Everything you need to Know about running Instagram Ads
Instagram is one of our favorite platforms, but running ads on it can be so complicated if you don’t know what you’re doing. In this episode, ads strategist Danielle Klemm is explaining what you need to have to get started with Instagram ads, and answering some of the frequently asked questions we all have so that you can start seeing success with your ads.
HOW DID SHE GET HERE?
Danielle truly believes everything happens for a reason, and after losing both her mother and her aunt to breast cancer, she knew she needed to do something valuable with her life and help others. She got her degree in Business, and in her last year of college she got into spirituality and meditation and a close friend that supported her in those areas was great at getting clients, but not so great at marketing, so Danielle offered to help.
She started helping with branding and social media for her friend and realized she was great at it. She started her online business and it grew from there, and it wasn’t long into her business journey that she started shifting into social media marketing focused on helping her clients get sales. She started working with ads and got incredible conversion rates, so she aimed her focus at Instagram ads and dove in deeper to the platform for her clients.
WHAT ARE THE BASICS OF GETTING STARTED WITH INSTAGRAM ADS?
Before you even start running ads, you need to think about what you want to use the ads for. What’s your goal for the ad? You need to narrow down on one goal that’s so specific that if you achieved it in the next 30-60 days you’d be jumping up and down with excitement. Once you know the goal, you can get into the tangible things you need to run an ad.
You’ll need to choose between an ad in the feed and an ad in Stories (recommended).
Remember the GOAT framework: Graphic, Offer, Audience, and Text.
Create a graphic that’s sized correctly for the ad type that you’re doing. Decide on an offer that the graphic is promoting (usually a freebie or lead magnet that’s helping your audience solve a quick win problem). Then consider your audience - start with targeting your warm audience (people who have engaged with you, but maybe haven’t bought yet) because they’ll be the most likely to convert. Lastly, you’ll need your text (everything after the visuals) that complete the ad experience for your viewers. This includes the opt-in, emails to them afterward, etc.
HOW MUCH SHOULD WE SPEND AND HOW LONG SHOULD WE RUN THE AD?
The bare minimum should be $5 per day. You’ll set up your ad in Facebook Ads Manager. If you go lower, they won’t show your ad much. If you’re doing a launch, you’ll want to put a little more money in the week or two leading up to your launch. Don’t put in too much money in the beginning, because you’ll want to make sure the ad is working and getting the result you want before investing too much. Leave a 72-hour grace period to start looking to see if it’s getting you leads and results.
Related Post: How to Create a Strategy for your Instagram Stories
WHAT ARE THE ANALYTICS WE’RE LOOKING FOR TO KNOW IF THE AD IS WORKING?
The first is Cost per Lead. This is the easiest one to identify because it’s already in a dollar amount. This is telling you what is the average amount of money it took to acquire a lead. This will vary based on the audience you’re targeting, but if you have a high cost per lead, it may mean that the ad isn’t working as well as you’d hoped or the offer isn’t as enticing.
The second important variable to look at is the click-through rate, which you’ve probably heard if you’ve ever done email marketing. This is the percentage of people who viewed the ad and clicked through all the way to the end. This is usually between 2-4%. If it’s lower, it may mean you want to tweak the copy on the text portions that your audience views after clicking through the ad.
ARE THERE ANY MYTHS ABOUT ADS YOU’D LIKE TO DEBUNK?
Money is usually a big one. You really only need $5 per day so it’s fine if you don’t have a big budget. You’ll probably find that you spend a lot of time organically engaging on Instagram and if your time is money, then you’re probably “spending a lot of money” on Instagram already and not getting as many leads as you’d like. See how much time your spending on the platform and multiply it by your average hourly rate to get in the mindset that investing in ads is probably cheaper than the organic reach your currently doing.
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