How To Create INSTAGRAM ADS - Instagram Ads For Beginners Tutorial

0:00hi guys it's ben heath from lead guru and in this video i'm going to show you exactly how to create instagram ads in 2021 this is really going to be an instagram ads for beginners tutorial and i'll go through the entire process and you see sort of over the shoulder view the exact process and go through each step and if you've never run an instagram ad before or perhaps you have maybe it didn't quite go as well as you wanted you want to know how to create instagram ads properly that's exactly what i'm going to show you in this video before i get started if you want to

0:27quickly ask you to smash that like button that really helps me out and of course subscribe to my channel if you haven't done so already i release facebook and instagram advertising related content all the time okay without the way let's let's get into it let's go through the steps so i'm in facebook's ads manager that's the very first thing i want to mention is you want to be running your instagram ads through ads manager facebook owns instagram they have one centralized place for their advertising so from within facebook's advantage you could advertise on facebook or instagram i'm going to talk more about that later on which one you

0:56want to use and all that sort of stuff and how that how that works but that's the first thing i need to mention you can of course promote things from within the instagram app i would not recommend doing that the professionals people are experienced on this platform they use ads manager there's much more functionality and you're likely to get much better results if you do so you need to come into ads manager and create your instagram ads from here not promoting the app now if you're like okay that sounds good but how do i go into ads manager where is ads manager how do i set all that up

1:28i've got a separate video that shows you exactly how to create a facebook business manager account which is kind of like the umbrella account that you create for doing any business related activities across facebook and instagram then within that you need to create a facebook ad account and you can see exactly how to set up a business manager to set up an ad account within another video that i'll link to in the description of this video so just go ahead and check that out it's how to create a business manager within that video talk about how to set up an ad account once you've been through those

1:55steps if you haven't done so already you will end up looking at a screen that looks very similar to what i've got in front of me right now which is facebook's ads manager and this is where you need to get to to then go through the rest of the video so if you haven't already done that pause this one for a minute go ahead and watch that and come back here and we'll go through the process you'll just find everything a lot easier if you've got it all set up right in the first place okay with that said let's uh let's get started so we're going to start by as i said being an ads

2:20manager we're going to click on the green plus create button okay and the first thing that you really need to choose when creating an instagram ad campaign is the campaign objective now i'm going to recommend that most people go with conversions i'm assuming that you're going to be sending people to your website or somewhere external to instagram um and your objective is for people to take a certain action once they get to your website so for example if you have a shopify store and you're sending people from instagram to your store you would want to use the conversion objective because you want that person to then go on and purchase okay maybe

2:57you're a service-based business and you're sending people from instagram to your website and you want them to fill out a contact form or become a lead if you want that sort of thing which is the vast majority of instagram advertisers they want people to go through their website take an action you want to use the conversions objective by doing that you're saying to facebook i want conversions i want this action please put my ads in front of people on instagram that are likely to take this action they're likely to purchase they're likely to go on to become a lead whatever it is we'll get to the

3:25specifics of how you specify the action you want people to take later on um but that's what the convergence objective gets you okay so the vast majority we're going to want to go with conversions there are of course a lot of other options if you can't track conversions i'm going to talk about that more in a minute you might want to go with traffic get as many people to your website as possible or perhaps you want to keep people within instagram and go with something like lead generation okay or send them over to facebook messenger i've got more content on campaign objectives that i break down in detail

3:54i'll include a link again in the video description below you can check that out majority of you're going to want to go with conversions and that's what i'm going to focus on in this video okay so we scroll down we can give the the campaign a name if we'd like i'm just going to quickly call this um example instagram add campaign okay um let's just call this example ad set and example add okay obviously you could name it something that's going to be more relevant to you that you're going to remember and all that stuff click continue then we can see the standard structure of a facebook or in this case

4:36an instagram ad campaign so we've got you can see at the top left we've got the campaign level then within that we've got the ad set level and then within that we've got the ad level three levels to uh to an instagram campaign we need to go through each level make sure we've got the right setting set up at each one and this is going to be somewhat of a detailed setup but you need to get this right because you could have everything set up well with your instagram ad campaigns great ads great targeting options if you've got one of these settings wrong the whole thing can

