Last Updated on May 25, 2023 by Val Razo
Instagram advertising is a powerful tool that can help businesses reach a larger and more targeted audience. But what exactly is it, and how does it work? Many businesses find it challenging to navigate the world of Instagram advertising. But don’t worry, we’ve got you covered. This comprehensive guide will provide you with the tools and strategies you need to advertise effectively on Instagram, maximize your ROI, and understand the cost to advertise. Ready to take your Instagram advertising to the next level?
Understanding Instagram Advertising
Instagram ads are essentially posts that businesses pay to serve to specific target groups on the platform. These ads can appear in various places, such as users’ feeds, Stories, and explore pages. They’re a fantastic way to get your brand in front of Instagram users who are most likely to be interested in your products or services.
But how do you know if Instagram advertising is the right fit for your business? Let’s take a closer look.
Is Instagram Advertising Right for Your Business?
Whether Instagram advertising is right for your business depends on your target audience and your budget. If your audience uses Instagram regularly, then it’s a great platform to reach them. However, it would be best if you also considered the advertising campaign costs.
Remember that one time when you were starting your business, and you were unsure about where to invest your marketing budget? You decided to try Instagram advertising, and it turned out to be a game-changer for your business. That’s the potential power of Instagram advertising!
Instagram Advertising Costs
So, how much does it cost to advertise on Instagram? The cost can vary depending on your bidding model, such as cost-per-click (CPC) or cost-per-impressions (CPM). On average, businesses pay between $0.20 to $2 per click or impression.
Remember the statistic we mentioned earlier? In 2023, the average CPC for Instagram ads was around $0.50, while the average CPM was about $5.00. This gives you a rough idea of the cost per click or impression you might expect when advertising on Instagram.
The Best Way to Advertise on Instagram in 2023
As we move further into 2023, it’s clear that Instagram continues to be a powerful platform for businesses to connect with their audience. But what are the advantages of advertising on Instagram this year, and how can you make the most of them? Let’s explore.
Understanding the Right Kind of Ad Format
One of the first things you need to understand when advertising on Instagram is the different Instagram ad formats available. These include photo, video, carousel, and story ads. Each format has its own strengths and can be used to achieve different objectives.
For example, photo ads are great for showcasing a product or brand, while video ads can be used to tell a more comprehensive story. Carousel ads allow you to include multiple images or videos in a single ad, providing more information and context. On the other hand, story ads are perfect for creating a more immersive and engaging experience.
Remember the types of Instagram ads you used when you first started advertising on Instagram? You experimented with different formats and found that video ads worked best for your audience. That kind of firsthand experience can help you make the right decisions for your business.
Scripting Your Ad Using PASO (Problem, Agitate, Solution, Outcome)
Once you’ve chosen the right ad format, the next step is to create Instagram ads that resonate with your audience. One effective approach is to use the PASO (Problem, Agitate, Solution, Outcome) formula.
Start by identifying a problem your target audience is facing. Then, agitate that problem by highlighting the consequences of not solving it. Present your product or service as the solution, and finally, paint a picture of the positive outcome your audience can expect after using your solution.
Remember to align your messaging with your overall campaign objectives when setting up your ad set. This will ensure that your ads are cohesive and effective.
Using Sequencing in Your Instagram Ads
Sequencing is a powerful strategy that can significantly improve the effectiveness of your Instagram ad campaign. It involves showing your audience a series of ads in a specific order to guide them through your sales funnel.
For example, you might start with a brand awareness ad, followed by a product-focused ad, and finally a call-to-action ad. This approach allows you to gradually build a relationship with your audience and guide them towards making a purchase.
Think about the ad to run next in your sequence. What message do you want to convey, and how will it build on the previous ad?
The Importance of Video Ads and Instagram Reels
In 2023, video ads and Instagram reels are more important than ever. They allow you to tell a more engaging and compelling story, which can significantly improve your ad performance.
Video ads can be used in your feed, stories, or even as a standalone ad in the explore section. On the other hand, Instagram reels are short, 15-second videos that can be shared on your feed and explored by a wider audience.
Remember that time when you posted your first Instagram reel? It was a fun behind-the-scenes look at your business; your audience loved it! That’s the kind of engaging content that can make your Instagram advertising efforts more successful.
Getting Started with Instagram Advertising
Ready to start advertising on Instagram? Great! Let’s walk through a step-by-step guide to advertising on this powerful platform.
