How best to set up ads on Instagram. Advertising on Instagram. The Complete Guide to Ad Placement. It all starts with Facebook, then Instagram

We've already written a lot about how to customize, and also. Do you want your ad to be shown to users on the increasingly popular Instagram network? Have you studied this network and realized that there is an audience for your product / service there? Then today's article by Katerina Kuvaeva will be very useful for you!

If you have already dealt with Instagram, at least superficially, then you can roughly imagine how they are promoting there - they post posts with promoted bloggers, arrange contests with a gift for a subscription, use mass following (although this method is considered "gray" - but it still takes place) ... How about posting legal ads on Instagram? With settings for gender, age, geography and interests?

Yes, this is also possible! And this opportunity arose after Instagram was bought by Facebook a couple of years ago for a billion dollars! Some time after this “deal of the century”, it became possible to create advertising on Instagram feeds through an advertising account on Facebook - using all the tools and settings that are there.

How to link your Instagram account to Facebook?

So, let's move on to a detailed and detailed consideration of the issue of displaying advertising on Instagram. To get started, you guessed it, you need a Facebook ad account. If you already have one - great, if not - then it's easy to create, it will take a few minutes.

You will also need a Facebook fan page to link your Instagram account and, in fact, the Instagram account itself. There are two ways to link an insta account to Facebook: through a fan page and in the advertising account itself.

There is no significant difference between them - all the same, in the end, the insta account will be linked to the Facebook page. However, I will first show you how and where to link an insta account to a fan page:

1. We go to the fan page on Facebook, and then to the section "Settings"- in the top menu bar.

1. Next, we see such a picture - here you need to select a section Instagram... For clarity, I have highlighted it with a red frame:

3. By clicking on the section Instagram, we find ourselves here:

1. After that, the system will prompt you to log into Instagram - enter the username and password from the insta account in the indicated fields:

1. Enter the data - consider the binding has taken place, and the following picture will be like this:

1. Scrolling down the screen a little below, you can find out how to work with the linked Instagram account on Facebook. And also at the very bottom there is a button “Disconnect”- in case something goes wrong, or it becomes necessary to switch the insta account to another fan page. By the way, it should be noted here that one insta account can be linked to only one Facebook fan page.

We create advertising on Instagram via Facebook

So, now let's get back to what we did all the above manipulations for, namely, to create an advertisement for display on Instagram.

When choosing a placement (a place to display your ad), you can leave everything that Facebook offers, or you can choose only Instagram as a site - leaving only a checkmark in front of it and removing all the rest.

Next, we set the budget and schedule for displaying ads, upload images - and at this stage, in the section for creating an ad “ Page and links”, Facebook will offer you to select your fan page, and the linked insta account will be automatically loaded along with it. That is why we linked it to the page.

This is how it looks:

If you administer several fan pages, then Facebook will load the Instagram account linked to it to each of them.

But if you have not previously tied Instagram account to the Facebook page, we decided to “chop off the shoulder”, “take the bull by the horns” and immediately started creating ads, then in the ad it will look like this:

And then it's time to talk about an alternative way of linking an insta account to Facebook - this can be done right when creating an ad by clicking on the button “Add account”, Which is indicated by the red arrow in the screenshot above.

After pressing the button, the following window will appear:

Here you can enter data from your Instagram account in the appropriate fields, if you already have one. Well, if it is not there, then right there you can create it and link it to the selected page. After entering all the requested data, the button “Confirm action”Will become active - you can safely click on it and then follow the instructions of the system.

That concludes this small review and wish you the highest quality traffic and good conversions!

18.09.2018

Social networks turned out to be a convenient platform for advertising campaigns, so the question of how to advertise on Instagram is getting more and more interest. From this article, the user will find out what kind of advertising is on Instagram, how to place ( step-by-step instruction) and then disable the ad campaign.

Contract with bloggers

It often seems to customers that it is easier to negotiate with bloggers than to master targeting settings and evaluate their own target audience... In fact, few authors of promoted accounts are capable of normal business cooperation: they are reluctant to share statistics, they often try to make advertising posts inconspicuous. Sometimes it is difficult to meet deadlines.

There can be no instructions here, the customer will have to independently look for an approach to the blogger, discuss the conditions and negotiate a price.

Targeting: feed and stories ad campaign

The social network has a built-in advertising tool - targeting. This mechanism works very simply: the system, according to the specified parameters (gender, age, place of residence, interests, etc.), finds people on its site and shows them an advertising post. Obviously, the effectiveness of such a mechanism depends on the correct selection of parameters, that is, on reaching the target audience.