5:00fall down so make sure you sort of go through this go back through sections if you need to and these details are very important first thing special ad category okay so if you fit within one of these special add categories so you run ads related to credit or employment or housing or social issues or elections or politics you need to go ahead and declare it you need to come in and select one of these options if you don't and try and run ads anyway there's a very good chance that facebook will disable your ad account stop you being able to advertise and that's on facebook and instagram you just can't advertise

5:32at all okay very very important it's part of facebook's ongoing privacy um related concerns and and attempts to address any issues is making sure they've got this set up properly so very very important that you go ahead and declare if you run ads or offer products or services that are in any of these categories or close to it don't don't take a chance with it now it does mean that if you go ahead and declare that you're in a category you can have some limited functionality but it's worth it okay but some of these things i'm going to gloss over fairly quickly because otherwise this would be a four-hour

6:02video so just so you're aware i have basically separate videos on every single one of these if you wanted to dig into buying type for example you can find that on my channel buying type we're going to leave as auction campaign objective we've already discussed is conversions a b testing that's definitely not something we're going to be doing and that's a more advanced facebook and instagram advertising technique not something that i do a huge amount of anyway even though obviously i'm a as an agency owner i'm an advanced advertiser um but not something new to worry about this stage campaign budget optimization something i'm going to

6:31recommend you turn on that means the campaign is set at the camp the budget sorry is set at the campaign level as opposed to the ad set level and what that means is that if you were to have multiple ad sets within your campaign so let's say you're targeting multiple different audiences within one campaign um facebook is going to distribute your budget across your ad sets according to performance so let's say you're targeting men aged 25 to 35 and women aged 25 to 35 well if those are separate ad sets and the men age 25 to 35 perform better with campaign budget optimization turned on facebook

7:03will put more of your budget into that ad set and you will get better results because of that strongly recommend you turn on campaign budget optimization okay daily budget sorry campaign we're going to campaign budget we're going to go with daily budget and then of course you need to start with the budget again i'm going to link to another video below talking all about your starting budget i think this is really important to summarize you want to go with something that you can afford to lose but that matters it doesn't want to be so small that you don't care and you don't bother checking your campaign it needs to be

7:30big enough where you go okay it's significant but our business is not in trouble if we if we lose it all okay that's a sweet spot campaign bid strategy for now we're going to leave as lowest cost okay and that's our um that's our campaign level probably the simplest of the three levels when it comes to creating instagram ads now let's go ahead and jump over to the example ad set which i spelt wrong let's get that right um okay so i talked to the campaign objective uh stage about running a campaign optimizing for conversions now of course there are many different types of conversions that you could optimize for

8:10you could optimize for purchases you could optimize for active cars you could optimize for leads you could optimize for complete registration signups all sorts of different things you can even make your own custom conversions to keep this simple i'm going to assume that you're either going for purchases or leads because that's what the majority of businesses are going to be after they're usually after one or the other if you're an e-commerce business you want people to click off off of instagram go through to your website and purchase if you're a service-based business you often want people to click off of instagram obviously through your ad and then go on

8:40and inquire for a free consultation free quote whatever it happens to be okay so what you will therefore want to do is in this conversion event is choose the one that is most appropriate to whatever is you're after so i'm just going to go ahead and select purchase now don't worry about these warnings this is an example ad account all sorts of stuff is going to pop up saying you haven't got this set up it's because it's an example ad account when you go when you're choosing your conversion event it is very very important you go for the event you really want there's lots of people that will say

9:09things like oh you shouldn't go for purchases um if you're not able to generate 50 plus purchases a week you should go with something that you're going to generate more of like add to carts or initiate checkouts or view contents no that's highly unlikely to deliver the best results for the vast majority of instagram advertisers even ones that are brand new you want to be selecting the conversion event that you really want what is it that you absolutely want most more than anything else nearly everyone wants purchases more than they want add to carts of course you may need that to cut first to get purchased but

