How to Set Up Instagram Ads

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers

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.

  1. 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.
  2. 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.
  3. 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.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers

Step three: Choose your objective. I want to drive traffic to my website, so I am going to choose “Send people to your website”.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
Step four: Enter in your website’s URL.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
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.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
Step six: Set your budget and flight dates. You’ll also choose here what you want to optimize your ads for.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
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.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
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.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
Step nine: You can run Facebook and Instagram Ads together. However, if you just want to run ads on Instagram, under the ad preview section, remove all placements except for Instagram.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
Step ten: Click “Place Order”.

How to Set Up Instagram Ads | Paid Social Advertising | Fathom Delivers
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.

Angela Krieger

About Angela Krieger

Angela Krieger is a Digital Advertising Strategist at Fathom. She studied Marketing and International Business at Baldwin-Wallace College, focusing on brand management and digital marketing. Over the past five years, she's worked for brands like Arhaus and Jo-Ann Fabric and Craft Stores. By day, Angela lives and breathes digital advertising and specializes in paid social strategies and execution. Outside the office, she enjoys hanging out with her husband, cooking, and spending time with her two pups, Charlie and Bear.

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