In 2025, as Instagram Reels and Stories have finally taken the #1 spot in advertisers’ priority lists, you should put more effort into improving your IG campaigns.

Read more: 55+ Predictions for 2025 Marketing Trends

With more than 1 billion daily active Instagram users, it’s absolutely critical that you target only those who are potentially interested in your product.

In this chapter of our Instagram Advertising Guide, we’re going to discover all the different Instagram target audiences.

By reading this guide, you will learn:

• How does the Instagram ad targeting work?
• How to create Instagram and Facebook ad audiences?
• How to set up Custom Audiences and Lookalike Audiences?
• What are the best Instagram audience targeting options to use?

We recommend that you experiment with various Instagram audiences to find the perfect target group for your ad campaigns.

How Does Targeting on Instagram Work?

Instagram ad targeting works by allowing advertisers to select specific locations, demographics, interests, behaviors, and traits to specify the people to display their ads to.

As Instagram ads are managed the same way as Facebook ads, their audience targeting works in the exact same way.

Facebook and Instagram ads have 3 targeting options:

• Saved Audiences
• Custom Audiences
• Lookalike Audiences

To create and manage your Instagram target audiences, use the Facebook Business Manager. (Since 2022, the platform is called Meta Business Manager.)

Simply go to the Business Manager and by clicking on the top-right menu, select “Audiences.”

On the Audiences page, you can see all your saved Facebook audiences as well as create new ones. To understand the wide range of targeting options that come with Instagram ads, let’s start from the basics.

Instagram uses data from a user’s profile, such as their location, age, and interests, to determine which kinds of ads to show them. Advertisers can also use special ad audiences to target users based on specific behaviors or historical behavior, such as website visitors or email subscribers.

Let’s take a look at all three options.

Facebook Saved Audiences

If you’re just getting started with advertising on Instagram, you should start by creating a Saved Audience.

Saved Audiences are the audiences that you can define by choosing people’s interests location, age, gender, used devices, income level, etc.

You can create Saved Audiences both in the Instagram campaign setup phase or in the Business Manager’s Audiences section.

Here’s a quick overview of the Saved Audience parameters you can edit:

• Locations
• Age
• Gender
• Languages
• Interests
• Behaviors
• Demographics
• Connections to pages

Location-based targeting

When setting up Instagram ads, you can target people in specific locations by selecting:

• Country
• State/Region
• Counties
• DMA (Designated Market Area)
• City
• Postal Code
• Specific Address Radius

Simply type in the regions you wish to target.

You also have another layer of location targeting, allowing to be even more specific:

• Everyone in this location (the default targeting option) – The last updated location of an actual Facebook user
• People who live in this location – Location is set by the location on a user’s Facebook profile and confirmed by their IP address.
• People recently in this location – Tracked by mobile device usage in the geographic area you intend to target.
• People traveling to this location – Users who had this geographic area as a recent location that’s at least 100 miles away from their home location.

Demographics-based targeting

You can also define the age, gender, and location of your Instagram Saved audiences.

1. Age – If you know the average age of your audience members, you can set some age restrictions to narrow down your audience.

2. Gender – If your product is targeting a gender-specific audience, you can let Facebook know about it.

Tip: Even if your offers target both genders, you could create gender-specific Instagram ad campaigns to see if women and men respond differently to ad creative that matches their own gender.

3. Language – If you’re advertising in a particular language, you might want to only target the people who can understand your ads.

Later, in the “Detailed targeting” section, you can get even more specific and target people based on their relationship status, political views, life events, job titles, ethnicity, etc.

Interest-based targeting

Interests are one of the best (and easiest) Instagram audience targeting options as they allow you to target people specifically interested in topics and brands related to your product.

For example, you can target people interested in your competitors or magazines and blogs covering your industry.

To find and select new interests, you can either type in some words or browse Facebook’s pre-defined menus.

People’s interests are based on Facebook users’ likes and interests, apps they use, Pages they’ve Liked, and more.

Add several interests to broaden your Instagram audience.

Behavior-based targeting

Unlike precise Interests, Behaviors allow you to target people by purchase history, events they like, devices they use, etc.

For example, a beauty brand could target users who have previously purchased skincare products from their store in order to promote their new skincare line.

Note that behavior-based targeting still falls under the Saved Audiences category.

Here are a couple of examples of the behaviors you can target:

• Mobile Device User – target Android or iOS users
• B2B – target users based on company size, their industry, and their seniority at their job
• Expats – target people who have left their home country to go live somewhere else
• Purchase Behavior – target users based on their purchase habits and expenditures

To master behavioral targeting and learn about all its possibilities, check this guide: Reach Your 100% Perfect Audience With Facebook Behavioral Targeting.

Facebook Custom Audiences

Facebook Custom Audiences are your most high-value Instagram target audience.

This audience type allows you to retarget past website visitors and people who have engaged with your Instagram posts.

There are several ways to set up an Instagram remarketing audience, and we’re going to cover each of them briefly.

1. Create Custom Audiences from Customer Files

One way to create Facebook Custom Audiences is to upload your existing customer files – the lists of email accounts, phone numbers or app IDs.

The Customer File audience is a great way to target your newsletter subscribers, leads, or app users.

To create a Facebook Custom Audience for targeting on Instagram, follow these steps:

1. Create a Facebook Custom Audience
2. Select the “Customer File” option
3. Select whether you wish to add a customer file or import contacts from MailChimp.
4. Import your customer data to create a new Custom Audience
5. Select the identifiers
6. Upload a customer file
7. Give your Custom Audience a name

Your customer files can include 15 different identifiers, the most popular ones being:

• Email
• Phone number
• Mobile advertiser ID

If you need to clean up the data inside your customer files before the import, this Facebook’s guide can help you out.

2. Create Custom Audiences Based on Website Traffic

Website traffic-based Instagram target audiences allow you to create remarketing campaigns for people who have engaged with your website and specific landing pages.

Important! To create audiences based on your website traffic, you first need to install Facebook Pixel. See the Pixel setup instructions by Facebook.

Once you’ve installed the Facebook retargeting Pixel, Facebook will automatically track all the website visitors that you can later retarget with Instagram promotions.

When setting up Instagram remarketing audiences based on website visits, you have plenty of different options:

• Target everyone who visited your website
• Target people who visited specific web pages
• Target people who visited specific web pages but not others
• Target people who haven’t visited your website for a certain amount of time
• Other custom combinations

If you’re not using website traffic-based Custom Audiences yet, there’s such a huge Instagram advertising potential just waiting to be used.

3. Create Custom Audiences Based on App Activity

If you’re interested in reaching the people who have engaged with your iOS or Android app, you can set up an Instagram target audience to do just that.

To target people based on in-app activity, you first need to register your app and set up the App Events you want to track.

This can be especially relevant when promoting mobile apps or working with SaaS Facebook ads.

To create an Instagram retargeting Audience based on app activity, target people who have taken specific actions (events) in your app.

Tip: You can also select the time frame for targeted events to reach people who have taken actions in your selected timeframe. For example, you can select an in-app purchase event and specify “In The Last 30 days” to target the app users who have completed an in-app purchase in the past 30 days.

Facebook will be constantly updating your Custom Audiences to match your selected timeframe, meaning that the people in your audience will change every day.

Here’s the official guide by Facebook to help you create Custom Audiences based on app activity.

4. Create Custom Audiences Based on Engagement

Did you know that you can also target the users that have engaged with your content on Facebook, e.g. viewed your videos or liked a post?

Here’s a quick overview of all the available engagements based on which you can create retargeting audiences:

• Video: 3-second video views, 10-second video views, 30-second video views, video watches at 25%, video watches at 50%, video watches at 75%, video watches at 95%, video watches at 100%
• Lead ads: opened form, opened form but didn’t submit (otherwise known as a “drop-off”), opened and submitted form
• Canvas ads: opened, opened and clicked on link
• Facebook page: visited your page, engaged with any post or ad, clicked a call-to-action button, sent a message to the page, saved a page or any post

For example, you could retarget people who clicked on your Facebook Lead Ads, but didn’t complete the conversion. You could test advertising the same offer again, but using a slightly different ad image or different value proposition.

Or, for example, An even organizer could target people who have previously engaged with their Instagram account to promote an upcoming event and invite them to participate.

Targeting engagement-based audiences with Instagram ads is also a great way of engaging with your Facebook fans on multiple platforms.

Facebook/Instagram Lookalike Audiences

Facebook Lookalike Audiences let you reach the people who are similar to your existing customer database – making them highly likely to convert as well.

To create a Lookalike Audience and target it with your Instagram ads, you first need to create a Custom Audience to tell Facebook what type of users you want to reach.

Next, select the “Lookalike Audience” from the audience creation menu and select a target country and a percentage (1%-10%) of the targeted country’s Facebook users. The percentage signifies the people most similar to your selected Custom Audience.

Lookalike Audiences help you to extend your ad campaign’s reach so that you only target people who are likely to be interested in your offer.

Value-based Lookalike Audiences

As the latest addition to its audiences, Facebook added a new type of audiences in June 2017: Value-based Lookalike Audiences.

The new Facebook value-based Lookalike Audiences have a simple goal: to help you reach more people who resemble your current high-value customers.

As you add Custom Audience datapoints to give Facebook insight to each customer’s lifetime value, its algorithms can find new people likely to be interested in your offers.

Learn more about Value-based Lookalikes here.

How to Narrow Down Your Instagram Audiences

Sometimes, an Instagram target audience can include millions of users. This means that you may need to spend thousands and thousands of dollars to reach all of these people.

When creating a Facebook advertising audience, you can narrow your audience with the AND/OR targeting options.

The OR targeting means that when you add new targeting options under the same category of targeting, your audience will grow larger. The AND targeting means that a person who’s in your target audience must fall into multiple categories. This will help to decrease your audience size and create niche audiences.

Another way to limit your Instagram ads targeting is to use the EXCLUDE function.

You can exclude audiences in two ways:

1. By excluding some interests and demographics
2. By excluding specific Custom Audiences of past converters and the existing leads

Instagram Audience Targeting Best Practices

If you’re just starting out with Instagram advertising, having all the different audience targeting options may seem a bit daunting.

No worries, we’ve go you covered!

Up next, you’ll find five suggestions for successful Instagram audience management.

Instagram Ad Targeting Tip #1: Start Out With Saved Audiences

If you’re new to Instagram ads (and haven’t done much Facebook marketing either), it’s best to start out by targeting people based on their interests and demographics.

This way, you let Facebook’s auto-optimization algorithms work their magic and later use the Facebook Audience Insights tool to learn more about your target audience.

Over time, you will get a better sense of who your Instagram target audience is and what are these people interested in. You’ll also be able to retarget the people who have already clicked on one of your Instagram ads and been to your website.

Instagram Audience Tip #2: Create Retargeting Audiences

Not all Facebook audiences have the same ROI. In fact, the ROI of different audiences can be dramatically different.

According to Adobe, the average revenue per visit for repeat purchasers is 497% higher compared to regular shoppers.

Here are three simple ideas for getting started with retargeting on Instagram:

1. Your landing page visitors – You can retarget people who have been to your website and offer a small discount to incentivize them to return.
2. Past purchasers – You should also retarget the people who have already purchased from you in the past – maybe they’ll be interested in buying more.
3. Your blog readers – Share the latest blog posts on Instagram and lead more people to your bog.

Instagram Targeting Tip #3: Promote to Your Facebook and Instagram Followers

One of the highest-engagement Instagram audiences are the people who already like your brand.

Being your Instagram followers makes them also more likely to like all your posts and Instagram promotions.

When setting up a Saved Audience, you can select to target your Facebook Page fans or the friends of your fans. Use this feature to reach new highly engaged audiences.

Instagram Ad Tip #4: Exclude Custom Audiences

It doesn’t make sense to be showing your Instagram ads to people who have already converted on them.

Instead, you should exclude the past converters from an Instagram campaign’s audience and move them to another campaign with a different retargeting offer.

Another way to create niche audiences and keep your Facebook campaigns optimized is by excluding people with specific interests.

Instagram Ad Targeting Tip #5: Match Your Offers With Audiences

If you’ve created a highly specific Instagram ad offer that’s relevant only to a small niche audience, make sure to narrow down your target audience as much as possible.

Otherwise, your ads might leave people wondering “Why am I seeing this ad?”

Your Instagram ads need to match with the target audience, so that people will find your ads relevant, engage with them, and as a result you’ll get higher Facebook Relevance Scores and lower ad costs.

Now that you’ve mastered Instagram ad targeting down to the bones, it’s time to head on to the next chapters:

• Instagram Ad Size and Specs in 2025
• Instagram for Business – The Beginner’s Guide
• Instagram Ads Cost and Bidding in 2021– Everything You Need to Know

The post Instagram Ad Targeting – 84-point Guide [2025 UPDATE] appeared first on Marketing Fix blog.

Quick answer: The average Instagram ads cost CPC is around $0.80 – $2.00.

You will pay more in highly competitive industries, e.g. fashion and travel as more brands are competing for your audience’s attention. Instagram ads cost can reach up to $4.50 per click. Read this article to see how to keep your costs low.