9:44you need purchases that's what that's the main main thing right so that's we're going to go with okay so now you might be wondering how on earth does facebook know what a purchase is on my website how is that data fed back into my ad account they do that through the facebook pixel and i'm gonna again there's gonna be quite a few links this is a an involved process you need to be aware of that it's if you want the best results you've got to get all these things set up properly i've got resources to help you with all that and there's gonna be another link in the video description to

10:13a video very detailed video about how to set up and install the facebook pixel on your website so you can set up the base code you can make sure that you've got things like the purchase event registered on your website and that's really important because for this to work for you to be able to run a conversions campaign facebook needs to recognize what a purchase is okay they can see that there are people on your website they can see they're taking various actions but you need to inform them you know what when someone goes through and does this that's a purchase facebook i would like you to optimize my

10:44instagram ads for that purchase or for purchases like that so you know facebook can work out things like people are more likely to purchase when they see your ads at 6pm as opposed to 2pm and therefore run your ads at 6pm they can work out who within your target audience is most likely to purchase they can work out all sorts of various different elements you know how many times does someone need to see an ad on average in order to purchase that's what using the conversions objective making sure you have the facebook pixel installed on your website allows you to benefit from that machine learning process and the difference is

11:19huge so on average a conversions campaign will generate 74 more conversions than a traffic campaign with the same budget so it is by no means a small improvement to have the facebook pixel set up and be running a conversions campaign versus something like a traffic well well worth it i know i'm laboring this point a bit but i really want to get across the importance of this because if you're an instagram advertising beginner it's easy to think oh i don't need to bother with the pixel stuff you really do so go ahead and get that set up okay and then of course once you've got that

11:48set up you can select the most relevant conversion event dynamic creative is not something to worry about and neither is offers for beginner instagram advertisers okay then you can set a schedule if you want you can set an end date you can have it start in the future i nearly always create my instagram ad campaigns to start when i publish them and i don't set end dates because i'm in my i mean i own a facebook ads agency right so it's very much um part of my job but i would still recommend that most people advertising on instagram are checking their ads once a day not necessarily making adjustments

12:21but coming in and checking and you can turn things off manually you don't need to to set an end date but if you feel more comfortable knowing that it's going to end on a certain time you don't you're worried about forgetting about it you can go in and set an end date we're not going to bother with any of the the seymour options for this video at least something you can go on to to do later on okay then we get to the audience section now the audience part is obviously where we're going to be working out who you're going to be advertising to on instagram

12:47it's a very very important part of instagram advertising is the targeting it's one of the things that made facebook and instagram advertising famous is the ability to target people and i think to get started with you want to keep things really simple you don't want to mess around with custom audiences or look-alike audiences again links in the video description for all that stuff you want to go ahead and start with relatively straightforward detailed targeting options let me show you what i mean in a minute first thing you need to do though before we get into detail targeting is set your location where do you want to advertise start by

13:19advertising to the places your customers are most likely to come from and what i mean by that is let's say you're a local business so for example i am based in cheltenham and if i pop that in here and i go with cheltenham england um so here we go cheltenham gloucestershire england um and you can see that facebook has defaulted to 25 25 miles around that location so if you're a local based business and you're like you know what we service people within 20 miles of our city you can come in and and change that to 20 or you can make it up to 50 or you can play

13:54around with that okay if you're a local based business and only work with people in a specific area you can absolutely do that if you are a national international business and the example that we're using here is more of an e-commerce company where we're using the purchase event in our conversions campaign then you might want to start with the whole of the united kingdom okay you can absolutely start by advertising internationally as well lots of the clients we work with might be based in the uk or based in the us they will often be advertising to say the uk us canada australia new zealand as a as an

14:28example to get started with if you want to start with all five of those countries absolutely fine you can always come back in later and remove the ones that don't perform as well as the others that's absolutely fine for this let's uh let's go ahead and stick with the uk don't need to overthink this just where your customers most likely come from one thing i will mention is don't artificially constrain your geography so if you can sell your product to hold in the uk don't think yeah but most of my customers are in london so i'm just going to target london you're better off targeting the

