Instagram Ads Tutorial For Beginners - Instagram Advertising Tutorial for New Campaigns

Key Takeaways

all right what's up everyone welcome to the Surfside PPC youtube channel today we're me going over instagram advertising it's gonna be our Instagram ads tutorial for beginners updated for 2018 so let's get right into it in order to start advertising for Instagram you're going to need a Facebook Ads manager account and you're also going to need obviously a Facebook page and an Instagram page so the way we have it set up is we have our facebook business page here beachfront decor we're gonna be running ads for beachfront the quarter they try to drive sales so the website so the way we have it set up is we have our Beach one two core Facebook business page and our Instagram account is connected to this Facebook business page directly through settings so if you go into settings you can connect your Instagram account with ease and just sign in and once you do that all you need to do is set up Facebook business manager which is what we use we have an ad account through our facebook business manager and then we just connected our Facebook page and our Instagram page if you're not sure how to get started with this we're gonna put this URL in the description of the video so just come to this page up here Facebook's comm slash business with some letters at the end and they'll show you with Instagram ads how to set up your business manager do you need a business and manager account to create ads for Instagram so that'll help you get set up with everything and make everything a lot easier to understand so you can get started with Instagram advertising with ease so we're not gonna go through that whole process so you just need to get to this page here with your building setup you might not have any campaigns down here obviously when you start but that's not a problem so what we're gonna be good doing today for Instagram is trying to drive sales to this website beachfront decor so we're running a basically it's fake just for this tutorial but let's just say we're running a promotion in the month of March 2018 for 10% off the entire store so we're gonna do is change our website on March 1st so it says 10% off the entire store people come to a landing page like this they can shop now they can scroll around and you know it's look at some different things Beach related types of type of articles and type of product so our whole goal is gonna be try to drive sales for this 10% promotion using Facebook Ads and what we want to do is target people who have interest in beaches people have interested in Beach decor people who you know homeowners who want to buy Beach decor for their home so that's basically who we're trying to target so what we're gonna do here is to get started there's a couple things every campaign should have a goal so your campaign goal should be convergent it should be sales it should be leads whatever you're trying drive so for example we have a newsletter signup here website conversion campaign so this was just a quick little giveaway campaign we did we paid a dollar ten for each newsletter signup total of fifty dollars for the campaign we got 46 newsletter signups so instead of like driving traffic to our website we set up our campaign with website conversion so our goal was actually website conversions because at the end of the day I mean I could drive 46 I'd rather drive less clicks and more conversions then more clicks and less conversion so that's why you really wanna have a goal you don't really just want to drive traffic to your website and the way to do that is you come in here through ads manager if you go through all tools here there's custom conversions down here it's also over here under measure and report this is our frequently used over here so it's under here over measure and report if you click on custom conversions whether you have a Shopify website whether you have a WordPress website it's very easy to set up conversions once you have the Facebook pixel on your website so we have some tutorials on our channel already based around the Facebook pixel a little bit about custom conversions and then also about audiences and assets so we have some other tutorials if you're not familiar with some of these things but ultimately what you need to do is get the pixel on your website the same way you add like Google Analytics to your website you just add it to your header file and it will automatically track everything that's happening on your website and then you can create custom conversions you can create a conversion when someone visits a Thank You page you can create a conversion for like Shopify or Volusion websites when someone adds something to a cart when someone purchases something when someone creates an account so you can track everything through Facebook with custom conversions I'm not gonna go in there right now and show every conversion could be able to give some sensitive data but what we will do is come to assets and audiences um so that's where you manage who you're targeting and it's a great way to to really optimize your campaigns if you keep all your audience's in one place so we have ours open over here so it's called the asset library and we have audiences images locations and videos so what we're gonna be doing for our campaign is targeting three different audiences so our first ones at the bottom here it's beachfront decor audience one interest and behaviors okay so we're targeting down here is our audience one it's gonna be a