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5 tips for Instagram Ads that convert
August 20, 2018
Instagram Ads are very similar to Facebook Ads, but not quite exactly the same. Yes, you set them up within Facebook Ads Manager, and yes, they have the same targeting options, but the things to consider when setting them up are slightly different. Here are my 5 top tips for running Instagram Ads that convert.
Read on for the blog version of my top 5 Instagram Ads tips.
My top 5 Instagram Ads tips
Believe it or not, Instagram Ads are actually a type of Facebook Ad. If you're unfamiliar with Instagram Ads, you might be forgiven for thinking they're the result of that enticing blue “Promote” button underneath your Instagram posts.
The Instagram Ads I'm talking about are the ones you set up from inside Facebook Ads Manager. When you go to set up your Ad Sets, there's a little box you can tick to show your ads in the “Instagram Feed” placement. But, you do need to have your Instagram account connected to your Facebook Business Manager to be able to do this.
So, does this mean that Instagram Ads are simply an extension of Facebook Ads? Are they the same thing, just on a different platform? No, they're not.
Do they mean instant Insta fame for anyone willing to pay? Sorry, but no.
They can, however, drive highly targeted traffic to your website, and generate leads and sales for your business. Just like Facebook Ads can.
So, here are my 5 top Instagram Ads tips…
Instagram Ads tip #1: Don't run the same ad on Facebook and Instagram
Think about the type of content you see on Instagram. Then, think about the content you see on Facebook. Do you see many stunning images on Facebook, on perfectly curated page timelines? Not really. Likewise, do you see many news stories on Instagram? Sure, it depends on who you follow but, for most of you, the answer will be no.
If the content you see on Instagram isn't the same as what's on Facebook, then how on earth would running the same ad on both platforms be successful for both? You've got to tailor the ad to the platform.
Instagram Ads tip #2: Focus on the look and feel of your ideal customer's Instagram feed
I'm going to assume that you know your ideal customer or client back to front, inside out and upside down by now. Think about your ideal customer or client – when he or she logs into Instagram, first thing in the morning, what do they see? Does she see posts of unicorn coloured smoothie bowls? Or, does his feed feature motivational fitness quotes?
My best Instagram ads hack is to make sure they don't look like ads. You want your Instagram Ads to fit in with the content that people are used to seeing in their feed, so try your best to get your ads to fit the same look and feel.
These Instagram templates can help you to create stunning Instagram ads without hiring a graphic designer.
Instagram Ads tip #3: Don't run Instagram Ads if they're not right for your brand or your audience
I know this isn't exactly a tip on how to run Instagram Ads, but it could save you a lot of time and heartache. Not every business is right for Instagram. As much as you might want them to be, your target audience might just not be on Instagram. In which case, you're barking up the wrong tree and you're wasting valuable time and energy in the process.
Instagram Ads tip #4: Test, test, test and learn.
Some people have found that Instagram Ads convert better than Facebook Ads. Others have found that Facebook Ads convert better. After a bit of testing, you'll learn what works well for your audience and you can implement that going forward.
Instagram Ads tip #5: Remember that Instagram Ads viewers will always be on their mobile
Your landing page should be mobile optimised anyway, but this is a timely reminder that for your Instagram Ads to be successful, your landing pages need to be optimised for mobile viewers.
This means your landing page should look really good, even on an iPhone 4 – because people do actually still have those. Any opt-in forms should be quick and easy for people to fill in. And, this means only asking for info that you really need. If you don't need their phone number, or their middle name, or their postcode, don't ask for it.
Your checkout process should be as slick and as smooth as possible. Your website images should be compressed so that the page loads quickly. As someone browsing on my phone, I want your page to load super quickly or else I'll be distracted by some other bright shiny object and forget what I was doing in the first place.
Honestly, this blog post barely scrapes the surface of Instagram Ads, but I hope you find these Instagram Ads tips helpful and I hope it inspires you to jump into Facebook Ads Manager and learn how to run proper Instagram Ads.
Do you have any Instagram Ads tips? Comment your best Instagram Ads tips below.