If you’re reading this article, you’re probably a marketer looking to advertise on Instagram. Truth is, there is no one-size-fits-all answer to the budgeting question as your Instagram ads cost depends on 10+ different factors.

We’ll be exploring some benchmarks that can give you a additional insight into Instagram advertising cost and the suggested budget.

In this chapter of our extensive Instagram Advertising Guide, we’ll explore the answers to the following questions:

• How much does it cost to advertise on Instagram?
• How does the Instagram ad bidding work?
• How to set your Instagram ad budgets and bids?
• How to select the right ad delivery optimization method?
• What’s the best way to keep your Instagram ad cost low?

How Much Does it Cost to Advertise on Instagram?

One of the most burning questions of marketers interested in Instagram ads is the potential ROI – how much does a click or conversion cost on Instagram?

Let’s see what different resources suggest.

When analyzing Instagram advertising costs in 2018, AdEspresso found that the average cost-per-click on Instagram is around $0.80.

If you’re interested in fresh data, here are the Facebook and Instagram advertising cost numbers from 2021, based on data by Revealbot.

Looking at the Facebook ads cost data from April 2020 – April 2021, we can see that the average CPC is between $0.5 – $3,5.

Instagram ads CPC in 2021

Another important advertising cost metric that many advertisers keep their eye on is the CPM – cost per 1,000 views. 

In March 2021, the average Instagram CPM was between $2 – $20.

Instagram ads CPM in 2021

As you can already see from the two charts above, the Instagram ads cost can vary a lot based on your Facebook ad campaign setup.

For example, there’s a difference in Instagram CPC prices for various age groups.

The highest CPC age groups are 18-24, 25-34, and 35-44-year-olds – the most valuable age groups when it comes to Instagram marketing.

Instagram ads cost per age – Image source

Moreover, Facebook ads cost is higher for brands targeting women. (This may also be the case as less men use Instagram, so you won’t get as many clicks from men)

Instagram ads cost by gender– Image source

One of the most burning questions of marketers interested in Instagram ads is the potential ROI – how much does a click or conversion cost on Instagram?

Compared to Facebook advertising costs, Instagram ads tend to be on the high end of the scale.

AdEspresso’s 2016 analysis on tens of thousands of Facebook ads showed that Instagram is often the most expensive ad placement.

While the cost-per-click of Facebook Mobile newsfeed ads averaged at $0.35, the avg. CPC on Instagram was around $0.70.

Instagram is one of the most expensive ad channels – Image source

After managing hundreds of Instagram ad campaigns, I’ve seen Instagram ads cost anywhere between $0.20 to $2 per click.

2021 update: When comparing some of my clients’ ad results per placement, I’ve noticed that Instagram Stories placements usually brings cheaper results than Instagram Feed.

Tip: When thinking about your investment in Instagram marketing, think how much a conversion is worth to you and make sure that your campaigns has a positive ROI.

Instagram Ads Have a High ROI

According to Forrester, Instagram ads have the highest engagement rate of all digital ad placements. This means that sometimes, you could pay a little more for a click or 1,000 impressions and still come out as a winner.

Instagram ads have high engagement – Image source

A marketing report by Shopify revealed that Instagram users tend to spend the avg. of $65 per referred sale. In comparison, Facebook users only spend $55, and Twitter users $46.26.

Instagram users spend more – Image source

Moreover, Instagram posts have quite a high conversion rate of 1.08%. Even though it’s lower than Facebook (1.85%) it still surpasses Twitter (0.77%) or Pinterest (0.54%).

Instagram ads conversion rate – Image source

In fact, Instagram marketing is so beneficial to brands that the spending on this ad platform is steadily increasing.

According to eMarketer, Instagram ad sales are predicted to hit 2.8bn by 2017 (from $600M this year).

Instagram is taking on Twitter and Google – Image source

How to Get Higher Instagram Ads ROI

Instagram is part of Facebook’s ad network, which means that very often you’ll be combining the Instagram feed with other placements.

To get the maximum campaign ROI, use Facebook’s automatic placements option (or a few selected placements), and use your Instagram campaign reports to see if it’s a good place for showing your ads.

In my experience, Instagram ad costs are lower for B2C brands (companies selling consumer products).

B2C advertisers have the most to gain

For B2B brands, Instagram ad costs can be higher as people are not hanging out on Instagram looking to buy some business tools. Read more about marketing your SaaS or B2B products on Facebook.

If all the mentioned Instagram marketing costs and potential ROI sounded attractive to you, keep reading to learn how the Instagram ads bidding and budget setup works.

How Does Instagram Ad Bidding Work?

Instagram ad bidding works exactly like Facebook ad bidding. After all, both of these ad types are managed on the very same platform.

This means that when publishing an Instagram ad campaign, you’ll be entering a worldwide auction for people’s attention.

There are three factors that contribute to your advertising cost:

• Your Facebook campaign’s bid – The more you’re willing to pay, the more Facebook will deliver your ads. If you’re going to use automatic bids, there’s a good chance you’ll be just fine.
• The relevance score – Your ads’ relevance score will directly affect the cost of your ad results and how Facebook prioritizes their delivery in the bidding auction.
• Estimated action rates – Facebook determines your “estimated action rates” (which are exactly what they sound like) by a number of different factors.

Instagram ad cost factors – Image source

Basically, what this means is that in addition to a high ad bid, it’s also important to create Instagram ads that are relevant and interesting for your target audience.

How to Set Up Your Instagram Ads Budget

You can customize your Instagram ad campaign’s budget in the Budget & Schedule section, during the Instagram campaign setup process.

Set up your ad budgets here

You can select between two types of ad budgets:

Daily budget: This is how much Facebook will spend on delivering your ads every day during your campaign’s set dates.

Note that when setting a daily budget, you’re setting an average. This means that Facebook will try to get you roughly your daily budget’s worth of the results for every campaign day.

Instagram ads pacing

Lifetime budget: That’s the amount you’re willing to spend over the duration of your Instagram ad campaign.

Important! Once you’ve published your ad campaign, you won’t be able to change the budget type, only the amounts you’re willing to spend.

Selecting Your Instagram Ads’ Delivery Optimization

Depending on the campaign objective you chose at the beginning of your Instagram ads setup process, you can select between several ad delivery options.

But what is this “ad delivery optimization” anyway?

Here’s what Facebook says:

“Your optimization choice tells us what to value when delivering your ad. For example, you could tell us to show your ad to the people in your target audience most likely to click a link to your website (optimizing for link clicks) or to show it as many times as possible (optimizing for impressions).”

When possible, optimize for conversions

Here’s a quick breakdown of different delivery optimization methods:

Conversions – When optimizing for conversions, Facebook will deliver your ads to the people who are the most likely to convert.

Post Engagement – As you bid on Post Engagement, Facebook will show your Instagram ads to the people who might like, comment or share your ad or your promotion.

Impressions – Your ads will be delivered to as many people as many times as possible while staying within the limits of your advertising budget. There will be no optimization regarding who is more likely to engage with your ad.

Link Clicks – Facebook will deliver your ads to the people most likely to click on your ad. You will be charged every time someone clicks on your ad.

Daily Unique Reach – Facebook will deliver the ads in your ad set to people up to once per day. That’s a good way to keep your ad frequency under control.

Brand Awareness – Facebook will serve your ads to the people who are most likely to be interested in your brand and offer. This could be an efficient way to acquire new Instagram followers.

Manual vs. Automatic Bidding

Setting up your ad campaign’s budget and bidding in the Facebook Ads Manager can be confusing.

Especially if you look past the default settings and use some advanced options. One of these options is manual bidding.

So which one should you select: manual or automatic bidding?

You can set manual Instagram ad bids

Automatic bidding – use this bidding method if you don’t know how much a result might cost. Facebook will find the best balance between keeping your advertising costs low while delivering enough results.

Manual bidding – This option lets you set a bid based on what a result/conversion is worth for you.

If you’re just starting out, you should either use the automatic bidding or place your bid following Facebook’s suggested bid.

Use the suggested bids as benchmarks

Tip: You can use a manual bid that’s on the low end of what Facebook’s suggesting.

Always change the Facebook’s pre-set manual bid in the custom bidding box. For example, if Facebook first suggests that you bid €3.50 per link click and the suggested bid range is (€0.70–€2.53), you can place a bid of €1.00 or even €0.71.

Pacing in Facebook Ad Delivery

You may not be aware of this, but whenever you optimize your ad delivery for Conversions, Facebook will give you two manual bidding options: Maximum and Average bid.

Select a Maximum or Average bid

What’s the difference between an Average and Maximum bid?

With Maximum bid, Facebook’s algorithms won’t deliver your ads if there’s a risk that the cost per result will be higher than you bid.

As you set an Average bid, Facebook will use the Pacing method to optimize your ad delivery for optimal ROI.

Pacing explained by Smartly.io:

“Without pacing the ad set would spend the whole budget in the beginning of the day for more expensive ads and miss the better opportunities in the end of the day. The Pacing algorithm learns the optimal bid over time.”

How Facebook ad delivery pacing works – Image source

Should you use a Maximum or Average bid?

If your goal is to maximize profit, select the Maximum bid. However, if you’re willing to pay a little more per conversion but get a lot more of them, go with the Average bid.

You can test both options – Image source

How to Keep Your Instagram Ad Costs Low

1. Start With Automatic Bidding

If you haven’t got much Instagram advertising experience, use the automatic Facebook ad bidding.

While it might be tempting to test different manual bidding options, you won’t have any previous data telling you what’s the average cost-per-result. This makes it highly likely that you’ll either overbid or under-bid and get worse campaign results in the end.

If you MUST use a manual bid, check out Facebook’s suggested bid and keep in mind the Instagram ad cost benchmarks mentioned in this article.

2. Optimize Your Instagram Ad Campaign for Conversions

Optimizing your ad campaigns for conversions is the best way to ensure that Facebook will auto-optimize your campaigns so that you’ll get more anticipated results at a lower cost.

We’ve been impressed with Facebook’s ability to deliver ads to the people actually most likely to convert. Their algoriths have grown to be super smart!

Read more: How to Set Facebook Advertising Goals for Ultimate Success

The quickest way to success

3. Set a Frequency Cap

When you optimize your Instagram ad delivery for Reach (available when the ad campaign’s objective is set to Reach or Brand Awareness), you’ll get the option of Frequency Capping.

Frequency cap lets you set a time interval at which an audience member can see your Instagram or Facebook ads.

Cap your ads’ frequency

By setting your Instagram promotion’s Frequency Cap to 3-5 days, you’ll ensure they won’t get bored with seeing your ad too often.

If you want to learn more about Instagram and Facebook ads cost, read these guides:

About Facebook’s Ad Auction – The Official Guide
From 0 to Results. How to Set Up Low-Budget Facebook Campaigns
28 Facebook Advertising Hacks for Skyrocketing Results

The post Instagram Ads Cost in 2025 – Complete Up-to-date Guide appeared first on Marketing Fix blog.

You could either…

1. Create a personal Instagram account and start seeing ads
2. Browse online ad galleries
3. Read this article with 80+ Instagram ad examples

While browsing various ad examples, you will eventually reach another question: What makes the best Instagram ads so good?

There are several aspects:

1. Your Instagram ad design must catch the viewer’s eyes.
2. It’s best to follow Instagram ad size and specs best practices and create ads with the size of 1080×1080 px.
3. Create a different ad for your Facebook and Instagram campaign (1200×628 px vs. 1080×1080 px).
4. You must find a strong unique value proposition (USP).

As marketing legend David Ogilvy put it:

“If your advertising fails to get the message to the heads of people, your money’s wasted. And this is happening to millions of advertisers every day.”

So how can you create Instagram ads that won’t fail? – Check out the 84 ad examples in this article to get tens of new ideas for creating irresistible Instagram ads that will increase your sales.

How to use this article:

The first 10 ad examples come with an explanation of what makes them work – so that you can get a better overview of Instagram ad best practices.

While browsing all these examples, analyze:

• What makes the ad’s design good?
• What copywriting hacks could you copy?
• How to apply these best practices to your campaigns?

If you’re in B2B business, you might want to check out these 100+ LinkedIn ad examples by fast-growth brands.

Ok? Let’s roll!

#1: The Economist

What makes this ad good?

The Economist’s Instagram ad example showcases their magazine covers, letting the viewer immediately know what the product is. But instead of just showing the image, they have used ½ of the ad space to include a headline and a pricing point, making the ad more informative.

Key takeaways:

• Showcase your product – people will immediately grasp what it is that you’re selling.
• Add copy in your ad image – Consumer Acquisition found that images are responsible for 75%-90% of ad performance. It makes sense to add your USP in the image.
• Don’t make your ad too text-heavy

#2: HubSpot

What makes this ad good?

HubSpot’s Facebook ad is super simple – You could create it in under 1 minute by using Paint or Photoshop. However, the bright colours and copy will catch many people’s attention in the Instagram newsfeed. Think about it – the newsfeed is full of photos. This makes this ad example with simple background shine out.

