In case you hadn’t heard, Instagram ads finally are available globally to all businesses. When the news was announced, I’m pretty sure I jumped for joy. Literally. Instagram is personally my favorite social network. Combine that with my professional passion for digital advertising, and you’ve got a match made in heaven for this girl.
Since Instagram ads are relatively new, I get a lot of questions about them.
- Are they clickable? Yes. Instagram ads are clickable through adding a call-to-action button to your ads. You can use this call-to-action button to direct users to your website, your app, etc.
- Do I need an Instagram account? Technically, no. All you need to run Instagram ads is a Facebook page and an Ads account. However, it is recommended that you have an Instagram account. If you don’t have an Instagram account you won’t be able to respond to comments on your ad, and while your Facebook page name will display in the ad, it will be grayed out and not clickable.
- Where do I go to set up and run Instagram ads? Facebook. Instagram ads can be created and run through your Facebook Advertising Account in the Ads Manager or Power Editor.
And that brings me to the topic of this blog post, how to set up Instagram ads. If you’re already familiar with setting up Facebook ads, this should be a piece of cake for you. However, if you’re a newbie, I’m here to help!
Step one: Make your way on over to your Ads Manager. If you are having trouble finding this from your profile, you can always type in “Ads Manager” in the search bar.
Step two: Click Create Campaign.
Step three: Choose your objective. I want to drive traffic to my website, so I am going to choose “Send people to your website”.
Step five: Add in your targeting. For this example, I’m looking to promote a lifestyle website that talks about clothing, has recipes and home décor ideas. I’ve added in some interest keywords as well as some of the brands they mention on the site.
Step seven: Choose your bid amount, when you want to be charged, add in any ad scheduling (if you only want your ads to be served at certain times), choose standard or accelerated delivery and name your ad set.
Step eight: Create your ad. You’ll need at least one high-quality lifestyle photo and copy. For Instagram ads, I would say your image should not have any text. However, if you do decide to include text, you’ll want to make sure it takes up no more than 20% of the image in accordance with Facebook/Instagram ad guidelines. You’ll also want to choose a call-to-action button that fits your objective and what you want the user to do.
And that’s it! Instagram ads go through an approval process similar to Facebook ads, which can take up to 24 hours (even though it usually doesn’t). You can then manage and optimize your Instagram ads through the Ads Manager just like you do with your Facebook campaigns.
Interested more in paid social? Get in touch with us! You can also check out my other blog posts about Why You Should Be Doing Paid Social Advertising and How to Improve Your Facebook Ad Relevance Scores.