Как мастеру хендмейд-изделий стабильно получать заказы из группы Вконтакте - стили

Instagram page advertising: from setting up to analyzing results

Advertising of a page on Instagram is possible in different ways. All of them will bring results, the only difference is in the launch. Some are more complicated, which are many times easier. In any case, the choice remains with the owner of the page. We strongly recommend that you weigh all the pros and cons of a particular type of advertising before launching.

To begin with, we would advise you to set up impressions in the social network application itself, even a child can handle this. A higher bar is the connection of advertising on Instagram via Facebook. Aerobatics – cooperation with bloggers. The latter is more expensive, but it also hits the target. If you are interested, then read our article to the end.

Accounts eligible for advertising on an Instagram page

Advertising on social networks is quite simple to start, just a few clicks of the mouse. But setting up an ad for a page on Instagram will be a little more difficult, which we will now tell you about and show you with illustrative examples.

Аккаунты, которым подойдет реклама страницы в Инстаграм

Accounts for which Instagram page ads are suitable

There are two ways to set up an advertising campaign – through the Instagram mobile app on your smartphone and in the Facebook Ads Manager. We suggest considering both methods.

Posts in social networks are promoted by the constant appearance of likes and comments under them, but on Instagram, an advertising campaign also involves traffic.

It is most effective to launch advertising in this way on those projects that:

  • keep track of their branding;

  • formed their target audience on Instagram, actively work with it and have a good development perspective in this social network;

  • carry out their activities mainly or completely only on Instagram (insta-shops);

  • are engaged in the implementation of information and entertainment content (blogs, news sites, etc.)

How to triple income with your personal brand on social media

Mikhail Khristosenko

Leading expert on social networks in Russia. Graduate of the Presidential Management Training Program with training and internship in Germany.

Михаил Христосенко

Personal branding is what they say about you when you are not in the room. ” This is what Amazon creator Jeff Bezos said about his personal brand. There are other definitions, but this gets to the point 100%.

You can be super cool, but if no one knows about you, you are no different from a fledgling newbie. But running around with your “I” and your own expertise is also not an option. No empty words and bloated ego.

Once upon a time, after the collapse of my first business, I did not understand where to move on. But in the end he chose the path of creating and strengthening his personal brand. Although then this term was not yet so popular.

  • Now I have a big team and millions of launches with me.

  • I work in a comfortable environment and at a convenient time.

  • I choose the clients I work with myself.

  • I see opportunities for income growth and always use them.

And all this thanks to the possibilities of social networks.

Nowadays, many are teaching how to promote a personal brand. But first, it needs to be properly formed, packaged, and only then promoted and monetized using social networks.

My team and I have compiled a list of the TOP 7 promotion services that will help rock your personal brand. You can download it for free!

You cannot use this method if:

  • your ad spend is limited or not planned at all;

  • Instagram doesn’t have your target audience;

  • you work with direct orders and must constantly monitor the ROMI for each channel.

The first step of setting up Instagram ads

Первый шаг настройки рекламы в Инстаграм

First step of setting up Instagram ads

To run ads on your profile, move it to the business account category.

  1. To do this, go to the page you need on Instagram. Open the settings, go to the “Account” section and at the bottom of the screen you will see the button “Switch to a professional account”.

  2. Select Business from the menu and select a category.

  3. Follow the onscreen instructions to connect your professional account to your Facebook Company Page. You can only do this if you have administrator rights for the page.

  4. Advertising on Instagram without a page is also possible. There are three different ways to launch it:

    • create an Instagram Page, specifying the basic data of the company,

    • do not create a Page and skip this step by selecting the “Do not link with Facebook” option in the interface,

    • create a Facebook Company Page, and then link it to your Instagram profile in the settings. To do this, in the “Account” section, find the “Linked accounts” button.

After all these steps, the page will switch to the status of a business account, and you will get access to statistics, you can specify your official contacts and start managing ads directly from the mobile application.

You can also link profiles in your Facebook business page settings. It is enough to open the Instagram section in the menu on the left and log into your account.

After you have linked your Company Facebook Page with your Instagram business account, you will not only be able to advertise your Instagram page via Facebook using the Ads Manager, but also a couple of other functions:

  • Everything that users write to you as comments on posts, FB will save in the “Inbox” section of the menu, and you can always reply to any of them, paying attention to each person.

  • Through FB you will be able to go to Instagram and edit your profile description.

