# The BEST Instagram Ads Tutorial for Beginners

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=CrN_h2nm8M8
Duration: 54 min
Language: English
Words: 12340
Transcript page: https://viewrankai.com/tools/youtube-transcript/CrN_h2nm8M8

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[0:00] in this video I'm going to show you how to set up an Instagram ad campaign from scratch I'm going to walk you through the entire process show you exactly what you need to do at each stage to get the best results possible so if you're an Instagram advertising beginner and you haven't run an ad campaign before going through this video first is going to be very very useful likewise if you've run Instagram ad campaigns in the past or perhaps you've got Instagram ad campaigns live right now and you haven't got the results that you really want that you feel are possible going through this to make sure you've got everything

[0:28] set up correctly it's good to be really beneficial as well so with that said let's get into it okay let's go so there are effectively two ways to advertise on Instagram you can promote posts you can advertise from within the mobile app that's not a way that I would recommend the features are very much dumbed down the functionality you've got is limited and because of that you're likely to get worse results and if you take advantage of all the features that are available through the second way now Instagram do that because they want to make it as easy as possible for people to advertise but it's it's not where you're going to

[1:00] get the best results it's much better to run your ads through a meta ad account now meta is now the company name that owns Facebook Instagram and WhatsApp but if you want to advertise on either Facebook or Instagram or both you do it through a meta ad account so the first thing you want to do is set up a meta ad account and what's often referred to as a meta business account and then from within there you can go about setting up your Instagram ad campaigns the right way that'll give you the best possible chance of success now I've created a whole separate video that you can check

[1:32] out there'll be a link in the video description below that shows you exactly how to set up a meta ad account if you haven't already done so so if you haven't got one set up I'd strongly recommend you go ahead and check out that video and then you can come back to this one and follow on from this point where we're going to be walking through the campaign creation process and how you go about setting up a campaign where I am right now is in ads manager so I'm within a meta ad account it's an example ad account I'm in ads manager and this is the window that you want to navigate

[1:59] to to how you get here by the way if you have got your meta ad account set up and you're within a different place because there are many different parts to a meta ad account you're thinking how do I get to where we are right now and on the left hand side these three little lines if you click on these and just find a way to add manager then you'll come through to this section in here okay and then from here you can follow on with exactly what I'm about to show you so let's get started by clicking on this plus create button and when you're

[2:26] creating an Instagram ad campaign what you need to be aware of is that there are three levels to the campaign okay so there's the campaign level then within that there are ad sets a second level and then within the ad sets there are ads and each level governs different things at the campaign level which is what we'll start with you're setting over some of the sort of overarching features of the campaign so the very first thing you need to do is select a buying type Now the default here is auction not all accounts but most would have the option to switch to reach and frequency I would strongly recommend

[2:58] that you go with auction the way this works is you're effectively bidding against all other Instagram advertisers for the people that you want to Target and it's simply done by an auction that's what sets the price with reach and frequency you can guarantee a certain price to reach a certain amount of people a certain number of times um it's often used by bigger businesses that want to sort of lock in a certain amount of exposure for a certain price the issue with that is that reach and frequency campaigns Those ads are often put in front of people that are less likely to convert less likely to go

[3:31] ahead and make a purchase less likely to go ahead and become a lead or whatever it is that you're looking to achieve with your Instagram ad campaigns that's how meta is able to sort of guarantee the lower pricing is because they're going to put your ads in front of often lower quality prospects so definitely go with auction we've tested that a whole bunch the next thing we want to do is select a campaign objective so when I'm recording this video most ad accounts have switched over to this campaign objective which is called odax Okay so we've got these six different and campaign objectives to choose from it is

[4:02] possible that your ad account has the old campaign objective menu with more options on there I'll explain how you make that work as well as we go through this process so the first thing you want to do is make sure you go ahead and select the option that is most appropriate for your business now most businesses I would say 90 of the campaigns probably more that we run for our clients are either going to be lead campaigns or they're going to be sales campaigns and that really depends on are you an e-commerce business looking to generate purchase on your website you want to go with sales or are you a

[4:32] service based business or a local business that wants to have people sign up or become a lead or get in touch something on those lines now you'll see there are lots of other options things like awareness traffic engagement those are great ways if you select those options particularly as a beginner for you to spend a lot of money and not see any Real Results yes you might send a whole bunch of people to your website if you select traffic for example but are those people going to go on to convert probably not you are much better off going for leads or sales and optimizing for exactly what it is that you want and

[5:02] I imagine that when you're looking to advertise on Instagram there's a good chance that you are looking for more leads or more sales or potentially both that's what the vast majority of businesses want from any marketing any advertising effort now the reason why you want to go for one of those two options I'm not going to go into this in in too much detail but I want to quickly cover it is that meta's machine learning process that optimizes your campaigns for you is very very powerful and meta is very good at identifying the prospects on Instagram that are going to take the action that you tell meta that

[5:34] you want so for example if you were to go ahead and select a traffic campaign meta is very good at finding the people on Instagram that are very clicky that like to click on ads that click on ads often doesn't necessarily mean they go on to convert and that's why if you run a traffic campaign you get a lot of Link Clips you get a lot of traffic to your website but those people don't necessarily go on to do anything important for your business whereas if you go ahead and select leads or sales meta is going to try and find the people that not only click but then go on to

[6:01] actually take those actions become a lead inquire or go ahead and purchase so just really important that you get this right and what I'm going to do is go ahead and select leads to walk through this process it looks very very similar for sales and a lot of the stuff is exactly the same if you're using the old campaign objective menu you've got more options here you can go ahead and select conversions and then you're going to see a very very similar process effectively we used to run what was called conversion campaigns all the time that's been split in this new odax campaign objective menu between leads and sales