combination of interests and behaviors and we're targeting beach towns so you could see our locations here it's pretty crazy but we're just targeting basically the East and West code to the United States a lot of different towns there a lot of different latitude/longitude we exclude people who like our page ready we're doing 35 and up English speaking we also do high income here so if your incomes over 150,000 if your net worth is over 500,000 if you have liquid assets over a million or over 500,000 I believe so we have a lot of uh we try to reach high income because with beached accords it we tend to have a lot of high priced product so we want to reach people with high incomes and also leads to higher higher end results in terms of our conversions and our transaction and the overall value of them so that's kind of why we do that and then we have here people who match this income and they also must match you know all these ocean types of interests coastal living magazine beach house ocean I love the ocean so we're trying to reach people who have beach interests salt life different things like that and then they also must match interests with into interior design ideas home decoration and design so if you look at it we're trying to reach people who live near the beach who have high income and who have interests in beaches and home decor so that's the way you kind of want to build your audience is try to find people and you could you know do a list of demographics behaviors interests all sorts of things and I'll go through that right now I'm not gonna go through each one of our audiences here but we're targeting is a combination of interest behaviors in the first audience I'm in the second audience we're gonna be targeting a page like a look-alike audience that also likes home decor it says size 20 right now but that's cuz we just created it recently it should be around 250 as well like this one over here it's a website traffic look-alike audience along with home decor so it'll probably be a little bit similar to this one but our website traffic is a lot different than what our page likes are so they look like audience should be a little bit different so you never know how things are gonna perform until you actually run campaigns so when you're creating audiences here what you can do is just manage all of your audiences right under the asset library so I think you want to target them in future campaigns and let's say I know okay this audience one has driven me the best results I could always use this audience and maybe I could take this audience and what you can do is actually edit it and create new copies of it so if you want to take this audience and say you know what I want to reach people who are younger or I want to I don't want to worry about the income and maybe I want to expand the ocean interest a bit more the home decor interest a little bit more so you could keep messing around audiences until you find the right match of people that are tart that you're targeting that are driving the results so if you want to create an audience just come right here click saved so all your retargeting and look-alike audiences would be custom or look like audiences here and then when you create them you could just target them easily in your campaign so that's why we do it so let's just say test here and I'll just show you real quickly just some of what different options are so locations you can target pretty much anywhere you want in the entire world let's say you would just want to target Boston Massachusetts you just type it in target Boston Massachusetts the city it'll target Boston plus a 25 mile radius let's say you want to target a larger area of Boston maybe you want to target the entire Boston Market so you click on Boston Manchester DMA so go with the DMA which are considered designated marketing areas so you'll have one for really any big city and also all over the country so let's just I'm looking in Pennsylvania right now if I type in Pittsburgh it'll pull up the Pittsburgh yeah Pittsburgh DMA here so it's a way to reach larger areas if you don't want to just reach the city plus a radius what we do is we just target up and down the coast you have so many options here you target other countries you could target pretty much the entire world I'm not sure if they have anything off limits in terms of targeting locations so ages so pretty self-explanatory target 18 and up and I guess you could do 13 and up I guess it was 18 and up but you target 13 and up I guess in age now so really just a matter of who your customers are trying to find them gender self-explanatory language is self-explanatory so it goes with the language that the audience uses so someone Spanish someone's English and you type in you know English it'll go with the language that they use on their page so so detail targeting this is where you really target people so kind of just come in two suggestions here it'll automatically pull up suggestions based on what you have here so we have a combination of surf side PPC which is obviously YouTube passive income marketing different things like that and then we have our beach of course so we get a really weird mix of of interest suggestions if you just have one page connected to your ads manager it'll be a lot better but what you want to do is come to browse here so under demographics you can target by you know people's education what level of education they finish they've completed financial data like I said before home homeownership whether you recently moved