With1亿活跃的每月用户,Instagram为营销人员提供了一个独特的机会,可以通过广告系列吸引目标受众。

另一个advertising on Instagram? The ads can look almost no different than regular posts, making them much less invasive than other ad types.

But setting up ads on any platform requires a lot of thought: What should your target audience look like? What should your copy say? What image should you use?There are a广告工具的数量available that can help you create your ads and targeted audiences, but there's still the more technical aspects to consider like what size your image needs to be or how long your ad should run for.

为了简化流程,我们整理了一个清单,以帮助您一次设置广告系列,这一次。

→立即下载:如何在Instagram上做广告[免费指南]

How to Create Instagram Ads: A Step-by-Step Guide to Advertising on Instagram

如果你曾经设置Facebook广告,您大约在那里的75%。在Facebook在2012年获得Instagram之后,这些平台便利地合并,制作Instagram和Facebook广告仅仅是单击的差异。所以even though your intent is to run ads on Instagram, all of the ad setup, budgeting, scheduling, and creation is done through Facebook's platform

首先,请登录您公司的Facebook门户网站,然bob全站app后选择您希望使用的帐户。(注意:要在Instagram上运行广告,您需要使用Facebook Page。页面专门针对企业,品牌和组织,而常规的Facebook帐户则用于个人使用。)

1.选择编辑并创建您的广告系列。

You cancreate Instagram adsusing a few different tools:

When choosing which tool to use, you’ll want to consider both your company size and the number of ads you plan to run at once. If you're managing a large number of campaigns, or you're looking for really precise control over your campaigns, you might want to lean towards the Power Editor. However, the Ad Manager suits most marketers' needs, so that's what we'll use for the sake of this article. (For more on the Facebook Ads API option,查看此页面。)

Once you've selected an editor, you’ll see an option to either view all campaigns, or create a new one. To get started with an Instagram ad, you'll want to create a new campaign. Instagram Advertising Guide

2. Determine an objective.

您会注意到这里有几种不同的广告系列目标选项可供选择。但是,为了使您的广告有资格出现在Instagram上,您必须从略短的列表中进行选择:

  • Boost your posts
  • 将人们发送到您的网站
  • Increase conversions on your website
  • Get installs of your app
  • 增加参与您的应用程序
  • Get video views

Instagram Ads objective screenFor this article, we're going to select: "Traffic."

When you select this option, you’ll be prompted to name your campaign. This may seem like a simple task (and it is) but it's a good idea to have some sort of naming convention or set process within your company. This will make it easier for you to keep campaigns straight as you continue to create them.

Here at HubSpot, we like to name them in this format:

Company Department | Content/Offer/Asset Being Advertised | Date | Name of Creator

免费资源

Instagram Advertising Instructional Guide

Fill out the form to get the free guide.

3. Choose your audience.

如果您刚刚从Instagram广告开始,那么赔率就不会确切知道您想追随哪些受众。这将随着时间的流逝而来,您可能只需要一开始就玩它。(如果您想帮助您选择合适的受众,请查看此页面。)

在此步骤中,您会发现该平台的内置定位可以像您需要的那样简单或范围一样广泛,例如:

  • Location
  • Age
  • 性别
  • Language
  • 关系
  • Education
  • Work
  • Financial Status
  • Home
  • Ethnic Affinity
  • 一代
  • Parents
  • Politics (U.S. only)
  • Life Events
  • Interests
  • 行为
  • Connections

您可以创建所谓的自定义受众接触已经与您的业务互动的人或lookalike audienceto reach new people on Facebook who are similar to your most valuable audiences.

Instagram Ads audience screen.

广告平台还允许您节省稍后再使用的受众,如果您正在尝试并想记住用于某些广告系列的确切受众,那就很好。

就目标而言,我们选择了“将人们送往您的网站” - 我们希望针对一个更具体的人群:实际上将对我们提出的内容感兴趣的人的类型。

为此,您会跳到“详细的定位”部分,并搜索适用于目标受众的不同人口统计,兴趣或行为。这是一个(很小)受众的示例,只是为了向您展示您可以针对某些人的不同方式:

Instagram Ads detailed targeting.

To give you a sense of the audience you’ve chosen, Facebook provides an "audience definition gauge." This gives you immediate feedback on how narrow or broad your audience is, as well as the estimated reach number of your ad. Since we didn’t add very much criteria to our targeting, you'll notice that the audience appears "fairly broad."

