Targeting and Optimizing Your Instagram Ad
Advertising strategies to strengthen your reach on Instagram
Once you’ve selected the campaign objective for your Instagram Ad, it’s time to define details including audience, budgeting, schedule, and creative.
The same targeting options available for Facebook are available for Instagram ads, including location, demographics, interests, behaviours, as well as advanced options like lookalike audiences. When defining the audience and the budget for your campaign, follow the same best practices discussed in the Facebook Ads lesson.
Select the platforms in which you want your ads to appear. Some Objectives will cause certain platforms to be unavailable, but all available platforms will be selected by default.
In the Page & Links section, choose how you want your ad to look - you can select a single image or video, or multiple images in a carousel format. These changes will appear in the Ad Preview area. Once you’ve selected the image or images you’d like to use, you can add a call to action button that best represents the action you want your audience to take.
For example, if you’re promoting a product, select “Shop Now”; if you’re promoting an event, “Learn More” would be a better choice. Enter the ad copy and the link to your mobile optimized landing page.
If you choose the carousel ad option, you’ll need to have a minimum of 2 and a maximum of 10 images in your ad. Each image can point to a different website destination, which is useful for telling a visual story about a line of products or a series of events.
An advantage of running your ad on both Facebook and Instagram, is that your ad will be optimized to show on the platform that meets your campaign objective at the lowest cost. For example, if you’re running a campaign to get visitors to your website and Instagram visitors are converting better than Facebook visitors, the campaign budget will be automatically reallocated to Instagram.
Performance metrics for Instagram ads will be available in Power Editor and Ads Manager shortly after your campaign is approved. If you created your ad through the Instagram app, you can also view metrics by selecting the promoted post and clicking “View Insights”.