Key takeaways:

• Use bright colours – People’s brains are wired to notice bright colours and associate them with positive feelings.
• Use simple ad design – In the crowded Instagram newsfeed, simplicity is often the key. Test ads that include only background + copy.
• Use the correct ad size – We can’t help but wonder how much more efficient this ad would be when created as a square image… It would take up more space in the newsfeed, and draw even more attention.

#3: New York Times

What makes this ad good?

This NYT Instagram ad is similar to the previous example in that it features a monochrome background with copy. However, this ad has taken a couple of steps further, playing with typography and including the brand’s logo. Also, the ad size is 1080×1080 px, which is perfect for Instagram ads.

Key takeaways:

• Use interesting typography – If you’re planning to include a lot of copy in your ad image, use eye-catching fonts to bring your ad to life.
• Include your logo in the ad image – It will help to create higher brand awareness at no extra cost. Moreover, your logo can serve as a design element.
• Use contrasting font colours – When using the background + copy ad design hack, make sure your background colour and font colours contrast each other. Otherwise, it will be difficult to read your ad’s copy.

#4: MeetFrank

What makes this ad good?

MeetFrank’s Instagram ad example uses a simple custom design which is highly efficient when it comes to Facebook and Instagram advertising. Moreover, the ad design features a growth curve which immediately draws the viewer’s attention. Not to mention showcasing numbers – another element that’s guaranteed to get more eyes on your Instagram ad.

Key takeaways:

• Use symbols in your ad design – Including positive symbols such as a growth curve in your ad design will make your audience remember you with positive emotions.
• Include numbers in your ad design – Research shows that by starting your headline with a number, you’re 36% more likely to have people click on your ads. Numbers draw attention.
• Address your users in the ad – By asking “UI/UX DEsigner” in the image, MeetFrank’s ad gets the attention of everyone who feels themselves addressed.

#5: Rains

What makes this ad good?

Being an apparel brand, it’s increasingly important for Rains to show their product in the best light. To showcase their products, Rains has created an Instagram carousel ad that features 3 different images (notice the three blue dots under the ad image). Moreover, the ad image’s size is in an interesting format, resembling a portrait photo rather than square image.

Key takeaways:

• Create Instagram carousel ads – Include more than one image in your ad to show multiple products within a single ad.
• Use professional photographs – If you’re planning to advertise a photo ad image, make sure these look professional. You can hire a photographer to help you out.
• Test portrait images – Instagram allows advertisers to set up ad images in portrait formats. Use this option to take up more space in the newsfeed.

#6: Zaful

What makes this ad good?

This Instagram ad example by Zaful caught our eye due to the original way of dividing the ad image into several pictures, creating a mosaic effect. That’s a smart idea to showcase different sides/elements of your product in a single ad image. You can also use it as a Facebook advertising hack.

Key takeaways:

• Test mosaic images – If you want to show multiple aspects of your product, test dividing your ad image into multiple image blocks.
• Combine mosaics with carousel ads – You could use the mosaic-style image as the first card in your Instagram carousel ad, and then include each mosaic image in a closeup as individual carousel ad images.
• Use hashtags – Instagram is all about hashtags. Did you notice the #FreeShipping hashtag in the ad text? Using hashtags will make your ad feel more like it belongs on Instagram.

#6: The Dots

What makes this ad good?

The Dots’ Instagram ad combines a colourful background image with in-image value proposition. While the in-image copy is a little bit difficult to read due to low contrast, it looks sleek and in balance with other ad elements.

Key takeaways:

• If you use stock photos, use good ones – Sometimes, it pays off to use a stock photo in your Instagram ads. However, do not include an overused free stock photo. Make sure people haven’t seen your ad image before.
• Mention your customers – Listing your well-know business customers’ names in the ad copy helps to increase trust in your brand. Note that this tactic requires the approval from your clients.
• Select the right call-to-action – Instagram allows you to select between several CTAs. Use the call-to-action that’s closest to your goal (if you want people to buy something, use the “Shop Now” CTA, etc.)

#7: The Kooples

What makes this ad good?

Here’s another Instagram ad example featuring apparel. Notice how the photographs have been taken by a professional photographer, showing the clothes in good light. Moreover, the ad copy lets the viewer know that there’s a SALE going on, increasing the ad’s click-through rate.

Key takeaways:

• Use emojis – Include emojis in your ad copy to make your ads more interesting. Read how to use emojis in your Facebook ads.
• Add up to 10 carousel cards – Do not limit yourself to 2-3 carousel ad cards – you can add up to 10.
• Add a different link to each image – When setting up your carousel ads, you can make each image to direct to a different link. Use this option to direct people to the correct product’s landing page.

#8: 8fit

What makes this ad good?

8fit’s Instagram ad image looks like it’s taken directly from a health blogger’s Instagram page. That’s the key to their potential audience’s hearts. If you’re advertising a lifestyle brand, use images that showcase your product in normal settings, so that people can imagine themselves using it.

Key takeaways:

• Copy successful Instagram accounts – No, we’re not suggesting that you copy their posts one-to-one. That would be plagiarism. But do copy them in terms of style.
• Write actionable ad copy – Use words like “Use,” “Get,” “Start,” etc. to indicate that people are supposed to take action on your Instagram ad.

#9: MindTitan

What makes this ad good?

This Instagram ad example by MindTitan is not here to sell – it’s focused on attracting talent and getting them to join the company. Instagram is a great platform for advertising your job offers – an opportunity that’s often overlooked by companies. Moreover, the ad states a question in the ad image, nudging people’s minds to answer “Yes” or “No,” and getting them engaged in the first few seconds.

Key takeaways:

• Test Instagram ads for hiring – In addition to promoting your product on Instagram, you can use it to reach talented people.
• Ask a question in the ad image – This will get more people hooked to your Instagram ad, and they will also read the rest of your ad copy.
• Use branded ad design – If you want your ads to be associated with your brand, it’s a good idea to create Instagram ad images that use your branded colours and design elements.

#10: Facebook Audience Network

What makes this ad good?

Instead of trying to sell you anything, this Instagram ad starts with a content marketing offer – an informative article. Facebook Audience Network is using the Instagram ad to keep their customers – marketers – informed about the upcoming features and changes.

Key takeaways:

• Use Instagram ads for promoting content – Especially in B2B sales, it’s important to start with a soft sell, and slowly turn your leads into paying customers.
• Mix icons and symbols – An easy way to create a custom Instagram ad design is to download some free icons and symbols and use Illustrator or Photoshop to mix them together into a good-looking ad image.

If you want to learn more about Instagram advertising, check out this in-depth guide: Instagram Advertising – Always Up-to-date Guide (2018 Edition)

#11: UsabilityHub

#12: Airbnb

#13: Blinkist

#14: Poketo

#15: Brooklinen

#16: Foreo

#17: Cofounders Lab

#18: Squarespace

#19: Deloitte Baltics

#20: The Dots

#21: Kickstarter

#22: Facebook Marketing Developers

#23: Workplace by Facebook

#24: Ohheygirl Store

#25: Folsom & Co

#26: Freefly Systems

#27: Getdesignrr

#28: Gurushots

#29: Harvard Business Review

#30: Hisuperhi

#31: H&M

#32: Hyatt

#33: Inch2

#34: Jason Squire smm

#35: Jon Loomer

#36: British Journal of Photography

#37: Aceroix

#38: Architonicag

#39: Asanarebel

#40: Alex la Rigato

#41: Udemy

#42: Alexander Wang NY

#43: Azalea’s Boutique

#44: LIFT99

#45: Makery

#46: Masterclass

#47: Flachsmann Watches

#48: Gagosian Gallery

#49: Nortal

#50: Nosto

#51: Olive Clothing

#52: Onelive

#53: Cbyloredanapinasco

#54: Origin

#55: Out in London

#56: Paradise Amsterdam

#57: Parts of 4

#58: Pelacase

#59: Pexel Photos

#60:Black Mirror Fans

#61: Rains

#62: Reserved

#63: Rise of the Kings

#64: Scoro

#65: Frontrow

#66: Shopify

#67: STAC

#68: Stitch and Story

#69: Studio Living

#70: Bold Tuesday

#71: Sugar and Cotton

#73: Taxify

#74: Tentree

#75: The Horse

#76: Trvl

#77: Two Dots

#78: Udemy

#79: Venngage

#80: Vidcon

#81: Mvmforher

#82: Web Summit

#83: Wizzair

#84: Your Plug Clothing

Conclusion

Now that you’ve quickly scrolled through all the Instagram ad examples in this article, you definitely have some great new ideas.

If you want to learn even more about creating efficient Facebook and Instagram ads, check out this guide: 215+ Best Facebook Ad Examples (2025 Update)

The post 80+ Best Instagram Ad Examples (2025 update) appeared first on Marketing Fix blog.

The size of an Instagram Feed ad is 1080 x 1080 pixels. The Instagram Story ad size is 1080 x 1920 pixels.

However, there is more to know about Instagram ad specs and size.

Looking for Facebook ad specs? Read about Facebook ad size and specs in 2021.

When advertising on Instagram, you’ll have an option to use more than one ad type.

In fact, there are currently seven different Instagram ad types, each perfect for a slightly different marketing campaign. (That’s still a lot less than Facebook ad types though.)

It is highly important that you’re aware of all the seven ad layouts and know how to use them. You do want to get the highest possible ROI out of Instagram advertising, right?

In this chapter of the Instagram Advertising Guide, we’ll touch upon the following questions:

• What are all the different Instagram ad types?
• How to set up each ad type?
• What’s the right Instagram ad size?
• What are all the Instagram ad specs?
• What are some of the best examples of Instagram ads?
• How and when to use particular ad types?

We’ll start with the most popular Instagram ad sizes and move on to the more specific ones used by advanced marketers.

1. Single Image Ads

The most widely used ad type for both Instagram and Facebook advertising is the Single Image Ad.

This ad type consists of an image, ad copy, and a call-to-action button. The Instagram image size can vary depending on the size of your uploaded photo.

Check out this article with 84 Instagram ad examples for additional inspiration.

This popular ad type can be applied to all kinds of advertising offers as you can use many different types of images and offers inside the Single Image Ad format. Moreover, as you promote a blog article or other types of content on Instagram, you’ll be using the Single Image Ad layout as well.

Different Instagram ad sizes

Single Image Instagram Ad specs:

• Caption: up to 125 characters
• Media type: image
• Recommended image size: 1080 x 1080 pixels
• Image format: .jpg or .png
• Max. file size: 30 MB

2. Instagram Carousel Ads

Carousel ads allow you to showcase up to 10 images or videos (named cards) inside a single ad.

You can recognize a Carousel Ad by the small dots under the image, indicating that there is more than one image to be seen.

Instagram Carousel Ads are a bit trickier to compile than Single Image Ads. But these ads provide an excellent opportunity to:

• To create a step-by-step illustration of how to use your product
• Tell a story about your brand in several images or videos
• Give a good sense of the essence of your promoted offer
• Lower your Instagram ads cost

Tip: When setting up Carousel Ads for Instagram, you don’t need to fill in the Description, See More URL and See More Display URL fields. These are only required for Facebook Carousel Ads.

Instagram carousel ad example

Instagram Carousel Ad specs:

• Caption: up to 125 characters
• Media type: image or video
• Recommended image/video resolution: min. 600 x 600 pixels, max. 1080 x 1080 pixels
• Image format: .jpg or .png
• Minimum number of cards: 2
• Maximum number of cards: 10
• Image ratio: 1:1
• Video aspect ratio: 1:1
• Minimum video length: 3 seconds
• Maximum video length: 60 seconds
• Video thumbnail image ratio: Should match the aspect ratio of your video. If not, thumbnail auto resize is available.

3. Instagram Video Ads

Video Ads let you introduce your offer with a video or GIF.

The video ads are a great way to explain how your product works or simply share a fun and engaging message about your brand.

Moreover, video ads’ moving nature helps to better catch people’s attention as they scroll their Instagram feeds.

In 2017, Facebook also added an update that allows advertisers to use GIF-format videos in their ads.

Example of an Instagram video ad

Instagram Video Ad specs:

• Caption: up to 125 characters
• Media type: video
• Recommended video resolution: 600 x 600 pixels (square) or 600 x 315 pixels (landscape)
• Aspect Ratio: 1:1 (square) or 1.9:1 (landscape)
• Minimum resolution: 600 x 600 pixels
• Maximum resolution: 1080 x 1080 pixels
• Minimum length: 3 seconds
• Maximum length: 60 seconds
• Maximum size: 4GB
• Frame rate: 30fps max
• File type: .mp4 container
• Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
• Audio: Stereo AAC audio compression, 128kbps + preferred

4. Slideshow Ads

It’s easy to mistake the Instagram Slideshow Ads for the Carousel Ads. However, there’s a slight difference.

The Slideshow Ads let you add up to 10 images AND music to create a looping video ad.

To set up the Slideshow Ads, use the Facebook Ads Manager where you can select the images, music, video captions, and a thumbnail for your Instagram ad. You can also choose whether you’d like to images to transition or fade while changing.

If you think you may need help setting up your Instagram campaign, here’s Facebook’s step-by-step guide on how to set up the Slideshow Ads in the Power Editor.