  • The name of your page in the advertisement will get an active status, and then users clicking on it will be in your account.

Setting up Instagram page ads in the app

The easiest way is to use the capabilities of the social network itself to launch targeted advertising.

Place the post on your page, then find the “Promote” button next to it and click. Alternatively, select any already published post from the Promotions section of your profile.

You can also promote stories, you just need to find and open the most suitable one. In the lower right corner of the screen, you will see three dots under which a drop-down menu is hidden. Click “Promote”. Or use swipe up to go to Stories statistics and click on the graph arrow.

Attention! Not all stories can be promoted. Limitations apply to old stories and those with touch elements. Usually these are polls, timer, etc.

Next you need:

  1. Determine the destination, more precisely, set the target action that the consumer should take after seeing your ad . Here are the options:

    • go to your Instagram page,

    • go to a specific site using a link (the button intended for this may have different names),

    • write a message to Direct.

  2. Determine the audience. The social network itself will be able to collect target audience for you, but you should not trust this opportunity. For example, those wishing to get a tattoo in Krasnoyarsk see an advertisement for tattoo parlors in Moscow. The audience matches, but the geolocation doesn’t fit, so the advertiser’s money is wasted. We advise you to select the “Create your own” item, where you can specify the location, interest and age of users in the settings. Instagram will offer you options for interests, but this will not be a complete list – we recommend using search.

    Настройка рекламы страницы в Инстаграм в приложении

    Setting up Instagram page ads in the app
  3. Specify budget and duration of ad placement . It will take at least three days to study your Instagram audience – this is the minimum time to launch an advertising campaign. The size of the budget depends on your financial capabilities, but for a decent coverage you will need at least 200 rubles.

    Done! Check your settings again, specify your payment method and click Create Promotion.

    It took a few minutes for you to learn how to set up and launch ads on your Instagram page. The ad will appear in users’ feed, Stories and in the “Interesting” section. But it should be understood that not very accurate targeting reduces the effectiveness of advertising. There are a number of reasons for this:

    • limited choice of audience – low accuracy of settings by interests, by the degree of interaction with you, by geolocation, etc.

    • you cannot select only feed or only Stories for advertising, and their different formats require separate configuration,

    • you cannot start testing several variants of one ad offer, otherwise they will all end up in the feed.

There are more sophisticated but more accurate ways to run Instagram ads. We will tell you how to launch ads on social networks through the Advertising Center and Facebook Ads Manager.

Promoting a page on Instagram through the Facebook Advertising Center

All Facebook Ads Center settings, unlike Ads Manager, are located on the same page, but they are configured in the same way. The main difference is that when organizing an advertising campaign through the Advertising Center, it is impossible to disable Facebook placement. In addition, the Center does not have some promotion goals and targeting opportunities.

For the first steps in an advertising campaign, the Facebook Advertising Center is suitable, but in the future you will still have to study the interface and capabilities of Ads Manager. Then you will have a chance to get to the main point settings (for example, conversion optimization).

To be in the Advertising Center, just find it in your business account settings or click + on your Facebook page, and then select “Advertising”. In the drop-down menu, you must specify the purpose of the promotion. If you have several business pages in FB, in the block on the right side, select the one you need:

  • Promote Post . To do this, select one of the posts already published on the Facebook business page and promote it.

  • Promote posting on Instagram . Do the same, just take the text to advertise the page on Instagram from your business account.

  • Increase the number of leads . For this, an ad with a lead form is used, we talked about it in the previous article.

  • Get more messages . This goal works for an ad with a Send Message button that will take the user to Messenger.

  • Promote your application . This format is suitable for those who have a targeted audience action – download an application from the App Store or Google Play.

  • Promote this page . A good option if you need to increase your subscribers.

  • Promote the company locally . The geolocation restriction will work – the advertisement will be seen only by those users who are within the specified radius from the geolocation, for example, from 1 to 80 km.

  • Drive visitors to the site . The purpose of the advertising campaign in this case is the transition of users to the site.

Let’s take driving traffic to the site as our goal and look at the mechanism for setting up a campaign through the Advertising Center.

An Ad Center campaign starts with developing ad creatives. To do this, you need to write a description, a title, come up with a name for the button, fill in the link, upload an image and see how the offer will look in all placements. To do this, click the “All Previews” button.

