Do you want to learn how to use Instagram ads to systematically drive sales for your business?
Well this post I'm going to break down everything you need to know when it comes to Instagram ads.
So you by the end of this post, you’re going to be able to build your first campaign, optimize and scale it to the moon.
I'm also going to share with you the exact strategy I used to turn ten thousand dollars into twenty-five thousand dollars with my very first Instagram campaign.
By the end of this post, you're going to know how to do the same!
With this strategy I was able to get a one hundred and fifty percent return on my investment.
I’m going to break down exactly the type of ads and campaign you need to use to do so.
If you implement this strategy you can easily get the same results… probably better results because I'm going to break down all the mistakes, I made along the way so you can avoid those.
So grab a pen and paper because if you watch all the way through to the end you're going to learn how to build your first Instagram campaign to optimize your ads and scale it to the moon systematically again and again… every single time…
Now, you’re probably wondering…
Why should I use Instagram ads?
Because of course, you can use organic strategies to grow Instagram account without lifting spend any money at all.
Well, good question...
I definitely recommend using organic growth strategies with Instagram but at the end of the day if you want to control the speed at which you grow your ad campaigns and your Instagram account you need to spend money on ads because organic traffic is going to take a very, very long time to grow.
If you use ads you can get traffic right away and scale that traffic quickly to go from reaching 100 people a day to 10,000 people a day, in a matter of days.
The other reason why Instagram ads are a great opportunity right now is that not many people realise the power of them.
Most people don’t realize Facebook owns Instagram.
And the reason that's great for us as advertisers is the Facebook Platform is the number one advertising platform ever.
The granularity of the Facebook platforms targeting gives us the ability to target down really specifically when it comes to the audience that we want to reach.
The fact that Facebook owns Instagram is a massive opportunity for us as marketers as we can target users on another huge platform via the most powerful ad platform out there.
We get that same capability with our Instagram ads that we would get with Facebook ads.
So it's the number one opportunity right now and the great thing about it is not many people are using it.
If you jump in right now you're not going to be competing with as many people as with Facebook ads.
So if you want to scale fast and not waste any time, for example if you have an offer that you want to get out to the market right now, and reach as many people with that offer as possible, you need to use paid traffic because you're not going to be able to scale enough traffic for that offer.
You’re also not going to have enough time to reach the amount of people you need to reach in the timeframe that the offers going to be running. That’s why paid ads are so essential if you are going to be running some kind of discount or special offer for a new product.
Whatever it may be, using the Facebook ads platform we can get really granular with the audience that we want to reach without ads and then reach their audience very, very quickly.
And that's the beautiful thing with Instagram ads.
We get to target the specific audience we want to reach really quickly, show them our offer really quickly, and because of Facebooks algorithm we can get really specific with who we want to reach. Then over time optimizing that reach over time, because the algorithm will show our ads to people that are more likely to take an action; whether it be filling out a form or purchasing, liking your page, whatever it may be. It really just depends on what you're optimizing your campaign for which we are going to get into in a second.
But the first thing I want you to do is someone new to Instagram advertising is create a SWOT file. Now a few Newtons him marketing swipe file is essentially just google folder whatever kind of folder may be with a bunch of ads that you've seen and a specific niche they are trying to target or just really good ads in general and well that's going to enable you to do is come back and look at the ads when you're creating your own ads and get ideas from other people's ads that have been performing really well and you can tell if these ads have been performing well just based on the level of engagement comments likes shares that these ads are getting because some ads that are doing really well in terms of the way they've created the ad are going to get shared and liked and commented on just like any other social media post. And that's a really great indicator for us. These ads are performing well. Now what you want to do in order to start seeing these kinds of ads is go to Web sites and the next thing trying to see ads fall off and go to pages for the next they try and see ads for. And then you're going to get re targeted with ads from those companies they're going to show you the copy best performing best for them then you can literally just take a screenshot and add those ads to a swap file for when we get to the next stage of producing the ads.
