Instagram is an effective social media tool for building and engaging with potential customers. What many small business owners don’t know is that Instagram can also be an effective and affordable advertising platform. Instagram paid advertising gives businesses and brands an effective way to quickly increase visibility and to connect with customers and leads. In this article you’ll learn how to create Instagram ads for your small business using the Facebook Power Editor platform.
There are two ways to create Instagram ads for your business. One way is to run the ad through your mobile device. The other is to create an ad using the Facebook Power Editor. Instagram ads will run through either platform. The main difference between the two platforms is that the Facebook Power Editor is how you would set up an ad on a computer versus setting up and running the ad from the Instagram mobile app.
To create an Instagram ads from your computer, use Facebook’s Power editor. To do that, you first need to connect your Instagram account to your Facebook account. If you have an Instagram Business Profile, you can skip to the next step. To connect your Instagram account to your Facebook business page, simply go to your Facebook Page, click Settings in the top right corner, and in the left column select Instagram Ads and then click the Add an Account button on the right.
At this point, you should be prompted to either select a current Instagram account or to create a new one. If you created a new Instagram account, look out for a confirmation email that will allow you to set up a password for your new Instagram account. That’s it! You’re ready to begin running Instagram ads for your business!
Now it’s time to begin setting up your Instagram ad. If you haven’t already, go ahead and login into your Facebook Ads Manager and choose the account you’d like to create your Instagram ads under. You should be greeted with a screen that looks like this:
From here, you’ll want to click Create Ad on the far top right; at which point you should see this screen:
This is where you’ll choose an ad type/objective for your Instagram ad depending on your marketing plan and goals. The objectives that support Instagram ads currently are:
The most commonly used objectives are “Send people to your website” and “Increase conversions on your website” as they have the easiest to measure and most direct results. You’ll have to choose the right one for your ad based on the marketing goals for your business.
Many of the targeting options that are available when creating a Facebook Ad are also available for Instagram ads. You’ll want to think about your ideal customer and create your audience based on options such as gender, age, location, behavior, interests, and pages they may like. For best results, try not to be too broad or too specific. While paid advertising is definitely a numbers game, targeting the entire world or a single neighborhood just isn’t likely to be a successful campaign.
When choosing an audience, you should see a screen like this:
While this is an incredibly easy step to accomplish, its also easy to forget to enable your ad to be shown on Instagram. To do so, simply make sure that “Instagram” is enabled under the “Placements” section of creating your ad that looks like this:
You’ll want to decide whether you want to enable or disable other placements such as on Facebook desktop/mobile views or Facebook’s Audience Network.
After picking an objective, selecting your audience, and choosing where you want your ad to be seen, you’re going to be prompted to determine an ad spend budget. There’s no set number that will be ideal but pick a daily budget that you can easily afford but offers enough estimated clicks that you can easily measure the results. If you’re only getting 1 click per day, then it’sits going to be hard to determine how successful the campaign was or wasn’t.
Related: Getting Started on Instagram
If you’re inexperienced with paid online advertising, we generally recommend testing the waters with a smaller budget and increasing it as you grow more confident and can show some results. For reference, the budget selection screen looks like this:
The final step to creating your Instagram ad is to format it. This includes choosing between showcasing a single image, multiple images, and video as well as selecting what images you’ll display, where your ad will link to, what text you’ll show potential customers, and what your call to action is.
Try to imagine what your customers or target audience would respond to—do they like flashy photos or interesting text? Would showcasing a wide spread of product images be more enticing than focusing on the details of one? This all dependent on your audience and you may not get it right the first time, but keep testing different ads until you find out what works for you
Now you know exactly how to use Facebook’s Power Editor to create your first Instagram ad. Have you run any Instagram ads for your business? Tell us about it in the comments below!