so life events marriage anniversaries different things like that whether or not you're a parent or not political interests whether or not you're in a relationship what your relationship statuses and then work you could also target this is pretty cool you target specific employers maybe you want to target I know anyone who works for a certain company you could target industries like you know administration Business and Finance you have so many options here in terms of just demographics and these are a large type of a large audiences here but you know if you're selling kids toys you can come in here and make sure you know you come into all parents and try to find you know the kids toys that works best for you maybe you sell you know kids toys for just little toddlers or you know babies basically 0 to 12 months so you would just go 0 to 12 months demographics and maybe you can keep narrowing it down so if you come in to browse again so under interests it'll say business and industry entertainment family and relationships so pretty self-explanatory all different things here that you can target so from keeping my baby toy example I could do family in relationships and maybe I do motherhood maybe I do parenting so now I'm targeting new parents 0 to 12 months interest in motherhood and parenting and you can see up here the top the audience will continue to get smaller or larger so it just depends on as you build it not our our issue right here is we have don't know location so make sure you have your location obviously so let's see so it's saying right now will reach about 2.2 million people just targeting new parents with motherhood and parenting interests in the United States so that's a pretty large audience so let's narrow it further so if we come to browse now behavior so this is like what people do online so you could do all sorts of things so you have purchase behavior maybe I want to do by our profiles so you could try to find different things maybe I want to do shoppers sometimes you could do here you go kids products so let's do baby toys so now let's see my audience now I have a seven point seven thousand reach if I'm putting out you know two new mom new parent 0 to 12 months they have kid who 0 to 12 months old with motherhood and parenting interests who also buy baby toys then I've narrowed it down to seven thousand seven hundred total people living in the United States and if I click create audience diver pretty good audience already if I want to target you know them with new baby toys for you know babies that are 0 to 12 months so pretty self-explanatory creating audiences and as you come here and you click on suggestions they'll keep giving you more suggestions to either expand your audience so if I come up here the way we have it set up is you have to include everybody who's new parents 0 to 12 months and they also match one of these interests and they must also match one of these behaviors so if I want to expand interest a little but I can come here go to suggestions and maybe I do parent under interests maybe I do family under interests maybe I do married so now it's expanding all these different options here so now my potential reach goes up to eleven thousand so you can keep expanding your audience just like that so click cancel here I'm gonna target my three audiences and I'll show you how I do that now let's get started with creating our Instagram ads campaign so click create campaign again our goal is going to be conversions you could do traffic if you do engagement we're gonna do a separate video tutorial you could do some of these other things conversions is gonna give you the best results for your money if you're spending money you should do conversion so split test we're gonna do a separate tutorial about that as well so our campaign name is just gonna be beachfront decor 10% off sale March 2018 you want to name your campaign something you'll remember something that's easy to identify so now we're in create a new ad set so what I could do is either create multiple new ad sets or just create one at a time what do one at a time and then we'll just duplicate it and adjust the targeting in there so that's kind of how I like to build campaigns create my first ad set how I want to set it up and then we'll just duplicate it and change the targeting around so our first that's that name what we'll do is auto in Swan interests and behaviors okay so now we want to set up the correct conversion for our website so we're not BFD newsletter signup but we want to do is sale generated so this keeps track of every single sale that we've had generated through our website and the Facebook pixel will keep that track so so under audience so this is where it's really easy if I just come into custom audience you can see all the audience's you've created if you go in to use the SAV audience now I can find my different audiences here just make sure I just do you know interesting behaviors make sure you have the right one it'll automatically put all that up there my audience size will be about 250 they'll show estimated daily results in reach based on your based on your budget so okay so now how to make it an Instagram ads campaign so if we come down to placements here this is gonna be where your ads are actually showing so you can do automatic placements which is usually what you'd want to do if you're just creating a campaign across Facebook Instagram in the audience Network and messenger maybe I just want to keep this out to everybody I would set up as automatic