So write that down on a piece of paper right now to get started on your SWOT file. It's going to be very very useful once we stop building our campaign. Now the next thing I want you to do is understand media message and market because at the top level when you're creating any campaign not just with Instagram you need to make sure all three of those things are matching up. So the media is essentially the platform that we're using the place that we are placing ads. So in this case the media is Instagram. And the reason we need to think about the media is just so we can make sure. Specifications of ads and a style of ads matches the media. So when it comes to Instagram it's obviously a very image focused community. So we want to make sure we're focusing on our images more so than the text. Facebook for example was a much more text based platform presents the Graham started off with photography. So it still is today very image centric. We want to focus on putting the right type of images and right type of ads on the media itself which is why Instagram were focusing on images. Now when it comes to the market the market is the audience that we're focusing on.
So we want to make sure that the ads that we're creating match up well with audience that we are targeting. So as you can see in the on the screen here the examples that I've chosen. This is an ad targeting women's shoes and courses with women it seems. So that's just based on the colors and the character that they have in the image there. I'm kind of just interpreting it that way. And when I looked at the brand in the company I was correct as well. That is their target market. But you can see that the image that they're using here is focusing on the market very well it's showing someone who fits the demographics of their market and showing the product and the demographic using their product. So it's targeting the market very well with this. But the thing that I don't like about this ad is actually the message. So any message that you show you need to be targeting. Of course the media like we mentioned but the market as well. And you need to be targeting them with an offer. If your message is just very general and brand centric like the message in this ad you're not really going to get conversions really quickly or we'll have more of a straight line to the sale because it's more focused on brand more focused on the feeling that you're generating for the audience for what you want to do as more traditional direct marketing style.
So we're going to be focusing on providing a real offer to our market with a message that focuses on a specific product a specific solution to a problem and a specific offer for that solution. So might be a discount or a new product sale or whatever it may be but the message needs to be really specific on the problem they are solving. And then your solution to that problem needs to be centered around an offer whether it be a discount. And finally a call to action at the engineer tell them to do something at the end which these ads aren't really doing too well. Now they have a good understanding a medium is to market. I want to talk about the specifications of ads. So there are certain specifications that the different types of ads need to match in order for you to run the ads. So before you got there and start creating the ads you need to actually understand the specifications or you're going to create ads that don't meet the specifications. They won't be usable. It'll be a waste of your time and money. So on the screen here I'm going to put the specifications for the three main types of ads that you'll be using and obviously don't expect you to write this all down now but when you go about creating the creative flyer at the images here are the video whatever it may be.
You can come back to this video come to the time stamp here and then you'll be able to look at the specifications for the different types of ads. Make sure the create your ads according to the specifications. So now that you have a good understanding of creating the ads in general and media message market. So advertising in general I'm going to show you exactly how to create an Instagram campaign that will drive at least a 150 percent return on investment. From my experience so you can go out there and start implementing your campaign right away. Now we're not only going to show you how to create an Instagram campaign just like all of the courses out there do. And that's free training we're actually going to show you how to create a campaign how to optimize the ads in that campaign. I mean how to scale that campaign so that you can get great results over time really quickly. So now we have a good understanding of advertising in general. I'm going to break down some important elements to take into account when it comes to creating your ad so that you can create ads that actually care results. And if you don't already have a Facebook account what you need to create an Instagram campaign I recommend checking out the video that I'm going to put on the screen here which was the in-depth Facebook advertising tutorial that will show you step by step how to stop your Facebook account so you can go on set up your Instagram campaigns right away.
But what we're going to do right now is break down the important elements for your ads. Single there and create greater right before we jump in and show you how to create a campaign. Now I hope you have a pen and paper ready because here is the structure of the ad that I used to get a 150 percent return on my investment from my very first and scram campaign. So let's get into it. So number one you must grab their attention with the image the image is the most important part of the Instagram ad like I mentioned and you want to have an image that breaks the pattern. You want to do a pattern interrupt. So then it catches their attention as the scrolling because as you scroll down Instagram you're probably seeing things that you're very used to seeing over and over again. But if your ad pops out and really just catches their attention because they're not used to seeing that kind of thing on instagram they're at least going to pay attention for a few seconds to figure out what this is. Because that's the way the human brain is wired. We're looking for patterns and things that don't match patterns because of worried that there's a danger around things that don't match the patterns right.