[6:35] so I'm going to go ahead and select leads to go through this process but you can do very very similar thing for sales as well so once you've selected your campaign objective just go ahead and click continue and then we get presented with some more options at the campaign level so obviously you want to give your campaign a name call this whatever you want it should just be something that means something to your business so for example I could just call this um like demonstration leads campaign because that's what I'm doing I'm creating some demonstration purposes but if you had different campaigns for different you know product ranges for

[7:03] example you would want to label it up so that you can come into your ad account and easily see your results and how they're performing and all that sort of stuff okay next section is special ad categories now it's very very important that if your ads are going to fall within a special ad category that you declare it at this section here if you don't declare it that's a very good way to get your ad account disabled you can even have your Instagram profile um be banned temporarily restricted Etc if you don't declare this so just make sure that you do that how do you know if

[7:35] your ads would fall into a special ad category well the first thing to do is take a look at the list and just sort of common sense it are your ads anything to do with credit for example employment housing social issues if they are go ahead and select the one that applies if you're a little bit unsure about this um meta do provide more information so you can click on learn more you can take a look at advertised policies and see where you might fall if you're unsure I would recommend going ahead and declaring it when you do declare it unfortunately you are going to lose some

[8:06] functionality particularly on the targeting side of things but it is worth it to not have your ad account disabled restricted that is something that's very difficult to deal with and could be very damaging for your business particularly if you get your Instagram ad campaign set up correctly performing well and then all of a sudden your ad account gets taken down that could be quite damaging to your business most people are not going to need to select these okay but if you do make sure you do go ahead and select them then we've got this campaign details section we've already talked about buying type and we've already talked about campaign

[8:34] objective and I don't want you to select any a b tests it's a useful tool once you get more advanced but when you're you know when you're an Instagram advertising beginner when you're creating your your first sort of campaigns it's more complicated than you need to make it I think it's really important that we set this up in a way that is relatively straightforward for you to uh to run then we've got Advantage campaign budget now what this means is that do we want the budget set at the ad set level for individual ad sets or do we want the budget set at the campaign level just to explain we're

[9:07] jumping ahead a little bit here but it's important for the context of this feature within one campaign we would usually have four to five different ad sets each one of those ad sets would have a different targeting option that allows us to test different targeting options to see which performs best if we turn on Advantage campaign budget we can set one budget at the campaign level that is then distributed to those ad sets according to Performance so let's say Ad set a is producing better results than ad set B it will get more of the budget if you leave it off as is the default you can set individual budgets

[9:38] to the outset level and have more control over it manually personally I quite like to turn this on it is by no means a big mistake if you turn it off and or leave it off I should say and set budgets at the ad set level but I like to turn it on because I like the idea that meta is going to put more money into the parts of my campaign that are delivering better results that's usually going to deliver a better return on land spend overall once you select turn on Advantage campaign budget or if you do this at the um the ad set level you're

[10:06] going to need to select a budget now my recommendations for getting started with a budget for for an Instagram ad campaign would be spend something that you can afford to lose it's quite likely particularly this is your first campaign that it won't work really well straight away you might need to iterate and create a few different new ads and test different offers and things like that that's absolutely to be expected and you don't want to lose money that's important to you um you know critical to your business or maybe your own personal finances um in that stage when you're learning and testing okay so definitely don't bet

[10:36] the farm but you don't want to spend such a small amount that it doesn't mean anything to your business or to you at all let's say you want hundred grand a year and you set your daily budget at two pounds are you gonna care are you gonna bother checking back in on that probably not it needs to be enough where you're going to care you're going to be invested in the process you're going to check back in but not so much that it is in any way damaging now of course that's going to be a very different number for different people you know there are some

[11:00] businesses that will start with a thousand a day because you know they operate at a larger scale than others others are going to start at a much smaller Point meta's default is 20 pounds a day which I'm going to leave it at for now and you can obviously adjust that as you see fit you see here that when we under this campaign budget section we've got daily budget selected which is the default if I select that you can either do a daily budget or a lifetime budget so for example we've got daily budget 20 pound per day or we could switch it to a lifetime budget and

[11:27] say over the next 14 days I want you to spend this much per day I would strongly recommend you go with daily budget there's a few disadvantages to Lifetime budget firstly if you've got a campaign that's running and succeeding and doing well you don't want it to turn off and have an end date you just want to keep running that thing likewise if that can pain that you want to keep running is doing well you probably want to scale it up much easier to do with daily budgets lifetime budgets people often like because they like the idea that I'm going to spend this much and then it's

[11:52] going to end that's more of a psychological thing than it is a sort of good for the ad account good for your results type um process okay so it's just something to be aware of there also with lifetime budgets for some weird reason the last couple of days let's say you're running a seven day campaign or a 14 day campaign the last couple of days you tend to not really get any results the budget just gets eaten I don't know why shouldn't happen but it does anyway so what that means is go with daily budget then we've got campaign bid strategy the default is highest volume if I just

[12:21] click on edit here and that becomes an editable window and then we can see there are a few different options I would strongly recommend that you stick with the default which is highest volume that means that the campaign is going to the machine learning process the AI is going to work in your favor to get you as many in this case leads as possible but it would work exactly the same for sales or whatever it is that you're optimizing for you can set you know cost result goals bid caps Etc these are definitely more advanced features honestly we don't use them that much anyway because there are some issues

[12:50] with that but go with highest volume absolutely fine you don't need to worry about this show more options either so that is the campaign level set up probably the most straightforward level I've talked through the options here you can see that for most businesses there's not much to do here you just got to set your buying type leave it as a default set your campaign objective set your budget if you turn on Advantage campaign budget um and Away you go you're off on to the ad set level okay so let's go ahead and jump in okay so jumping over to the ad set level you can just click on this

