How To Create Instagram Ads in 2019

Key Takeaways

hey so in this video I'm gonna show you how to set up ads on Instagram now if Instagram is actually owned by Facebook so when we're doing this we're actually gonna be doing this through Facebook's platform just keep that in mind now obviously Instagram is one of the most popular social media platforms so it one it is one that could be highly effective for driving traffic to your business now the first thing we have to understand here is the different types of ads that are available to run on Instagram now the first one is photo ads this is pretty self-explanatory you're allowed to have a description there you can take them directly to your website but then we have video ads that are in the feed now this is different from story ads we're gonna talk about story ads in just a second here but video ads that are in the feed they've been around for quite a while now and you're allowed to have videos up to 60 seconds long so a minute long video as well as a description below this video right down here which can be pretty effective in order to derive more sales and convert more people so we're going to talk about that later on in the video but video ads can be very very effective and you can have different formats for this video so it can be a long vertical video or it can be a typical type of YouTube style where it's a 1920 by 1080 video so you have a lot of different options there for video ads then we get into something called carousel ads this is great for people who are running ecommerce businesses who are trying to sell a physical product and they want to be able to display different viewpoints of that particular product people find that to be very very influential and helpful for them who are running those types of ads for e-commerce businesses and then we finally have story ads these are relatively new these have really not been around for too long and so a lot of people aren't using story ads yet but they can be incredibly effective the one thing you want to think about is that they can only be up to 15 seconds long and you aren't really allowed to have a lot of text in there so you can have text within the video but you can't write long paragraphs it's just not going to work for most people people aren't going to read a full paragraph in a 15-second span and let's say hold down on it but most people don't do that so what we're gonna do here is click create our own this is gonna take us to Facebook Ads manager we're gonna have to log into Facebook first but I should already be logged in so we're getting onto ads manager right now and what we are going to do that we're going to be able to create a new campaign so through this it might look a little bit confusing at first with Facebook ads that's maybe why you came to this video we can look kind of intimidating all these different options but trust me once you get the hang of this is not too difficult it's pretty user friendly really through Facebook Ads manager at least compared to something like Google Adwords or Bing ads which can be a jungle so we want to decide what our marketing objective here is if we're trying to build a brand awareness or drive more traffic to our business generate more leads so for most people they're gonna want to just get more traffic to their business and we're gonna want to name our campaign name so just to make sure that we don't confuse this with other campaigns what just call it run number one campaign run number one and click continue now all right so now we end up on the page where we are able to create a new ad set and choose who were actually marketing our products to or our business to so this is the part where I really want you to pay attention because there's a couple of different ideas within here that if you follow through with could really help your business grow now we're gonna want to decide where we go with our traffic and we're gonna send to her website or you can even send them to whatsapp or Facebook messenger where you can then have a conversation with them you can set up BOTS to answer their questions for them as well but that's an entirely different video so let's just have a go to our website for today and then we're going to actually choose who we are targeting to so hold on give me a second okay so what we're gonna choose who we target our specific ad for this campaign for so for this now I want you to be careful with this because a lot of people think that they understand their target market perfectly well and maybe if you've been running your business for a long time you do know who your target market is and who will be converting the best on your products but if you're just getting into this if this is really one of the first ads that you're running and you haven't sold a lot of products in the past and you don't fully know your look-alikes then I want you to be cautious of this because some people will jump into this and saying you know what I have a hunch that the the average person who's buying my products that you're selling an online course for helping people with passive income and people would make the assumption that you know it's going to be most likely the highest conversion to me people between 18 and 35 maybe male in the United States and making these assumptions can really hurt your overall sales growth in the long term because I know two separate people on two different occasions I've asked them this question and they've both answered it with really to my surprise and they were surprised themselves at first that contrary to what they believed they were both selling pretty similar courses about generating income online so making money online through various sources I don't think I should mention their names but they both found that contrary to popular belief where they thought that that their target market and and their highest converting person would be somewhere like a thirty year old male or or a millennial who is eager to make more