You want to have pendant dropped in your ad itself in the image itself. So you can capture their attention now on the screen here I'm going to put the image that I use in that campaign that got me one hundred and fifty percent return. You can see how ugly it is. It's very ugly strange cartoon looking thing with a little character on it makes no sense you probably wouldn't have seen something like this and scram before and that works really well to capture people's attention because it was strange. Now the next part of it once you have captured their attention you want to focus on the problem. So if you look at the summer chair you'll see that it has a little headline on it a little bit of text that's focusing on the problem. I'm calling out the people that have this problem. So I might be looking to do x without y. So X would be fixing the problem and y would be without and doing the annoying things that they would need to do to fix that problem. That's a really good headline to use in the image. So going to catch their attention with the pen and dropped an image then they're going to see the problem and they're going to be interested by that showing of the problem because they're going to be saying something like Are you looking to x without y.
Which kind of shows them hey this guy this person might understand my problem and they might be a solution here. The next thing you're going to have is the solution. The solution will usually be in the coffee part. So we need to be one hundred and twenty five characters in the little text box below the image and you're going to be focusing there on your solution to that problem. So. And that little headline on the image you're gonna be calling out Hey do you want to do this without doing this and takes part you need to be saying well here's how to do it you're going to break down here how they can do it in a very easy and attainable way whether that be just signing up a form and your handle the rest or might be getting one call to discuss and then you'll handle the rest. But essentially you want to make it very easy for them to solve that problem. And as cheap as possible if your audience is a bit of a cheap audience. Now once they've read the quick solution and the text you need to have a call to action with them that text so might be you go to the button or click the button here to learn more. Then they go through to a landing page when they fill out a form and set up a call with you.
But they go through to a shop to buy the thing that's going to solve the problem. So that's the structure of your offer and copy an ad that you need to create your own effect of that in the same way that I did to get a 150 percent return on my investment. They also want you to understand the different components of anatomy. So on the screen here you can see the image of the ad that I used earlier but got little identifiers here to show you which part of that applies to each little section. I'm going to explain that. So number one is the identifier the identifier is just a little thing that's is sponsored on the head on the top right. Which shows you that it's an ad. Most people don't even notice this in the beginning they didn't even have it. But it's not something really you need to think about because you can't really change at all. Then you have the name of the account and the top left. So that just shows you that the account that we're targeting obviously the name of the accounts really important. Often you want to have the name of your account focused on an emotion or an activity and then the thing that you do to make him think a certain way about the thing that you're offering.
So then you have the image the image needs to have a pen interrupt and needs to stand out. And it needs to be simple enough. So they need to understand as soon as they look at that image the problem solving. So for example if you were a company that fixed deals on cars you might have a car with a massive dent and then the ticks might say looking to fix a dent. Something simple like that really stands out and really captures attention and that's the most effective way to set up an image itself because you need to break the pattern but you also need to use that tension you get from breaking the pattern to direct it to your problem solving. Finally the text and the call to action. So like I mentioned earlier the text needs to include the solution that you're providing and it needs to be around 125 characters focus on the problems. Focus on the benefits and focus on the features of your product of course but primarily on the benefits to them of using the solution and the ease and accessibility of the solution. And finally just have a call to action within that text as well. That drives and click on the button the call to action button which might be learn more shot now. Now let's jump into my account and set up a campaign.
Okay. So here we are guys inside of my ads manager it's as manager for an account that I just set up. So it's brand new just so I can show you other stuff this Instagram campaign. But the first thing you're going to want to do. Once you have got everything set up. And as I as I stated earlier in this video just go to our Facebook tutorial if you do want to learn how to set up an account from scratch.
But in this video we're just going to show you how to set up an Instagram campaign from scratch because there is a lot to cover and don't want you to be on the computer all day long watching tutorial.
But make sure you have a pen and paper ready right now so you can write down step by step what to do. But let's get right into it. So the first thing you should do up on the top left is click the screen create button and it's going to bring you to this create new campaign page.
So you have few options here you can choose conversions traffic engagement brand awareness if you are running a new campaign brand new you're going to want to go for traffic but if you do have a pixel set up already and it's tracking leads Add to Cart whatever it may be depending on the product or service you're offering you generally want to go for conversions because it is going to enable you to get a lower cost per sale. And that's really the goal at the end of the day isn't it.