placements but what I'm gonna do is click Edit placements I want to do all devices you can do mobile or desktop only depending on what you're offering and what we're gonna do is exclude Facebook exclude audience Network and exclude messenger so now we're just gonna be in Instagram gonna be in the feed and we're gonna be in story so you have to click the box here usually four stories feed will automatically be here now it's just gonna be Instagram make sure audience network messenger and Facebook are not selected our potential reach went down to 230,000 people obviously as you remove the different areas where Facebook is able to serve ads your potential reach is gonna go down okay so the next thing is gonna be budget and schedule so what I like to do is run my campaigns for at least a couple weeks I don't like to do short periods of time because it doesn't give Facebook that much time to optimize everything and improve your campaign it doesn't give you even you much time to optimize and improve your campaign budget really just depends on what you want to spend so let's just say keep daily budget at 10 dollars obviously mine starts in March so you could actually schedule campaigns like this so we're just gonna run it for the entirety of March maybe it will end on the 30th so everyone knows about the deal that you know ended at 8:00 p.m. so it's gonna say your ads will run for 29 days you'll spend more than two hundred ninety two dollars and forty-one cents and that's for this specific ad set so we click on continue okay so the next thing we're gonna have to do is create our ads for Instagram so we're gonna upload three different single image ads they're gonna show in the Instagram feed and on Instagram story so you actually have to adjust the sizing for both of them pretty simple first you have to make sure your you have the right Facebook page and Instagram account here so just you'll see it from from the drop-down just make sure you select the right Instagram account that's where your ads will run from under format so carousel is a format where you can scroll through different ads we actually have a tutorial on our channel for that if you want to look at it single video slideshow there's a lot of different options you have here we like to use a single image to test at least that's art and you can do carousels you could do different things so we're gonna upload three different single image ads here we've already uploaded them so they're in our library here the sizes of them are 1080 by 1080 all three of them so you click on it confirm so what we're gonna do is click on this right here and just make sure you're under original or square it'll make sure you're having it right in the feed click done so we're gonna do is click use a different image for Instagram stories so we're gonna do instagrams stories here and click on the image confirm it's gonna make us crop it so you could crop it or if you want whatever works best for you I might just crop it like this thing this looks the nicest so now we have two different images here one for Instagram stories one for the Instagram feed so now you have to say you know you have ad copy for your ad and where you want to send your website URL so we're gonna do is send all of our traffic directly to the home page again this will say 10% off so people will understand the offer right when they click through you want your landing pages to really match whatever your offer is or whatever you're trying to sell you don't want to send people to like a home page if you're trying to sell a specific pair of sneakers on your website you don't want to send people to your home page you know if you're trying to sell something specific or trying to send them to a contact form but it does work if you have like a you know entire store sale if you're doing free shipping for the weekend or something like that you can easily just send them to the home page and just make sure that it matches the offer that you have on Facebook or Instagram so well copy and paste our URL here and what we're gonna do is come into the URL builder for Google Analytics so this is the URL here if you search in google campaign URL builder it'll pull it up on the top result so you want to enter the URL where you're sending traffic this is all for Google Analytics tracking if you're not familiar with that everything will come in through your Google Analytics acquisition and campaign screen so you can see the entire impact of your campaign in terms of what you know in terms of traffic in terms of what each ad row of what each ad set drove it helps you optimize your campaigns a lot easier so campaign source for us it's gonna be Facebook CPC cost per click our campaign name so we'll do beachfront decor 10% off sale March so campaign terms so term you want to use for the different ad set so what I can do is audience one audience two and audience three so I'll underst and then I'll do add one add two and add three and now this is our generated campaign URL you can copy it I like to just double check that it works so you just go in here copy paste just make sure that it pulls up the screen perfectly and nothing's broken with the URL it looks like it's gonna pull up fine so we come in to our ads manager here so our website URL is gonna be right here enter the entire thing so now it'll track everything when when someone clicks on this link I'll know exactly where that traffic came from so text this is exactly what you're promoting for your ad so for us it's gonna be save 10% okay so pretty