14:54whole of the uk facebook if if most of your customers come from london facebook will work that out and most of your ads will be served in london but they will still also work out that this person in in edinburgh or this person in manchester is also likely to purchase because they've been on your website before whatever you you want to take advantage of that as well okay age is the next thing to worry about i do like narrowing age where appropriate but being quite broad being quite generous so let's say the majority of your target market is aged 35 to 45 i would probably in that case go with

15:29something like 25 to 55 so even though the core is that 10 years the 35 to 45 we've expanded that to include 10 years either side as well again if your core is there facebook's going to work that out right the machine learning process is very smart but you don't want to miss out on people that might fall just outside of there but still really good prospects if in doubt when it comes to facebook advertising and instagram advertising in this case the larger the audience the better so better to be too big than too small then we get into detailed targeting options oh actually i should i've skipped over genders um if

16:06you are very heavily skewed one way or the other say 90 plus percent of your customers are male or female then i would go ahead and select the appropriate option if anything more even than that even something like 80 20 we're gonna go with all again same process facebook's gonna work out okay 80 of your target audience is female but there's still a reasonable chunk of of men that purchase this product therefore we're going to make sure those are added in as well okay so often we're going to go in with all then we get into detailed targeting so what i'd usually recommend for a beginner instagram advertiser is to

16:39basically spend some time in here and mess around with the various options that come up there are external tools i've got more advanced videos on sort of advanced facebook targeting research and things like that but don't do that at the beginning just get going find out how it works how it performs what your results are like is this something that's going to work for your business all that sort of stuff okay so come in here and just start thinking around the sort of stuff you're gonna be advertising now i've got an ad prepared then i'm gonna show you in the next stage and that is for a rainbow cake

17:10okay so we might come in here we might search for things like cake who's interested in cake okay cake is an interest fantastic okay um i said we're gonna ignore that pop up for now facebook has tons of those all the time takes an interest how about food that's gonna be a broader interest in that okay we can add in food perhaps bakery if it's a cake you know we could have people interested in in bakery um so those i doubt rainbow cake is an option that's probably too specific yeah i would have thought so okay that's fine so here you can see we've just grabbed

17:41three options very quickly and what i would do is i would go through this process and keep adding things in you can even browse through the various categories and just go through a ton of options and spend some time i'm not going to go through the whole process now find some interest at work um what you would then want to do is break each one out into its own ad set so i'm only going to show one answer in this tutorial because i think that's fine for getting started but okay we've got three there we've got bakery cake and food that we we want to test targeting we

18:08don't know which one's gonna perform better so we're gonna test the three then once we see our results we're gonna then optimize okay out of these three um cake and food didn't do so well bakery did really well perfect let's go ahead and target bakery going forward it's a big part of the instagram advertising process and getting better and getting the best results is testing things like this so what we want to do is remove let's say food and bakery for from this ad set and then we create new ad sets um that just target so we'd have one for cake one for food one for bakery now the reason why we go

18:42with one detailed targeting option per ad set is because that way we know exactly how it performs if you bundle them all into one ad set you're going to get a blended average result when you come and look at your results in a few days time whereas if you have each individual asset you could be like a hat the k-cad set produced a cost per purchase of five dollars the bakery ad set produces a cost per purchase of ten dollars therefore cake is much better and you can optimize your campaigns by the way if you wanted to create new ad sets you just minimize that we're at the

19:07ad set level here you just click on create ad set it's automatically added into the example instagram ad campaign unless you change it and you just go ahead and give that ad set name click continue so very straightforward process but let's go back into edit the ad set level let's scroll back down to our targeting options one of the things that i would recommend checking is your audience size you can see over here we've got audience definition potential reach here is 33 million that's because all we've narrowed down so far is the uk people aged 25 to 55 and then detailed targeting expansion is automatically on