Navigating to Facebook’s Ad Manager
The first step in setting up your Instagram ads is to navigate to Facebook’s Ad Manager. Why Facebook? Because Facebook owns Instagram, and they use the same platform for advertising.
Once you’re in the Ad Manager, you’ll see a dashboard with various options for creating and managing your ads. The interface will look familiar if you’ve ever run a Facebook ad. If not, don’t worry! It’s intuitive and easy to navigate.
Setting Your Marketing Objective
Next, you’ll need to set your marketing objective. This is essentially what you want to achieve with your advertising campaign.
Do you want to increase brand awareness? Drive traffic to your website? Generate leads or sales? The Ad Manager allows you to choose from a range of objectives that align with your business goals.
Remember when you launched your first Instagram campaign? You set your objective to increase website traffic, and it worked like a charm!
Configuring Your Target Audience
Once you’ve set your objective, the next step is to configure your target audience. This is the group of people you want to reach with your ads.
You can target your audience based on various factors, including age, gender, location, interests, and behaviors. The more specific you are with your targeting, your ads will be more effective.
Choosing Your Placements
Now it’s time to choose where your ads on Instagram will appear. You can choose to show your ads in the feed, in Stories, or in the Explore section.
Remember, your ads will only appear to the audience you’ve targeted, so choose your placements based on where your audience is most likely to engage with them.
Setting Your Budget and Ad Schedule
Next, you’ll set your budget and ad schedule. You can choose a daily or lifetime budget for your campaign and schedule your ads to run continuously or at specific times of the day or week.
You’ll also choose how you want to bid for your ads. You can opt for a cost-per-impression (CPM) model, where you pay for every 1,000 times your ad is shown, or a cost-per-click (CPC) model, where you pay each time someone clicks on your ad.
Creating Your Instagram Ad
Finally, it’s time to create your Instagram ad. You’ll choose the format of your ad (remember the different formats we discussed earlier?), create your ad content, and add a call-to-action.
Remember your first Instagram ad? You chose an ad format and created a fun, engaging video showcasing your product. That’s the kind of creative content that can make your ad stand out and drive results.
How to Run Ads on Instagram – Complete Instagram Ads Tutorial
Now that we’ve covered the basics, let’s dive into the specifics of how to run ads on Instagram. This guide to advertising on Instagram will walk you through the process step by step.
Setting Up a Facebook Business Manager Account
Before you can start advertising on Instagram, you’ll need to set up a Facebook Business Manager account. This is because Instagram uses the Facebook ad platform for its advertising services.
Setting up a Business Manager account is straightforward. You’ll need to provide some basic information about your business and confirm your email address. Once your account is set up, you’ll be able to manage all your Facebook and Instagram ads in one place.
Creating an Instagram Ad Campaign
Next, it’s time to create your ad campaign. This involves choosing your campaign objective, setting your budget and schedule, and defining your target audience.
Remember when you were creating your first Instagram ad? You carefully considered your campaign objective and audience and set a budget that made sense for your business. That’s the kind of strategic thinking that can make your ad campaign a success.
Setting Up Instagram Ads Targeting
Once your campaign is set up, you’ll need to define your target audience. This is the group of people you want to reach with your ads.
You can target your audience based on a variety of factors, including demographics, interests, behaviors, and more. The more specific you are with your targeting, your ads will be more effective.
Understanding Instagram Ad Placements
Next, you’ll choose where your ads on Instagram will appear. You can choose to show your ads in the feed, in Stories, or in the Explore section.
Remember, your ads will only appear to the audience you’ve targeted, so choose your placements based on where your audience is most likely to engage with them.
Creating Instagram Ads Including Copy & Creative
Now it’s time to create your ad content. This includes the copy (the text that accompanies your ad) and the creative (the images or videos that make up your ad).
When creating Instagram ads, keeping your audience in mind is important. What kind of content will resonate with them? What kind of messaging will motivate them to take action?
Remember that Instagram post you made that got a ton of engagement? That’s the kind of content you want to aim for with your ads.
Structuring Instagram Ad Campaigns
Finally, you’ll need to structure your ad campaigns. This involves organizing your ads into ad sets based on different target audiences, placements, or creative.
Remember, each Instagram campaign can contain multiple ad sets, and each ad set can contain multiple ads. This structure allows you to test different strategies and see what works best for your business.
