How To Create Your FIRST Instagram Ad Campaign

0:00hi guys it's been Heath from lead guru in this video I'm going to show you how to create your first Instagram and campaign so if you're brand new to Instagram vert izing hammer and light campaign before perhaps you have and it hasn't really worked out you want to know okay how should I go about creating Instagram ad campaigns properly that's what this video is going to show you how to do now before I get into the steps and show you exactly how to do this I just want to quickly mention that at the end of this video and we're talking about a free Instagram advertising resource that I think you're gonna find

0:28very very useful very interesting so make sure you stick around to the end of the video for that okay so the first thing when you need to sort of realize when you're creating Instagram ads and Instagram ad campaigns is that yes you can do so from within the Instagram app but it's much better to create Instagram ad campaigns from within Facebook's ads manager platform now you may or may not be aware that Facebook owns Instagram and the same advertising platform is used across both Facebook and Instagram so most businesses that advertise on either Facebook or Instagram are probably going to advertise on both platforms and it's

1:05very very easy to do so and we explain exactly how that works as we go through this but that's where I am right now I'm inside an example Facebook ad account and in Facebook's ad manager and this is where I would recommend you create your Instagram ads and your Instagram ad campaigns because this is where you have the most functionality and the most options available to you to be able to make the most sophisticated and the best performing Instagram ad campaigns possible okay so you if you're just interested in advertising on Instagram not on Facebook as well make sure you set up a Facebook ad account make sure

1:37you link your Facebook account and your Instagram profile together so that you can run and through a Facebook Ads manager because that is likely to deliver the best results possible now if you're wondering how do I go about creating a Facebook ad account business manager cab all that sort of stuff if you haven't done that already I'll include a link to the video description below to another video where I show you exactly how to create a facebook business manager account how to add an Instagram and profile to that and all that sort of stuff okay so if you're wondering how do I set this up technically to get this bot go ahead and

2:09check out this video first and then come and watch this one just once you have set up a business manager account to get into Facebook Ads manager all you need to do is go into your Facebook profile and there'll be a little black arrow on the right-hand side top right click on that and then in that drop-down menu that appears you'll see various options one of those will be create ads create adverts manage ads or manage adverts if you click on that link it'll take you through to a page that looks exactly like what we've got in front of us or at least similar to what we've got in front

2:39of us Facebook updates this all the time so if you're watching this you know a little bit later down the line it might look slightly different but that's how you get here and here Facebook sales manager is where you should be creating your Instagram ads and your Instagram ad campaigns okay so have you that make sense now with that said let's go ahead and get into it so you want to come over to this left-hand side and click create and I'm just gonna call this example Instagram ad campaign now I'd recommend you name your campaign something that's going to mean something to you later down the line because if you go ahead

3:09and create a lot of different campaigns you're going to want to be able to differentiate between them very easily okay so just name is something that's you know meaningful maybe the product you're advertising for example okay now when you create an Instagram ad campaign there are three different levels okay there's the campaign level there's the ad set level and then there's the ad level so we're gonna go through each tier in in order starting with the campaign level so give your campaign a name special and categories is a whole other thing there are videos on that so go ahead and check those out and if you're you know in credit employment

3:42housing you would need to know the walls around that for advertising leave buying type at auction but just the purpose of this video I'm going to seen you're not in a special ad category because that's gonna be the vast majority of people watching this leave the bio type is auction and then with the campaign objective you don't really want to leave it as traffic which is the default I would recommend the vast majority people go ahead and select conversions now when you're selecting a campaign objective you're basically saying to Facebook this is what I want from my Instagram ad campaign so if you say to Facebook right

4:16you want traffic Facebook is going to put your ads on Instagram in front of people that are most likely to click but not necessarily people that are most likely to go on to either purchase or become a lead which is probably what you're really looking for when you're running an Instagram ad campaign you're probably not just looking for traffic for the sake of it you probably want those people to you know convert into purchasers convert into leads take some sort of action okay so to do that you want to select conversions then you want to make sure that you've got the Facebook pixel installed on your website where wherever

