Instagram has just rolled out advertising for all businesses. The photo-centric network is slated to pull in $600 million in advertising revenue by year's end.
By following the nine steps below, you’ll be able to launch your first Ad on Instagram successfully:
- Connect your Instagram
On your business Facebook page, click on Settings at the top of the page. Within Settings, you will see “Instagram Ads” on the left-hand side. In order to get started, you will need to click on this tab and connect your Instagram account to your Facebook page.
- Login to Ads Manager
You will need to be logged into your Ads Manager account within Facebook.
- Download Power Editor
This is where a lot of people get lost. They try and set up the ad directly through Facebook’s ads manager, but you have to actually download Power Editor in order to create your Instagram advertisement. (Power Editor is in the menu at the top of the page, under the Ads Manager platform.)
Note: Make sure you are using Google Chrome, since this is the only supported browser for Power Editor. Facebook perfectly outlines the next couple of steps, but within Power Editor, click the Manage Ads tab at the top of the page on the left. You will see an option right underneath that to “Create Campaign.”
- Reach Your Target Audience on Instagram
During this set-up phase, make sure you choose an objective that is compatible with Instagram, which would include Clicks to Website, Mobile App Installs and Video Views.
You will want to take the following steps:
- Create new campaign
- Create new ad set
- Create new ad
Note: These are the steps to create a brand-new advertising campaign. If you would rather place your Instagram ad in an existing ad set, be aware that you will need to go in and check “Instagram Placement” in that ad set’s settings.
- Edit Ad Set Options
Under Ad Sets, you can set your budget, ad schedule, audience (for targeting purposes) and placement. Placement is where you will see the option to choose Instagram advertising. Make sure you select “Instagram Advertising” and deselect the other options, because this will be crucial for the next step.
You will then have the option to select which type of mobile device to serve your advertisement on.
Instagram recommends serving the ad based on link clicks to website/pay per impressions. For the sake of this article, we followed their recommendation.
- Syncing Facebook and Instagram accounts
After you have set up the parameters in your Ad Set options, on the menu to the left-hand side, you will see “Ads,” where you now have the option to select your business page that you will serve the ads from. After you select your business page, make sure to click “Use the Instagram account connected to the selected Facebook page.”
- Creating the Ad
Now you are getting close to the finish line! You simply need to enter your website URL and text that will accompany your image. You have up to 300 characters, so make sure to create a memorable message. Below the text fields, you will be able to upload your photo. Since Instagram is a photo-sharing app, visually appealing imagery can increase your click-through rate and lower your conversion cost. Take the time to strategize on a picture that will properly portray your brand along with the promotion you’re trying to market.
After you upload your photo and insert text that will hit on your marketing message, you will also have the option to create a “call-to-action” button that will be associated with the Instagram ad. For Ian’s sake, he wants to drive people to his website where they can download a coupon to redeem his special offer, so he will select “Download.”
- Upload Changes
After you have completed the aforementioned steps to create your advertisement, you will have to “Upload Changes” from the Power Editor. This will put your ad into review and if you followed the proper protocol, your ad should be up and running on Instagram within no time.
The fun thing about using this tool is the ability of managing and learning the clicking behavior of your audience. So you can keep adjusting your Ad based on their behavior.