Instagram, like Facebook, is another place where you can buy ads at a bargain price and get relatively inexpensive awareness or conversions (compared to other media), but that depends on your campaign goals. What we know in our agency is that Instagram pays off! But we will talk more about it in a few moments. It is important to mention that Instagram is like WhatsApp a brand that is owned by Facebook, so your ad can be managed and set up in Facebook Business Manager.
Types of ads on Instagram?
Like Facebook, Instagram has also several types of ads. It is a fact, that there are not so many options for ads, there are two options. The offer of Instagram ads is smaller than on Facebook (Facebook ads), but fully sufficient. Ads are worth placing where people are and where they have your attention, which are two places – Instagram feed and Instagram stories.
Feed is one of the standard Instagram ad placements, it the was first placement as well. It is similar to Facebook, when Facebook also started with advertising in the feed. In the feed you can take advantage of classic ad formats such as photo and text, video and text, or carousel and text. It is always possible to use click-through formats that redirect users to the e-commerce store or somewhere on the web.
We recommend formatting the image, video and carousel content for 1200×1200 px. You can also use a slightly “higher” format in the 4: 5 ratio for a picture or video, but not for a carousel. We no longer recommend using the “outdated” 1200×628 format, which takes up less space in the feed, but you still have to pay for it. What need to be aware of in the feed is that Instagram does not support click-through in text, so you have to count on the fact that people will click through your image or banner below the image. The second thing is that Instagram ad copy is shorter than it is on Facebook and if someone is scrolling through the feed, they will only see the first sentence. You need to verify all details in Ads Manager preview ads before running them.
The stories format
The second and very popular format is Instagram stories. Stories originally created as a competition of Snapchat is now part of Instagram where people primarily have their attention at. More than 51% of everything that is happening on Instagram is happening in stories. In stories you can use image, video and carousel (new) formats. The advantage of stories is a full screen experience where the whole screen of your smartphone belongs to your ad. On the other hand, people have become accustomed to quickly clicking on another story. We do not recommend to promote a static picture in stories. If you don’t catch the user’s attention in the first ten seconds, you are unlucky, the user moves on. We strongly recommend using at least gifs or videos in Stories. The format is 1080×1920 (9:16). Newly, you can use the carousel format, which has the advantage that if the user clicks “on” your ad, it just moves to the next part of your ad. The key is to immediately attract and clearly tell the user what you want. If your story is suppose to redirect the user to your web site or to your e-commerce store, you have to tell him what to do – “swipe up!”
What Ads Manager can do is run one ad both in the feed and in the stories. However, that wouldn’t be perfect. Why? Because 1200×1200 in stories is really that effective. That’s why Facebook has come up with the option of asset customization, where you choose your own creative for both placements. It may be the same banner, but it will have different sizes.
If you are able to fulfil all the conditions mentioned in this article, Facebook allows you to use the Instagram shopping feature. It works by pulling out a feed with your products from your e-shop, which is then uploaded to Facebook as a catalog (here you can find how to create Facebook catalog) and thanks to this, you will be able to use the label of your products in your feed and story posts. The advantage of this is that the user sees your product, clicks on it, displays all of your product information, including price, and when the users clicks below he or she will be redirect right into your e-commerce store. No complicated circumvention.
In the US, even shopping inside of the Instagram is being tested. You won’t even have to leave Instagram to make the purchase. If this function spreads to us, the shopping experience will be easier for customers. You upload a bank card to your Instagram. If you have a similar ad with some product that you like, and eventually buy, you’ll be able to see the product in detail and pay for it without going to the particular brand’s e-commerce store.
Targeting and measuring Instagram ads
Setting your Instagram goals is based on your campaign and what you want to achieve. We recommend setting measurable targets based on metrics available in Ads Manager, or based on metrics that you can easily derive from metrics in Ads Manager.
First of all, you need to identify your campaign goals. Is it sales at your e-commerce store? Is it an awareness of your brand? Is it an awareness of your new product? Do you need to sell your service? Set goals and measurable indicators to define whether your campaign was successful or not. In addition, Facebook Ads Manager will help you find a lot of metrics to help you build a relevant result evaluation.
You can measure performance campaigns using conversions, clicks, or CTR. We recommend always to measure conversions if possible. If your campaign’s goal is to sell, set your conversion to purchase and measure your sales. Here’s the Cost Per Purchase metric to see how much money you spent on selling the product. Furthermore, ROAS – Return On Advertising Spend. This metric indicates the rate of return on your ad investment.
If your campaign has a non-performance character, it is rather a brand awareness campaign, we recommend you to set other measurements. For example in Ads Manager you will find Ad Recall Lift Rate.
That is it for today. If you would like a creation of a professional ad campaign on Instagram, or just revise and consult yours, do not hesitate to contact us. We will be more than happy to help!
Have a great day!