After that, you need to configure the target audience. If you have already created it, then it will appear in the list. If you haven’t worked with audiences yet, you can create one by clicking the “New” button or use the pencil function.

In the settings, you must specify gender, age, geolocation of the main audience, you can add demographic and personal interests, purchasing behavior. More specific and advanced audience settings are available in FB Ads Manager.

Next, you should determine the duration of the ad and the daily budget that you intend to allocate for it. Next, let’s move on to the final block:

  • Placements . The ad center will by default place your ad on all Facebook sites, including, but not limited to, the network itself, Messenger and Instagram. You will not be able to turn off FB promotion in the Ad Center, but if necessary, close Messenger and Instagram platforms.

  • Facebook Pixel . When installed on the site, it will record the actions of those users who used the button to go to the site from the advertisement. This will give you additional options to optimize your campaigns. If your colleague installed the pixel on the site, ask him for access rights.

  • Payment method . Link the card through which you are going to fund your advertising campaign.

All you have to do is click the “Promote” button and then follow the statistics of the Advertising Center. It is accessed through the community menu.

And now let’s take a look at the work of a full-fledged Facebook advertising cabinet with you.

Launching an Instagram page advertisement via Facebook Ads Manager

Using the profile linked to the company page, log in to Ads Manager and add it to the exceptions of AdBlock or another ad blocker. Otherwise, the ad account will not work correctly.

Ads Manager is structured as follows:

  • a campaign is a goal (get reach, subscribers, etc.)

  • ad group is targeting, i.e. the audience for which the ad is shown

  • ads – several types of advertising offers.

In order not to get confused, which campaign is responsible for what, put down the names. Example: campaign: Traffic -> group: Men 35-44 Moscow -> announcement: 20% discount.

How to advertise an Instagram page? For the new campaign, Facebook offers a different interface to choose from – choose “Prompted Mode”, it is on this that the examples below are built.

Different articles and webinars may represent this system in different ways, but the main content always looks the same.

  1. Select an ad campaign target

    The main thing in promotion is what goal you have set for yourself, what you want to achieve with the help of an advertising campaign. “App Install” or “Messages” are obvious results. We will tell you about something that does not lie on the surface and is not always clear to beginners.

    • Reach . This goal is chosen when they want the advertisement to be seen by many. For example, when advertising mass events.

    • Brand awareness . If you decide to enter the market with a new product / brand and want the target audience to remember it faster, then this goal is for you. Facebook has all the capabilities to attract the attention of a particular user, show him ads at the right time and in the correct format so that he later remembers it. Therefore, for brand awareness, it is important not how many people reach the advertisement, but how “well” it will do it.

    • Traffic . Use this goal when you need to increase the number of targeted conversions to your site.

    • Engagement . If you have set yourself the task of actively collecting likes, comments, subscribers, then choose this option.

    • Lead generation. Promotes the application form that the consumer filled out directly on Instagram.

    • Conversions . Suitable for use when the user is required to perform some action on the site. All events are tracked using the Facebook pixel created in Events Manager and embedded in the site code. It records all information about events on the site and transmits it to the Events Manager. If you set up the call tracking service, you can collect data about calls from the site. Keep in mind that call tracking must be able to sync with Facebook Ads.

    • Points attendance . It is necessary to attract users offline, for example, in a cafe, restaurant or office of your company. Here, advertising is configured by geolocation – the audience is selected within a certain distance from the desired point.

    • Messages . In some ways, this goal is similar to “Conversion”, but it is suitable for those who do not have a website, and all sales happen on Instagram. Ads will go to those users who will most likely write messages to Direct.

    Once you’ve decided on your ad target, enter your business name in the field and don’t forget to turn off Optimize Advertising Budget. Then the budget and schedule of the advertising campaign can be set manually.

  2. Think about billing

    If you are launching an advertising campaign for the first time, then after selecting a target, you will have to enter the data about the advertising account in Ads Manager. It is important to specify the country for which the advertisement will work, the currency for paying bills and the time zone.

  3. Prepare your audience

    Remember: only one target audience should be defined for one ad group. If your ad is suitable for several target audiences at the same time, then open different groups for them. The subscriptions that you offer to your fitness center will be of interest to lovers of a healthy lifestyle, mothers on maternity leave, and employees of the office located nearby. Create different groups to track which of them your offer has attracted the greatest response, and use statistics to further promote.

    If you are organizing the launch of targeted advertising on a new Instagram page for the first time, then you do not have your target audience yet. Therefore, first fill in the basic information about her.