1. Fast decision - Facebook app... The customer configures fewer parameters of the target audience and cannot regulate placements (advertising platforms), i.e. making an advertising post in stories will not work.
2. Through the Ads Manager on the Facebook website (https://www.facebook.com/ads/create). This setting will take a little longer, but it will allow you to better adjust the advertising campaign.

In order to set up advertising on Instagram correctly - through the Ads Manager or an application - you have to determine in advance the target audience criteria for your business, advertising goals and budget. Read also: how much does blogger advertising cost - you will learn from another article.

Then you can start setting.

Ads Manager: instructions on how to set up an advertising campaign

If a user plans to advertise a profile on Instagram, then he will have to be transferred to a business account and make a separate page in his Facebook account. However, you can make an advertisement without your own Instagram account.

In order to open Ads Manager you will need

The service divides the whole process into 4 stages.

Stage 1: choosing a target for the promotional campaign

The goal is the main result that the customer wants to achieve. The service offers 11 goals grouped into three categories.

After the customer has decided on the desired result, press the button "Set up an account"... For example, the goal "Traffic" will be considered.

Stage 2: account setup

The service will ask you to indicate the country, time zone and currency, as well as come up with a name. Don't underestimate the importance of this step:

Stage 3: ad group

The customer has to consistently customize 5 blocks:

1. 1. Target for traffic: app, website or messenger.
   2. Sentence. In this block, the customer can make and configure a promotional offer for Facebook users.

1. 1. Lecture hall. One of the most crucial moments is setting up the target audience. In addition to gender, age and region, it is possible to customize interests (select detailed targeting from the list in the column). Using the "Create" button, you can select a custom (already interacting) or a similar audience.

1. 1. Placement types. In this block, you can configure both devices (phone models and OS) on which advertising will be broadcast, and platforms. For those who are wondering how to place an advertisement on Instagram officially in the feed, tick the "Feed" box in this block. Likewise for "Stories".

1. Budget. There are two modes available: "Daily budget" and "Budget for the entire duration"... Competent settings will help you spend your advertising budget efficiently. Of course, a customer can make an advertisement on Instagram for free by himself - in his profile, having previously collected target subscribers, but this is a time-consuming method that does not often give the expected result. If the user wants a quick result, you have to spend money.

Stage 4: setting up advertising

In this case, interesting natural photographs are especially appreciated. Of course, every shot must be of high quality. It is necessary to make sure that the advertisement does not look like an advertisement. Focus on user attractiveness first. Therefore, do not force your product.

Carousel

In this format, the slides follow one another. Maximum amount- 10, usually 4-5 of them are made. Thanks to the carousel, you can tell a mini-story of a brand, create step-by-step instructions, and display product details.

Here's another example:

Video ads

They do a great job with main task- show exactly how your product works. In addition, the video ad format helps to share latest news companies.

Photos in Instagram Stories

Native advertising is perceived positively by users. Stories do it best. You can take as many pictures as you like, add various features to them - animation, text, etc. Statistics say that people are now more interested in watching Stories than posts. So, you need to use it.

Instagram Stories Videos

In this format, you will be able to upload videos up to 15 seconds long.

How to create ads in Facebook Ads Manager

For this:

2) Select "Instagram" on the left:

The account is connected, the preparatory stage is completed. Now let's move on to the main steps.

6) Mark the goal of the campaign. We will select the item "Conversions":

9) The actual creation of ads.

For different formats, it looks like this:

One image

Choose a picture from stock images or upload your own:

To drive traffic to your site, check the “Add a website URL” box and more options will appear. Add the URL and select the CTA button. Instagram does not use the rest of the fields.

One video

This video or GIF:

Choose a video from the library or upload a new one. You can choose or upload a video thumbnail. You can also download SRT file- text file with subtitles.

The "Add a website URL" option is the same.

Slide show

A looping video ad that shows up to 10 images with musical accompaniment... It's like a carousel ad, but it moves automatically to the music.

Download your finished slideshow or create from scratch. Facebook Ads Manager has a simple slide editor. Upload images, sequence, customize and select an audio file:

You can select or upload a video thumbnail, add text and URL if needed.

Setup via Instagram app

If you have previously created an Instagram business account, then promotions it will turn out to be done immediately in the application. To do this, go to your own account at home page and click on the "Promotions" button:

We indicate specific goal, create a button with the target action:

In the next window, enter the site address and select a specific target action:

● registration;

● book;

● tell in more detail, etc.