[13:19] here now there are a bunch of things that we need to select at the ad set level and the ad set level is is designed to govern a couple of things firstly who you're going to advertise to your targeting and also how your campaign is going to be delivered where it's going to show up those sorts of settings are all set at the ad set level so you can very much think of it as within the campaign you've got The Campaign you've got the ad sets within that so the first thing that we need to do well first thing you can do is obviously give this a name once you

[13:46] create different ad sets you'll want to label them appropriately I'll come back and do that in a second then we need to select a conversion location so where do you want these leads to be generated now when you're using the odax campaign objective menu like we are in this ad account and you've got lead selected the default will be instant forms so that means that when someone clicks on one of your ads instead of being taken through to your website or somewhere external wherever it is that you want to send them instead you are presented with a form within Instagram and you may well have interacted with these as a user

[14:18] before you might be familiar with them so you're presented with a form that you can then provide for example your name email address phone number and that business can then go ahead and get in touch with you obviously in this scenario you're the reverse of that now that can be a good option the leads are often quite inexpensive with instant forms sometimes the quality of those leads because they're so easily generated it's so easy for users to quickly click on a few little buttons and become a lead they're often not as good as if you simply people to your website so it's definitely if you want

[14:45] to generate leads something that I would recommend you test as an Instagram Advertiser but I would also recommend testing sending people to your website and for most businesses we're going to be sending through to website that's probably going to be the better scenario in say 70 to 80 of cases doesn't mean you don't want to test the other option but just that's something to be aware of so what I'm going to go ahead and do is change this and select website instead now in order to send people to your website and be able to track the action that people take you need to have the Facebook pixels called the metapixel now

[15:17] and it governs obviously both Facebook advertising and Instagram advertising you need to have that pixel installed on your website and the conversion events need to be triggering properly so for example let's say someone comes through to your contact page they fill out your contact form and then they're taken to a thank you page saying you know thanks for getting in touch we will call you within the next two days whatever it is it happens to be when that page loads it's important that you have the conversion event on that page each load so that that can trigger a conversion and then meta goes aha that ad just

[15:51] generated a lead that gets filtered into your ad account so you can see which ad that came from which ad set and it also allows that AI process that I talked about that meta is going to do to work where they're going aha we've we're generating leads via this we can see it because the pixel is telling us this is happening great therefore we can use this information to feed back into the campaign and make it better it's why Instagram ad campaigns typically produce better results the longer and longer they run which is something you should be aware of if you're in Instagram advertising beginner so go ahead and get

[16:23] website selected and make sure you've got the Facebook pixel installed I will include a link in the description below showing exactly how to get the pixel installed on your website um very very important with advertising on Facebook Instagram Etc get that installed if you're sending people to your website next thing when we scroll down is this performance goal um section okay it's something that used to be called optimize station for ad delivery it governs how your campaigns are going to be optimized so we kind of set that at the campaign objective level but then within that there are subcategories so you can see the default for this performance goal is to maximize

[16:57] the number of conversions so in this case get us as many leads as possible there are some other options if you select under other goals you can maximize the number of landing page views you get number of Link clicks unique reach Etc absolutely go with the default which is maximize number of conversions if you're running a sales campaign instead of a leads campaign you're going to see some other options here you can maximize the number of conversions but if you depending on how you've got your picture set up on your website you could maximize not only the number of conversions but also that conversion value because of course if

[17:27] you've got an e-commerce site let's say you're advertising products on Shopify some sales are worth more than others and you can factor that into this performance goal and say yes get me as many purchases as many sales as possible but please also prioritize the higher value ones I'd like to advertise to people that are more likely to buy my more expensive stuff which is often a good way to go that's not available

[18:28] on yours that's a good sign that something's wrong and you may need to go ahead and set up your conversions and all that sort of stuff as I said Link in the description below for that pixel setup video that shows you how to do all of that and you will need to do it um this is grayed out cost per result goal but I would ignore it for the time being anyway I would also recommend ignoring for now Dynamic creative if you're new to Instagram advertising you don't want to over complicate things and just like at the campaign level we want to ignore a b tests the same with

[18:55] Dynamic creative definitely something you can play with later down the line okay so we scroll down um there is it we've already set the budget at the campaign level if we had it you would be setting that here and all the same logic applies just remember that if you are setting the budget at the ad set level and you have multiple ad sets that you could easily end up spending more so just be aware of that if you had say 20 pound per day per ad set you go with five ad set that's going to be 100 pounds per day just meant to be aware of you can set the start date

[19:22] it just defaults to when I'm um you know whenever you're creating this when I happen to be recording this video and you can also set an end date so if you know you're going to be traveling for example and you absolutely want a campaign to end you can go ahead and set an end date and just make sure it turns off so you don't have to go back in and manually do it if you're planning on running this campaign on an ongoing basis which what I'd recommend most Instagram advertisers do and particularly if it's generating good results why wouldn't you want to keep running it I wouldn't recommend setting

[19:47] an end date I like the idea that as an Instagram Advertiser you're going to be in your meta ad account often enough to just be able to make adjustments and make a call on how it's performing whether it needs to turn off or budget needs to change and all that sort of stuff that's what we personally do and that's usually what I would what I would recommend okay then we scroll down to the audience section now I think that sort of meta advertising what used to be referred to Facebook advertising the umbrella term for Facebook and Instagram ads and sort of became famous with its targeting options being able to

