Step By Step Guide To Placing Instagram Ads For Your Small Business!
February 13, 2018
First, sign up for Business Manager
Go to business.facebook.com. Click Create Account.
Enter a name for your business, select the primary Page, and enter your name and work email address. If you don’t yet have a Page for your business. Move through the rest of the on-boarding flow by entering the rest of the required fields. Learn how to add people to Business Manager. Once you have Business Manager setup, you can add your Instagram account
Go to your Business Manager.
On the left side of the page, click Business Settings then Instagram Accounts. Click Claim New Instagram Account. Add your username and password, then click Next. To authorize one or more of your ad accounts to use the Instagram account, check the box next to each ad account and click Save Changes. Whoo! That was a lot of steps. Now you are ready to create your Instagram ad.
Go to ad creation.
Choose an objective from the list. Keep in mind that only the following objectives will allow you to create ads that will be eligible to appear on Instagram: Brand awareness, Reach, Traffic (for clicks to your website or to the app store for your app), App installs, Engagement (for post engagement only), Video views, and Conversions (for conversions on your website or app).
Note: Some of these objectives may look different when you create an ad. Learn more about the changes to objectives. Next to Campaign Name, add a name for your campaign or use the default name that appears. Now it’s time to choose the audience for your ad. In the Audience section, create an audience for your ad. You can choose audience characteristics such as age, gender, interests, behaviors, ethnic affinity, location, and even politics. Learn about the targeting options available.
Like Facebook ads, Instagram ads offer options to pay per engagement or by impression (CPM). The average cost per click for an Instagram ad in Q3 2016 was $0.72. If your boss has given you a specific budget for your Instagram ad campaign, you can set it in the Budget and Schedule section, where you can choose a budget and set your ad’s schedule.
You can choose either a daily budget or a lifetime budget for your campaign. Choose wisely. Daily budget sets your ad up to run continuously throughout the day, meaning that the algorithm will automatically pace your spending per day. With this option there is a minimum daily budget depending on different factors in your campaign.
Lifetime budget gives your ad a run for a specified length of time, meaning the algorithm paces your spending over the entire time period that you set for the campaign.
You can set your optimization and bid options manually. In the Optimize for Ad Delivery section, you’ll update how you want to optimize your ad. In the Bid Amount section, you can choose a manual bid.
Next to Ad Set Name, add a name for your ad set or use the default name that appears. In the Format section, choose the type of media you’d like your ad to include. Review the technical and design recommendations to make sure your photos and videos are putting their best foot forward. Photo design recommendations
Image ratio: 1:1 Image size: 1080 x 1080 pixels Caption: text only, 125 characters recommended Photo technical requirements
Image ratio: Landscape (1.91:1), Square (1:1), Vertical (4:5) Minimum resolution: 600 x 315 pixels (1.91:1 landscape) / 600 x 600 pixels (1:1 square) / 600 x 750 pixels (4:5 vertical) Caption: text only, max 2,200 characters Limited support for landscape format Maximum resolution: 1936 x 1936 pixels File type: .jpg or .png Maximum size: 30MB Your image may not include more than 20 percent text—Use Facebook’s text overlay tool to see how much text is on your image Video design recommendations
Aspect Ratio: 1:1 File type: .mp4 container ideally with leading mov atom, no edit lists Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan Audio: Stereo AAC audio compression, 128kbps + preferred Caption: Text only, 125 characters recommended Video technical requirements
Caption length text: 2,200 characters Max Video aspect ratio: Landscape (1.91:1), Square (1:1), Vertical (4:5) Minimum resolution: 600 x 315 pixels (1.91:1 landscape) / 600 x 600 pixels (1:1 square) / 600 x 750 pixels (4:5 vertical) Minimum length: 3 seconds Maximum length: 60 seconds File type: Full list of supported file formats Supported video codecs: H.264, VP8 Supported audio codecs: AAC, Vorbis Maximum size: 4 GB Frame rate: 30fps max Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.
Thumbnail image ratio: Should match the aspect ratio of your video. Your image should include minimal text. See how the amount of text in your ad image will impact the reach of your ad. Fill in the details of your ad. Choose your headline, text, and call-to-action button (if needed). Click Show Advanced Options for additional creative options. Keep in mind that creative options may differ based on the ad objective you choose.
Below Ad Preview, you’ll see all of the placements your ad will be shown on. By default, all of the placements will be selected. It’s recommended that you run your ads on Facebook and Instagram at the same time. But if you’d like to only show your ads on Instagram, click Remove next to all of the placements except for Instagram.
Once you’ve completed your ad (YAY!), click Place Order in the bottom-right corner. Don’t forget to review your ad closely before hitting the big green button. Since your ads have the potential to be seen by a large audience, you can’t risk a typo or inappropriate joke. If you’d feel better getting a teammate’s eyes on them before they fly out into the world, set your schedule to include a delay, but still place your order.