[00:14:53] So let's go for conversions. And while you want to do is name the campaign something that makes sense. So in this case the placement is what I would usually put at the beginning So Instagram. then normally the audience. So in this case we're gonna go demographic audience and let's say it's going to be managing directors. Then generally after that I'll put down the gender and The Age. So let's go Male 45 to 55.
Now the reason that want to do this is because you want to make sure they have all of your audience is separated because generally you're going to want to test out five different audiences in the beginning and five different ads. So you essentially have five of the same ads within these five different audiences. That makes sense. So you're basically testing the same ads in every single audience. We're testing different audiences and different ads for those audiences.
And you can do a split test if you want or campaign budget optimization which is going to be the only budget optimization you can select in the future. And it does seem to be something that will work really really well. Once they do get it figured out but for now they are just hosting it out. So I don't really want to jump into that right away.
So I'm just gonna go set up an account saying hey you're going to your time zone your currency in your account country.
And here is where you would select your Facebook pixel. If you already had that set up and again we would go through how to set up your Facebook pixel in the original Facebook tutorial so check it out if you want to learn and set up your pixel but all just pretend that's already there. Then you go down and obviously can set up a custom audience so a custom audience like I mentioned. Facebook tutorial is an audience unless they upload to Facebook. So might be a client list a lead list whatever it may be. And then you can create lookalike audiences based on those custom audiences so you could create a lookalike audience of 100 or 1000 and they'll look like audience would be 1 million. So it would essentially be Facebook s idea of who similarities would be. Once it goes up to 1 million versus 100 or 1000 so it's essentially scaling up your audience based on Facebook style which is a really great thing to do and it works really really well.
So you want to select your location your age. We're going to go 45 to 55. As I mentioned. and you also want to put down the language as well. If you are targeting countries for just worldwide for example and your ad is in English you would want to make sure you put down English. Now detailed targeting is where we're gonna hit up the demographics interests and behaviors. Now as you would have seen in the Facebook tutorial we showed you that you can get very very specific and you'll want to play around with this to test out different demographics interests and behaviors. But in this example we're just going to type in a job title. So the job title we're going gonna go for as managing director and you want to make sure that it matches job titles right here. So we'll tell you the different combinations in the different areas that it fits into. Managing director job titles. now you can see on the right here it's telling us the size of the audience that we've got and how many people are going to be able to reach. So we've got a managing director I mean in New Zealand and New Zealand too small so we can even type in here worldwide if we want to. Nelson tell us so we can reach 40000 people.
Now here's where Instagram comes in. So once you get to the placements area you're going to want to click on it at placements because we only want to select Instagram of course and select Facebook they select audience network and remove messenger and then we can target stories if you want.
I would recommend starting off just testing out the feed.
I always recommend taking only when connected to Wi-Fi as well because someone's not connected to Wi-Fi they might not have enough money on their phone to get data from their provider and then they're not going to be a click through to your your landing page anyway. So you're only want to be connected to Wi-Fi so you can ensure that they have internet in terms of a daily budget. I would recommend starting off as small as humanly possible. So for each audience that you run and your number of audiences will really be limited by a total budget. But let's say for example you could only afford to run five dollars per day and we will put down five dollars and what they want they would do by doing five dollars is one dollar per ad because we're going to be running five ads within each ad set. So that's the structure you want to have you have one campaign with five ad says in five ads and each of us ads it's like I mentioned before. And that way you can test and optimize because you want to give Facebook the ability to optimize the different audiences in different ads showing so it can figure out the perfect combination of audience and ad and you want to be continually updating that over time to make sure that Facebook is algorithm is getting new data all the time optimizing all the time and you only get better results over time so never get stagnant. Never stop. Otherwise it is going to stop working overtime.
And that's why you want to continually come up with new ideas for creative new ideas audiences to test and spend various more budgets like five dollars as I mentioned. So that portion is done. Now we can click on continue down here. Now here's where we get to create the ads so you can see that up here it's his Facebook page it's changed the name of that. So I'm going to give you one example of an ad as a basically the same kind of structure using the same structure I mentioned earlier because that structure I used to get the 150 percent return and that's what I recommend you use for your ads always focus on direct you want to go direct what you offer.
You don't want to be brand centric focusing on the feeling you want to focus on what the problem is how you're going to solve that problem and why they need to solve it right now and what they need to do next and what they need to next is of course the call to action.