money they actually found that a good amount of people were converting at very high rates who are forty-five years and up so even senior citizens were buying their online digital products getting into the sales funnels and purchasing these items and at first you wonder Wow like how can a 65 year old be doing this who is interested in these kind of passive income sources be buying this and converting so well on this but it actually turns out that they have a lot more discretionary income they have a thousand dollars as much easier to come up with when you're 65 and retired than it is for somebody who is 18 years old and struggling to pay the rent so it is interesting to see us so don't make those assumptions the whole point of this is to not make too many assumptions on who your specific target market is you can make some good ideas but I think it's important at first when you're running your very first ad and testing the waters to keep it pretty broad and that's the point of this right now so I would suggest keeping this pretty broad and then creating different ads to do different ad test to see who's converting the best you can do different age groups make multiple different ad sets so that you can set this up so we're gonna keep this very broad we're gonna keep this in the US and our potential reach right here is 230 million people now you can add different countries on here as well so I like to have the United Kingdom and other countries that have a pretty high amount of discretionary income so Canada as well and then I'll add Australia now obviously there's other countries that we can but you do want to think about where you are going to be selling the most of these products and you can actually narrow this down to a very specific location you can narrow down to Philadelphia or California or New York so you can get very specific with this and then you'll also want to select your language which will possibly be English for myself at least for my customers that I'll be running the stance would be English speaking now we can choose some detailed targeting keywords here now choose your business and and decide some pretty broad general words that could fit into this if you're too specific the ad rates are gonna go up a lot more you can be paying more per view and per click so for this we're gonna do marketing and the more that we add on here the more broad it will become and the cheaper the ads will technically be so let's add some other ones here so now our reach is only sixty four million people we can add different ideas like let's just say business this is very general here it's gonna open up to a lot of people okay business is not even yeah alright wo so and then what I love about this here is we're actually able to add different connections so how people are finding your platform or people who have already seen your website seen your Facebook page - like your Facebook page you can do this through connections and that's what's really really incredible this is something you can't do with radio ads or traditional cable TV ads you can't just choose the people who have already liked your Facebook page or who are already warm traffic and that's what is pretty incredible about Facebook marketing so we're not gonna do this for this because we don't have anything set up for that right now at the moment but if you do have that set up that could be very high converting and now we're gonna want to change placements to edit placements and now this is what I'm going to choose these specific ads that are going to be running so we're not going to be doing Facebook ads for this now you can obviously but what I would suggest doing is running separate campaigns for separate ads so that for example if you have the same exact video for Instagram feed video and story video it can get a little bit weird because story ads can only be 15 seconds long video can be sixty seconds long so I would create two separate campaigns for that so we're gonna actually let's just go with feed for now for the video that I could put on here at the moment I don't have anything set up for stories sorry ads you'll want to be much longer a vertical like nine nine to sixteen ratio for that story ad but for feed you can do really any different ratio for that video so you can do square you can do 1920 by 1080 or 1080 by 1920 which would be a little squished down now we can add which type of mobile device we want to put on here as well hold on there we go so we can do iOS we can do Android which is pretty interesting but there's something that I would consider getting into is only when connected to Wi-Fi so what this will do is it'll prevent people seeing ads who are maybe maybe walking down the street and they don't have Wi-Fi so they might not be able to convert fully onto your website and actually go through the process because there's a good chance they're gonna be busy maybe they're in a restaurant with some friends and they see your ad and maybe they click on it but they're not gonna go through the whole process of buying your particular product when they're out and about and maybe they're taking a big dump on the toilet and they just don't have the time to do that so that's why I usually click only when connected to Wi-Fi because there's a better chance that they're laying in bed they have more free time to consider buying your particular product or able to absorb more of your ad and more free time to do that so I would consider only when connected to Wi-Fi now that's what we can select our budget we can decide what we're going for here link clicks is what I would suggest sticking with you can have some other options here for landing page views versus link clicks what's the difference between them well landing page views is getting them actually on your landing page versus clicks where they might click on it but it might not fully load but this will help Facebook understand what your goals are so if you want to get the most amount of impressions as