Instagram受众尺寸图像

4.设置您的位置。

This step is the biggest differentiator between setting up Facebook ads vs. Instagram ads. To move forward with the Instagram ad, you’ll want to uncheck all the boxes except for "Instagram."

Instagram广告放置选项。

5. Make your budget and schedule.

You have the option to select either a daily budget or a lifetime budget for your campaign. The difference is this:

  • Daily budgetsets your ad up to run continuously throughout the day, meaning that the algorithm will automatically pace your spending per day. Keep in mind that there is a minimum daily budget depending on different factors in your campaign, usually around $1.00.
  • 寿命预算将广告设置为指定的时间长度,这意味着广告算法在整个时间段内支出您的支出。

设定预算的另一个方面是设定您的时间表。您需要准确选择何时希望广告系列开始和完成运行,直到一分钟。还可以选择设置参数,以便您的广告仅在一天中的某些小时或一周的特定日子内运行。您可以在“ AD计划”部分中找到这些选项。

Instagram广告预算和调度选项。

然后,您可以将广告设置为交付。在这里,您有三种选择会影响谁看到您的广告。

  • Link Clicks:您的广告将相应地交付,以最低的成本访问您的网站。这全都基于平台的算法。
  • Impressions:您的广告将尽可能多次交付给人们。整天都在新闻源上看到相同的广告吗?bob官网官方网站该公司最有bob全站app可能使用此选项。
  • 每日独特的覆盖范围: Your ad will be delivered to people up to once a day. People may see your ad multiple times, but at least not multiple times a day.

然后,选择交货方式后,您必须弄清楚您的出价金额。

这决定了您的广告的有效性。当您看着“幕后”时,您将与其他广告客户竞争,试图在不断拍卖中吸引类似的受众。

你可以选择Manualor自动的。Automatic将其提供到Facebook的算法以传递您的广告 - 理想情况下,以最低的价格获得最多的点击。手册允许您为链接点击设置价格。如果链接点击对您来说是很多值得的,请尝试设置比建议的竞标更高的设置,并且您的广告将通过竞争对手以较低的出价显示。

您可以根据印象或链接点击选择付款。这取决于你。

之后,您可以安排广告。这是您提供的选项:

  • 标准:shows your adsthroughoutt他一天。
  • Accelerated:帮助您快速吸引观众获得时间敏感的广告。

(注意:加速交付选项需要手动出价定价。)

最后,您必须命名您的广告集,以便稍后可以在ADS Manager中识别它。

6. Curate your ad creative.

This is where your creativity comes in. Here you'll decide what you want your ad to look like, which will depend on your original objective, of course.

(PSST - 想为您的品牌自动创建一个令人惊叹的故事吗?StoriesAds.com,来自Hubspot和Shakr的免费Instagram故事生成器。点击这里开始。)

Instagram,you have a couple different options for your ad:

Instagram ads format options

Single image or video, carousel, or collection.

Instagram广告的示例。

所以urce

Yes, they’re warm. Yes, they're gooey. Yes, they’re delicious. Our new chocolate chip cookie is here!

A video posted by dunkindonuts (@dunkindonuts) on

最多五个图像或视频供观众滚动,无需额外费用。

Instagram_Carousel.png

所以urce

We actually ran some tests to see which type of ad performed the best for different purposes.Check out the results in here.

选择广告类型后,单击它,无论是图像还是视频,都会提示您浏览和上传图像。

For any ad type, the Facebook ads platform recommends you don’t include more than 20% of text. Previously, an ad with over 20% of text wouldn’t even be approved to run, but it has recently changed to more of a suggestion than anything. Learn more about the rules and guidelineshere

Instagram广告图像的一些要求:

文件类型

  • .jpeg
  • .png

文字/标题

  • 推荐:125个字符
  • 最大:2,200个字符

Square Image or Video ad

  • Recommended Image Size: 1080 x 1080 pixels
  • 最低分辨率接受:600 x 600像素
  • 图像纵横比:1:1

景观图像或视频广告

  • Recommended Image Size: 1200 x 628 pixels
  • 最低分辨率接受:600 x 600像素
  • 图像纵横比:1:1

7. Build your page & links.

下一步是构建您的页面并设置链接。即使您不打算在Facebook上运行它们,也可以选择您希望广告来的帐户的Facebook页面。(如果您已经在广告经理中走了很远,那么您已经登录了一个Facebook帐户。)