4:52it is that you're sending people again this is an Instagram ad campaign but the tracking is done through the Facebook pixel and if you don't know how to do that I've got another video that shows you exactly how to set up the Facebook pixel and all that sort of stuff so again a link to that will be in the video description so check that out if this is new to you and and then you basically set up some event code so you basically say to Facebook look when someone purchases this is what that looks like on my website they reach an order confirmation page something on

5:19those lines register that as a purchase in my ad account and then I want you Facebook as an ad platform to optimize for that event is in once you know what a purchase is when someone sees my Instagram ad they click on it go through to website and purchase Facebook will know what that is and they can then optimize your campaign to get you more of those so for example Facebook might work out that it's better to display your ads at 6 p.m. because that's where people are most likely to click on your Instagram ad and go and purchase they may work out that and you know your you

5:53better get better conversions in certain placements or two different types of people all sorts of various things they can use to optimize the campaign so the campaign objectives very very very important and I'd strongly recommend use conversions even if you're just getting started to do that you need to make sure that you have the Facebook pixel installed on your website or wherever it is that you're sending people ok campaign budget optimization is automatically now switched on I would recommend leaving it on it's a bit more of an advanced thing to talk about CBO campaign budget optimization versus and set budget optimization so I'm not going to get into that in this video

6:26again I'll include another link in the video description to another video where I talk about that if you want to dive more into this and be a bit more detailed there's gonna be lots and links in the video description guys by the way just to help you with all the various resources they've put together campaign budget I much prefer to select daily budgets instead of lifetime budgets so we're gonna leave that as daily budget the only budgets gives you more consistency and make it easier to scale campaigns because you're not starting and ending campaigns all the time and then budget what do you spend okay so I've got again other

6:54videos around starting budgets how to calculate those so check those out if you're interested in general I'd recommend starting with something that you can afford and you can comfortably afford the beginning of an Instagram ad campaign when you first start advertising on the platform should be about testing experimentation it should be about trying to work out how it's gonna work for you now that testing an experimentation might mean that you don't deliver fantastic results right away perhaps your campaigns aren't quite profitable during the first month and that's absolutely fine you know that's just part of the learning process that's like anything you do in life it's

7:27a skill that needs to be developed you need a bit of practice before you're gonna be up and running and delivering great results so don't go and spend your entire year's marketing budget in the first month for example okay so set that something you can afford that's gonna massively vary between businesses right and then I'm just going to create an app set here so just call this example ad set and let's call this example ad okay and then we gonna click Save to draft so we've now handled the campaign level we've already discussed the various options so this has brought us what we can see right now is the campaign level

7:59of our example Instagram ad campaign and you can see we've got conversion selected auction CBO all the stuff I just discussed okay nothing needs worry about here then you can come up here and click on one exit and now we get to the ad set level now the an set level basically was a whole bunch of things the ad set level does but it really dictates two massive components of Instagram advertising and that's where on Instagram you're going to advertise is in the placement so delivery and targeting who you're going to be advertising to okay so let's scroll down and go through this I'm gonna talk through some of the

8:37various options here so conversion about location where are you sending people are you sending them to Facebook messenger to whatsapp to your website most people use to be your website so you probably want to get started with just that as a nice easy option so go ahead and click website conversion event now this will make a lot more sense once you've installed the Facebook pixel but you need to select a conversion event as in purchase or lead or wherever it is that you want people to do on your website you need to tell Facebook this is what I want and then with the face of pixel you

9:10explain what what you want is I hope do that make sense so is in if someone reaches the order confirmation page for my facebook advertising course that is a purchase Facebook so please go out and get me more purchases when I'm advertising something on this lines everything that makes sense but that'll make more sense if you're not familiar when you install the the Facebook pixels to check out that video for more details you just need to go in and select one of the various options this is an example an account so we're gonna see what sorts of error messages by the way when we create this campaign don't worry about