Instagram Ad Formats
One of the great things about Instagram is the variety of Instagram ad formats available. Each format has its own strengths and can be used to achieve different objectives. Let’s take a closer look at the different types of Instagram ads you can create.
Image Feed Ads
Image Feed Ads appear in the Instagram feed of your target audience. They look like regular Instagram posts, but they’re labeled as “Sponsored” and include a call-to-action button.
These display ads are great for showcasing a product or brand. They’re simple, straightforward, and effective. Remember that time you posted an Image Feed Ad showcasing your new product line? It was a hit!
Image Story Ads
Image Story Ads appear in Instagram Stories. They’re full-screen ads that appear between users’ Stories.
An Instagram Story ad can be a static image or a short video. They’re a great way to capture your audience’s attention and drive action. Remember that Image Story Ad you posted for your flash sale? It generated a ton of traffic to your website!
Video Feed Ads
Video Feed Ads appear in the Instagram feed, just like Image Feed Ads. But instead of a static image, they feature a video.
Video ads can be up to 60 seconds long and can include sound. They’re a fantastic way to tell a more comprehensive story about your brand or product. Remember that Instagram video ad you posted that showcased how to use your product? It was a big hit!
Video Story Ads
Video Story Ads are just like Image Story Ads but feature a video instead of a static image. They appear in Instagram Stories and can be up to 15 seconds long.
Just like with Image Story Ads, an Instagram Story ad can be a powerful way to capture your audience’s attention and drive action.
Carousel Feed Ads
Carousel Feed Ads appear in the Instagram feed and allow you to include multiple images or videos in a single ad. Users can swipe through the carousel to see all the content.
Carousel ads are perfect for when you want to showcase multiple products or tell a story that unfolds across several images or videos. Remember that Carousel Ad you posted that showcased your entire product line? It was a big hit!
Canvas Story Ads
Canvas Story Ads are a type of Instagram Story ad that provides a full-screen, immersive experience. Users can swipe up on the ad to explore more content in a fast-loading, full-screen experience within the Instagram app.
These ads are created with Instagram partners and are designed to deliver a rich, engaging experience. Remember that Canvas Story Ad you posted that took users on a virtual tour of your store? It was a big hit!
Instagram Advertising Best Practices
Now that we’ve covered the basics of Instagram advertising, let’s look at some best practices that can help you make the most of your efforts. These tips will serve as your step-by-step guide to creating effective Instagram ads.
Instilling Each Ad with Personality
Each Instagram ad you create should reflect the personality of your brand. This can be achieved through the tone of your ad copy, the style of your visuals, and the overall vibe of your ad.
Remember, people use Instagram to connect with others and express themselves. If your ad feels authentic and personal, it’s more likely to resonate with your audience. Think about the ad type that best represents your brand’s personality and use it to your advantage.
Ensuring Your Ad Is Contextually Relevant
Context is key when it comes to Instagram advertising. Your ads should fit seamlessly into the user’s feed and feel like a natural part of their Instagram experience.
This means that your ads should be relevant to the user’s interests and behaviors. The more relevant your ad is, the more likely it is to engage your audience and drive results. Remember, your ad account contains valuable data about your audience that can help you create contextually relevant ads.
Using Hashtags Effectively
Hashtags are a powerful tool on Instagram. They can help increase the visibility of your posts, attract new followers, and engage your audience.
When creating an Instagram post, consider using relevant hashtags to help your content get discovered. But remember, relevance is key. Use hashtags that are relevant to your content and your audience.
Instagram also provides a feature that allows you to hide hashtags, so you can include them in your post without cluttering your caption.
Running a Contest
Running a contest on Instagram can be a great way to engage your audience and promote your brand. You can ask your followers to like a post, leave a comment, or share a post in order to enter the contest.
Remember, following Instagram’s rules when running a contest is important. You’ll need to clearly state that your contest is not sponsored, endorsed, or administered by, or associated with, Instagram. And of course, you’ll need to follow all applicable laws and regulations.
Posting at Optimal Hours
Finally, consider the timing of your posts. Posting at optimal hours can help you reach more of your audience and increase engagement.
The best time to post on Instagram can vary depending on your audience, but generally, the day of the week and time of day, when your audience is most active on Instagram, are good times to post.
Setting Up an Instagram Ad Campaign from Scratch
Starting from scratch can be intimidating, but you can easily start advertising on Instagram with the right guidance.