[20:16] specifically reach the people that you want to reach that has somewhat changed um there's more emphasis Now put on the ads and less on the targeting they used to be but it's still a very important thing particularly when you are getting started so when you've got a new ad account and Method doesn't really know the type of person that buys you know what time of day they buy what time of week they buy or become a lead in this case so you need to give them some direction in terms of who you want to put their ads in front of so this very top section here custom audiences custom

[20:48] audiences refers to well a few different things you within custom audiences you have custom audiences you also have look-alike audiences and you also have saved audiences but we can ignore that custom audiences are warm audiences so the people that have interacted with your business before people who have visited your website could be people on your email list people who have watched videos of yours on Instagram there are lots of different options and custom audiences I would recommend you don't Target those options right now that's again a not not necessarily an advanced technique but something that you probably don't want to do on your very first campaign you want to you know wait

[21:22] a few weeks months maybe before you've got things up and running you've got an understanding of things before you add that in also if you're new to Instagram advertising you might have a relatively new business you may not of course but you might have a new business in which case you're not really going to have any warm audiences to Target yet so it makes sense to to wait so you can ignore custom audiences I would also recommend ignoring look-alike audiences which is also entered into this custom audience field for those of you aren't aware look-alike audiences are where you take a custom audience so let's say people

[21:49] who visited your website and you give that to meta and you say all these people visiting my website within the last you know however long it happens to be let's say 90 days 180 days something like that I would like you to basically run data and Analysis on those people and then create me an audience of people that are similar to those people so if you show them that the people that visit your website happen to be on average 42 female you know they live in New York state for example well then your lookalike audience is going to contain a lot of people that are very similar and

[22:19] meet a lot of those same sort of demographic criteria but also interests and other targeting options things like that a very powerful technique not something that you want to use right now that can absolutely be added in in a week's time couple weeks time depending on how fast you learn and go through this doesn't need to be done with your first campaign if you're interested in finding out more by the way about how to create custom audiences how to make them work for your business the same with lookalike audiences I have tutorials full tutorials on both so there'll be links in the video description below you

[22:45] can go ahead and check out those and yeah go through that entire process but we're not going to cover it right now next we get to locations okay so I'm going to go ahead and click edit here meta has defaulted to be the country in which I'm based which is the United Kingdom and they defaulted to the whole country I would basically recommend that you start by advertising in the main areas that you can service so for example if I was advertising our business which is a digital marketing agency we can not only service the UK we could do the US Canada we have clients all around the world but also our

[23:19] biggest markets are going to be say UK and us so we might start with those two countries we might just start with the one it's perfectly large enough um population size to begin um advertising too what you don't want to do with your location targeting is get really specific it's not much advantage in really narrowing it down let's say for example we advertise we have clients throughout the UK and we've calculated that say 40 of our clients are in London so we think well that's our big grouping of clients let's just advertise to London well that would be silly because we're still missing out on the 60 of other businesses that

[23:51] currently work with us that are based around the rest of the UK and that's likely to be a trend that continues as we advertise so absolutely fine to advertise Countrywide meta is smart enough to know that out of the whole country people in London are more likely to be interested in our services so they'll advertise to those more but what you don't want to miss out on is using the UK as an example someone in Manchester that has just been searching for the last three days on Google for digital marketing agencies and meta is able to pick up on that based on their activity and then you don't want to miss

[24:22] out on that person you want to put your ads for our business in front of that person and those types of people are going to be that's going to apply to all businesses right if you sell um specialty dog food and your main Market is California there's going to be other people in say Texas there might not be a main Market that are also searching for that and interested in that and based on their activity on Instagram and other places it's obvious they're into dogs and that sort of thing and you want to put your ads in front of those people so give meta a lot of

[24:51] flexibility there and go with that if you are a local business though and you don't serve people that are say further than 10 miles from your location then make sure you only advertise in that area don't artificially increase the area that you're advertising to in order to make your audience larger or anything like that there's a mistake I see people make now you can get more specifics this is a bit default into the to the UK but I live for example in a town in England called Cheltenham and there we go Cheltenham gloucestershire and for example I can pop that in here you can see where it's based and then the

[25:23] automatic radius is 25 miles you know I could choose to reduce that or extend if I want if I wanted to go let's say 15 miles around my current location because I'm a local business and that's as far as I think people are realistically going to travel or perhaps I'm a service business and that's as far as I'm willing to travel to service you know people and businesses or whatever it happens to be then that is absolutely fine I can go ahead and add that in now one thing to keep in mind on the right hand side here is audience definition so we've got an estimated audience size

[25:52] here given this selection I've got an estimated audience size of 400 to 470 odd thousand people that's really important for this next stage I don't want you to go beneath an audience if you can help it of 250 000 people as sort of a minimum audience size now of course if you based somewhere fairly raw or fairly remote and you only work with people within 10 miles of where you are and you're thinking well there's only 20 000 people in this audience 30 that's absolutely fine that's absolutely fine but I'm saying if you can help it don't go beneath 250 000. if for example we are just targeting this area and we're

[26:29] already at you know less than double our Target we don't want to then come in here at the age or the detailed targeting sections and further narrow that audience very much at all whereas if I delete this out and I add back in the entirety of the United Kingdom there we go then we can see the audience here is 43 to 51 million then if we're starting with that audience size because we can service the whole of the UK then we can get much more specific with our age detail targeting sections Etc okay so just something to be really aware of I'm going to go with the UK for

[27:02] demonstration purposes but just know how your location then factors into subsequent decision making next we've got age I'm a big fan of obviously going after your Target demographic but being quite generous with that so let's say you're absolute core demographic was people aged 25 to 35 we'd be looking at doing something like 20 to 45 as our targeting we'd keep it nice and Broad because again meta smart enough to know that yes your core demographic is 25 to 35 but there's a 41 year old that's really into whatever it is that you sell let's put our ads in front of that person and others like them okay so