9:38those you you shouldn't see those when you create yours but let's say for example I wanted leads ok something fairly simple and dynamic creative offers their more advanced techniques for your first Instagram ad campaign ignore those don't worry about it okay budget and schedule you can set an end date if you want I probably recommend leaving it off and the reason why I'd recommend not selecting an end date is because I think Instagram ad campaigns should be fairly responsive to the data that you see if you're generating great results why not keep running it if you're not then you want to be pausing it you don't just

10:10want to leave it running indefinitely so I would recommend particular when you're getting started with Instagram advertising to come into your Add Account check the results make adjustments etc on a regular basis and just be aware of how things are going and so you can manually make the adjustments you need to make okay right and of course just quickly here you can send an set spend limit if you want so you can say Facebook look I do not want you to spend more than five hundred dollars on this campaign provided you have one ad set you could set that at the ad set level you can even set them

10:42at the campaign level just for peace of mind custom audiences again that's more of an advanced feature not something I'd recommend beginners get started with if you want to know more about that again another link in the video scription to a video all about custom audiences how to create them how to use them how to get fantastic results but I would not worry about that for now and then we get into sort of the fairly basic targeting options that you should be adjusting and selecting depending on your business so obviously the first thing to select is your location where do you want to advertise now you

11:11probably already have an idea of where you want to advertise so for you know I'm based in the UK if I were to advertise to the whole country I would select United Kingdom as is the default for a lot of companies you know like mine where we can work internationally we have looked clients in lots of different countries we might start by targeting the UK the u.s. Australia New Zealand Ireland etc you know english-speaking countries and perhaps you operate the local basis so if I go ahead and click Edit and I get ready United Kingdom I for example and currently living in a little town called

11:48cirencester in West England so I could go ahead and add in the specific location where I'm advertising and then set my radius targeting parameters here so do I want it to be within 25 miles is that my hour of operation do I not travel that far perhaps I want it to be you know 50 14 miles in that case you can adjust this to wherever it is that you're going to advertise now what I would say in terms of your location targeting its don't artificially constrain yourself so if you can advertise to the whole country don't just pick you know New York because you think that's where your best results are

12:22going to come from Facebook is smart enough as an advertising platform to know which people are most likely to you know convert etc so you can select the whole of the country and if you only really want to be advertising people in New York LA some other big cities on Instagram because you think that's where your best results from if that's true Facebook will work that out and they will primarily serve your ads to people in those locations even if you select the hole in the US okay so if you're not geographically constrained larger audiences are better where possible but lots of people start with and you know

12:55local businesses and things like that so I'm gonna leave that there for now age parameters and don't overthink this go with the age range where the majority of your prospects are likely to come from so if I was assessing you know my business for exam or as a Facebook and Instagram advertising agency I would say that most of our clients are at least 25 years old usually usually 30-plus but we go with 25 and to be honest is not really an upper age range I probably say that most of them are probably under 60 maybe under 55 is our range range but something like that this doesn't have to

13:36be super accurate just you know you just want to put in some parameters here and some businesses you know if I was advertising a dentist I'm just gonna leave an 18 plus I mean everyone 18 plus needs a dentist right so you don't need to get too specific if in doubt have a larger range than a smaller one you know I wouldn't really want to put in just 35 to 40 there's probably quite narrow again Facebook's gonna be able to work out who is most likely to purchase become a lead etc so if you give them more range they can find more Instagram profiles with which

14:08to put your ads in front of people and get great results okay then we get down to genders if you have both men and female customers I'd go with all if you are very heavily weighted one way let's say 80 plus percent one way then I probably just start with either male or female depending on you know which way it goes for your business okay honey leave those all for now and then detail targeting so we want to click in here and click Edit and this is where you enter in other demographic information interest behaviors etc so when you're just getting started with Instagram enticing I would just enter something

