August 2023

The Beginner's Guide to Creating the Best Instagram Ads

Dreaming of elevating your brand's presence on Instagram? With its vast audience of over a billion monthly active users, Instagram Ads are the game-changer your brand might just need. Dive in as we guide you through crafting impeccable Instagram Ads—from understanding ad formats to the nuances of targeting and the art of designing compelling campaigns.

Best Instagram Ads Guide

Are you looking to reach a wider audience and boost brand visibility on Instagram? Instagram Ads might be the solution you're looking for. With over 1 billion monthly active users, Instagram is a powerful platform for businesses looking to engage with their audience and drive conversions.

What are Instagram Ads?

At their core, Instagram Ads are sponsored visuals, popping up in users' feeds and stories. Instagram Ads can be created by businesses, influencers, and more to promote products, services, events, or content. Instagram Ads can be targeted to specific audiences based on factors like location, interests, and behaviours, and can be delivered through various ad formats, including photos, videos, carousels, and stories.

Jarred Diehm

Read Time

6

min

Types of Instagram Ads

Instagram's array of ad formats caters to diverse marketing strategies and their use depends on specific marketing goals and target audiences. Here's a snapshot:

Photo ads

Photo ads are the most basic ad format on Instagram and consist of a single image with a caption and call-to-action button. These ads are great for showcasing products and services, and can be used to drive traffic to a website or promote a specific product or service.

Video ads

Video ads are similar to photo ads but use a video instead of a static image. Video ads can be up to 60 seconds long and are a great way to showcase products or services in action.

Carousel ads

Carousel ads allow the inclusion of multiple images or videos in a single ad, and users can swipe left or right to view them. These ads are great for showcasing a product line or promoting a sale with multiple products.

Story ads

Story ads appear in the Stories feature of Instagram, which allows users to share photos and videos that disappear after 24 hours. These ads are great for creating a sense of urgency and can be used to promote limited-time offers or events.

Collection ads

Collection ads allow users to preview and purchase products directly from the ad, without leaving the app. These ads are great for e-commerce businesses and can be used to drive sales directly from Instagram.

IGTV ads

IGTV ads are video ads that appear in the IGTV (Instagram TV) feature of the app, which allows users to watch long-form videos. These ads are great for reaching a younger, more engaged audience and can be up to 60 minutes long.

Targeting Options for Instagram Ads

Instagram Ads shine particularly brightly when it comes to targeting. Instagram provides an opportunity to target ads based on a variety of factors, including location, age, gender, interests, and behaviours. Before targeting, it's important to define the target audience. This can be done by creating a buyer persona, which is a fictional representation of the ideal customer based on data and research. Once a buyer persona is defined, Instagram's targeting options can be used to reach them. Here's how to aim with precision:

Location-based: Target by country, region, or even city. Perfect for local businesses or region-specific campaigns.
Demographic Filter: Pinpoint by age and gender, catering ads to a particular group. This can be useful for products or services that are specifically geared towards a certain age group or gender.
Interest and Behaviour Insights: Reach people based on their hobbies, activities, or past interactions. For instance, outdoor brands can specifically target hiking aficionados.

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Creating Successful Instagram Ads

Now that you've grasped the fundamentals of Instagram Ads, let's navigate the path to curating standout campaigns:

Set clear goals

Before creating ads, it's important to set clear goals for Instagram ad campaigns. Do you want to drive website traffic, increase brand awareness, or cultivate potential leads? Setting clear goals can help to measure the success of ad campaigns and make more informed decisions about your ad targeting and budget.

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Use compelling visuals

Instagram is a visual platform, so it's important to use eye-catching images and videos in ads. It's important to prioritise high-quality, relevant images that don't just capture gazes but also narrate your brand's essence.

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Craft persuasive narratives

Beyond the allure of images and videos, the narrative—the copy—carries weight. Conciseness paired with compelling calls-to-action can steer users toward the desired engagement.

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Test, Iterate, Refine, Repeat

The digital marketing realm thrives on evolution and as with any marketing campaign, it's important to test and optimise Instagram Ads to see what works best. Try different targeting options, ad formats, and creative elements to see what resonates with the target audience. Remember, resonance with your audience evolves; staying attuned to their preferences ensures enduring relevance.

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Instagram Ads are an effective way for businesses to reach a younger, visually-oriented audience with over 1 billion monthly active users. With various ad formats available such as Photo ads, Video ads, Carousel ads, Story ads, Collection ads, and IGTV ads, businesses can visually showcase their products and services and drive traffic to their websites or promote specific products or services. Instagram's targeting options allow businesses to define their target audience by location, age, gender, interests, and behaviours, making it easier to reach their ideal customers. By following best practices for creating successful ad campaigns, businesses can use Instagram Ads to boost their brand's visibility, engage with their audience, and drive conversions.

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Frequently asked questions

What's the significance of setting specific goals for Instagram Ads?

Setting specific goals provides clarity in what you aim to achieve, be it increasing website traffic or generating leads. It provides a roadmap for an Instagram ad campaign and enables a more precise measurement of its success. This can help to allocate resources more efficiently.

How much does it cost to advertise on Instagram?

The cost of Instagram Ads can vary depending on a variety of factors, including your target audience, ad format, and bidding strategy. Instagram Ads use a bidding system, where advertisers compete for ad space by setting a maximum bid for their ads.

Are Instagram Ads suitable for all types of businesses?

While Instagram is a versatile platform beneficial for most businesses, its effectiveness can vary based on your target audience, product, or service. It's best suited for brands targeting a younger demographic and those that can showcase their offerings visually. However, with the right strategy, diverse businesses can leverage Instagram Ads to achieve their objectives.

How do I track the success of my Instagram Ads?

Instagram provides advertisers with a variety of metrics to track the success of their ad campaigns, including impressions, reach, engagement, and conversions. These metrics can be tracked in Ads Manager or by using third-party analytics tools.

Can I advertise on Instagram without a Facebook account?

No, you'll need to have a Facebook Ads Manager account to advertise on Instagram. This is because Instagram Ads are managed through Facebook Ads Manager.

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