[27:39] that's typically what we would do if we're advertising our services you know digital advertising agency Services we would increase the the younger age range to perhaps something like 25 and then we'd often just leave it at 65 plus we might cap this slightly based on results and go with 60. bearing in mind the majority of our clients are going to fall in let's say the 30 to 55 range but we might be a bit generous I said that will often be B65 plus and you can see whenever you start to make changes here you're going to start to see that audience come down with genders if you

[28:12] are very heavily skewed one way let's say 90 percent you know female is your target audience then apps that you can come in and click edit and and select women if you are even say 60 40 70 30 we'd recommend going with all because again meta is smart enough to know um okay this target market is predominantly female but there are some men that are interested in it so let's advertise in front of them and one of the other things we find is that if you're advertising say a product that could be a gift is that let's say it's it's targeted at women and women often

[28:44] bike for themselves or sometimes their partners are going to be buying it for them and therefore you can be targeting men and uh and that can work quite well okay then we get into the detailed targeting section so there's tons you can get into in the detailed targeting section you can really go down the rabbit hole with this that's something I'd recommend you do later down the line let's get you started with your Instagram ad campaigns first and then come back in and really flesh this out and get a lot of details so what I recommend you do is just start having a look around entering terms that are

[29:10] related to your products or services so for example we could add in something here for my business like digital marketing and you'll see that we've got here digital marketing as an interest that seems like a pretty good option we could go ahead and select that I could add in something like social media marketing we do marketing on Facebook Instagram Etc then we've got a few different ones that have come up we've got social media marketing a job title well we don't want that if we're after clients because we don't people that work in the industry something to watch out for social media marketing employer same thing we don't people working in

[29:40] Industry we want businesses that that are likely to hire us for that service so we could go with social media marketing as an interest as well we could go with other things like um small business owners I'm familiar with the options you know which is why I'm typing them straight in asset Behavior so you've got behaviors demographics and interest in this detailed targeting section absolutely fine to use whatever one seems most appropriate so small business owners are people that are our Target demographic people who own small businesses okay so you can go through and enter in some Search terms and just see if them pop up not all will that's

[30:10] absolutely fine you can also click browse and then you can literally just go through all the categories and see what comes up you can see it category so let's say you know we're going to click on parents for example because you sell a product that is aimed that parents will buy for their children then you can go in parents and have a look at the various options and select by the age of the kid and all that sort of stuff okay so you can just go through and have a little browse doesn't take long but just basically use your common sense at this point come up with say eight to ten

[30:37] different options roughly doesn't have to be that many if you can't find that many that you think are highly representative of your target market and then go ahead and write those down and then what we're going to do is we're not going to what's called stack these interests in here so we're not going to go ahead with three or eight to ten different detailed targeting options in one ad set instead what we're going to do is we're going to break out each one of these into its own separate ad set and that's how we're going to test so when we first launch our Instagram ad campaign we'll have one ad set targeting

[31:09] small business owners one ad set targeting people interested digital marketing another ad set targeting people interested in social media marketing and we're going to run that campaign and then because we've got the pixel set up and we're monitoring how many leads we're generating from each of those ad sets we can come back in a few days time in a week's time and say okay out of those options small business owners did best they did better than his other options which is actually true by the way if you're advertising in this industry and then we can make that adjustment and turn these other ones off put more budget into that one and that's

[31:37] how you improve your results okay so what I'm going to go do is delete these two out and I'll quickly show you how you set up those other AD sets really quickly and easily right at the end so what we want to do now we've given this a detailed targeting option is give this a name okay so I would usually call this something like what do we got here UK that's what we're targeting in terms of location uh we're going 25 to 60 and small business owners okay so UK 25 to 60 small business owners and that's just really useful because when you've got lots of different ad sets going it's

[32:11] good to be able to see exactly what's in there what's the results Etc okay so let's carry on and scroll down because there are a couple of other things to do at the ad set level next thing I want to quickly mention is languages I'm advertising somewhere like the UK and just go with all languages English fairly obvious there but certain places you might want to be more specific if you're in a country like Canada for example whether a French speaking part and English-speaking Parts maybe you want to get more specific and say like or we work with French speakers only or your product or service is more suitable

[32:40] to them you know let's say it's in French not going to apply to too many people but it depends where you live and where you're advertising then we've got placements so placements refers to where your ads are going to be displayed across Facebook Instagram and even other locations So Meta recommends you go with automatic placements well they used to call it automatic placements they now call it Advantage Plus placements and that's basically everywhere so if you go with that option you're going to run your ads on Facebook Instagram on Instagram store stories Facebook reels Instagram reels Facebook feed Instagram feed Marketplace all sorts of different options if you want to be more specific

[33:15] for example if you just wanted to make this an Instagram advertising campaign which you might well do because that's you know title of this video and all that sort of stuff then what you want to do is go ahead and click on manual placements in all devices you can go with all devices absolutely fine I'm going to delete that out because instant articles doesn't affect anyone anyway and then you can see that we've got four major platforms where ADS can be shown and then within those platforms there are specific locations so obviously if you just wanted this to be an Instagram advertising campaign you would deselect

[33:41] messenger that's like the Facebook Messenger app meta messenger app that you're familiar with yes ads can show up there as well Audience Network that's locations that are external to Facebook and Instagram that are sort of connected so you've probably seen this on either Facebook or Instagram where you click on a link and it comes through to an article that's like kind of within the app but not a lot of that is is going to be categorized under Audience Network and then you could of course deselect Facebook and just run ads on Instagram if that's what you want to do that's what I'm going to do in this example