14:40that is representative of your customers so let's say us again using this example as a Facebook and Instagram advertising agency I might want to put in something like business page admins okay so this would be this is a behavior and this is people who are admins of a business page on Facebook okay that's gonna be a pretty good targeting option for us now there are all sorts of other things you know if I was into photo selling something in the tennis space look at one ends or two ends two ends I always get that wrong you know I could just start with tennis and all sorts of

15:17various options depending on what it is you're looking to advertise now one thing to keep in mind when you're selecting your targeting options is this potential reach on the right hand side okay so this currently has three hundred and forty thousand people I've created another video what about audience size so check that out and I'll include again another link in the video description but in general I don't like to advertise to audiences less than 250 thousand therefore if I was too overly narrow this and let's say I just went to advertise people twenty five to you know thirty that's gonna make my audience far too small so when

15:53you are adding in these targeting parameters location age gender interests etc and just be wary of making your audience too small and you'll be able to see that the potential reach on the right hand side okay if in doubt large audiences are better when it comes to in scriber Tizen this little option here detailed targeting expansion not something you really need to worry about as a beginner advertiser and but I would just leave it ticked which is now the default when you're creating an Instagram campaign you can add in language information so perhaps you're in a country where there are you know multiple speakers you know if you're

16:28advertising to Canada perhaps you only want to work with French speakers for example you know I don't know why you would but maybe it's that's too how your business works well then you can go ahead and add in specific languages if you want okay and that's there are loads more things you can do targeting wise we can get very complicated very sophisticated but for your first instrument campaign which is what this video is all about that's what I'd go with I keep it very nice and simple and get started you can always make other adjustments I've got lots of videos on targeting check out my YouTube channel

16:59for further all that sort of stuff and that goes into a lot more detail but that's fine for now okay placements is the next option so placements refers to the locations on Facebook Instagram and other stuff will show in a second where your ads can be displayed so when most people run a conversions campaign I would recommend using automatic placements but the title of this video is your first Instagram ad campaign and this is all about Instagram a vert izing therefore you would want to come in and select manual placements and you'd want to deselect messenger audience Network and Facebook and you are just left with

17:34the Instagram placements if you just want to run a campaign on Instagram this is how you would do it okay now when we scroll down you'll see that there are all these various placement options and they're categorized by type so we've got feed stories etc etc all the options that we've we've D selected up top messages or less or stuff now one Instagram there are three placement options there's Instagram feed two Instagram stories which are the two main ones and there's also Instagram explorer which you're unlikely to get much traction on if you're getting started I'd recommend advertising to all three what you'll find most likely is that let's say 60 65

18:07% of your impressions come by the Instagram feed most of the rest comes from innocence stories Instagram explorer is likely to do very little in my experience okay if later down the line you wanted to just run a stories ad for example or just run ads in the Instagram feed well then you could deselect the other ones and do so fairly straight forward to get that set up okay don't worry about any error messages people things pop up you can go down here on itemization and add delivery cost controls etc leave all as default you want to optimize for conversions we've already discussed that you don't need a cost control when

18:43you're first getting started and that is the ad set level okay fairly straightforward to set up okay and that's the ad level so there are much more complicated things you can do around targeting and all that sort of stuff and as you get more experience that might be something that you want to explore I've got loads of videos on that so so check those out things like custom audiences look like audiences etc and but I think keeping it simple to get started to help you understand the process is the most important thing when you're creating your first Instagram advertising campaign so remember the three levels we've got the ad campaign

19:14level the ad set level and now the ad level so the ad level is the third and final level now when it comes to creating your ads I like to keep things very very simple to get started with just as we've been doing before so take whatever it is you offer product service something on those lines think about the sort of offer that you could use an introductory offer with Instagram advertising is so so important how are you going to incentivize people to come in through the door to pick up the phone to buy is it with a discount is it with a free consultation before