但是,由于我们的目的是在Instagram上发布广告,因此您需要将Instagram帐户连接到您的Facebook广告帐户。为此,请单击“添加帐户”(您需要Instagram用户名和密码才能这样做)。

如果您的业务没有Instagram帐户,您仍然可以在Instagram上运行广告 - 它们将来自您的业务的Facebook页面。换句话说,您的Facebook页名和个人资料图片将用于在Instagram上运行的广告中代表您的业务。

接下来是一个非常重要的步骤:在您试图吸引更多流量的网站网站上。如果您使用营销自动化软件,请确保创建bob电竞官方下载a unique tracking URL with UTM parametersfor this to ensure that you'll be able to keep track of traffic and conversions from this ad.

(HubSpot customers: Learn more about在这里创建跟踪URL。)

Instagram Ads pricing screen

Next, you'll add a headline. This is not usually displayed to viewers of your ad on Instagram, but it’s always a good idea to complete it just in case. Enter a brief headline describing where people will visit.

After making a headline, you'll add a caption.

您最多有2200个字符 - 但是您不必使用所有字符。Facebook建议您将文本保持在125个字符以下,这是显示的数量,而无需单击“更多”。

Select a Call-to-Action.

您的CTA按钮有几种不同的选择,具体取决于您带访问者的页面。您可以选择没有按钮,也可以选择以下任何一个:

  • Learn More
  • 现在申请
  • 现在预订
  • Contact Us
  • 下载
  • 希望现在
  • 报名
  • Watch More

为了我们的缘故,我们将坚持“了解更多”,因为我们只是将人们带到我们的网站。

上传图像并设置文本后,请查看广告的预览,以确保所有内容看起来都正确。

在这一点上,您可以选择编辑“高级选项”,但只有在您愿意的情况下。高级选项包括添加标签,更改显示链接,输入URL参数,设置赞助商以及选择或从Pixel跟踪中选择。

然后,你就可以把广告了!单击格力n button to confirm, and your ad will be presented to the world.

8. Report on the performance.

Once your ads are up and running on Instagram, it’s important to keep an eye on how they’re doing. You can go back in and tweak most aspects of the ad, so if you catch a mistake you made or your image isn’t doing as well as you’d like it to, you can go in and alter these things.

You can look at results of your ads in two places:

  • The Facebook Ads Manager
  • 您的营销软件bob电竞官方下载

在广告经理中:

有一个复杂而广泛的仪表板,为用户提供了所有广告系列的概述。在不自定义任何设置的情况下,您将找到有关覆盖范围,每项结果成本和花费的数据。

在右上角,您会看到一个说“列:性能”的按钮。如果单击下拉菜单,则有一个自定义列的选项,该选项允许您选择要查看的特定数据。从CPC或CTR到更具体的数据,例如电子商务商店的“添加到购物车”。

以下是可用指标属于的类别:

  • 表现(reach, results, frequency, etc.)
  • Engagement(post likes, post comments, post shares, etc.)
  • Videos(视频视图,视频的平均百分比等)
  • 网站(checkouts, payment details, adds to cart, etc.)
  • 应用(installs, engagement, cost per app engagement, etc.)
  • 事件(事件响应,每个事件响应的成本等)
  • 点击(唯一点击,社交点击,CTR,CPC)
  • Settings(开始日期,结束日期,广告集名称,交付,位,广告ID和目标)

Instagram Ads customizable categories.

With your marketing software:

With so many metrics to track, it can be easy to lose sight of the big picture. To truly track your success, take advantage of your marketing software and the UTM codes you used in your ads to measure your ads’ full-funnel effectiveness.

Looking at the specific tracking codes through your marketing software will help you keep track of how many leads (or better yet, customers) you actually generated through your Instagram advertising campaign. This ROI information can then be used to inform other campaigns down the line.

如果您是HubSpot客户,则可以通过关注来为您的Instagram广告系列创建唯一的跟踪代码the instructions here。All you’ll need to do is plug in the URL, attach a campaign, and choose the source you want the URL to be attributed to in your Sources Report.

Once your ad launches and you start getting traffic and conversions to your website, you’ll be able to easily track how many visits, contacts, and customers you’re generating.

您是否看到Instagram广告的成功?在下面的评论部分中让我们知道。

New Call-to-action

New Call-to-action

最初发布于2020年4月2日3:45:00 PM,更新于6月5日2021年6月5日

主题:

媒体计划