    • Placemarkets . Enter in the required field the name of the region (or several regions) and the maximum radius of geolocation. If you need to point out unnecessary places, switch to the “Exclude” mode.

      Do not forget to indicate the category of people who are interesting to you in these places and who need to be found. For example, it could be:

      – “Living here or recent visitors”,

      – “People living here” – those who live in the selected region

      – “Recent Visitors” – people who have visited this region recently

      – “Travelers” – those who have just been to this region, but actually live more than 125 km away.

    • Enter your age and gender .

      Укажите возраст и пол

      Enter age and gender
    • Go ahead and start detailed targeting . If it is important, then you can indicate demographic interests (education, work, marital status, etc.), interests and behavior (events from life, actions on the Internet, etc.). To do this, use the “View” button and the list of its offers. After entering all the characteristics, the “Recommendations” button is activated, through which you can select interests close to those that you have already indicated.

    • To make your audience understand you, in the “Languages” block, indicate the main language of communication in this region . There are many nationalities in the world, and they all speak different languages.

    • Master data can be extended . Click the “Show advanced options” button and open the “Links” block. This will give you the opportunity to mark people who have contacted you on FB: they left likes and comments under your posts, rated the app, attended events, etc.

    On the right side of the screen is the Audience Size block. Pay attention to which zone the arrow is in. If it is green, then nothing else needs to be done, the audience size is normal. If in red – remove some conditions that narrow the coverage. If the audience is too large, then, on the contrary, additional conditions should be introduced.

    If you want to continue using the found people, then click the “Save this audience” button.

    If the selected audience has been saved, then in the future it will always be at hand if you click the “Use the saved audience” button.

    Of those people who were once on your site, bought something in an offline store, entered the application, or showed activity on your Instagram or Facebook accounts, you can create a custom audience.

    But there are nuances:

    • To collect an audience of people who visited your website, the Facebook pixel must be installed on the site.

    • To build an audience of existing customers, you must have at least 1,000 unique contacts.

    After you create your first custom audience, you can always find people like it using the Lookalike Audience feature. It’s very simple: name the region and indicate the percentage of similarity. The higher the specified number, the less similar the audience will be, but its size will be larger.

  4. Select placements

    Ads Manager contains the maximum possible ad placements for the Facebook community. To select only Instagram, go to the “Edit placements” item and uncheck all other places. When the mark remains only on the Instagram item, the system will tick off the necessary checkboxes automatically.

    If the ad target is “Messages”, then the first item on this page will be the “Landing Page” block, in which you need to specify Instagram Direct. Then all placements will be detected automatically.

    There can be only one Placement. Recommended photo and video sizes will be displayed on the right side of the list of Placements. Ads Manager allows you to style different images in the same ad group, but you won’t be able to find out which one was more effective.

    Here, in the line “Show additional parameters”, you can specify the type of device to display, a specific operating system and the model of a smartphone or tablet. Or, in the settings, note that advertising is only available when the device is connected to Wi-Fi.

  5. Specify budget and schedule

    Customize the ad optimization result for yourself in the “Optimize for impression group” section. The options will depend on the goal chosen at the very beginning.

    The budget can be daily or for the entire duration of the impression. We recommend the second option, which makes it easier to control the cost of an advertising campaign.

    You can customize the display of your ad to the user at a specific time of day. This is done in advanced settings.

  6. Create your ad

    So we got directly to the announcement itself. For this, a post already placed in your feed is suitable (this can be done through the “Use an existing post” section), or you will create a new one within your Instagram account.

    Three formats will be available to you: “Ring gallery”, “Single image or video” and “Selection”.

    • One image

      In this format, you can create up to six ads with different images, or set up an individual ad for your feed or stories.

      Next, you need to enter the text and select a call to action (button). If your goal is to get people to your site, remember to add UTM tags to the link. Then you can track the number of conversions.

      To avoid surprises, load your ad into the preview box to the right of the settings and check how it looks.

    • Ring Gallery

      You can create only one ad variation by uploading up to 10 images, videos or slideshows. There are no separate settings for feed and Stories in this format.

      Реклама у блогеров в Инстаграм

      Advertising on Instagram bloggers

      When you select a media file, you will be automatically offered the optimal upload parameters – image size, video length, resolution, and others.