19:38which means facebook has the scope to go beyond people that are just interested in cake and start advertising to everyone who is 25 to 55 in the uk and has a facebook or instagram profile which comes out at 33 million i want to see how big this audience is so i'm going to temporarily switch that off so we can see that in the uk there are 8.3 million people interested in cake aged 25 to 55. that is a plenty of large enough audience probably a little bit large i imagine if we let's just just for demonstration purposes imagine if we went with something like bakery probably gonna get something a bit

20:12smaller 2.7 that's probably a better size but i don't have any interest with targeting i don't have any issue with you targeting cake if you're selling cake and um as i've already mentioned larger audiences are often better than small it's absolutely fine let's let's go ahead and add add cake back in i've also got videos on ideal audience sizes if you really want to drill down and get specific which you can do um detail target expansion i actually wouldn't recommend having that on for your first advertising campaign it's better to turn that on once your ad account has got more history where facebook knows the type of people that

20:46purchase from your instagram ad campaigns and they've got a bit more information to work with then i'd come back in and turn it on but for now i'd leave it off languages that's really going to be up to you where you're advertising what's appropriate if i'm advertising in the uk for example i'm going to go with all languages just about everyone advertised to is going to speak english it's pretty straightforward and again i'm going to ignore the show more options for now okay so that's our targeting section setup we are set with this ad set to go ahead and advertise now the next thing we need to discuss

21:17here i just highlighted is placements placements refers to the locations within facebook and instagram where your ads are going to be shown now if you just want to advertise on instagram which may well be the case given that you you're watching an instagram ads um in 2021 creation video then you want to go ahead and select manual placements and you can see that you can deselect the various other options so you can go look i don't want to advertise on facebook i don't want to advertise on audience network i don't want to advertise on messenger these are the four locations that you can advertise basically facebook and instagram being

21:49the the two main ones then you can see so you can either do that if you wanted to and just advertise across all instagram placements but you can see here that within instagram there are still a number of different locations where you might see an ad or where your ad might be shown so it could be an instagram feed instagram explorer instagram stories the vast majority are going to come from instagram feed or instagram stories as you're probably already aware how you interact with instagram ads sort of as a recipient of them you can see that there's tons of different options here and you can get

22:19really granular with it now for the vast majority of businesses wanting to advertise on instagram i would either go with this exact setup so just all the instagram placements is fine or i would turn everything on if i'm using the conversions objective which is why i am here now remember facebook is only going to put your ads on the placements in instagram facebook messenger audience network that it believes is likely to get you the best possible results because you've told facebook look i want purchases this is what i want for my campaign so they will go ahead and work that out for you which is why if you're using the conversions

22:55objective you can go ahead and use well basically it'll just be automatic placements and that's absolutely fine um if you really were like no my brand is much more suited to instagram like i'm just in the apparel space or i just sell food or something really visual i just i don't even want to think about growing a brand on facebook i'm just all about instagram then you can go with this sort of setup that's fine one thing i should quickly mention is that if you're going to run the traffic objective or a different campaign objective like video views or something like that where you're not telling facebook i want you

23:23to optimize for the thing i really want like purchase or leads then it's important to come in in manual placements and basically what i would do in that case is i would only advertise to feeds and stories again you could do that across facebook and instagram or just instagram but it's important to get rid of things like audience network and some of the other ones that can be lower quality placement options okay right hopefully that's placements explained and that's not too too difficult let's go ahead and scroll down and just quickly cover these optimization for add delivery conversions yes that's what we want cost control we will leave that

23:55alone and that is your ad set level all set up okay ready to get going you can see very interestingly you know how we had 8.3 million people as our targeting option when we set our targeting up here we can see on the right hand side let me get rid of that potential reach 5.9 million so that's gone down because we're just advertising to instagram here so obviously there's a whole bunch of people in that age range interesting cake that don't have instagram profiles that are only on facebook and there's going to be some that are vice versa as well okay then we go ahead and click next

