In our last installment of Setting Up and Managing an Instagram Business Account, we went over some of the basics of managing your account. In this week’s installment, we’ll dive into advertising on Instagram by explaining the basics of set up, campaign types, and targeting.
To start, you are going to want to have both an Instagram Business Profile and a Facebook Business page. Your Facebook Business page will be where you set up and manage all your Instagram ads. This can begin once you have linked both your accounts.
Once you have linked your Instagram Business Profile to Facebook Business Manager, you are ready to set up your first campaign and targeting.
When it comes to choosing your campaign objective, there are six different options to choose from:
- Boosting Your Posts
- Send People to Your Website
- Increase Conversions
- Get App Installs
- Increase App Engagement
- Get Video Views.
Of course, which one(s) you choose all depends on your overall marketing objectives and what you would like to accomplish with Instagram.
There are a total of seven options when it comes to choosing your audience targeting on Instagram. The following is a complete list with a brief explanation of each:
- Custom Audiences: Built from lists that you create from a list of email addresses, phone numbers, Facebook user IDs, your website, and mobile apps, and lookalike audiences. For lists targeting your website, you’ll need to also make sure to have the Facebook pixel installed.
- Locations: Targets users based on geographical locations such as country, state, zip code, province, city.
- Age: Targets users within a specific age range.
- Gender: Targets users based on gender, using male, female or both.
- Language: Targets users based on a specific language demographic.
- Detailed Targeted: Targets or excludes users based on more detailed targeting demographics that Facebook and Instagram has access to, including behaviors or interests on and off site.
- Connections: Targets users based on connections to your pages, apps or events.
Keep in mind that you can use multiple options for your audience targeting but be wary about becoming too targeted and/or specific, which may limit your campaign and its effectiveness. The same is true about building a campaign that is too broad. Both of these can be monitored by using the Audience Definition panel to the right of your campaign build. This will help you determine whether your campaigns are too narrow or too broad.
Now that we have gone over some of the basic components of advertising on Instagram, look out for our next installment of Instagram for Business which will explore the more detailed aspects of setting up ad sets, ad copy and monitoring.