19:52they sign off your services have a really good think about these things and focus your ad around them now on the left-hand side you can see you've got primary text website URL display link call-to-action etc etc and then of course the media itself now I'm not going to show you exactly how to create you know lots of different Instagram ads in this video instead and we'll include another link in the description to a video where I've got a whole bunch of ads and then demonstrating and showing you how to create showing you why they perform very well so make sure you check that out but what do you want to quickly

20:21do is just show you very quickly how this process works so to add in an image you want to click on add media you got add image add video and then you may have account images just loading up now but there's this stock photos button on the bottom which is very very interesting and basically Facebook have teamed up with Shutterstock which means that you can use shutter stocks images in your Facebook and Instagram and campaigns completely for free okay you don't have to pay for them which is absolutely fantastic if you just getting started and you don't have a lot of imagery and things like that using the

20:53stock photos option is a very easy and quick way to do it so let's say for example that this image we thought was going to perform very well for us and would work very nicely we could select it or of course you could come up in here and search for things related to your to your business and find various options but once you found one select it go ahead and click continue and then we've added in this image and it's gonna take a second to load but what you'll find is that you can see on this right-hand side a preview of how your ad will look so as you're building it with

21:24the various elements things like primary text see you know you put test text in here and you can see exactly how that looks on the various placement options on the right-hand side so here we've got Instagram feed you can see these options here that's how it looks in scram feed right now it looks like this in Instagram stories I can scroll down so you can see that a little bit and so obviously you're going to want to mess around with this this ad is I'm going to look very good but it's a really useful tool to be able to make sure that what you are going to be advertising and

21:54putting in front of your prospects is something that you'd be happy to advertise your business display your products and services and all that sort of stuff and obviously website URL make sure you include a link to the Paige you want to send people first I mean sometimes people miss out and Facebook will give you a little error message and I said for the ad specifics in terms of what you should including copy call-to-action buttons imagery check out a video that I'll link to in this video's description that's all about it gives you six different successful ads you can model from breaks them down shows with a component pass

22:24and just drug me recommend you check that out cuz I think that will be very very helpful in terms of and creative and how you put ads together though can deliver fantastic results not something I want to get into in in this video okay hopefully that's been useful now at the beginning of this video I talked about a free Instagram advertising resource but I think you're gonna find very very interesting and that's a free webinar called three killer Facebook advertising strategies to double or more your revenue and the title has Facebook advertising strategies but and it applies to Instagram as well per said we advertise on both platforms and in this

22:55webinar I basically break down three different sales funnels that you can use with your Instagram ad campaigns and I sort of talked about which sales funnel works for which type of business so you can customize this specifically for your industry which is very very important and I also demonstrating a lot of detail exactly how these work and these strategies are all very much tried tested we've generated more than a million dollars with each multiple times with our clients and using these sales funnels and ad campaigns very much proven so yeah I'd strongly recommend you check out this webinar it's completely free and there'll be another link in the video description lots and

23:26lots of links in this video for you guys and so check that out about 70 minutes long I think gonna find it really really valuable really helpful so as I said yeah make sure you go through that and check that out and if you enjoyed this video please give it a like really really helps me out when you give my videos a thumbs up please comment below to let me know if you've got any questions pop them in the comments below happy to field questions share the video tell a friend that's always appreciated and of course subscribe to my youtube channel now I'm releasing Facebook advertising Instagram advertising SEO

23:56related and content multiple times per week and if that sort of thing you're into you want to get great results in this space I think my content can really help you out so make sure you subscribe turn on notifications when you do so you're notified when I publish a new video best of luck with your Instagram ad campaigns guys they're really hope that it works out well for you if this is the start of your journey I think there are some really exciting things to look forward to in the future Instagram like Facebook is a fantastic advertising platform you can generate amazing results life-changing campaigns so yeah hopefully that's what is in

24:27store for you I'll talk to you guys soon bye for now