Let's say you have selected "Your Showcase". In this case, you must register your location.

We indicate the characteristics of the target audience (targeting). This can be done manually and automatically.

If you manually specify up to 10 interests and multiple locations.

Set a budget and period for showing ads:

At the end, we send an ad for moderation. To do this, click the "Create Promotion" button:

Instagram Stories Advertising

There are two main formats here:

When creating a story, select the Reach goal and the Stories option from the Placement menu.

One image

Looks like a user story, usually labeled "Sponsored":

All you need to do is upload a picture.

To use pixel or offline tracking, find these options under Show advanced settings:

One video

You upload a video or gif up to 1 minute in length.

• Video codec: H.264 Audio: 128 kbps, stereo.
• Minimum resolution: 600 x 600 pixels (square format) / 600 x 315 pixels (1.9: 1, landscape format).
• Frame rate: no more than 30 frames / sec.
• Bitrate: If you use two-pass encoding and the file size does not exceed 1 GB (the maximum you can upload is 1.75 GB), then there are no restrictions. Otherwise, for 720p it will be 4mb / sec and for 1080p - 8 mb / sec.
• Video aspect ratio: 1.9: 1 to 1: 1.

Select a video thumbnail - what users see before the video plays. This largely determines whether they want to watch ads.

A thumbnail is not necessarily a frame from a video, it can be created separately, as in YouTube.

How to order ads from bloggers

If you don't know how to find the blogger you need, then it doesn't matter. There are special exchanges for this. The most popular services are:

It is enough to register on any of them, set filters and find the right influencer.

After that, you need to check the assembled base for cheating. Unfortunately, many famous people wind up a dead audience or likes.

Examples of Effective Instagram Ads

Consider two options:

How to and how NOT to do, good and bad examples.

7 examples of interesting Instagram ads

The famous motorist Ilya Strekalovsky shared his emotions about repairing his iPhone:

The Zaful brand made the announcement by splitting the photo into multiple images. In this case, the mosaic effect is triggered. So it will turn out to show your product from different angles:

Fitness app 8 fit made an announcement that is somewhat reminiscent of a blog post about healthy lifestyle. Such a lifestyle shows even in large companies that your product is easy to use under normal conditions.

Burger King in Stories has described how to properly place an order in the app. The elements of gamification are obvious:

7 examples of failed Instagram ads

The company that sells household goods has definitely hit its target audience. However, the image was chosen very badly:

The structure of Facebook and Instagram ads is simple: Advertising Campaigns → Ad Groups → Ads.

A campaign is matched with one marketing goal, such as driving traffic. Each campaign contains one or more ad groups.

The next level is the ad group. This is where you set up your targeting, placement, budget, and schedule. The group includes one or more ads.

If you're looking for a specific campaign, ad group, or ad, use the search bar at the top of the page.

Analyze performance metrics

The report table shows the results and costs for each ad.

If you don't see the metrics that interest you, customize the columns:

You can now sort or export the results.

To learn more about each campaign, group or ad, click on the name. An example of what you will see:

2) Test different call-to-action buttons. This approach has a significant impact on the result.

6) Don't forget to set a themed and beautiful avatar for your own profile. It is prohibited to use finished pictures that belong to anyone.

Frequently asked Questions

Is it possible to create an Instagram ad without a Facebook page?

Is it possible to create Instagram ads without an Instagram account?

Yes. All you need is a Facebook page. However, if you are not logged into Instagram:

Can Instagram ads be seen on desktop?

Only users can see them. Instagram apps on mobile devices. They are not displayed on the computer and other mobile sites. For desktop users, post ads on Facebook.

Should you broadcast ads on Facebook and Instagram at the same time?

Facebook and Instagram strategies complement each other. For example, an Instagram account focuses on user-generated content, and a video of a marketing webinar will look odd on Instagram feed, but quite organic on Facebook.

High conversions for you!

In the fall of 2015, Facebook opened the possibility of creating and launching targeted advertising for users in social network Instagram. In this article, you'll see step-by-step instructions on how to set up this ad through Facebook Ads Manager.

What does Instagram ads look like?

Its appearance is similar to that of a regular Instagram post, plus there might be a call-to-action button at the bottom leading to an external site, and on the right upper corner there is always a label "Advertising".

What can you advertise on Instagram?