self-explanatory quick called action save 10% on beach decor for the entire month of March or quick offer and our call to action down here we're gonna do is try to find let's see if they have shop now here we go so save 10% on a beach core for the entire month of March shop now so this is exactly what you want an Instagram is some type of offer where people will actually be interested in something like that they have some different options down here so you could do a display link so maybe I just want to do beachfront decor com it'll just show what URL it's going to URL parameters these are a little more advanced you want to make sure your Facebook pixel is tracking everything and then you also can do offline event sets if you have a local store a little bit more advanced here but show you ad preview real quick so we have the Instagram feed so it looks nice we have our save 10% on beach decor for the entire month of March and a shop now called action so if we change the ad preview to Instagram stories now we can see beachfront decor sponsored you don't get the same exact ten percent off but you could at least see something nice and pretty maybe you want to put a little button up here that says you know save 10% in the month of March if this is a real promotion I'd probably do that so just want something that people will be able to see and you know understand quickly and once you're done with that word it's gonna click on confirm and now this will actually create your campaign right away so you can pause it if you want while we continue setting everything up okay so it's gonna say your items have been confirmed we're gonna click continue again okay so what we've done now is we've pause our campaign so it doesn't start running in case everything gets reviewed and approved we don't want it to start running yet until we have all four ad sets and ads built out so we're gonna do is select the campaign now click on it it'll go into our first ad set what we want to do is set up the ads in our first ad set because then what we can do is duplicate the ad set twice and just adjust the audience targeting and we'll already have the ads uploaded for that if you do it opposite you're gonna have to duplicate the ad cess and then duplicate the ads for each ad set again so it's gonna be kind of double the amount of work maybe even triple so we're gonna do is click on add one and click duplicate ad so it's going to say initializing one new ad it's gonna say new ad add one copy it's gonna be in the existing ad set we're gonna click on place order okay so now we should have two ads in this one ad sayin what we want to do is actually duplicate ad one one more time so we'll click duplicate ad duplicate it again so since we're running three ads I'd recommend running at least two ads I usually run three or four just depends on what we're running what you can do is upload a carousel ad you can upload a regular standard ad you can upload a video ad you can upload all sorts of ads and then just see Facebook will automatically optimize towards what performs best so that's why it's good to upload different types of ads different ad copy you don't want to test too many things because then it kind of all runs a little bit rampant but if you have the same ad copy test different images maybe want to test the same image with different ad copy so you could try to do different things as you go so we're gonna do is we'll edit these two real quick and just upload the images so we have ad 1 copy we'll change it to add two so we're gonna scroll down okay so clear images here I was just a little bit larger so we'll do select image what we have is our two other images here so we'll do image to confirm and then obviously use a different image for certain placements so we have instagram stories here again we're gonna click on the image confirm and it's gonna make us crop it however you know whatever works nicest so this looks good enough done okay and really that's it the only thing you have to change in here is for the website URL so if you're have UTM content you're doing different ads just change it to add to is then it will pull into Google Analytics under that ad and then once there click confirming close it's the only thing you have to change just change the image out and then just change that tracking URL so you could actually track it separately in Google Analytics okay so ad twos change now so now we had just to add three will click on edit it's gonna be the same exact thing I'm gonna fast-forward to this part but it's gonna be the same process as ad - okay so now we have our three ads all set up for our one ad set so we want to do is come over to ad sets now here you want to make sure you don't have any of their ads selected now so now we just have our one ad set selected here we're gonna do is click on duplicate ad set so we can actually adjust the audience targeting for both ad sets um so it's gonna do it the same way we did the ads it's gonna do ad one ad to ad 3 copy and then it's gonna do the same exact ad set that we already have and again we're gonna duplicate this twice because we want to target three different audiences you want a new ad set for every different audience you're targeting so it just depends on what you know who you're trying to go after generally if you're going after like email list audiences or remarketing audiences you're gonna see better results than you would with you know what we're doing with look-alikes and with um you know standard audience and interests and