24:25and we come to the ad level so first thing you want to do is make sure you've got the right accounts added in here if you've been through that business manager setup video you will see exactly how all that works um you can see i've got my facebook page here ben heath and i've also got my instagram account ben heath marketing which you can follow by the way if you're on instagram i release like short little videos giving bits of information like bite-sized chunks which is i think quite appropriate for instagram anyway you can go ahead and do that find me on there and just make sure

24:52you've got the right one selected if you've got multiple ones then we want to move down to this ad setup option here and there's lots of stuff in here that can be pretty confusing and complicated if you're a new instagram advertiser if you're an instagram advertising beginner you're like what's going on so what i'm going to try and do is focus in on the parts that matter you can have a play with the other parts later on um but you just need to get started start understanding the process and the setup and then look to add those things later on okay so what we are going to do

25:24i think if you're new to this setup is remove dynamic formats and creative there are advantages to doing so but again it just makes everything a lot more complicated when you first get started we're also going to focus i would prefer you to unless you already have video content created on a simple image ad i think you you only need to run this campaign for a few days you don't spend much money on it but just getting that process underway is what this is all about when you're a beginner also keeps things nice and simple so i'm gonna go ahead and select single image or video

25:56remove that warning there's warnings all the time and that's basically saying the ad setup like look this is what i want right i want to create an ad with an image or you could use a video nice and simple loads of other options as we talked about but that's for a later day let me get down to the ad creative and we want to add in some media so i'm going to go ahead and add in an image you want to click on this add media button then add image and you can see you've got account images here and i've prepared this image already which is

26:21just there's a load of other stuff in here but don't worry about that which is just a rainbow cake image which is what we're going to be using and it's something i've used in an example before now you can see that there's two main um aspect ratios that we're going to be using because obviously ads will look different on instagram feed as they will on instagram stories and you can see actually this image is not well geared up for either at all and you can edit these or not you can use different images or not the options and functionality is quite large so for example you can see that

26:57the original doesn't quite work i could try doing that one to one so square and to be honest square will often work really well across all instagram placements it's like if you only want the one image then that's what i would recommend go for but for example if i had so this is obviously an image of a rainbow cake this is an image of a product if i was hiring a photographer to take images of my product so i'd be like look i want some portrait ones that are going to work well on instagram stories that are going to um do well here i want some

27:26square ones i want some landscape ones and then you can go in of course and crop these things and and all that stuff it says this image is too small to be cropped because of course it'd be 916. but you can see the sort of thing that we're doing here you can i can do original i could crop this and you know work it out yeah that that that all that sort of stuff you want to make it look uh if i just go back to one to one you want to make it look good visually very important this is the part people gonna see we know instagram is a

27:52really visual advertising platform and it's also absolutely fine to use different images so for example i think that looks pretty good that square image there we've copped some of it out but that works perfectly fine for the feed and perhaps we want to replace that with a different image and we can have one with a different aspect ratio i don't have one prepared but but you can see how that would work four stories to make it different i'm just using this for demonstration purposes okay so we've added in our um images in there and you can see the preview on the right hand side you can

28:20see how it's starting to look this is really useful tool to keep checking on and looking at when you're running your instagram ad when you're creating your instagram ads because you can see exactly how it works right so you actually see that because i click cancel off editing the the thing it's actually added the original in so we could just go with the landscape image if we wanted to but maybe because so for example this one we can see here is for the feed so that's what's gonna look on feeds and at the moment that's what it's gonna look like on stories okay um but maybe we don't

28:48want that maybe the original when a landscape ratio is not quite right we could come back up and we can click on for example edit edit this group we can change the image to select a different one we can crop it so we've got the original we could go with square make sure that's pulled over across um click save and you'll see how that changes i scroll down you can see how that changes in the preview and that's therefore what it's going to to look like square for feeds works really well it's going to take up more of the screen than just a landscape image and then

29:21obviously stories we would want to be uploading a different image entirely right because we wanted to take up more or again we could just crop a square one and use that you can see there's different groupings right so if i edit up here that's going to edit these two placements instagram explorer instagram feed and if i edit this placement here for instagram stories you can see i can come in i can crop this is recommended but it's not gonna that's not gonna work with this image for example not really but square will we can go ahead and click save and if we scroll down you can see