Instagram Slideshow ad example

Instagram Slideshow Ad specs:

• Caption: up to 125 characters
• Media type: images + soundtrack
• Image duration: up to 50sec per image
• Image size: min. 600 x 600 pixels, max. 1080 x 1080 pixels. If you use images of different sizes, your slideshow will be cropped to be square.
• Music file format: WAV, MP3, M4A, FLAC and OGG. You must have all legal rights necessary to use the song!

5. Instagram Lead Ads

Instagram Lead Ads help to collect valuable information from prospects without leading them off the Instagram platform.

As someone clicks on your Lead Ad, they’ll be guided to a new page with a lead form that asks for their name and contact details (e.g. the person’s full name, email address, phone number, etc.)

Instagram lead ad after clicking

Important! When setting up Lead Ads, you’ll also need to include your company’s privacy policy (As you will be collecting user information).

Instagram Lead Ad specs:

• Caption: up to 125 characters
• Media type: image
• Recommended ad image size: 1080 x 1080 pixels or 1200 x 628 pixels (the typical Facebook ad image size)
• Image format: .jpg or .png
• Max. file size: 30 MB
• Other requirements: Privacy policy

6. Instagram Stories Image Ad

Since the launch of Instagram Stories in early 2017, the user base has grown considerably. Moreover, people appear to be highly engaged while watching the stories from their friends and family.

Now, brands also have a chance to appear in people’s Instagram Stories feed. You can create Image Stories Ads that contain up to six images to tell your brand’s story in a fun and engaging way.

To collect inspiration from the best Instagram advertisers in 2021, see this showcase of 40 Instagram Story Ad Examples.

Instagram Story ad example

Tip: To create Instagram Stories Ads, you’ll have to select “Stories” under the Placement section.

Instagram Story Ad specs:

• Caption: not currently available. Any text must be part of the image file
• Format: Full-screen vertical ad (9:16)
• Recommended Resolution: 1080 x 1920
• Minimum Resolution: 600 x 1067
• File types: .jpg or .png
• Max. image size: 30MB
• Photo content: visible for 5 seconds

7. Instagram Stories Video Ad

If you want your brand to really shine out among all its peers advertising on Instagram, you should create Instagram Stories Video Ads.

The Instagram Stories Video Ad format allows you to upload a video of up to 15 seconds in length.

It’s an amazingly engaging way of showcasing your product, building your brand’s personality, and engaging your audiences by reminding them of your offers.

Instagram Story video ad example

Instagram Stories Video Ad specs:

• Caption: not currently available. Any text must be part of the image file
• Format: Full-screen vertical ad (9:16)
• Recommended Resolution: 1080 x 1920
• Minimum Resolution: 600 x 1067
• File types: mp4 or .mov
• Max. video size: 4GB
• Max. video length: 15 seconds
• Recommended Video Codecs: h.264, VP8
• Recommended Audio Codecs: AAC, Vorbis

Remember that you can set up your Instagram ads in the Facebook Ads Manager and the Facebook Power Editor, whichever you prefer. There is no Instagram-only tool for creating your ad campaigns.

We recommend that you test multiple Instagram ad types and sizes to uncover which ones are most liked by your Instagram target audience and bring the best results.

Now, head on to the next chapter to learn about the top Instagram ad design and copywriting hacks.

Additional reading:

• 180 Best Facebook Ad Examples (2020 Edition)
• 25 Facebook Ad Design Hacks to Make More People Click

The post Instagram Ad Specs and Size – The Always Up-to-date Guide appeared first on Marketing Fix blog.

We’ve done all the hard work for you, spending the past few weeks browsing around Instagram. And we found some inspiring stuff… 💎

This article features the following categories of Instagram stories:

• Bad examples of Instagram stories
• Good examples of Instagram story image ads
• The best Instagram story video ads
• Cool Instagram story examples

But first, a few words on the current state of advertising Instagram stories.

When scrolling through the IG stories to catch cool ad examples, 80% of all the ads were not optimized for the Instagram Story placement

This means that a lot of brands are missing out on the full potential of the IG stories ad placement

What about you?

Have you uploaded all the correct Instagram and Facebook ads size options to your campaigns? And is each of the uploaded formats following the specific placement’s best practices?

Either way, this article will give you plenty of good ideas on how to improve your Instagram story ads. On top of that, you’ll also see some nice examples of Instagram story posts by popular brands.

See more ad examples here:

• 215+Best Facebook Ad Examples
• 84 Best Instagram Ad Examples
• 100+ LinkedIn Ad Examples for B2B Brands

Quick tip: Create Meta ad creatives with AI tools.

Click on the GIF below to try the best AI tool for Meta ads generation. (2023 update & recommendation.)

Bad Instagram ad examples

Let’s start off by understanding how your Instagram ads should not look.

The following examples of the ads running in the Instagram stories use the old Facebook news feed image size (1200 x 628 pixels), others feature a square image with no copy nor clear call-to-action.

This is not to trash any particular brand’s ads.

The goal is to show you examples of ads that could be improved big-time, so that you can better asses your own Instagram (and Facebook) story ads.

Here’s a quick checklist to analyze if your story ads follow the key best practices:

• Are the ads in the correct size (1080 x 1920 pixels)?
• Do the ads have in-image copy and a call-to-action?
• Are you asking the viewer to swipe up – verbally or visually?

Good examples of Instagram story image ads

In general, video ads work better on Instagram than static image ads. 

However, there’s not always time and resources to create a video ad for every single campaign.

That’s ok – there’s also plenty of good examples of IG stories using a static image that are working well. You will see them up next.

#1 Bloomberg

This Instagram story ad example by Bloomberg Businessweek is great for several reasons:

• It has a bright background color that differentiates it from the regular posts from friends
• The text and illustration are placed almost perfectly (the text above could be slightly lower not to be covered by the logo and “sponsored” message)
• It has a clear call-to-action (Subscribe)

#2 Bolt Food

The Bolt food Instagram story example is also visually different from the regular Instagram stories. (I consider it a big success factor when it comes to getting your story ads noticed.)

It’s also clear what the ad is about from the first glance: food, delivery.

On top of that, it mentions the value proposition (cheap delivery) and hints that people are supposed to “swipe up.”

#3 Babbel

Babbel’s ad asks the viewer a question which makes you automatically engage with the ad. Once you answer “yes,” you’ll have enough time to explore the rest of the ad. 

Also, notice the layout of this ad – by mixing a solid color background and stock image background, the ad is split into 2 scenes.

Tip: Splitting your Instagram story ad visuals into 2 or 3 parts is a very convenient hack in case you don’t have a suitable portrait-format image.

#4 Udemy

This Udemy ad is a basic example of a Facebook ad visual adapted to Instagram Stories format.

You can use a similar approach of placing part of your Facebook ad copy in the Instagram story ad image to deliver the message.

#5 Fjällräven

A very simple Instagram story ad that showcases the products in a well-curated portrait format.

Tip: When adding copy to your Instagram story ad creatives, place it on top or in the middle – that’s the part of the ad people will look in the first place.

#6 Acadium

Here’s one good example of a square-format ad used in the Instagram story placement.

The ad image features relevant copy and the background color (added automatically by Facebook when you use an ad image in 1:1 or in landscape format) complements the above image.

#7 Khaite

#8 Dale Ventures

#9 The Economist

#10 The Sill

The best Instagram story video ad examples

Instagram story video ads is a great channel both for building brand awareness and engaging with existing customers.

In case you’lll get inspired by the upcoming video ad example, here’s a list of Instagram ad specs & sizes to follow.

Tip: According to Facebook, 60% of Instagram stories are viewed with sound-on, so add some background music to your video ads.

Read more about various Instagram story ad success stories here.

Let’s get to the best part of this article now – the Instagram story video ad examples.

❗❗❗NB: Due to the big size of GIF files, we have included a static image of each video ad and added a link to the GIF file, so that you can see the video.

#11 Deliveroo

This Instagram story ad is a good example of brand awareness advertising.

Here’s what makes this ad great:

• The colors – branded and differentiated from the regular story posts
• Custom text design that has has a high contrast with the background
• Fast-paced movement – you won’t get bored and swipe right

Tip: If you want people to swipe up after seeing your video, add a 3-5 second ending scene to your video ad with your logo and a clear call-to-action.

See the full video ad here.

#12 iDeal

The iDeal ad is a cool example of an Instagram story video ad split into 2 scenes. 

The first part of the ad is almost static and features the product and special offer message, The second part of the ad shows a fast-paced video that keeps the viewer engaged.

See the full video ad here.

#13, #14 AirBaltic

airBaltic likes to get their messages delivered.

If you won’t get their static image Instagram story ad (which is already a very good example of a brightly-colored ad with a clear message) …

Then you will certainly get the message after seeing their video ad. 🔥

Notice how fast-paced the ad is: a must-have for all Instagram story ads. Also, the font, colors, and content is different enough to keep on looking to the end.

The ad’s final scene has a green arrow icon pointing up that helps to emphasize the “swipe up” suggestion.

See the full video ad here.

#15 Netflix

The main thing I like about this Netflix Instagram story ad example is its plain promotion of the logo.

The ultimate brand awareness ad.

See the full video ad here.

#16 Acne Studios

If you’re lacking good video content to turn into Instagram ads, you can follow the example of Acne Studios. 

The below ad example essentially mixes together a range of product photos and solid typographical elements, creating an engaging video ad.

See the full video ad here.

#17 Artsy

Here’s another example of an Instagram story ad that uses images and typography, but has the effect of a video ad. 

Also, the black text on a white background contrasts perfectly with other posts that you’re scrolling through when browsing stories.

See the full video ad here.

#18 Milkshake

Here’s a list of things that the Milkshake ad gets right:

• Fast movement throughout the video
• Bright colors and well-placed copy
• The app frame (shows immediately it’s a mobile app)
• Logical storytelling throughout the ad
• Final scenes with a solid background and a clear call-to-action

See the full video ad here.

#19 Calm

Calm’s Instagram story asks the viewer to take a break (from anxiously scrolling through tens of stories).

That’s a very cool approach as their meditation app’s key benefit is learning to slow down and be more mindful. And that feeling is already created by their ad, making the perfect introduction to the app.

See the full video ad here.

Meta ads x AI tools: Save 10x time

Have you tried creating Meta ads with AI tools? We tested uploading a few lines of text, a logo, and an image. And look what we got: 50+ different ad layouts in 60 seconds. Try it here.

#20 H&M

The H&M Instagram story ad is the perfect example of brand awareness videos run by many large consumer brands.

The goal of such ads is generally to stay top-of-mind for a large audience.

The best practice with such ads is to open up by showcasing your logo, show well-filmed scenes in between, and also close the ad by repeating your brand’s name or showing the logo.

See the full video ad here.

#21 Slidequest

See the full video ad here.

#22 Harvard Business Review

See the full video ad here.

#23 Prequel

See the full video ad here.

#24 Favro

See the full video ad here.

#25, #26 KLM

See the full video ad here.

See the full video ad here.

#27 Udacity

See the full video ad here.

#28 Xoom

See the full video ad here.

#29 Vivo

See the full video ad here.

#30 Vogue Business

See the full video ad here.

#31 Biteable

See the full video ad here.

#32 Turkish Airlines

See the full video ad here.

#33 Bolt

See the full video ad here.

#34 Cowboy

See the full video ad here.

#35 The New Yorker

See the full video ad here.

Cool Instagram story post ideas

Last not least, I’ve come across some exceptionally nice branded Instagram stories.

Take a look and collect ideas for using various Instagram story stickers and polling options to engage with your followers. 

#36 Uber

See the full video here.

#37 Jump

See the full video here.

#38 Airbnb

See the full video here.

#39 MeetFrank

See the full video here.

#40 Starbucks

See the full video here.

Thanks for your attention and hope you got some inspiration to put into practice.

If you know some other brands with cool Instagram story ads, send a hat tip to marketing@karolakarlson.com or reach out on LinkedIn.

And if you want help with improving your Instagram ad campaigns, check out this page.

The post 40 Instagram Story Ad Examples in 2024 (Static + Video ads) appeared first on Marketing Fix blog.

While setting up your Instagram Business account is a fairly straightforward process, it is best if you follow each of the important steps.

In this chapter of the 8-chapter Instagram Advertising Guide, you will learn:

• What is an Instagram for Business account?
• What are the benefits of having an Instagram Business account?
• How to create an Instagram account for your business?
• How to set up an Instagram advertising account
• What are the best practices for account setup on Instagram?

What Is an Instagram Business Account?

Many marketers make the mistake of managing their brand’s Instagram account as a regular account. However, they’ll be missing out on some great features available with Instagram for Business.

By creating an Instagram Business account, you can:

• See real-time insights into how your stories and promoted posts perform throughout the day
• Learn additional information about your followers and how they interact with your posts and stories
• Include more information about your company like business hours, location and phone number
• Set up Instagram advertising campaigns and see your Instagram ad reports
• You can also promote any posts you’ve shared, and include a button like “Learn More”, to reach new potential customers

Up next, you will find the step-by-step instructions for setting up your Instagram Business account.