• a link to an external site (including using videos instead of photos)
• link to an external website with conversion tracking
• video
• mobile applications

Facebook is also promising to add the ability to advertise any post from your Facebook Page, but my account doesn't have this option yet.

Step-by-step instructions for setting up ads for Instagram

Preliminary actions.

Step 1. In advance, connect your Instagram account to the fan page that you will use for advertising.

To do this, go to Fan Page Settings, on the left, open the "Advertising on Instagram" section and click the blue "Add account" button.

Result:

An important feature!
1 Instagram account can only be linked to 1 fan page. You can remove it from the Page and re-link it to another at any time.

Question: is it possible to do Instagram ads without connecting an account? Yes. What does this affect, read further in the article.

That is, I choose the Goal to Redirect People to a Website.

Note! On the right, you are shown the approximate coverage of people per day for the budget that you specified. Moreover, the reach on Facebook is less than the reach on Instagram. This means that advertising on Instagram is now cheaper.

Step 5. Scroll down and go to the final step - Settings appearance ads.

If you choose a video, you are again presented with a choice: upload your video from your computer or create a video from your slides.

The parameters that the video and slideshow should correspond to, Facebook suggests to the right:

Remember: Facebook skips pictures in which the text takes up a maximum of 1/5 of its area (that is, 20%).

The aspect ratio for Instagram can be taken as 1: 1 or 1.91: 1. V this example I take the exact same image that I use to advertise in Facebook Newsfeed on computers. Its dimensions are 600 by 315 pixels.

Even lower in the left column, you configure only 3 options:

- select the same fan page to which you linked your Instagram account,
- write yourself advertising text,
- and choose what will be written on the button (I chose "Details").

Now on the right, you can preview how your Instagram ad will look live. To do this, click on the horizontal "bar" where it says "Instagram new":

To disable unnecessary, click Delete to the right. Leave Instagram alone.

You just have to press the green button "Place an order".

How to see an ad on Instagram itself?

Go to Ad Manager. Open your Campaign, Group and ad within it. There will be an "eye" icon on the right. Click it. A pop-up window will appear. In it, click the link below "View Instagram Permalink with Comments".

The inconvenience of this preview: you cannot test the operation of the button leading to an external site, since it is displayed only in mobile version Instagram.

All other functions for ad editing, targeting, budgeting, stopping and rerunning ads are exactly the same as with any Facebook ad.

Now you know how to create Instagram ads with Facebook Ads Manager. Share your results in the comments, please.

Everyone can promote an Instagram account on their own and for free, but this will require preliminary preparation, a little imagination and a mountain of patience. You can easily and playfully get thousands of subscribers by paying money to a third-party specialist or smm-agency. True, here you can expect unpleasant surprises in addition to considerable expenses. If you have free time, the most the best option will figure out everything yourself and become a pro on Instagram promotion.

Does your topic fit?

Before you start promoting, you need to understand if Instagram is suitable for your topic. Jurisprudence, accounting, medical services(except for plastic) will be difficult to present on a social network. Interesting photos and vivid pictures are what are expected of you, and if you are limited in choosing visual content, difficulties will arise. Of course, there are craftsmen who can promote any topic, but this requires a more professional approach and considerable funds for advertising.

The most popular topics on Instagram are beauty, fashion, clothing, sports, food, travel. If you have an online clothing store, your own culinary channel on Youtube or interesting life- do not even hesitate. Welcome to Instagram.

What do you get?

Today Instagram is one of the most powerful platforms for promoting a business, brand, personality or creating a thematic community for further earnings. However, it is worth considering some of the features that photo hosting users face:

You can create an account and register it according to all the rules in the web version of the service or through the desktop application. The app is available in the Windows Store, you can find it in latest versions operating system.

Everything seems to be clear, only it is worth clarifying about the link. It can lead not only to the site, but also to any page on the Internet. Often account administrators add the address of their VKontakte page or in Odnoklassniki, where the main activity takes place.

Step two. Publish photos, videos and stories

• photos;
• photo galleries;
• video;
• stories.

All this is complemented by all sorts of filters, stickers and augmented photos. There is where to scatter. By using all the tools, you can really stand out very well. Most stop at some pictures downloaded from the Internet.

How you can post photos

1. The best option is a phone or tablet. Take high-quality pictures with the camera, add effects, come up with hashtags and go. You can also upload pictures and videos to your smartphone and then publish them on Instagram.
2. Third party services... If it is much more convenient to work through a computer, this is an option for you. Here are some services that allow you to work with Instagram accounts:

Register, attach your account (in kuku.io, you still need to install their application on your phone) and start publishing photos and videos. One caveat: start working with such services only if you have all the logins and passwords with which you can restore access to the page. Instagram does not like such sites and can safely reset the password, suspecting a hacking attempt.