29:57square which i think actually square often works quite well on instagram stories as well so i said if you've got one like image format that you want to use square will work just fine so have a little play around with your imagery you might have to upload a bit and then um see how it looks in this preview maybe you try a couple different options um but you can always just keep referencing back to see how it looks in here and uh and yeah when you're getting started keep it simple like if you just want one image square that's absolutely fine so we're advertising this rainbow

30:26cake and let's um let's scroll back up because we need to go through the whole ad process so we've added in our media which is the first part then we want to go ahead and add in our primary text so i've prepared a little dock here with the primary text so let's go ahead and grab this um this is very similar to an ad we've actually run for a client which performed really really well which is part of the reason why i wanted to show it so it hasn't done the spacing which has been annoying but there we go let's just go through this um yeah here we go

30:55uh in fact is that formatted right it's how i had it oh no i've missed it it's only oh yeah no that's right okay so we've got here then our signature rainbow cake smothered in white chocolate buttercream frosting and topped with fresh fruit but the best bit it's only 150 calories per slice and we're currently offering a 10 discount seriously click shop now to brighten up your day so you can see a lot of the things that we're looking to do with this primary text okay we are really selling it we're evoking a lot of emotion it's absolutely you know butter cream frosting topped with fresh fruit we're

31:32also highlighting the benefits of the product it's only 150 calories a slice way less than equivalent and then we're adding in some urgency and some reason for someone to take action now as opposed to going well that looks nice i'll order some next week and then they forget there's a 10 discount go ahead and grab it um because this is quite a fun product offering it's quite casual we didn't want it to be all businessy instagram's not really a place to be super like businessy informal so you know you can see we've got emojis in here we've got things like seriously click now to brighten up your day we've got like a

32:04mind blown emoji in there so we're having a bit of fun with the copy which you can absolutely do and you wanted to be in tune and in accordance with your brand it's something uh i'd strongly recommend okay um before i move on to the headline actually which is this section here i just want to quickly talk a little bit more about the image and let's um the scroll is a little bit frustrating so you can see it here with instagram because it's such a visual platform having an image that really stands out and grabs people's attention is so so important same with a video so

32:36think about things how you can inject a lot of color how can you display your product or display the work that you do for clients in a way that is going to grab people's attention that is visually appealing a rainbow cake is sort of perfectly designed for that in a way because it's bright it's you see that you're a little bit hungry or scrolling down you're like wow that looks fantastic i really want one of those okay it's it's just the sort of thing and that's why these sorts of businesses food often anything fashion related is going to work really well on instagram because of that visual element of course

33:04we advertise all sorts of business on instagram you don't have to be in those spaces there's lots of different businesses can work but just have a little think about how can i make my creatives stand out from when someone's scrolling down the feed or flicking through stories boom that looks great i'm gonna go ahead and check that out so just a little side there then we get on to the headline which isn't actually going to appear in in many instagram placements you can see it's uh it's actually optional but i'm just going to show you what we use because i said we originally ran this ad

33:32on both facebook and instagram and the headline is much more prominent when you run an ad on uh on facebook and there's an instagram but you can just see what we're going with to help you guys out mouth-wateringly good low-calorie cakes like how good is that how descriptive it highlights the benefits these things are delicious but they're low calorie just the sort of thing you want to go ahead and and eat and buy and all that sort of stuff okay again there's lots of options here that you can use you can add lots of different options for testing that's not what i want you to worry about when

34:02you're just getting started call to action we're going gonna go just go with the one that most accurately applies to your business and whatever it is your advertising so this one we've gone with shop now but you can see there's lots of different options here that apply i think when you're advertising like an e-commerce product which is what this is which is you know an ecommerce business is advertising in this case cakes then you want to go ahead and use the call to action button the most appropriate you can see we've put this in the primary text here someone's actually reading through the text associated with the ad click shop now to