      If the order of the cards shown in the carousel is important to you, then uncheck the box “Automatically show the highest scoring cards first”. An active checkbox means that the system automatically shuffles the images uploaded to the gallery and displays the most effective ones with good statistics at the beginning of the viewing.

      To nudge the user to the decisive step, go to the Call to Action section and select the desired button – it will appear on all cards.

    • Selection

      This is a special ad format that allows users to view products and place an order right in the app. Clicking on the ad opens the Instant Experience canvas with a description.

      Select a template and attach a product catalog. If there is no catalog, use the prompts to create it in the Catalog Manager. Add text and links.

      When the ad is finished, click the Submit button.

    • Choose a payment method

      To regularly write off money, you need to link a card to the ad. Experienced “advertisers” open a new card or e-wallet for this in order to exclude the possibility of withdrawing funds from a personal account.

      To pay VAT, enter your TIN and link the card. The ad is ready for moderation.

      After its approval, you will receive a corresponding notification, and you will see all the statistics of displaying ads for the page on Instagram on the main page of Ads Manager.

    Knowing the list of prohibited materials and types of prohibited content, as well as community guidelines will help you avoid problems with moderation. It’s simple – do not advertise alcohol and tobacco products, gambling, do not engage in discrimination, do not publish images of a naked body (even if it is a fragment of a famous work of art). The basic rule of the community to adhere to is do not try to trick the user. This is especially true if you offer to subscribe to a service.

Advertising on Instagram bloggers

Popular bloggers are appropriate about placing third-party advertising in their posts, but it will not be so easy to calculate the effectiveness of this post in advance, as opposed to targeted advertising.

You will pay the blogger 15,000 rubles, but only after posting the post will you be able to understand whether you are satisfied with the result of this publication.

Therefore, before creating an Instagram page for advertising and placing an advertisement, it is important to at least roughly know its cost and determine its effectiveness.

When setting up targeted ads on Instagram, you can see the approximate budget. And if it doesn’t suit you, turn off the ad campaign.

Advertising from an Instagram blogger can be much cheaper and more effective than with targeting. After all, a blogger not only places your ad about a product, but also offers it to his audience. And subscribers trust him.

Helping to build key skills of online professions Как мастеру хендмейд-изделий стабильно получать заказы из группы Вконтакте - стили
Как мастеру хендмейд-изделий стабильно получать заказы из группы Вконтакте - стили

Social Media Promotion Course

More details

The advertising market in the Instagram blogosphere can hardly be called organized: there are not enough convenient platforms, average prices are not formed, and there are no established rules. Therefore, you will have to spend some time looking for opinion leaders, communicating with them, coordinating publications and receiving reports.

  1. How to find a blogger to advertise

    You have already identified your target audience, so look on Instagram for pages that your potential customers are following. Plus, you’ve probably come across influencers in your industry. Find pages similar to them and study subscriptions: Instagram bloggers who publish posts with similar topics often know each other and follow each other.

  2. How to negotiate with bloggers

    In the bio section of some accounts, the contacts of the manager who purchases advertisements are indicated.

    Many bloggers post the terms of advertising in the “Trending Stories” section with the mark “advertising” or “pr”. They will contain the price and the procedure for submitting applications for advertising.

    If a blogger is not so famous, then you will hardly find information about advertising in his account. Contact him via Direct, he will surely react to your message.

  3. How to control publications

    Let the blogger write his own ad post in his own style. After all, he knows what attracts his audience and how to hook his subscribers with your product.

    Agree on the material before publishing to avoid errors and inaccuracies.

  4. How to analyze performance

    Try to arrange with the blogger to provide reports. These can be screenshots with post statistics or history a day after posting.

    If the blogger did not provide statistics, use third-party services to analyze the publication. For example, it can be Instagram monitoring, where you can evaluate the effectiveness of cooperation with an opinion leader through the YouScan monitoring service.

    The data will be less than in the built-in Instagram analytics, but it will be.

    Use, for example, Popsters content analytics service. When you upload a blogger account to it at a certain time interval, you can compare the ad post with the rest of the posts. A downward bias is possible, since most often such publications receive an ER lower than unpaid materials.

    To convince you of the justification for spending on Instagram ads, here are some facts about this social network. About 84% of its audience prefers to shop from little-known brands. More than 500 million users open the Stories section every day, of which 72% of people watch stories to the end. On average, users click on Instagram ads twice as often as they do on other social networks.

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