous successful Instagram by addressing an audience that’s ready to shop on the platform.  A Step-by-Step Guide to Advertising on Instagram.

What are Instagram Paid Ads?

  • Instagram paid ads are a type of advertising on the Instagram platform that allows businesses to reach their target audience and promote their products or services. 
  • These ads appear in users’ feeds, Stories, and explore pages in the same format as organic content from other Instagram accounts.
  • Instagram ads can contain images, videos, carousels (multiple images), or collections (dynamic product galleries).
  • Instagram ads look similar to normal posts but always contain a Sponsored label to indicate that they are an ad. They also often have more features than a normal post, such as links, CTA buttons, and product tags.

Benefits of Instagram Paid Ads:

  • Increased Brand Awareness: Instagram paid ads can help increase brand awareness by reaching a large audience and promoting your brand’s message.
  • Targeted Advertising: Instagram’s targeting options allow you to target specific demographics, interests, and behaviors, ensuring that your ads are seen by the people who are most likely to be interested in your product or service.
  • Measurable Results: Instagram provides detailed analytics and insights on ad performance, allowing you to track the effectiveness of your ads and make data-driven decisions.
  • Cost-Effective: Instagram paid ads can be a cost-effective way to reach a large audience, with costs starting at just $6 per day

How much do Instagram ads cost?

The cost of Instagram ads depends on the total budget, duration, and objectives you’ve set for your ad or campaign. You can set a daily or lifetime budget for your Instagram ads, so it’s up to you how much you want to spend. Note that there is no best practice for how much to spend, but Meta recommends starting with at least $6.00 per day.

While there is no average or benchmark price, some cost factors can include:

  • Your specific audience targeting
  • The competitiveness of your industry
  • The time of year (costs often go up during holiday shopping periods in Q4 such as Black Friday)
  • Your chosen placement (costs can differ between ads shown on Facebook vs Instagram)

Advertisers can set their maximum bids for each auction or let Instagram optimize them automatically. So, if you’re new to advertising through Instagram, it’s best to start with a low maximum bid to gain some experience.

Once you have gained more insight into the competitive landscape for your chosen industry and demographics, you can decide if raising your maximum bid is necessary. We’ll explain this in more detail in our 8-step guide below.

The best way to evaluate your budget is to set up a draft campaign in the Instagram Ad Manager and look for the Audience Definition and Estimated Daily Results modules, which will tell you if your budget settings will be sufficient to reach your desired audience within your desired campaign duration.

Some more benefits of using Instagram Ads are like : 

Sponsored Posts: Sponsored posts are ads that appear in the Instagram feed, similar to organic posts. They can include images, videos, or carousels.

Sponsored Stories: Sponsored stories are ads that appear in the Instagram stories section, allowing you to reach your audience in a more immersive and engaging way.

Reels Ads: Reels ads are ads that appear in the Instagram reels section, allowing you to reach your audience with short-form video content.

Carousel Ads: Carousel ads are ads that allow you to showcase multiple images or cards in a single ad, allowing you to tell a more complex story.

How to Create an Instagram Paid Ad Campaign

Set Your Budget:

Determine how much you want to spend on your Ads campaign.
  • Choose Your Ad Objective: Choose the objective of your ad campaign, such as increasing brand awareness, driving website traffic, or generating conversions.
  • Target Your Audience: Choose your target audience based on demographics, interests, behaviors, and more.
  • Create Your Ad: Create your ad by selecting the ad format, uploading your image or video, and writing your ad copy.
  • Launch Your Campaign: Launch your campaign and track its performance using Instagram’s analytics and insights.

Tips for effective Instagram Ads:

  • Use High-Quality Visuals: Use high-quality images and videos that are visually appealing and engaging.
  • Target the Right Audience: Target the right audience by using Instagram’s targeting options to reach your ideal customer.
  • Keep it Simple: Keep your ad copy simple and concise, and make sure it clearly communicates your message.
  • Monitor and Optimize: Monitor your ad performance and optimize your campaign regularly to improve results.

Instagram paid ads can be a powerful way to reach your target audience and promote your products or services. By following these tips and best practices, you can create effective Instagram paid ads that drive results and grow your business.

Here are some tips for how to design attention-grabbing creative for Instagram ads.

1. Design mobile-first ads

More than 4.08 billion users access social media via a mobile device, so it’s vital to design your creative for mobile viewing, not desktop.

Here are a few tips for designing mobile-first ads:

  • When capturing video content, make sure to film in vertical (9×16) as this is easier to crop to 4×5 than from landscape
  • Minimize the amount of text in your ads
  • If you do add text, choose large font sizes that are easy to read on mobile screens
  • Add animations and motion graphics to videos to quickly engage viewers
  • Keep videos short (15 seconds or less)

2. Keep branding and messaging upfront

The first few seconds of your ad will determine whether a viewer will stop scrolling and watch the whole thing. That’s why it’s important to start your ad with the key message and showcase your branding within the first 3 seconds.

3. Use sound to delight

Data suggests that 69% of users consume social media with sound off. As such, it’s important to design your ads for sound-off consumption and to use sound to delight users who do have sound on. Here’s how to do that:

  • Use visual elements to tell your story and deliver your key message without sound
  • Add captions for any voiceover or scripted audio
  • Use text overlay to deliver your key message without sound

4. Pitch, play, plunge

Facebook recommends designing a combination of creative types that work together to grab attention and reward interest:

  • Pitch: Short assets that get the campaign idea across immediately and grab attention
  • Play: Assets that allow light exploration and interactivity for interested audiences
  • Plunge: Immersive assets that allow people to go in-depth into your campaign idea

5. Use a variety of ad types

With so many Instagram ad types to choose from, you can experiment to find the right combination of visuals and messaging that resonates best with your target audience. Consider incorporating video ads, Story ads, carousel posts, collections, shoppable posts, and more into your advertising approach.

Similarly, get creative with your creative! Why not test out some meme ads, or create custom illustrations, or GIFs to get your message out? Remember, Instagram ads should reflect your brand’s overall aesthetic and style. But that said, there’s no reason why you shouldn’t switch things up to keep your audience engaged.

6. Leverage analytics to see where you stand

The best way to know if your Instagram ads are performing well is to measure their effectiveness with analytics. Instagram’s native reporting tool offers insights into key metrics such as impressions, clicks, engagement rate, and ROI.

You can also use third-party tools to track your campaign performance in more detail and make data-driven decisions on improving future ad campaigns.

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