How to Create an Instagram Account for Your Business

Step 1: Download and launch the Instagram app

Download the Instagram app for iOS from the App Store, Android from Google Play store or Windows Phone from the Windows Phone Store. Once the app is installed on your mobile phone, tap to open it.

Step 2: Sign Up for Instagram

Tap on “Sign Up”, then enter your email address and tap “Net”t, or tap “Log in with Facebook” to sign up with your Facebook account.

Step 3: Create a business profile

Within the Instagram app, find settings, then scroll down and tap on “Switch to Business Account”. Here, you can link your Instagram account to a Facebook Page.

Once you’ve changed to a business account, you can add additional business information like store hours, business address or a phone number.

Note: Currently, a Business Profile on Instagram can only be connected to a single Facebook Page.

Step 4: Start posting!

Now that you’ve set up your Instagram Business account, it’s time to make your first post!

You can also set up Instagram ad campaigns right after you’ve completed creating your Instagram advertising account that’s linked to your Facebook Page.

Read more: 84 Best Instagram Ad Examples in 2018 From TOP Brands

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How to Add Your Instagram Account to Facebook Business Manager

In order to start advertising on Instagram, you need a Facebook advertising account and a Facebook Page.

You do not necessarily need a Facebook Business Manager account. However, if you’d like to review and respond to the comments on your ads, you’ll need to add an Instagram account to your Business Manager.

To add your Instagram account to your Facebook Business Manager, follow these steps:

1. Go to your Facebook Business Manager
2. On the left side of the page, click “Business Settings” and “Instagram Accounts”
3. Click on “Claim New Instagram Account”
4. Add your username and password, then click “Next”
5. To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and hit the “Save Changes” button

If you don’t have a Facebook Business Manager account yet, here’s how you and set it up.

How to Set Up an Instagram Advertising Account on Facebook

There is no individual Instagram Ads Manager that you can use. Instagram ads are managed with the same tools as Facebook ads:

• Facebook Ads Manager
• Facebook Power Editor
• Facebook’s Marketing API

In addition to these four options, you can also advertise by using:

• The Instagram app
• Instagram Partners

To set up a Facebook advertising account, follow these guidelines:

1. Open your Business Manager Settings.
2. Under the People and Assets tab, click on “Ad Accounts”
3. On the right side of the page, select “Add New Ad Accounts”
4. Choose one of the 3 options: “Claim Ad Account”, “Request Access to an Ad Account” or “Create a New Ad Account”
5. If you choose to request access or claim an ad account, enter the ad account ID. (Learn where to find the account ID)

To add your Instagram account to your Facebook advertising account, follow these steps:

1. Go to your Business Manager
2. Click on “Business Settings” and then “Instagram Accounts”
3. Click on the Instagram account you’d like to assign an ad account to
4. Click “Assign Ad Accounts”
5. To authorize one or more of your ad accounts to use the Instagram Account, check the box next to each ad account and hit the “Save Changes” button

How to Add New Users to Your Instagram Ads Account

If you’re working with a marketing team or an advertising agency, you may need to give them access to your Instagram for Business account.

Note that in order to add new users to your Instagram Business account, you have to have an admin access to the Facebook Page related to Instagram account.

If you’re already using the Facebook Business Manager (which you really should), here’s how to give new people editing access to your Instagram account:

1. Open your Business Manager settings
2. Go to the “People” section and select the person you want to give Instagram account access to or click on “Add New People” to add new users
3. Click on “Assign Assets” and select either “Pages,” “Ad Accounts,” or “Product Catalogs”
4. Select the specific assets you’d like to share access to and choose a role
5. Hit the “Save Changes” button.

There’s a large set of different roles that you can assign to your colleagues and partners.

Team members: If you want to add your team members to your Instagram account, you should assign them the “Page editor” role.

Ad agency: When working with an advertising agency that doesn’t manage your Instagram posts, assign them the “Page advertiser” role.

Once you’ve completed the Facebook Business Manager account setup and invited your team members to manage your Instagram Business account, you’re all set.

Now, all you need to do is nail your Instagram targeting and Facebook ad design to get a high ROI out of your campaigns.

Congrats! You’re ready to go!

Now that you’ve successfully created your Facebook Business Manager account and linked it to your Instagram Business account, you can start seeing more insights and create your first Instagram campaign.

Proceed to learning the step-by-step guidelines for creating your first Instagram campaign by using one of these three tools:

• Facebook Ads Manager
• Facebook Power Editor
• Instagram’s app

Additional reading:

• From 0 to Results. How to Set Up Low-Budget Facebook Campaigns

The post Instagram for Business Guide – 2025 Update appeared first on Marketing Fix blog.

In 2018, Instagram Stories exceeded Snapchat in DAU. Facebook had the toughest year ever. (But nonetheless remains the foremost destination for marketers looking to reach a wide audience at arguably low cost)

For me, 2018 was the most eventful year ever. A year ago, I was freelancing for several startups while growing this blog. 12 months forward, my focus has shifted 110% to working with Taxify’s marketing team. (We’ve grown from 10 people to 30 in just one year, and we’re hiring 🤭) From attending for the first time Cannes Lions festival to last-minute panic-troubleshooting a large-scale marketing operation with Taxify’s French team, 2018 presented plenty of opportunities for learning and growth.

This said…

I took a look back at all the marketing projects I contributed to in 2018 and realised there were some interesting key learnings, potentially useful for other marketers.

Heads-up: a lot of what I thought to be efficient in marketing turned out to work the opposite way. And there’s a surprising amount of obvious best practices that no marketing blogs write about. Go figure…

So, without further ado, here are some of my key insights from 2018 that might be useful to you as well:

1. Facebook ads get over-optimized all the time. You’ll get better results when you let them run in peace.
2. Run more-more-more A/B tests about every aspect of your marketing activities. 90% of them fail, 10% will improve your results signifcantly.
3. Measure everything you do. Yes, even things you think will obviously work. Because sometimes, they don’t.
4. Facebook video ads don’t work (a shocker!). It’s a bit of an exaggeration, but not by much. Read point 4 of the article for further explanation.
5. If you spend your time on marketing campaigns, also spend your 💸 on promoting them. + Focus on one big campaign rather than ten small ones.
6. Create all marketing campaigns, ads, emails, web assets, etc. first for mobile. Get over your desktop-skewed views.

If this list just sounded a bit click-bait-ish, you will find a more in-depth explanation on each of the learnings below.

+ I also did some digging in my notebooks and bookmarks, resulting in a list of the nice stuff I’ve been listening, watching, and reading in 2018. Scroll to the very end of the article for that.

1. Leave ad optimisation to the algorithms

If you’re using online ad channels to promote your product, you likely spend most of your 💸 with Facebook and Google.

Both Facebook and Google have increased their ad placement inventory significantly in 2018. Facebook recently added Facebook Stories ads on top of its existing placements while Google is expanding its Youtube video ad inventory.

Just take a look at all the Facebook ad placement options available in December 2018. A year ago, there were so much fewer ad placements to choose from…

On one hand, advertising on Facebook and Google is getting increasingly difficult.

You need quite a specialised marketing experience to play around with all the targeting, optimization, and placement options of main online ad platforms.

But there’s also good news – 2018 also brought about a wider use of AI and Machine Learning.

So…

Should you build an AI bot to do the Facebook advertising for you? – No.

Should you use third-party online tools that claim to optimise your ad campaigns for you. – No.

Just let Google and Facebook algorithms do their magic.

One of the articles I wrote in 2018 and like most is the one explaining that you don’t need to over-optimise your Facebook campaigns. Just let Facebook’s algorithms do it for you.

What happens if you optimise your Facebook ad campaign’s delivery schedule, placements, narrow down the targeting to 10k people or less?

I’ve mostly seen this happening:

So how can you set up Google and Facebook ad campaigns that will reach a wide audience interested in your product?

Try these best practices:

1. Spend at least $20/daily per every new ad set – algorithms need a lot of conversions to optimise your campaigns.
2. Optimise ad delivery on the right events – if you’re working with low budgets, optimise on landing page views. If you get at least 10 down-the funnel conversions daily per ad set, optimise on signups, etc.
3. Set up a single ad campaign with a single ad set and 1-3 ads while resisting the urge to fragment your campaigns into scattered low-budget ad sets. This applies to low-budget Facebook ad campaigns.
4. Don’t A/B test too many elements at once – you won’t have enough results to conclude the test. Here’s my take on Facebook ad A/B testing.
5. Don’t worry too much about the ad placements, custom delivery schedule, and manual bidding. Use Facebook’s default settings for all these things.
6. Set up Facebook Pixel to track your campaign’s results and optimise your ad campaigns on conversions. (So that algorithms can learn which type of audience converts on your offer and deliver it to more similar people)
7. Don’t make changes to your online ad campaigns too often. Adjust your campaigns 24h after setting them up (in case they’re not delivering yet), then let them run for 7 days minimum before making any further edits.

So, to wrap this up: don’t panic when your Facebook ad campaigns are not delivering amazing results 2h after publishing the campaign. Let them run for a while so that algorithms can start working their magic.

2. Run more A/B tests – 90% will fail, 10% will be game-changers

As someone lately explained to me, having 10 x 0.7% incremental improvements in your ad campaigns’ conversion rates results in 2x total improvement.

If you want to improve your marketing results, keep A/B testing new approaches.

However, be prepared to get demotivated once your tests show no significant improvement.

I ran 50+ A/B tests in 2018 and most of them showed either no improvement or negative results.

Quite disappointing, huh?

But that’s just fine.

The remaining 10% of A/B tests brought learnings that improved our marketing results big-time.

There’s an almost infinite pool of things to A/B test. And if you’re working with considerably low marketing budgets, you’re limited to a small number of tests.

So. What should you and what shouldn’t you test?

In my experience, the biggest improvements will come from optimising your online ad visuals. That kind of makes sense – your ad image is the first thing to catch people’s attention. (Also, the first thing that can cause ad fatigue is when people see the same visual over and over again for 10+ times.)

So, start by testing your ad visuals.

At Taxify, testing new ad visuals goes hand-in-hand with updating our branding.

This nonetheless means that you should ONLY test the visual side.

Think about your online ad campaigns as a collection of many different aspects, each contributing to the conversion – your ad image and copy, but also the landing page and later user experience of your product… And the emails you send out. Be on the lookout for ways to improve each step of the conversion funnel.

And don’t just assume that all the best practices shared across marketing blogs work in your case! We’ve discovered many best practices to be either useless or damaging to campaign performance.

Read more: 10 Best Practices for Facebook Ads A/B Testing

3. Measure EVERYTHING, especially the obvious stuff

“I know this is going to work!”

Of course every marketer thinks that, especially after reading some article about best practices.

Next thing you know, you’ve paused some of your old ads or implemented a big change on your website, without setting up any measurement test to confirm if it really works.

Not good.

Every time you change your email layout, add some new ad visuals or rewrite copy on your website, add to your to-do list a task to come back and check if it improved the results.

E.g. when I set up an A/B test on Facebook Ads Manager, I add to my calendar a note 2+ weeks ahead to return to the campaign and check the outcome.

Same goes about social media posts, emails, website changes, etc. – if you think a change will improve the results, make sure that it actually does.

Most of the time, you won’t probably see an improvement. What should you do in this case?

1. If the old and new version work on the same level (or there’s less than 2% difference) and you think the latest one better reflects your branding and messaging, keep it.
2. If there’s no big difference between the two options, keep the old version and start another A/B test to find another way to improve your results.

Another thing I’ve noticed: the bigger the difference between two tested A/B test variations, the more you will learn. Best to avoid A/B tests with very tiny variations in tested elements.

4. Key Learnings on 2018 about Facebook Ads

All the brands I worked with in 2018 run some Facebook Ad campaigns. It’s the easiest channel to get started with.

Also, having my Instagram and Facebook feeds flooded with ads by both local and global brands has been a perfect chance to learn what’s working.

Seriously – don’t underestimate scrolling your Instagram feed just to learn what other brands are doing.

Try this for 1 week, daily: Scroll through your Instagram feed. Take screenshots of all the ads you see. Put these to a G Drive folder or wherever you store your information. After 1 week, take a look at all the examples and write down the best practices you can use to improve your own ad visuals and copy.

You will end up with a personal gallery of Facebook ad ideas.

PS: If you’re interested, here are 142 Facebook ad examples I collected some time ago.

As this blog’s already full of Facebook ads best practices, I didn’t want to spend too much space listing new hacks & tips. Here’s a quick list of my new observations from 2018:

1. Facebook video ads don’t work – Yes, it’s an exaggeration. But with all the blogs and Facebook itself promoting the video ads to be the golden nugget of online advertising, I have yet to see video ads outperforming static ads. For sure, you should test if video ads work for you. Just make sure to measure their performance against single-image ads.

1. Prefer broad audiences – When setting up Facebook ad campaigns, leave your audience targeting as broad as possible. If you’re selling a consumer-focused product, you can even test targeting entire countries at a time – algorithms will deliver your ads to the most relevant audience.

3. Optimise your Facebook ad sets on right conversions – Whether you optimise your ad delivery on link clicks, signups, or purchases will have a huge impact on your results. If you have a high volume of down-the-funnel events, optimise your ad delivery on those instead of link clicks.