34:31brighten up your day we've got a call to action in the primary text which is what i really like and that has to then of course correspond to the call to action button if i scroll down uh well you can actually see it in this preview but there would be a shot now button you'll see it actually come up on the stories um it's got my page and website there you can see the shop now on the stories placement okay let's uh let's go ahead and back up url that's obviously the place to send them so in this case it would be the product page associated with

34:56um this rainbow cake i'm just going to pop in my website url just so it gets rid of the warning messages and things like that um display links so you could display something slightly different optional again that's not going to appear much on it's much more of a facebook ad placement thing so obviously the different placements you can see between facebook and stories right the different placements and look ads look different for obvious reasons instant experience facebook event not things you need to worry about to get started with neither is languages provided you've got your facebook pixel set up you should see tracking all set up and this stuff down here um i said

35:30there's tons of information that gets very when i first started advertising on on well it was facebook at that time and then obviously it was added to instagram seven eight years ago and this was so much more straightforward there's so much more functionality which is great for those of us to know what we're doing because it gives us more options but really difficult for instagram advertising beginners so i would encourage you to try and ignore a lot of this stuff down here app events and then we've got that ad so now if we wanted to run this ad for example um in this campaign this is now fully

36:01ready to go live and you can come back in in a few days time check your results make adjustments i would generally recommend that you assess your results over say a seven to ten day period when you launch a new instagram ad campaign you will go through a thing called the learning phase again i'll include a link down below uh to a video about the learning phase how it works what it basically means is facebook's doing a lot of experimentation with your ad when it's new they're putting it in front of different people to see how performs they are um testing at different times of the day so

36:30during that testing phase which is really important it will help your results over the long run because they're finding out answers your results tend to be all over the place so it's important not to be disheartened if the first two or three days your results don't look very good um over time they're highly likely to improve and also you're able to adjust stuff so as i said you might have three or four different ad sets and you might then edit them down and just go with one or two that perform really well if you had a bunch of different images or a bunch of different products you could

36:57actually add other ads in so for example if i close this down we're at the ad level right now so i've got example ad but that could be a rainbow k cad i could go ahead and you know create a new ad and add another ad into this ad set and that one could be for a different type of cake or perhaps it's the same cake but a different image or perhaps this is same um cake same image but different primary text okay um these are all the various elements that as professionals of professional facebook and instagram advertisers this is what we will be doing for our clients on a

37:27regular basis is testing out targeting options ad creative ad headlines all that sort of stuff but this is ready to go and you can see that this is obviously in draft mode but once you've launched this campaign once it's been approved once it starts running you will start to see the data associated with it and then yeah have a lot of fun instagram advertising can be incredibly successful incredibly profitable we have worked with brands that have absolutely exploded from successful instagram advertising i think if you've decided this is going to be important part of your business like well done that is for the vast majority of people

37:57vast majority of small businesses a good decision i wish you the best of luck with it before you go a couple of things i want to quickly mentioned the first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue and i know it's called facebook ad strategies but it really encompasses both facebook and instagram advertising and in that we've got in addition to what i've taught you here a lot more detail and a lot more information around the structure of how you want to structure your sales funnels to sell products some things like cakes you can just sell directly to your

38:26customers other things require more steps more intricacy that webinar it's completely free it'll show you all about that link is in the video description below strongly recommend you check that out other free thing i want to mention is my facebook ads mastermind group again it's both facebook and instagram advertising because facebook ads is kind of an umbrella term that covers both but there's 120 000 members in that group on the biggest communities of people just like you trying to advertise on facebook and instagram and get great results in the world if you want to get involved you can ask questions you can get them answered and i think you'd find it

38:56really really useful completely free again link is in the description if this is useful please give it a like that really helped me out please subscribe to the channel for more facebook and instagram advertising related content um just like this answering all sorts of other questions and a lot of advanced stuff as well and uh yeah i'll comment below by the way i get to most comments on my channel still um where i find the time um so yeah if you've got questions by always putting them in the comments and i'll talk to you soon thanks a lot guys bye for now