[34:10] because this video is an Instagram um ads video usually by the way we would run ads on Facebook as well and we would then adjust based on the results that we see where we want more of our budget to go a lot of business nowadays are quite anti-facebook they really want to be more Pro Instagram that scene is like the trendy of cooler option not always the case when it comes to actually generating results often we're seeing just as good if not better results on Facebook and it is as simple as clicking a button to um advertise on Facebook as well so just something to keep in mind

[34:40] but if you did just want to go with Instagram which what I'll do here we can then see there's still 7 out of 19 so there's still seven different places within Instagram that our ads can appear so there's feeds there's stories and reels if we click into some of these you can break that down further you know as Instagram feed there's profile feed there's Instagram explore etc etc you may have a preference either way whether you want to go with feeds and include all the feeds or go with stories and reels include all of those the vast majority of the time we're going to advertise on both you can customize how

[35:09] your ads look at the ad level which we'll get on to in a minute so you can if you were worried about yeah but I don't want ads to look bad on stories if they're you know using the aspect ratio of like a feed ad and vice versa you can customize that and still run it through the same ad set same ads no problem which is what I'd recom so I've asked for our time we're going to leave these if you do want to turn one off that's fine as well you just went advertising stories there are businesses that do that just advertising stories you can go

[35:33] ahead and do that if you want to get really specific then you can do it you can turn it off but most time we're gonna if we just want to run an Instagram ad campaign we're going to run it exactly like this okay then we've got the show more options button here down below but that is all stuff you do not need to worry about basically ever but definitely not at this point when you're getting your um Instagram ad campaigns underway and learning the process so that is the ad set level that's probably the most complicated level of the three in a in an Instagram ad campaign

[36:00] um and now we're going to move on to the ad level where we're actually putting together the thing that your prospects are going to see so now that we've got the ad set level all sorted let's move on to the ad level which again I can do by clicking here so obviously you can give this ad a name I'm going to come up and do that later because it's going to depend on what you actually put in your ad is what I'd recommend so the first thing we need to do is handle this identity section now hopefully when you went through that video showing you how

[36:23] to set up a meta business account um you went through and added in you know your Facebook page your Instagram account all that sort of stuff so that's going to filter through here automatically if you have multiple Facebook pages Instagram accounts and you want to make sure that you select the right one from the drop down and it's just pretty important that you do have an Instagram account here if not you can still run ads on Instagram but they will appear from your Facebook page that means you're not going to be building any followers on Instagram you're not going to be doing some of the things that you probably like to happen

[36:51] as well as the lead sales Etc that you want from your Instagram advertising effort so just make sure you've got Instagram account and selected in here and set up and by the way if you're on Instagram and you fancy finding out more about this type of stuff go ahead give me a follow you can see that Ben Heath marketing is how you go ahead and find me on Instagram okay so then we've got ad setup now in this campaign we've been defaulted to create ad often um you'll be you'll have a different default here where meta is trying to get you to do things dynamically not

[37:23] something I'd recommend for beginners much better that you do go ahead ahead and create the ad manually as you as we can see here so if for example you don't see that the default is selected to manual upload and you haven't got create ad up here and stuff definitely come in and select those options and then you'll be able to go through the process with me if I just quickly click on this little drop down you can see that yes you can create ad as I've already discussed you want to do you could also use an existing post if you've got something that's performed really really

[37:48] well and you want to just advertise that you can go ahead and do it most of the time though you're going to want to select create ad and then go through the process at least while you're learning and getting used to sort of stuff okay next thing is format okay how would you like your ad to look do you want it to be a single image or video I'm sure you've seen ads like that in the past would you like it to be a carousel which is where you've got sort of pictures alongside some text like cards of individual usually products where you can advertise a number of products at

[38:15] once or you could go with collection which again is is a way where you can advertise a group of different items for starters we're going to go with single image or video and most businesses are going to want to do that to get started multi-advertiser ads is automatically selected I'd recommend that you deselect that not a feature I'm a huge fan of I don't necessarily want your ad showing up alongside other people's ads or other people's ads showing up alongside yours is probably a more accurate way to put it when your ads are being displayed I want that to be the focus within your campaigns so I would recommend you

[38:45] selecting that it's still a relatively new feature so we're not 100 sure how this does but I'm not a huge fan at this point then we scroll down to the add creative section so the first thing you want to do is add in your media your image your video Etc now there's tons you can do with this think about with this learn improve Etc I've got lots of other videos on my Channel about that sort of stuff to get started with I'd recommend you keep it nice and simple so unless you've already got a video that you think is good to go and ready and has been produced for this

[39:13] or maybe some other some other reason you can use it then great otherwise I'd stick to a single image to keep things nice and simple and straightforward to begin with so to do that you simply want to go ahead and click on ADD media select from ad video add image I'm going select add image and then from within here we can either specifically select upload click on that button and upload a file that we might have on our computer or we could try and find images that we've got within our ad account already if you're just getting started you probably won't have that or from these

[39:39] Biz from these drop down lists you can go and grab images from your Facebook page or perhaps more important more pertinent to this video is images that you've already got on Instagram so you could go on Instagram images go ahead and grab an image from there and then feed it straight through into your ad I'm just going to go ahead and upload a quick image and we'll see that in the ad in a second okay so I've added in my image and now we get to this next page where we can show how we want our ads to be displayed for certain placement options so remember within the Instagram sort of