So not only put the name of the ad and then I would put the audience. So in this case it's going to be the managing director and you can see and store Facebook page and you want to select your Instagram account so you can select the selected page as the Instagram account or you can set up your Instagram account within sittings. So you're just going to sittings this down page now shaded in the second row and you really see keep on single image. Then we're going to go down here click on upload images and let's go to downloads. OK. Now is the image that I wanted to use. And like I mentioned.
So the good thing about this image is that it breaks the pattern. You don't have that pattern interrupt stands out a little bit and then it tells them what the problem is. So near powerful video that drives results to business online. Well people want to get results for their business. Sales at the end of the day. And that's the problem that they're going to be solving with this video. So the video is going to drive results if they want results. Right now they have a problem. They don't have enough results. I'm telling them a video is going to help but right below that in the tech section I'm going to have an offer. Why they should give this solution to the problem right now. The solution might be to you want to get more sales without spending. time and money. Of course we all want to get more sales of spending time and money and then on top of that you would want to put down some proof and credibility. So if you have an offer you always want to have some proof and credibility around the offer so you can show your audience that what you're saying is true. It's much better if other people are saying things about you than you saying things about yourself which is why you want to include some of their here.
So you might put down a testimonial for example from one of your past clients the customers or you could just put down some research what we've put down here is my view which is a respected brand and my initial piece found 80 percent more conversions.
Besides the thing about this text is it's basically pointing out the problem once again. Do you want to get more sales without spending time or money and then you're showing the proof and credibility around that statement because it is a big statement right. Do you want to show a little bit of proof around that Saddam not like all of this is complete rubbish. So you want to have some testimony or like I mentioned or some data or data from a big company that most people in my niche know about 8 percent will conversions blah blah. And in the end I have an offer around that. So it supports that. So the offers I'm going to give you a 50 percent discount today click.
And you want to make sure this takes fits into 125 characters here going to put the Web site your role. And then if I click on confirm here it's basically just going to finalize everything for me.
So you set up Instagram that basically leads you to know if you set up an ad using that structure I mentioned make sure you test out different audiences. Make sure you test out different ads and those audiences and then the next part of this video. I'm going to show you how to set up your tracking system so you can track your results every day then optimize those results and scale to the moon so you can get great results. Instagram ads right away. Okay guys. So here we are on a spreadsheet that I've made for you.
And as you can see we've got laid out on the top here. All of the different KPI or key performance indicators for our campaign. And we really just want to make sure that with our Instagram campaign we are tracking everything so you can see I have all of the dates laid out all along the left column here and Column A and that way you're going to come in here each day and track all of these different elements where they are for the day. So you can see how the fluctuating over time and make adjustments based on that. Because if you're not tracking the data you're not keeping track of your campaign. You're setting yourself up for failure because the only way you can optimize is by having data to optimize based on if you know optimizing based on the data you're probably optimizing based on your emotions which is always a way to fail. And that's one way that I've made a lot of mistakes with my advertising when it comes to Instagram is just spending too much too quickly because I think that something's performing well or I think something's performing badly and not pasting that on the data just basing it on the way I feel or think is always the worst way to go. And this caused me to lose tens of thousands of dollars at times with these campaigns and I don't want you guys to do the same. So I want you to really track everything you do. Now I'll explain what all of these up here mean. So the first thing is ad spend that's kind of obvious is the daily ad spend that we're putting out there.
You want to track exactly where that's at. So you can see how much you are spending each day because sometimes you might not spend enough you might spend too much. It does change when you want to look at the impressions that you're getting some impressions early important you want to see how many people you're able to reach with your ads. But more important than impressions is the relevancy score so relevancy score can be found on the ad itself relevancy score below 6. It's bad. You don't want to run that ad Nimoy puts it between seven and eight is pretty average not too bad not too good. You can't keep running that and maybe make some tweaks and get it become one of the good ads but really if you want a great ad it needs to be nine or 10 because if you get a relevancy of nine or 10 you're going to be one of the top advertisers out there. And because there's less of the top hepatitis you're going to be spending less you going to be competing against these people. And Facebook is going to show you ads to more people at a lower price which means you get your Instagram ads overall lower cost. Now CPM has just cost per 1000 impressions landing page view as the cost per landing page view click free rate is the percentage of people that click on your ad once they see it then you have the cost per click. How many leads you getting cost per lead if you're doing more of a service based in Kohl's.