4. Use automatic placements – Yes, there’s an option to exclude some ad placement from your Facebook campaigns. However, it’s much more efficient to use auto-placements and, once again, let the algorithms decide what’s the best channel for showing your ads.

4. Use both illustrations and stock images – When it comes to ad visuals, it’s a good practice to use a mix of illustrations and stock images as different people relate to different images. Pro tip: using numbers in your ads will also help to improve results.

6. Create Lookalike Audiences – If you’re starting to advertise in a new country, it’s a very good idea to create a Custom Audience of your existing TOP customers all over the world, then create a local 5%-10% Lookalike Audience based on that. Simultaneously, set up a broad targeting ad set as it will at some point likely overperform the Lookalikes’ ad set (once you’ve reached all the people in the audience).

5. Value your time more and put 💸 into promoting each campaign

At Taxify, we do lots of fun marketing campaigns to engage with our riders and drivers.

Some of the most recent marketing campaigns include a Halloween giveaway, TOP drivers’ event in France, social media Advent Calendar, and more.

As you might imagine, a lot of time goes into planning and executing some of those campaigns.

But no matter how awesome those campaigns are, you’ll be missing out on a lot of potential if you just execute them without proper promotion.

What I mean by this is that when you’re doing a cool marketing campaign, e.g. a social media post in partnership with another brand, don’t stop by posting to your Facebook page. Make sure that you make enough noise for people to actually notice you campaign. You could do that by informing all your users via email, boosting your social media post for a higher budget, running online ads campaign to support the campaign, or use all of the aforementioned tactics combined. (And that’s so not the definitive list of things you can do to amplify your campaigns’ reach)

On a similar subject, don’t spend your time doing small marketing activities that have a very low reach and ROI.

Rather than execute 10 tiny social media campaigns or partnerships, focus on one bigger campaign that will truly engage your audience and will have a higher reach than all those 10 small marketing activities combined.

6. Create everything mobile first

How much of your work do you do on desktop? Around 100%, right?

This means that you view all the marketing campaigns, emails, websites, etc. that you’re working on from the desktop perspective.

Now, guess where your potential audience spends their time?

Mostly on mobile.

People read your emails on mobile, view your Facebook ads on mobile, browse your website on mobile…

Even this blog has a significant share of mobile traffic.

And you really need to remember the mobile-first approach every time you’re working on a marketing campaign. If you forget about it, here’s what happens:

• Your email visuals that looked amazing in your desktop inbox are unreadable on mobile
• Your website that was built looking at the desktop version is not fully mobile-responsive
• Your online ads with copy in the image look overcrowded on mobile devices, resulting in low CTR and conversions

So really… 📍📍📍 Create for mobile first, and then make sure it also looks nice on desktop.

Cool articles, websites, blogs, books, podcasts and whatever

While it’s difficult to remember all the good stuff I’ve read in 2018, here are some of the nice books, articles, websites, blogs, books, podcasts I discovered.

Books:

• How Brands Grow: What Marketers Don’t Know by Byron Sharp – this was recommended by a team member at Facebook’s Marketing Partners team as “the one book that all brand marketers have read.” I’m halfway through it, but it has been really informative this far
• Sprint by Jake Knapp – I read it earlier, but the brainstorming sessions we did in 2018 based on the book’s suggestions all turned out to be amazingly productive
• Ogilvy on Advertising by David Ogilvy – written in 1985, still highly relevant. Definitely worth your time more than any of the 2018 books on buyer personas and other random stuff

Most business books are similar in that they take 1-2 really good ideas that could be explained in a couple of pages… And turn those into a 200+ page book.

So what’s the point of reading these at all?

For me at least, the point of business books is not as much in learning a particular best practice. It’s more about the brainstorming that runs on the background while reading a well-written book. It kind of makes your mind wander and makes new ideas on how to improve your teamwork, marketing campaigns, etc. pop up – completely independently of what the book is teaching you.

• Art Is Work by Milton Glaser – As explained by Amazon: “A lavishly illustrated, oversized retrospective of one of history’s most influential figures in international design evaluates the role of art in business today… documenting the creative processes of several of his works.” – note the part about “documenting the creative processes” – the book gives you a nice perspective on how to approach design work – any work for that matter
• Joan Didion & Tom Wolfe – two writers who popularised the literary journalism movement throughout 60s and 80s. My favourite kind of fiction to read.

If you want to grow into a better marketer, reading just business books is not going to cut it. Differentiate your reading list with good fiction and art/design books to build your creative ideation and copywriting skills.

Newsletters & podcasts:

• Benedict Evans, Andrew Chen, Next Draft (newsletters) – three main newsletters I actually open and read. I’m sure there are plenty of other good ones I’m not aware of tho. Please share!
• Tim Ferriss (podcast) – not all of it is worth a listen, but check out the conversations with Seth Godin (another one), Nick Kokonas, and Naval Ravikant
• The Design Better podcast by DesignBetter.co – I just got started with this one and while it’s about UX and UI design, a lot of the principles used in design are applicable to marketing and teamwork in general
• Overtime Design podcast by Dribbble – If you feel like you’ve already heard everything discussed in marketing podcasts, switch to design podcasts

Online marketing resources and design galleries:

• Facebook Active Ads (Facebook ads run by any brand) – In case you missed the train, Facebook added an option to see all the ads run by any advertiser in any country. Just go to your competitors’ Facebook pages and check out what ads they’re running. 👀
• Really Good Emails (online email design gallery) – a super informative overview of the marketing emails sent by well-known brands
• Land-book (online web design gallery) – I worked on two website design projects in 2018. Both times I returned to Land-Book for inspiration and latest UI hacks
• Good Web Design (online web design gallery) – Another amazing gallery for anyone working on website design, This one’s more focused specific UI elements, e.g. CTA buttons, Pricing pages, and so on
• Dribbble, Designspiration, Behance (online design galleries) – for fresh ideas whenever u run out of them

Blogs & magazines:

• First Round Review (blog) – one of my favourite blogs featuring interview-style articles by managers and CEOs from top companies
• The New Yorker, The Atlantic, (magazines) – if reading amazing reportages and essays from some of the best writers in the world is not a good enough reason for you, consider it an investment in perfecting your English copywriting skills. Best read on paper. 👌
• The Purple Magazine, Frieze (magazines) – artsy magazines for great interviews (The Purple) and art inspiration (Frieze)
• IdN Magazine – I spotted an issue of the magazine in a Paris museum bookstore, ordered a bunch of these when back at home, and found some nice design and campaign ideas. These magazines look sooo beautiful.
• Trendhunter – I check this site way too rarely, but it’s a great go-to place for the latest cool stuff happening in branding

As you might have noticed, I didn’t read much marketing blogs. I’ve come to a conclusion it’s best to learn by doing.

Which is the perfect note to wrap up this year and this article.

But before that… the “I’d like to thank my mom” moment… To the marketing team at Taxify and guys at MeetFrank and MindTitan – I’ve had a truly great year together with you! 🙌

The post 2018 In Review – Key Learnings on Facebook Ads & Marketing in General appeared first on Marketing Fix blog.

Open up your newsfeed, scroll for a few minutes, and you’ll see that they are.

Should you also fall for the promise of quick wins while risking with ads that are borderline cliché?

No way?

Well… Following popular Facebook ad templates actually has its perks:

• Template layouts make the best use of ad space – Facebook’s 1200px – 628px ad format is quite limiting, so knowing the best layouts will help you quickly create ads that look nice in the newsfeed.
• They’re proven to work – Brands don’t use the same ad designs over and over again without a reason – some layouts simply work better than others.
• They’re easy to create – Universal ad templates can easily be filled in with your branded content and messaging, without you having to spend days designing your Facebook ads.

Find out all you need to know about various Facebook ad types and formats here: Facebook Ad Specis & Size (Always Up-to-date Guide)

Personally, I like to create 80% of ad designs following my go-to templates and treat the remaining 20% as tiny art projects, testing something new.

Where to find Facebook ad templates?

There is no online “Facebook ad templates” gallery that you can browse.

The best way to acquire a set of safe-for-work templates in to browse Facebook ad examples and see what layouts other brands are using.

Which I recently did, resulting in 18 ad ideas that you can apply to your campaigns as well.

Looking for Facebook ad specs? Read about Facebook ad dimensions in 2020.

While the following infographic is dividided into 3 parts – Universal, SaaS and eCommerce – most of the featured ad templates can be used for any kind of Facebook or Instagram campaign.

+ Scroll to the bottom of the infographic to see real Facebook ad examples for each use case. 👇

1. Image + centered text

This Facebook ad template works well with any kind of messaging, whether you want to mention your value props, a discount offer or a one-liner about your company.

All you need is a stock photo (check the above infographic for best free stock image sites) and a strong value proposition.

2. Image + left- or right-aligned text

This is another go-to Facebook ad template for most campaigns. Adding the call-to-action to your ad image can potentially increase your ad’s click-through rate, resulting in higher Relevance score and lower Facebook ad cost.

3. Image + text inside a circle

This format works best if you plan to feature some specific number, e.g. the pricing of your product or a discount rate.

Suggestions:

• A/B test various colours on the circle to uncover what catches most people’s attention.
• Make sure that the text and its background circle have a high colour contrast, so that the copy is easily readable (e.g. avoid placing white copy on light background)

4. Image + text inside a square

Use this Facebook ad template in brand awareness campaigns and place your logo inside the square in the centre of your ad.

You can also test a similar layout when promoting a blog article on Facebook, adding the article’s title on top of the background image.

5. Image + text + CTA button

When using a lot of copy on your Facebook ads – which you are when adding both a value proposition + CTA button in the image – make sure to use the Facebook Text Overlay tool to ensure that your ad is not too text-heavy.

6. Plain image + logo

If you’re wondering what’s the most beloved Facebook ad template of lazy marketers, this is it. However, this is not to say that this layout doesn’t work. Test it out!

7. Showcase your product

When it comes to Facebook ads for SaaS, it’s always a good idea to create some ads that showcase your product.

Showing people what your product looks like is beneficial for several reasons:

• It will catch the attention of people interested in software products
• The viewer can immediately tell if they’d like to use your product (you’ll get higher-quality leads)
• And, naturally, all you need to do is take a screenshot and do some Photoshop magic – easy.

8. Product image + value proposition

One step forward from the previous ad template with product image would be adding a value proposition on top of it. You can run a split test to see which results the ads with a simple product screenshot v.s. an additional value proposition deliver.

Combine product image with some copy

9. Product image aligned to the right

When working with SaaS companies, this is usually our go-to Facebook layout. Somehow, having the copy on the left and a product image on the right makes the image easy to understand and read.

10. Visualize a specific benefit

Does your product help teams to grow? Be more efficient and save time? Show it in your Facebook ads. To make things even more graspable for the viewer, make sure that your Facebook ad copywriting also revolves around the same benefit.

11. Visualize text with icons

If you’re looking for a good alternative to stock photos, find some high-quality icons and find various ways to organize them in your Facebook ad designs.

Tip: You don’t need to create the icons from scratch, there are many good websites for finding ready-made icons. (Check the infographic for suggestions)

12. Share a customer testimonial

You probably have plenty of positive customer testimonials on your website. Copy-paste them to your Facebook ad images, add a picture if a real customer (no stock photo), and you’ve got yourself a high-conversion ad.

13. Centered product + logo

This is a good Facebook ad template for any retail brand. You can also add a value proposition to your ad image to emphasize your product’s benefit.

Tip: Go an extra mile to get professional product photos as the first impression of your product will decide whether someone buys it or not.

14. Limited-time or discount offer

If you have a possibility to make a discount offer and promote it on Facebook, do it every time. This is especially relevant for Facebook retargeting campaigns, where you need to give people some additional incentive to buy your product.

15. Compilation of products + centered logo

Got a lot of products? Why not show them all in a single Facebook ad. You can also apply the same layout to your Instagram ad design where having catchy and colourful ads is the key to increased sales.

Read more: Instagram Ad Specs and Size in 2018 – The Complete Guide

16. Multiple products + colourful background

This layout is a good option when you’ve tested a lot of other ad templates already and want to introduce some new designs to your campaigns.

Tip: Don’t just repeat a single product, but find ways to show it from different angles, different colours, etc.

17. Carousel ad with multiple products

There are many ways to create a Facebook carousel ad that features multiple products:

• You can showcase simple product photos
• You can have an image or text as the first slide of the carousel ad
• You can have some copy on each slide throughout your ad

Or… You can test them all and see what works best.

18. Simple image + overlay + logo

Applying a colour overlay on top of your Facebook ad image is an easy way to make it more colourful and aligned with your branded colours. I personally like to use Sketch for designing ad images, but you can also do it on Photoshop or Illustrator.

That’s it guys. Have a go-to Facebook template that wasn’t mentioned in this article? Point it out in the comments.

Want even more inspiration? Check out this eBook with 200 Facebook ad examples. 👇

The post 18 All-rounder Facebook Ad Templates With 45 Examples From Top Brands appeared first on Marketing Fix blog.

Why?