You can also publish photos and videos from a computer without third-party services, read how to do this here:

Add hashtags to photos and videos

The entire search for posts on Instagram is based on hashtags. Perhaps this is the only social network in which their importance is difficult to overestimate. Be sure to add.

How to find hashtags:

1. The easiest way is to go to Instagram from your computer. In the search bar, start typing words that you think might be popular. Next, you will see how much this moment in the search for Instagram materials with a similar hashtag. This method is simple, but it is not the most efficient one.
2. Using the websta.me service will reduce your search time and will also allow you to find more hashtags you need.

The competent use of hashtags will increase the reach of your publications, while also attracting an interested audience that will like and subscribe to the channel.

Boost subscribers

Many will skip this point, because cheating is a risky business. The account can be blocked, and the administration is unlikely to make concessions to you and restore the page. However, if the promotion is successful, you will get an excellent base that will help you in further promotion.

What the promotion will give you:

• for a small amount, make it appear the popularity of your account;
• page guests will be more willing to subscribe to the channel;
• mass following will work itself out much more efficiently.

Not a lot, but at the initial stage, an excellent base. Here are some services where you can order followers on Instagram inexpensive.

If you need more fine-tuning, you can buy subscribers through exchanges... Here you can specify gender, number of subscribers, subscriptions and more. The price will be more expensive, you have to pay extra for the quality.

Massliking, mass following and mass commenting

The idea is simple - you do well to others and some in return do well to you. Put likes, subscribe to channels, communicate in the comments and your account will definitely be noticed, and those interested in content or product may subscribe. It sounds simple, but in practice it turns out to be much more difficult, or rather dreary. In order to earn at least some kind of feedback in this way, you will have to work hard.

To automate and thereby facilitate the placement of likes and cheat subscriptions, you can turn to the help of services

Be careful, such an automated promotion method is also punishable on Instagram and the account can be blocked. It is certainly the safest to do everything manually, but many simply do not have time for this.

Also, at the initial stages, do not forget about hashtags for mutual likes, subscriptions and comments:

To receive subscriptions:

#follow #followme #follow4follow #followforfollow #follow #followforfollow

To get likes:

#likes #likesforlikes # likes4likes #likesforfollow, #likes #likesmutually #like #likename #like #likesalikes and others

For comments:

#comment #commentback #comments #commentforcomment #review #reviews #comment #comments #comments and others

Order advertising posts from bloggers

By the time you get to paid advertising, you should already have a good start: 10-20 posts, Feedback(likes, comments) subscribers (more than subscriptions). When interested users visit you, they should see that you are popular and that they are joining a well-known community. Few people like to be first.

Important:

• choose communities with similar topics;
• experiment with promotional materials;
• use bright and understandable photos;
• add interesting and concise descriptions;
• do not forget to put a link in the description on your Instagram account (others will not work).

Targeted advertising

One of the main features of targeted advertising is that you can post an active link not only to your account on the social network, but also to any other page on the Internet.

What formats are available:

• the photo;
• carousel;
• video.

• geographic targeting;
• age targeting;
• you can set up ads only for women or only for men;
• the ability to enable and disable ads at any time;
• audience coverage depends on your desires and the size of your budget.

Despite the seeming advantages, setting up high-quality advertising is much more difficult than ordering it from a popular blogger. This format is for those who are ready to experiment, clearly set goals and know their audience.

Contests and sweepstakes

A tempting format that, if done right, can help a lot in page promotion. Despite its promising potential, many refuse such a promotion due to some difficulties:

1. You need to come up with a competition or drawing. Without a bright idea, it will be difficult to draw attention to the event. Typical pictures with the word “DRAW” do not work well and may simply not live up to expectations.
2. We need a meaningful prize. It is very difficult to interest Instagram users to post photos that are not related to them on their page. Therefore, the prize must be rare, original or expensive. Better yet, all together.
3. You need to follow the drawing, respond to comments, and at the end, present a prize to the winner. It is true, many are simply frightened by this prospect.
4. The competition needs promotion. Many organizations are launching large-scale advertising campaigns with street banners, in-store flyers and online support. True, most often the organizers limit themselves to targeted advertising and ordering posts from bloggers.

If this does not scare you, then feel free to start planning and implementation.