behavior targeting so just kind of do a mix of everything usually I'll separate out my retargeting and email list campaigns from my other ones but you really don't have to you can keep them all in the same campaign the cool thing is you just adjust your budget for each ad set so if if one starts to perform better you just adjust it up and down so we're gonna duplicate this one more time here okay so now we have our three different ad sets here so we're just gonna quickly edit okay so we have our audience - page legs look-alikes + home decor and what we're gonna do down here so the conversion is gonna stay exactly the same budget and schedule will stay exactly the same but what we're gonna change here is audience so under saved audience its beachfront decor audience one interest in behaviors we want to come down here and find audience - oh god this is jumping over alright so we find audience - page likes look like + home decor so it'll be a little bit different I'm a little bit of a smaller reach but just make sure it's it's large enough you know it really depends on your budget usually they'll give you estimated daily results here but 170,000 is plenty usually you only have issue if your if your potential reaches below 10,000 it might be a little bit small so we'll click confirm and close okay so now you want to do that for audience 3 as well let's change that and the other thing you need to do is change your targeting actually it's change your final URLs with your ads for each of the ad sets so this is probably one of the longest processes but if you're under ad one copy here come into ad one and you want to do this for all three of them so you come into ad one you scroll down and you can see UTM source Facebook UTM medium is cause per click UTM campaign is ten percent off sale March so UTM term so this is Wow how you see what you're targeting for this specific campaign for the specific click so we're gonna do is campaign term it's gonna have to be changed to audience two for each of the ads so we have ad one audience two under that same campaign and it's from Facebook CPC so the term is used to kind of separate out the different results from each ad set so you can actually go into Google Analytics and see how everything is performing so you need to change these so it's coming in accurately so it's gonna say audience two if you want you can come over to the campaign URL bow there again and change it here and then just generate your new URL so maybe you want to do you know audience - for ad - I'll click copy URL so we'll confirm and close this one okay so now if we come into ad - real quick and I'm not gonna this will be the last thing we do in the video if we come into ad - you just come down change your URL so we have ad - audience one right now so just change the URL so it's gonna say audience to add - and it changes these two plus signs after you confirm and close so don't worry about that all right so once we do that it'll be all good to go now what you need to do is make sure your campaign is just spending make sure your ad sets are spending at the same pace as each other you want to test your different ads against each other obviously so that's what we uploaded three different ones of them but if we come into our ad sets real quick obviously this is a copy but we have ten dollar budget for each of the ad sets exactly what we want you can schedule it so we have it set to start on March first so we're doing this on February 21st and then it'll run till the end of the 30th if you come to campaign so maybe you want to uh maybe you want to contrive hundred dollars so your campaign will automatically stop once you get five hundred dollars that'll just pause so it's a good way to just keep track of everything in case or not and then all you have to do turn it on or to start running in the different ad sets I asked obviously have to come into the ad set here and change this around I want to make sure my ads and all the tracking is proper you want to go through and this is one of the long parts of creating successful campaigns as you go through at the end and you to your ads and you look at every single ad make sure the tracking is set up properly make sure your ad copy looks good make sure your URLs look good test your URLs make sure you go here and everything looks okay so that's exactly what you need to do to set up good campaigns and then if you're not seeing the results you want then come into the ad sets and try different audiences so I don't know what's gonna work until I run things I come into the asset library maybe I say okay maybe it'll target my Instagram engagement audience and you know 30 100 people have for 365 days have engaged on our Instagram so we're gonna target them maybe I want to try you know my email list look like or you know whatever it is maybe want to try a completely different audience you know so it's really a matter of testing trying to find the results you're looking for and trying to find optimal optimal results the targeting on Facebook and Instagram is really incredible so you should be able to find you know what you're looking for in terms of optimization when you're spending your money there even if you only spend you know a thousand dollars I'm on two thousand dollars a month depending on what your overall budget is it's just you know you want to have some Instagram in there so if you have any questions leave them in the comments thank you for watching our video today and make sure you subscribe to the surface ID PPC YouTube channel