Imagine this scenario…

You’re advertising your product to a large group of people. But although they clicked on your ad and checked out product, they weren’t willing to make a purchase right away.

Now if you’re not running a retargeting campaign to bring those potential buyers back to your website, here’s what happens:

A competitor who’s more advanced in Facebook advertising will show their ads to your potential buyers and snap them away from right under your nose.

“Alright,” you say… “I get it. I’m in. How can set up a Facebook remarketing campaign?”

That’s exactly what this guide is for: to help you understand…

• … why Facebook remarketing campaigns work
• … how to set up your marketing funnel for remarketing
• … how to use Facebook ads for efficient marketing
• … how to set up Facebook retargeting pixel
• … how to create Custom Audiences on Facebook
• … and what are the best practices for Facebook retargeting campaigns

But in case you need some more convincing, here’s some additional proof.

Do remarketing campaigns really work?

Put briefly: they work 95% of the time.

And there’s plenty of proof that Facebook retamarketing ads can be highly effective.

An eMarketer study showed that 30% of consumers show a positive reaction to retargeted ads, while only 11% feel negative about retargeting campaigns.

Moreover, 58% of people surveyed said that they usually notice online ads for products they have previously checked out.

But there’s more to it…

A comScore study with ValueClick Media revealed that retargeting tactics generated the highest lift in trademark search behavior at 1,046%, compared to other targeting strategies.

To give you more Facebook-related examples, here are some key takeaways from some campaigns I’ve worked on:

• When promoting Aggregate blog’s Facebook posts to a warm audience vs. cold audience, our CPC for remarketing audience is usually 40% lower.
• When we advertised an HR application to an audience that had already read about the app, the CPI (cost-per-install) was 32% lower compared to a cold audience.

Facebook ads are highly efficient and applicable in almost every industry.

But in order to get the best results, you’ll need to build a marketing funnel with different offers for each stage.

How to create a (re)marketing funnel?

Marketing funnel is a technique used by marketers for getting a better overview of different audiences they have.

As Johnathan Dane from KlientBoost put it: Some of your audience members are ice cubes while others are hot as lava.

When running marketing campaigns for the first time, you will reach people who know nothing about your brand (ice cubes). After a while, there will be a new group of people who are already slightly familiar with your product and offers. People who are ripe to buy from you are the hottest (lava).

Each of the stages in your sales funnel requires a different set of messages and remarketing campaigns.

You can add as many steps into your marketing funnel as you please.

Here’s an example you can use as a model.

Let’s break down the stages in the traditional marketing funnel one by one.

Awareness – In the first stage of your advertising funnel, your Facebook campaign will be targeting people who have never heard of your product or service before. This is a regular ad campaign, not yet remarketing.

Prospects – Your first-stage Facebook retargeting campaign should be directed at people who have seen your ad or visited your website at least once.

Leads – This is an optional stage that includes people who have engaged with your website/posts/emails many times. You can but don’t necessarily need to set up a separate Facebook ad campaign for targeting this stage of the funnel.

Customers – In this funnel stage, you’re going to run a retargeting campaign that’s focused on engaging your existing customers. E.g. you could upsell or cross-sell something.

Promoters – This is also an optional stage that you can use to segment your brand’s fans and loyal users. From Facebook marketing perspective, you could advertise to them some special offers or promote news about your brand.

Ok, now that you’re aware of how to set up a marketing funnel for your Facebook retargeting ads, here’s what we’ll do:

1. We’ll learn how to set up the Facebook retargeting pixel and create Custom Audiences.
2. We’ll take a look at 8 efficient ad strategies that cover all the stages of your marketing funnel.

You can skip the first part if you already know how to set up Facebook remarketing campaigns, and go straight to the section with ideas and examples.

How to create a Facebook retargeting campaign?

To set up an ad campaign on Facebook, you need to know how the setup process works.

We’re not going to stop on it longer. But you can check out this guide on how to set up Facebook campaigns.

Assuming that you already have Business Manager and Facebook Ads Manager accounts set up, you will need to take the following steps:

1. Add the Facebook remarketing pixel on your website or app.
2. Identify your Facebook campaign’s goal.
3. Create a remarketing audience using Facebook Custom Audiences.
4. Set up an advertising campaign in the Ads Manager.

After all is said and done, you can sit back and wait for the sales to come in. And, if you do everything correctly, the sales will follow.

Tip: To add a retargeting campaign, you need to create a new ad set with a Custom Audience. You can create new Facebook campaigns or add new ad sets into a current campaign.

We’ll also cover the setup process for remarketing audiences later in this article.

How to set up Facebook retargeting pixel?

Facebook pixel is a tool that helps to track all your website visitors and on-site conversions. Without the pixel, you can’t create any remarketing audiences.

Facebook pixel allows you to target your ad campaigns on the people who have previously visited your website or a specific landing page.

To set up a Facebook remarketing pixel, follow these steps:

1. Go to the Facebook Business Manager, and navigate the top-left menu to find the “Pixels” section.

2. Click on the green “Create a Pixel” button to set up your first pixel.

3. Name your Pixel and click “Next”.

4. Add the pixel code to your website. Usually, it’s easier to copy-paste the pixel code to your website’s header section, just above the tag.

5. Verify that your pixel is working and recording on-site events.

If you want to learn even more about the Facebook pixel, here’s an in-depth guide I recently wrote for the AdEspresso blog.

After you’ve set up the pixel, Facebook will start tracking your website visitor data, and you can start targeting your website visitors.

Tip: Note that it may take a couple of days or even weeks until you have an audience big enough to create a Custom Audience.

According to Facebook, you need at least 20 people in your audience. In my experience, it’s better to have at least 1,000 people per target audience – otherwise, you’ll spend a lot of time creating a campaign that only reaches a handful of people.

How to create Facebook retargeting audiences?

The next big question you’ll run into is “How to set up my audiences?

First of all, it’s important to know that all remarketing audiences for your Facebook campaigns are targeting Custom Audiences.

What is a Custom Audience?

It’s a Facebook audience that’s based on people’s engagement with your brand.

For example, your Custom Audiences could include people who…

• … engaged with your Facebook Page, Facebook ads or Facebook posts
• … visited your website in the past 30 days
• … watched your videos on Facebook’s platform
• … read one of your blog articles
• … made a purchase on your website
• … added sth to their shopping cart on your website
• … signed up for a free trial on your website
• … took a specific in-app action in your application

There are many more options.

Are you already getting excited about all these low-hanging fruits?

Let’s see how you can set up all of these Custom Audiences from scratch.

How to create Facebook Custom Audiences?

To create new Facebook audiences, go to the Ads Manager and from the top-left menu, select “Audiences.”

On the Audiences page, you can see all your existing target audiences and create new ones.

From the “Create Audience” drop-down menu, select “Custom Audience.”

Next, you will have plenty of different options for creating a Facebook retargeting audience.

There have recently been many Facebook updates that made new audience types available to all advertisers.

As of January 2018, you have the following options:

You can create Facebook Custom Audiences based on:

Customer Files

Add a file with names and email addresses of your leads/customers that Facebook will match with their user base.

Website Traffic

That is the most widely-used option for Facebook retargeting campaigns. You can target…

• … everyone who visited your website
• … people who visited specific pages
• … users that spent a specific amount of time on your website

App Activity

This Custom Audience is relevant for advertisers running Facebook Mobile App Install campaigns. You can target…

• … the most active app users
• … users who made in-app purchased
• … people who have installed your app
• … users that have taken specific action in your app
• … users with a specific number of sessions

Offline Activity

You can also upload or import via API offline conversions to Facebook and match them with people on the platform.

Engagement

This audience type is based on how people engaged with your branded content on Facebook’s platform. You can target…

• … people who watched your videos on Facebook for specific time or % of video
• … people who opened/completed your Lead Ads’ lead form
• … people who engaged with your Facebook Canvas ads
• … people who engaged with your Facebook page/posts/ads
• … people who interacted with your Facebook events

Phew, that’s A LOT of options for retargeting on Facebook!

And we didn’t yet mention the fact that you can also exclude people from your Custom Audiences by using advanced targeting options.

However, the fact that you can use all of these Facebook remarketing options doesn’t necessarily mean that you need all of them.

A couple of well-defined Custom Audiences will do the job.

8 Facebook retargeting ideas that work

As said before, all advanced Facebook advertisers run some kind of retargeting campaigns.

Depending on your business type, there are many options to choose from, one more efficient than the other.

Up next, you will find 8 retargeting campaign ideas I’ve seen succeeding repeatedly.

#1: Start with a brand awareness campaign

The first step of every remarketing campaign is making the first touchpoint between people and your brand.

Before you can start campaign setup, you need to have an audience. And that’s why it’s good to start off with a brand awareness campaign.

The goal of your Facebook brand awareness campaign is to introduce your product to potential buyers and arise their interest.

For example, Packlane’s Facebook ad simply explains what their product is: Custom branded packaging.

You could also advertise a media article about your product, and later retarget the people who engaged with your Facebook page.

Do not try to immediately sell in the awareness stage. First, you need to get people’s attention with softer marketing tactics.

For example, MeetFrank’s advertising a Business Insider article about their secret recruitment app before launching other Facebook ad campaigns.

Need more ideas? Check out these 84 best Instagram ad examples.

How to set up the audience for awareness campaign?

Target a wide audience of 100,000+ people, and let Facebook’s auto-optimization algorithms find the best audience for you. Create a Saved Audience where you target people based on demographics, interests, and location.

How to increase your success rate:

• Make sure your Facebook ad clearly says what your product or service is.
• Lead people to your website, where you can track them with Facebook pixel.
• When sharing an article, write a fascinating headline that catches attention.
• Run the awareness campaign for 1 week or until you have a big enough remarketing audience.

This tactic works best for: All types of businesses, i.e. consumer products, business services, eCommerce, SaaS, mobile apps, etc.

#2: Retarget all your website visitors

After running a brand awareness campaign, you have a set of website visitors who have shown some interest in your product (or service).

That’s an opportunity for setting up your first retargeting campaign.

Important note! If you’re already getting thousands of daily web visits, you can get more specific with your remarketing audience segmentation. (See the next point.)

However, if you’re a small brand, you can start by showing the same ad to all your website visitors.

But what should you advertise?

If your product is consumer-facing and people make the purchase quickly, you could offer a slight discount to drive people back to your website/e-store. Here’s an example by TopShop:

When you’re doing marketing for SaaS or other B2B services, your sales funnel can be a little more complex.

Before a company purchases your product, they need to understand its value to their business. In this case, you could advertise a webinar introducing your product or a free trial period.

AdEspresso ran a 10-day Facebook ad campaign targeting Custom Audiences made of past 30-day website visitors.

As a person visited AdEspresso’s website, they were added to the retargeting ads campaign, and were offered a free eBook. As someone downloaded the eBook, they gave AdEspresso their email, and were entered into an email marketing campaign.

AdEspresso’s campaign is a good example of a multi-step lead nurturing strategy that turns cold leads into customers via constant Facebook advertising. Also, they managed to keep down their Facebook ads cost.

How to set up this remarketing audience:

To target all your past website visitors, create a Custom Audience based on website visits, and simply target all the people who have visited your domain.

How to increase your success rate:

• Advertise a compelling offer, e.g. a free giveaway, a discount or a free trial period.
• Make sure that your remarketing campaign’s frequency won’t get too high (keep it at the maximum of 10 ad views per every two weeks).
• Advertise blog articles, eBooks or webinars to make people more familiar with your brand and product.

Works best for: Consumer products, B2B products/services, eCommerce, SaaS.

#3: Retarget specific landing page visitors

If your website is getting a lot of traffic, you have a big enough audience pool to divide it into multiple segments.

By segmenting your remarketing audiences, you can create more relevant Facebook campaigns for each.

For example, if you’re selling multiple products, services or use cases that each have a different landing page, you can set up different ads with different messaging.

Let’s take MOO, for example – they sell business cards, branded stickers, notebooks, etc.

Instead of creating one remarketing campaign that tries to sell everything, they could…

• … advertise business cards to the people who visited a landing page about business cards.
• … advertise stickers to the people who visited a landing page about stickers, etc.

How to set up remarketing audience:

Create Facebook Custom Audience based on website visits, but instead of selecting all website visitors, only include the visitors of specific landing pages.

How to increase your success rate:

• Make your campaign’s offers specific to particular landing pages.
• Indicate what’s the next step – what do you want the person to do after clicking on your Facebook ad (Buy something? Start a free trial?)
• Exclude the people who have already converted on your offer, so that they won’t keep seeing your ads.

This tactic workd best for: SaaS and B2B products/services.

#4: Set up dynamic remarketing ads

If you’re running an eCommerce store, you don’t have to set up a different campaign for every single product on your website.

You can completely automate your campaign, and show people the exact product in your online store that they have previously looked up.

This Facebook feature is called Dynamic Product Ads.

The Dynamic Product Ads feature allows you to create an online product catalogue, and automatically create ads based on the products people check out on your website.

This makes it super easy to deliver super personalized Facebook ads. For example, like this ad by The Kooples:

According to a Facebook case study, the Honest Company saw a 34% increase in CTR and a 38% reduction in cost-per-purchase when using Dynamic Product Ads.