If you're doing a service based cost per call number of sales cost per sale and cost. Acquisition. So this is the profit or loss section.
We are kind of basing on how much is spent versus how much have gone back and then the return on investment that you've gotten.
And that's going to fluctuate over time. And that's why you really need to have a dead stop as well. So a dead stop is essentially just a point we are going to stop printing on your ad. So let's say you were willing to lose 1000 dollars per month on your Instagram ads then you can spend 1000 dollars per month. But once you reach 1000 dollars for the month you're not going to spend any more. And that's why you have that dead stock in place just to prevent you from overspending. And that's the biggest mistake I've made so many times it's overreaching with my spend spending too much and not having enough money to spend on the costs in my business mean that cash flow in bad and cash flow is the most important thing in your business and you manage that really really carefully. Having a dead stop will help you do that. The next thing is just not making changes too often you only want to make changes to your add account every 72 hours. As a general rule of thumb if you make too many changes the Facebook algorithm is not going to be able to optimize your Instagram ads showing it to the perfect audience and you're not going to see what kind of results you've gotten from those changes anyway. Which means you can't tell whether what you're doing is working on heart so you do need to given enough time and enough money to show you whether what you're doing is working on. Which is why 72 hours is a good rule of thumb. But the other one is 1000 impressions. You want to have 1000 impressions for the test. So if you're testing two different ads gonna have 1000 impressions for each to show you where the one ad is better than the other and then make a decision on which ones to turn off or turn on.
Next coming on from that it's just test everything. Test the audiences that ages the job titles demographics interest test different customer audiences look like audiences test the ads the images the copy the call to action. Everything needs to be tested so that you can optimize it. And like I mentioned just before you wanna have 1000 impressions per baby so that you can actually figure out which of your tests is working best and then what happens once you've done that test once one of the images for example wins that test. That image becomes your benchmark and then you create new images to test against the image. So the process of testing and optimizing never ends with these campaigns you're continually testing new ads and audiences to figure out which one is working the best. And from there it's just about refreshing expanding and scaling as you run your Instagram campaigns and you have that dead stop that amount you're willing to lose. You are going to get results and you are going to optimize and figure out what is working for you based on testing different ads and audiences. And that's going to enable you to start spending a little bit more money on your ads each month. And that's going to give you that scaling ability. But how do you scale. Well you have two options. You can either increase the budget on certain ad sets which is okay. You can do that. Method it does still work. If you are going to do that method you Junior do it slowly and using the spreadsheet where you can do is track.
For example individual campaigns and the budget that you've got for that campaign. I mean let's say you're getting 100 dollar cost per acquisition at ten dollar budget in the same at twenty dollar budget in the same at forty dollar budget. But once you reach fifty dollar budget your cost per position skyrockets to 500. Well if you suddenly skyrocket it means that you've reached a kind of a glass ceiling for the access. Just for now even. And what that means is you just need to decrease the budget back to where I was before. And typically I found that the results will go back to what they were before as well. So that's how you want to scale up your audience that way. But the other thing you can do is just test a different audience that's pretty similar. So for example if you have one winning audience what you can do is duplicate that audience change for example that age by one year or change one little variable. Typically the age or any adding an interest changing and interests changing the platform or optimizing for whatever it may be but you just basically take the same audience make one little change and keep the budget the same. Then you've essentially scaled up double the amount. And of course keep tracking on the sheet so that you can make sure that it is performing and then you can keep scaling it from there. Duplicating the audience is changing little bits of audiences scaling up the budget and that's how you scale up here in scram campaigns.
Okay guys that's the video I hope you got a lot out of there. I hope you took a lot of notes because if he did take notes you're going to know how to set up your Instagram campaign. Baltimore results. How to structure your ads to get the best results. How to track and optimize your campaigns to scale them over the long term and get the most results from your Instagram ads. So comment below. What kind of results you give based on this tutorial. Look forward to seeing what you all think and I'll talk to you soon.
This post originally appeared on dylansigley.com
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