[40:08] platform we've got two main groupings of placements we've got feeds and then we've got stories and reels now you can see that this image has been sort of cropped looks kind of fine within um feeds but I could change it if I wanted to I could switch the original make it look like that that doesn't look quite good I go one-to-one recommended but I could crop it you know a different stage maybe I want it to look more like that to centralize the figure you could have a little play about with these things but you can also do it with different um placement options so I can't crop

[40:36] that to make that smaller that's just kind of how it looks but I can go ahead and replace it with a different image that has a different aspect ratio so that's often something that would recommend that I mentioned that earlier about customizing ad creative 4 placement is that that's going to look pretty Naf in a story you could do it but it's not going to get the best results much better to use either just a different version of that image that's sort of cropped differently and upload that or maybe just use a completely different image that looks in a different way or maybe just use a completely different

[41:07] image or a different version of this image you know maybe when someone was taking this photo if it's of your product service whatever you get someone to take a portrait one instead or you could find a different stock photo that's that's in a different aspect ratio but you'd want to replace this out and and make make use one that looks better for those placing options I'm not gonna do that here because it's for demonstration purposes and I'm sure you get how to do that you just click replace and pop the other image in okay let me go ahead and click next and we're taking on to this Advantage Plus

[41:33] creative window where we can sort of add in further enhancements and go through this stuff if we want to so we've got standard enhancements um switched on so this would be things like changing the aspect ratio and they can even edit the creative slightly depending on you know like how it looks and how they can make it look so that's that's really fine to leave that on you can see that's one of four you can also go with image brightness and contrast and turn that on if you want to most of the time it's going to look fine obviously make sure you look at a preview and make sure it

[42:06] does look fine they haven't over brightened it or over contrasted they're just going to make your image look a bit better you can see on the right hand side the two examples of the difference next is music so you go ahead and turn that on so when your image appears in say reels for example you can have music apply just to make a little bit more interesting help retain people on that reel which is going to give you more time for them to check out the various information give you a greater chance of generating a lead or a purchase so it's usually worth um going ahead and turning

[42:34] music on you can go ahead and select specific ones or keep it really really simple and just go with automatically apply music and let meta um select one they're pretty good at doing this getting better all the time so that's absolutely fine and then we've got 3D animation which at this point is still really quite um buggy it can work really well when it works but sometimes doesn't work and can make things worse so as describing beginner I'd leave that off for now you can actually come in and add it in later on or maybe even just have a play you know turn it on have a play and see what

[43:05] it does to your images that you're using and just get an idea for how that looks and whether it's going to work I'm going to leave it off for now because as I said it's still a relatively buggy feature to be perfectly honest okay so now we've got our image and we can start to see these ad previews on the right hand side so this is how our ad is going to look on the Instagram feed this is how our ad is going to look on stories here we've got reels obviously we already discussed you would be switching out the image because uh because that's important

[43:31] um and then we need to fill out the rest of our ad now just to explain what this ad is for I've modeled from an ad that we used for a cart of ours where they basically had like an online system that um allowed people to deliver their services remotely so you know if you're a plumber or a computer technician you could have someone hire you for the hour to help you out the stuff remotely um that sort of thing that was the basic sort of premise of the business obviously I can't talk about the name or anything like that because that's all confidential but that was the idea and

[44:01] we've modeled from an ad of theirs that did really well that was trying to get people to sign up for this and it's it's quite similar so I'm going to go ahead and copy and paste in the other details starting with the primary text

[44:15] so here we've got um primary text I said it's similar to the example that actually worked well and I'm just going to quickly run through this and again I've got more videos about primary texts and things like that on ads if you want to find out more information on that but just to run through this um to explain sort of this type of stuff that we're looking to include in here so we've got one to monetize your skills and expertise without having to go anywhere that sort of identifying the target market if people are going to read that and go yeah I'd love to do that that's they're going to read on

[44:42] with remote that's just a name I came up with by the way not the name of the the business we work with with remoteify you can use your smartphone to provide services remotely connect with people through live video or chat and help them solve their problems for a fee from the comfort of your own home so there we're demonstrating features of the service here and we are also emphasizing the benefits as well so you can use your smartphone to do it remotely which means you can do it from the comfort of your own home as we say in in this ad or as the image is demonstrating you could be

[45:09] off traveling and doing that sort of thing okay features and benefits features and benefits that's what you want to include in our copy whether you're a plumber computer expert translator Etc there's a market for you so helping identify helping explain the process to people because what you don't want people read the copy on your ads to go oh that doesn't apply to me if you give lots of examples they go oh yeah that's kind of similar to what I do if they're doing it I could do it um and then we've got sign up with remoteify and find new customers today so we've got a call to action at the end

[45:36] of the primary text so this video isn't the one a you know a crash course on primary text but that's just a few little tips start by identifying a target market include features and benefits explain what it is finish with a call to action is a good nice tidy um structure you can see we've got primary text one of five you can of course go ahead and add in other options if you want and then meta will cycle through those to see which performs best primary text is not as important with Instagram ads as it is with say um Facebook ads it's often sort of it's

[46:04] less prominent shall we say we can see if we go to feeds it's going to be um displayed beneath the uh the image as opposed to primary text which is which is often more prominently featured then we've got the headline um and again that is even less important Instagram it's often not going to show up and whereas on Facebook it's really really important but definitely still worth adding it and here we've gone with a really benefit Rich headline monetize your skills and expertise remotely which coupled with the image um makes complete sense as I said on not all placements this is even going to show and where it does it's going to be

[46:35] less important but worth adding in if you aren't ever going to run this ad on Facebook as well then things like the headline become a lot more important and again we've got headline 105 you can add in other options if you want then we've got this optimized text per person um section here fine to leave that going on when you're getting started I think with beginners this helps you not make mistakes with your ad copy as you get more advanced turn it off I've got a whole nother video about that but for now it's not something that would concern me too much then we get to the