To create a Dynamic Product Ad, you’ll need:

• A Facebook Page
• A Facebook ad account
• A Facebook pixel installed on your website
• A Facebook catalog or another catalog of your products that’s hosted online through Shopify, WooCommerce, BigCommerce, or Magento.

How to set up this remarketing audience:

Facebook will automatically create a personalized ad for every person visiting your online store. You will need to set up a product catalogue and a campaign with the Catalogue Sales objective.

How to increase your success rate:

• Make sure your product catalogue features high-quality product photos.
• Make attractive offers, e.g. a limited-time discount.
• Make sure that you have the advertised products in stock, so that people won’t be left empty-handed.

This remarketing campaign type works best for: Large online stores with a wide selection of products.

#5: Advertise to your blog readers

In case you’re actively working on a branded blog, you can retarget people who have read particular blog articles.

For example, if you’re a grocery brand, you could first promote a blog article on Facebook, and later advertise your products to the people who read the blog article.

Here’s another example: Grammarly could promote an article about copywriting, and later advertise their grammar correction tool.

But what if you want to retarget to people who read other blogs?

With a third-party tool, this is possible as well. You can use a tracking tool like PixelMe that lets you retarget anyone who clicked on your link – even if it leads to another website. These tools are far from perfect in tracking all the clicks – you will get around 30-40% of people to your Facebook Custom Audience.

So basically, you can first create a high-quality audience by promoting another publication’s story, and then show these people your Facebook ads.

How to set up remarketing audience:

To set up a target audience of your blog visitors, create a Facebook Custom Audience based on website traffic, and target people who visited your blog page (use the slug “/blog” or whatever link best refers to your blog).

To remarket to people who clicked on your links to third-party blogs/websites, use a tracking tool.

Tips for retargeting blog visitors:

• Target people who have read more than one blog article – they are more engaged.
• Target readers of a specific blog article.
• Make sure that your Facebook ad is related to the article or blog that your audience previously read.

This tactic works best for: All brands with a blog, nut also brands that want to remarket to people interested in specific articles/websites not their own.

#6: Bring back shopping cart abandoners

Shopping cart abandoners are users that have been shopping in your online store, even added some things to their cart, but then abandoned your website without completing the purchase.

Tip: The concept of cart abandoners is also applicable to other types of services. For example, people who almost completed a signup form or a survey on your website.

Shopping cart abandoners are a highly valuable segment as they have shown clear interest in buying your product. According to Statista, as many as 80% of people abandon their shopping carts. What if you could use some Facebook advertising hacks to bring back even 20% of them…

One of the easiest ways to convince cart abandoners to return to your website is offering them a discount or a coupon. Even better if you can make the offer personalized and limited in time.

For example, Nespresso is promoting a limited-time free delivery. This offer could be directed towards all potential buyers or only used as a remarketing ad.

How to set up remarketing audience:

To make your Facebook ads reach people who have abandoned their shopping cart, create a Custom Audience based on online events. You can set up an event on your website that records a person clicking on the “Add to Cart” button.

How to increase your success rate:

• Don’t just advertise your products as you would to a new website visitor.
• Make your remarketing ad’s offer worthwhile of returning to your website – add a discount or coupon to nudge people to complete their order.
• Advertise rather aggressively on the first 7 days after the person abandoned their shopping cart, then pause, and advertise your products again to them after 30 days.

Works best for: eCommerce, all other types of online stores, mobile apps.

#7: Turn free trial users into paying clients

Are you marketing a SaaS (software as a service) or some other type if subscription business?

On top of your marketing funnel, you’re likely offering a free trial / subscription period, so that people can learn more about your service.

After the trial period, the user has two options: to continue paying for your service or discontinue using it.

In my experience, it is not after the trial period that you should convince the person to sign up for a paid subscription. It is more efficient to get a person’s readiness to pay during the test period.

During the free trial period, your number one goal should be to delight the user with great user experience. However, you can also convince people to continue using your paid service by advertising an attractive offer.

You can run a Facebook retargeting campaign and…

• Offer to the user a nice discount if they sign up for a longer time period. E.g. “sign up for 12 months instead of 1 month and save 40%.”
• Offer to extend the free trial for users who haven’t been active this far.
• Share helpful materials such as guides and eBooks on how to get more out of your product.

For example, Litmus has created a series of blog articles around email marketing to help their customers succeed at work.

How to set up this remarketing audience:

The easiest way to remarket to your free trial users is to set up a Facebook Custom Audience based on the “Free Trial Signup” website conversion event. Another way to target your existing users is to upload a customer list with people’s emails and names to Facebook, and create a Custom Audience based on that.

How to increase your success rate:

• Differentiate the free users’ ad messaging from your top-of-the-funnel value offers.
• Think what would make you to start paying for your service/subscription. Outline that value offer in your ads.
• Educate your free trial users – offer them guides, webinars, etc.

This type of Facebook marketing strategy works best for: SaaS and online subscription services, but also for delivery services and publications.

#8: Re-sell and upsell to past customers

According to WordStream, the remarketing CPC is significantly lower to than that of regular search and social ads. Display and social remarketing ad clicks by contrast might cost anywhere from 2-100x less.

The same applies to advertisng to your existing customers. Once someone has already bought something from you, they’re a lot more likely to purchase again.

Targeting your existing customers on Facebook is a powerful way to remind them of your product line and show them your latest products.

For example, a fashion brand could advertise their new collection while a software vendor could use Facebook advertising to introduce their upgraded services.

GoPro uses another interesting tactic to get their product owners upgrade to the latest device. Instead of just promoting the new GoPro model, they offer to trade it for $100 off when a client returns an older model.

You can also use Facebook ads to inform your clients about ongoing discounts, e.g. like this ad by AllSaints.

So here’s the key takeaway: Once a person has purchased something from you, don’t move them out of your Facebook marketing funnel. Keep showing hem relevant offers (e.g. discounts) once in awhile.

How to set up this remarketing audience:

Set up Facebook Custom Audiences based on customer lists or website purchase events.

How to increase your success rate:

• Find ideas for cross-selling. For example, if someone bought coffee, advertise a coffee machine to them.
• Use Facebook ads to notify your clients about discounts and other offers.
• Support your campaigns with regular Facebook posts. For example, share a blog article on Facebook that your clients will find helpful and interesting.

Here’s another interesting thing to know about Facebook retargeting. While people will easily get tired of seeing your regular ads, it’s the opposite when doing remarketing.

People will still act upon your retargeting ads even after they’ve seen it for over five times.

Final suggestions

If you’re going to take away five key insights from this article, remember these:

1. Facebook retargeting campaigns can really benefit any type of business, both B2C and B2C.
2. Don’t be lazy about setting up your campaigns, they’re usually highly efficient and well worth the effort.
3. Your ads should deliver a slightly different message from your main ad campaigns – their goal is to engage people who are already aware of your brand and product.
4. Let your remarketing campaigns reach people for more than five times, but don’t keep them running infinitely. Ten ad views during a 14-day retargeting period is sufficient.
5. Combine Facebook ads with other online marketing channels to bring more people to your marketing funnel, and then use Facebook ads to convert them to customers.

Alright. You’ve got it! Good luck with your remarketing campaigns!

The post Facebook Retargeting Campaigns – The Practical Guide for 2018 appeared first on Marketing Fix blog.

Moreover, it might be a bit confusing to use the Facebook marketing tools to do it.

However, that’s how it works – you can manage all Instagram campaigns in the Facebook Ads Manager and Power Editor. It’s actually really efficient – you can publish the same campaigns both on Instagram and Facebook.

In this chapter of our Instagram Advertising Guide, we’ll be covering the following topics:

• How to advertise on Instagram?
• How to create your first Instagram campaign in the Facebook Ads Manager?
• How to set up an Instagram promotion inside the Instagram app?
• What are the Instagram campaign best practices?

As you finish reading this guide, you’ll have sufficient knowledge for creating your first Instagram campaign (completely on your own).

How to Advertise on Instagram?

While it might sound unbelievable, there are five ways to create a paid Instagram campaign:

• Within the Instagram app
• Facebook Ads Manager
• Facebook Power Editor
• Facebook’s Marketing API
• Instagram Partners

The easiest ways to set up an Instagram promotion is to use the Facebook Ads Manager, The Power Editor or Instagram’s app.

The Facebook Power Editor and Facebook’s Marketing API are for advertisers who want to create a large quantity of Instagram ads at once. Instagram Partners are experts who can help with buying and managing ads at scale while also creating content for you.

How to Create an Instagram Campaign

If you haven’t used the Facebook Ads Manager before, here’s a quick cheatsheet for navigating the tool:

As you click on the “Create Ad” button in the top right corner, you’ll be guided through the step-by-step ad setup process.

Let’s take a closer look at each of the steps.

Step 1: Select Your Campaign Objective

The first selection you’re going to make is choosing your campaign objective – what’s your advertising goal?

Facebook will determine the campaign’s ad formats, bidding options, and auto-optimization depending on the campaign objective.

Here’s the complete list of Facebook campaign objectives available in the Ads Manager that also apply to Instagram ads:

• Brand awareness
• Local awareness
• Reach
• Traffic
• Engagement
• All installs
• Video views
• Lead generation
• Conversions
• Product catalog sales
• Store visits

Step 2: Name Your Instagram Campaign

When naming your Instagram campaign, don’t forget to add the date range to better track and manage your campaigns later.

Step 3: Set Up the Audience Targeting

In this phase of your Instagram campaign setup, you have two options:

• Create a new Facebook target audience
• Use a previously created audience

Take your time as your audience targeting is one of the key elements that determine your Instagram advertising costs and the results of your ads.

Learn more about Instagram ad targeting here.

Step 4: Set Up Your Ad Placement

As you reach the Ad Placement stage of your ad campaign setup, you’ll have plenty of options:

• Facebook News Feeds (Mobile and Desktop)
• Facebook Right-Hand Column
• Instagram
• Audience Network
• Instant Articles
• In-Stream Video

Naturally, you’ll want to select the “Instagram” ad placement, so that you’ll get a new Instagram campaign.

However, you can also select multiple ad placements and use Instagram as one of many options.

You can also combine multiple Facebook ad placements so that your ads appear in multiple apps and newsfeeds:

Here are the ad placements recommended by Facebook for every campaign objective:

• Brand awareness: Facebook and Instagram
• Engagement: Facebook and Instagram
• Video views: Facebook, Instagram and Audience Network
• App installs: Facebook, Instagram and Audience Network
• Traffic (for website clicks and app engagement): Facebook and Audience Network
• Product catalog sales: Facebook and Audience Network
• Conversions: Facebook and Audience Network

Step 5: Set Up Your Instagram Campaign Budget and Bidding

Your Instagram advertising budget and bidding options are such important topics that we’ve covered it in-depth in a separate guide: Instagram Ads Cost and Bidding in 2018 – Everything You Need to Know

With all the different selections to make, trust us: you’re going to need that guide!

Step 6: Create Your Instagram Ads

As the final step of the campaign setup process, you can select your preferred Instagram ad specs and insert your ad images and copy.

Fill in the details of your Instagram ad like the Headline, Text and Call-to-Action Button.

You can use the Ad Preview tool to see how your Instagram ad will look once it’s published.

Once you’re happy with the result, click on the “Place Order” button to send your campaign for review and publish it on Instagram.

If you’re unsure how to create highly performing Instagram and Facebook ads, read these guides:

• 142 Best Facebook Ad Examples (2018 Edition)
• 25 Facebook Design Hacks to Make More People Click

How to Set Up an Instagram Promotion

If you want to promote an existing Instagram post, the quickest and easiest way to do it is inside the Instagram app.

However, you can’t use the app for setting up more complex campaigns with nor change the details of your Instagram post before promoting it.

Before you can promote you Instagram posts directly in the app, you must fill a few requirements:

• You need to convert to an Instagram Business Profile.
• You need to be an Admin of the Facebook Page connected to the Instagram account
• You need to follow Facebook’s Advertising Policies

Once you’re all set up, here’s how to create an Instagram promotion without leaving the app:

1. Open your Instagram app
2. Go to your profile
3. Select the post you’d like to promote by tapping on the post
4. Below the post’s image, tap on “Promote”

1. Select on of the two available ad objectives: “Visit your Website” or “Call or visit your business”
2. Fill in the details of your promotion by setting things like Audience (who you want to reach) and Budget (how much you want to spend)
3. Set your campaign’s duration (how long you want your promotion to run). The ad starts immediately after you publish it.

1. Tap the “Next” button
2. To complete your promotion, tap the “Promote” button

Et voila! You’ve created an Instagram promotion in a few minutes!

Recommendation: Use the Instagram app to promote your posts for small ad campaigns. If you want to create an Instagram ads A/B test or run an extensive campaign, use the Facebook Ads Manager or AdEspresso to set up your promotion.

Now that you know how to set up your first Instagram campaign, make sure it’s perfect by learning all the Instagram ad design and copywriting hacks.

The post Instagram Campaign – The Ultimate Guide for Success (2018) appeared first on Marketing Fix blog.