Instagram. A space, which should be weighed when considering to attract any kind of traffic, which you could benefit of. Facebook now provides access to Instagram Ads for advertisers who use Power Editor and Facebook Ads API. Let’s take a look on few steps, which you should know for taking advantage of this possibility.
Separate Ad Sets of Facebook and Instagram
Some you have already been thinking about it, but if not, please take this advice seriously as we believe you do not want to mix your performance reporting from Facebook and Instagram together. Also bids and budgets on Instagram should be performed separately on Instagram from Facebook Ads for the same reason. At last but not at least, all the creatives that could be used for Instagram should be adapted to this social network.
Naturally, it will take some more time at the beginning, but you will bear fruit of having patience later when your Instagram and Facebook Ads will be handled separately with their own statistics.
Creatives adapted to Instagram
All the creatives (image, video) should be adapted to Instagram from Facebook automatically but you should consider reading some of the basic guidelines for ad creatives, provided by Facebook to improve your efficiency on Instagram as well. The basic problem is the image size, which should be 1:1 (1080p : 1080p), while any landscape image should use the 1.9:1 ratio.
When adding caption text, take into account that any link or URL can’t be clickable there, so use the space more efficiently and text in image should obey the 20% text rule in image, used on Facebook (Facebook Advertising Guidelines set that high-quality content may not include more than 20% text in the image). Furthermore, check your ads on mobile device as Instagram ads are now running and shown only on them.
Reporting and Automatic Optimization
As we mentioned above, Instagram ads should be measured and reported separately. In this way you are able to track clicks and conversion on Instagram and adapt to behavior of visitors on this social network.
Focusing then only on Instagram ads, tag you URLs with respective tracking parameters and you will be able to monitor conversions and check them or compare them with mobile ads. In Google Analytics you can make report for specific hours during a day and specific days during the entire week, what can enhance your performance as well.
These reports should provide you with information about strong times during days of the week of hours of the day and you can adapt your budget and bids in an appropriate way. This is easier through AdStage as it enables you to set Automated Rules for your ads in Instagram and they will be optimized according to performance. Thus you are able to set campaigns for any specific hours of the day, any specific day of the week, taking advantage of the best performing part of the day or week as the case may be.
Moreover, if the CTR drops over any specific percentage you set, ads will be stopped and you won’t spend money in a pointless way. On the contrary, if CTR jumps markedly over any percentage points, set by you, you will be able to set that budgets could be increased automatically under such circumstances.
Take the advantage now, when traffic is cheap
This is a temporary advice, but you should consider it, as the lower price provides space for more testing. Instagram ads as a new feature provide you with an opportunity to test CPCs for a lower price as on Facebook. So many took advantage and started to test smaller budgets to try their targeted, potential customers for their purpose.