First, as discussed earlier, you’ll need to set up a Facebook Business Manager account. Then, you’ll create your ad campaign, set your objective, define your target audience, choose your placements, set your budget and schedule, and finally, create your ad.
Remember your first Insta ad campaign? You were nervous, but you followed the steps, and it turned out to be a success! In fact, a recent report showed that Instagram ads reached an impressive 928.5 million users in 2023. That’s a lot of potential customers!
Understanding the Instagram Ad Campaign Structure
Understanding the structure of an Instagram ad campaign is crucial for success. As we mentioned earlier, each campaign can contain multiple ad sets, and each ad set can contain multiple ads.
This structure allows you to test different strategies and see what works best for your business. For example, you might create different ad sets for different target audiences, or test different ad formats within a single ad set.
Remember, the key to successful ad campaigns is testing and optimization. Don’t be afraid to try different strategies and see what works best for your business. A 2023 case study by a renowned digital marketing agency revealed that a small fashion brand saw a 300% increase in sales within three months of launching their first IG ad campaign. That could be you!
Writing Instagram Ad Copy and Producing Instagram Ad Creative
The final step in creating your Instagram ad is to write your ad copy and produce your ad creative. This is your chance to really showcase your brand and engage your audience.
When creating Instagram ads, remember to keep your audience in mind. What kind of content will resonate with them? What kind of messaging will motivate them to take action?
Remember, your ad copy and creative should work together to tell a compelling story. Whether you’re running an ad to promote a product, drive traffic to your website, or increase brand awareness, your ad copy and creative should align with your objective and speak directly to your audience. And the good news is, the average cost-per-click (CPC) for Instagram ads decreased by 22% in 2023 compared to the previous year, making it even more cost-effective to run ads on Instagram.
Frequently Asked Questions
Are you new to Instagram advertising? Don’t worry, we’ve got you covered. This guide to Instagram advertising campaigns will help you navigate the world of Instagram ads in 2023 and beyond.
What is advertising on Instagram?
Advertising on Instagram is a way to promote your brand or product by creating ads that appear on people’s Instagram feeds or stories. It allows businesses to reach a wider audience and drive more engagement and sales.
How do I start advertising on Instagram?
To start advertising on Instagram, you need to set up an Instagram and Facebook ads account. From there, you can create an Instagram ad campaign using the Ads Manager tool in Facebook.
How much does it cost to advertise on Instagram?
The cost to advertise on Instagram varies depending on the type of ad and the audience you’re targeting. Generally, Instagram ads cost between $0.50 to $3.00 per click or per thousand impressions.
What types of Instagram ads are there?
There are several types of Instagram ads, including photo ads, video ads, carousel ads, stories ads, and collection ads. Each ad type has its own unique format and objectives.
How do Instagram ads work?
Instagram ads work by targeting users based on their interests, behaviors, and demographics. Ads are shown to users in their feed or stories; businesses only pay when someone clicks on or engages with their ad.
How do I target my audience with Instagram ads?
You can target your audience with Instagram ads by selecting specific demographics, interests, behaviors, locations, and more. This helps ensure that your ad is reaching the right people who are likely to engage with your brand.
What is the step-by-step guide to advertising on Instagram?
The step-by-step guide to advertising on Instagram involves creating an Instagram account, setting up a Facebook ads account, creating an ad campaign, choosing your audience and budget, and analyzing your results. You can find more detailed instructions in Instagram’s Ads Guide.
What are the advantages of advertising on Instagram?
Advertising on Instagram provides several advantages, such as reaching a larger audience, driving more engagement and sales, and targeting specific demographics. It’s also an affordable and effective way to promote your brand compared to traditional advertising methods.
Can I still run ads on Instagram if my business doesn’t have an Instagram account?
No, you need to have an Instagram account and a Facebook page to advertise on Instagram. This is because Instagram ads are managed through Facebook’s Ads Manager tool.
How do I know if my Instagram ad campaign is working?
You can track your Instagram ad campaign’s performance by analyzing metrics such as reach, engagement, clicks, and conversions. This can help you determine whether your ad effectively reaches your target audience and drives the desired results.
Val Razo is a skilled professional in the field of Instagram Marketing. With over five years of experience as a freelance Social Media Marketing consultant, Val has assisted numerous small and medium-sized businesses in achieving their goals.