possible or you're focused on just clicks or focused on getting new people every day to see your ad this can really help set things up now we can create a cost control for this I don't think I would suggest doing this at first for most people because if you set this to low Facebook won't even run your they'll try to run your ad if you're not getting any clicks on it because your bid is too low they aren't gonna like your ad they're not gonna show it because if they have to show it ten thousand times before it gets five clicks they're not gonna like that and so I would keep this blank for now so that you can understand what your average rate is and then you can run that lower over time if you'd like but then we can also set our daily budget now for this look set this at whatever you're comfortable with if you are on a low budget maybe set it at five or ten or fifteen dollars a day run it for a week so that you can get enough data to understand how your traffic is actually converting and how well this ad is converting the one thing I will know is that look you're gonna be doing a lot of different AP testing a lot of different split testing to find out the perfect ad let me give an example of this I was talking to Joe Kong from jump cut if you're familiar with jump cut Academy probably seen his ads all over YouTube Kong as a few million subscribers on some of his YouTube channels but he was saying how with one of his particular ads it was a very simple little change and that's why marketing is 90 percent skill and 10 percent not necessarily luck but really kind of throwing things at the wall until something really sticks when you're doing this there's a be testing so what he did is he had two separate ads one of the ads he said hey I'm Kong and the caption said hey I'm Kong underneath it so he had subtitles for it but the other one he made a separate one to kind of test some different things and some of these are pretty crazy but they can really work so on the second one he said hey I'm Kong same video but he said ham Kong and then he went on with his spiel but the caption said hey I'm Asian so this little tiny change increased his conversions on his and by 11 percent just that little thing from ham Kong - hey I'm Asian Justin the caption below that not even what came out of his mouth it was the same video just different caption an 11 percent increase in conversion so you are gonna have to do a lot of testing behind this and that's why I would keep your daily budget relatively low running over a week and then you can get enough data points where you can understand whether or not this ad is actually effective for you so we're gonna keep this for $20 for this we're gonna click continue and it'll show us how many people were able to reach a set at least four point eight thousand people per day that we're reaching now this is where we can to upload our video ad or our photo or our carousel ad that we want to create and you're gonna want to add your Instagram account on here I'm not gonna do that just to save you some time here but we're gonna choose a single video okay so we're choosing a single video for this and this is going to give us the option to upload a video so let me just upload one very quickly and let's just choose this foldable bike video okay so this will give you the video recommendations on the side so you know the right format for your video like I said if you're uploading one for the feed it can really be any size there's not too many limitations on that but for stories it's there are much many more of limitations for uploading a story ad you want to fit the phone perfectly so that it isn't too flat on their phones now once this uploads we'll just give it some time but we'll move on then we can decide how our link is actually going to look on this different ad so let's just give a second here to load we can enter our website URL on here and then we can have a different call to action as well so let me type this in and see how says learn more right there we can change this to some different options hold on so we can change this to some different options so our call to action what do we want this this part right here where says learn more we can change this so if we're trying to get somebody to donate if we're a non-profit you can say donate now or download if you're offering some type of free ebook or a PDF or contact us if you're more of a service business so you want to decide which one you're gonna go with you they do give you a lot of different options I do like to have learn more on here because it's not too intrusive on people it's really not very intrusive at all and then this is the part where you can add text on here so so we can write our hook here and this gives you a lot of space you can write paragraphs if you'd like on this ad to really help convert people and this is what I do like overstory adds that you're able to give more context to your business this is better for cold leads people have never seen your product before it gives you more of an ability to convert these P and tell them who you actually are and that's what I love about these video guys it's a minute long versus that 15 seconds story ad which we'll cover in another video so make sure you subscribe to this channel by the way now that's essentially it this is this is really how you can set up Instagram ads it's that simple you confirm and then they'll start running your ad just like that so it's not terribly difficult as you can see there are some other ins and outs of this so we can get into that we haven't covered in this video for simplicity we don't want to get too crazy here maybe we can make another hour-long tutorial at some point but this video is much shorter much more to the point so if you enjoyed it make sure you drop a like let me know your thoughts down below it on any questions that you might have subscribe to the channel and I'll see everybody next time in the next video regarding Facebook and Instagram ads