[47:07] call to action button again this is going to be more prominent in certain features other than than others if we go to Instagram reels for example we see we've got this really big learn more button here right so what we want to do is go ahead and select the option that is most appropriate for what we want people to do here we want them to sign up with remoteify because we're to build a group of people that can offer services so we would want to go with in that case sign up but you can see from this call to action list there are lots of different options right and you could

[47:35] just want to go with the one that makes the most sense for your business again less prominently shown on Instagram than it is on Facebook but still something important well I'm real as it's not you can see how significant it is there but on other placements it definitely is um but I still want to make sure you go ahead and get that added in and that's just something if you have for example been advertising on Facebook before and then you're moving over to Instagram right now um or adding Instagram and that's why you're going through this video you need to be aware that the image the creative

[48:08] becomes a lot more important so often you want to explain more so with an image like this we would often test different versions where we might turn it into like a slideshow in a video where we explain the offer sort of with text used on that small short video or we might just put some text overlay on that image itself so um so yeah just something to be aware of that to to take this to another level those are some of the steps you would do I want you to get set up nice easy simple so I'm not going to add that in but that's something that

[48:35] you can go ahead and do okay next section is destination where do you want people to go after they click on your ad now obviously this is really really important that you get this right this is not where they're going to convert by the way so not the thank you page they're taking to after they become a lead but where you want to send them to first so for example for our website we could either just send them to the home page leave you go to UK or we could send them to our services page if that's what we wanted to do right so just make sure

[49:00] you go ahead and add that in you can add in the display link if you want if you wanted it to look different depends on the link you use often not necessary most businesses won't want to add a call extension um fairly self-explanatory how that works we wouldn't in my business that's not how we operate people book in calls but you can do it if you want then we get down to languages you can allow meta to add translations automatically translate again this is really going to depend on where you're advertising if we're advertising someone like the UK just not necessary just about everyone speaks English

[49:31] um so you can just go ahead and use an english-based ad some places that may or may not be more important then we get down into tracking now this should all just pull through automatically when you've got your pixel set up properly and you shouldn't need to touch any of this and in fact you can see here that most of it is all grayed out anyway so provided you've got all that set up as I said Link in the video description below with a tutorial on that then you can go ahead and just leave this tracking section and it's nice and easy so next thing we need to do is name this ad

[49:59] right so we could call this something like man decking laptop you know to identify that that's the image used okay and we might want to say something about the ad copy if we were going to run different variations you know we could say monetize you know because that was the focus that was the hook of this ad monetize your skills and services remotely and that might be an ad image okay so if we close this down and we can see as we discussed before we've got The Campaign level demonstration leads campaign we've got the ad set level which is you know the small business owners and we've got the

[50:30] ad level I mentioned it earlier that you want to run multiple ad sets you also want to run multiple ads so let's say for example that we had this image that we wanted to use we really liked it but we also wanted to test this against another ad with a different image what we would do is we would come in here and click duplicate and we would duplicate it into the original campaign you can select the number of copies I'm just going to go with one we would normally use three or four different ads in each ad set by the way just as a side note

[50:55] then we would click duplicate and we would edit the new version the duplicate to how it wanted to be so we could for example switch out the image to something else so if I go ahead and do that [Music] okay so I've just quickly skipped through the exact same process I went through with the previous ad image but instead of of the man here we've got a woman lying on the beach with a laptop so we would come up and then change this and we would have a woman uh Beach laptop image okay and then we would run these and we would see okay which one produces

[51:38] better results which one gets more clicks which ones gets more leads most importantly and then that's how we do it and they do the exact same thing with the ad set level as we discussed so we've got these two ads now in this ad set if we jump to the ad set level and we go ahead and duplicate this into the original campaign we'll create one copy again I would recommend you have four or five different ad sets something like that and you would have the same three or four different ads in each ad set right so there's only three or four ads you create and then you duplicate those

[52:05] across ad sets and that allows you to properly test each targeting option at the ad set level so we had small business owners and then for example one of the other options was um digital marketing wasn't it as an interest so if we select digital marketing up there and then we come in and add this in here digital marketing as an interest and we delete out small business owners and then boom so you can see we've got actually if I if I go ahead and open that up we can start to see the structure so we've got demonstration leads campaign nice at the top here and

[52:36] within this campaign so far we have two ad sets one targeting those people who are targeting those people and within each of those ad sets we have those two ads testing the different images and that's how we would then once we're up and live go about improving campaigns as we would keep testing targeting options keep testing images keep testing ad copy keep testing we might test other AD formats like video keep testing all sorts of different elements to find the best possible combinations and significantly improve results over time and that's where the absolute best results come from is from that um testing process so once you're all done

[53:10] what you want to then do is go ahead and click publish on the right hand side meta is then going to take you know can be just a couple minutes can be a few hours to review the campaign and then provided it's all good it will then go live and you should start see results maybe not convert versions because we you know as I said this is a skill that needs to be learned if you want to get the great results but you only start to see results in terms of your ads being put in front of people pretty uh much immediately and that's the process I'm

[53:38] not going to click publish now because this is not a real campaign and not something that we actually want to uh to run but just so you know how the process um works you go ahead and do that so if you're new to Instagram advertising I think it's really important that you are aware of what's likely to happen and you have the right expectations because I think the wrong expectations lead to a lot of people quitting early so I'd strongly recommend you go ahead and check out this video it talks about why Instagram advertisers quit why they fail and if you go through that it's not very

[54:06] long you'll have a much better understanding of where the potential pitfalls are you can avoid them and hopefully have success with Instagram advertising

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