Advertising On Instagram Guide 2019.pdf

ADVERTISING ON

INSTAGRAM

The Ultimate Guide May 2019 edition

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1. INTRODUCTION

MAKE THE MOST OF INSTAGRAM ADVERTISING IN NO TIME! QUICK HISTORY OF INSTAGRAM WHO USES INSTAGRAM?

2. INSTAGRAM FOR RETAIL AND E-COMMERCE SHOPPING CHECKOUT: SELL DIRECTLY ON INSTAGRAM DYNAMIC CREATIVE OPTIMIZATION LEVERAGING INFLUENCER CONTENT

3. AD FORMATS PHOTO ADS VIDEO ADS CAROUSEL ADS INSTANT EXPERIENCE INSTAGRAM STORIES ADS MAKEMEREACH & FASTORY : TAKING STORIES ADS UP A LEVEL! CAROUSEL ADS IN INSTAGRAM STORIES STORIES ADS, SIMPLIFIED COLLECTION ADS THE MAKEMEREACH CREATIVE CENTER

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4. ADVERTISING OBJECTIVES

34

5. CHOOSE YOUR TARGET

33

35 36 37 37

39 41

42 45 48

THE FRANCHISE FEATURE

GET YOUR TARGETING RIGHT WITH THE FACEBOOK PIXEL TARGET PEOPLE YOU KNOW ALREADY TARGET PEOPLE WITH SIMILAR INTERESTS TO YOUR CUSTOMERS TARGET PEOPLE BASED ON THEIR INTERESTS

6. SET BUDGET AND BID

AUTO-PROMOTE IN THE MAKEMEREACH AUTOMATION CENTER

TIP: Click

the page numbers to go straight

to the chapter

7. INSTAGRAM ADS BEST PRACTICES 8. THINK BEYOND JUST INSTAGRAM ADVERTISING TODAY NEEDS TO BE UNITED

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1

Make the most of Instagram advertising

IN NO TIME!

1

BILLION MONTHLY ACTIVE USERS

Instagram’s user base has grown

From the launch of the network right up until

dramatically since the platform’s creation

now, numerous new features and evolutions

in 2010. With 1 billion monthly active users,

have been introduced, in terms of design

marketers to reach their target audiences

choices and of course, advertising options.

Instagram offers a unique opportunity for

and user experience, search functions, filter

through advertising.

This updated guide will help you make

sure you have all the information you need to get the most out of your Instagram advertising investment.

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BUT SETTING UP YOUR INSTAGRAM ADS REQUIRES A LOT OF THOUGHT:

WHAT SHOULD YOUR TARGET AUDIENCE LOOK LIKE?

WHAT SHOULD YOUR COPY SAY?

WHAT IMAGE SHOULD YOU USE?

NOT TO MENTION, THE MORE TECHNICAL ASPECTS LIKE WHAT SIZE YOUR IMAGE NEEDS TO BE OR HOW LONG YOUR ADS SHOULD RUN FOR.

As an extremely visual social network,

We’re updating our Instagram guide to

Instagram’s unique offering to advertisers

keep you in the know on the latest ad

is a blend of inspiration and performance.

formats available on Instagram—and on

Instagram advertising offers brands

the direction the network is moving when

purchases, build communities and

Since we published the last edition

the ability to inspire and then drive

it comes to advertising opportunities.

deeply engage prospects.

of this guide in August 2018, a lot has happened. As a place where users come for inspiration and to discover the latest

And, if you’re already running ads on Facebook, you could be making the most of Instagram advertising in no time! Not only do you not require an Instagram for Business account to start running Instagram ads (you only need a Facebook Page), in one click you can

also use mixed placement to run the same Facebook ads across Instagram!

trends, Instagram is a key network for retail and e-commerce—one that is

only becoming more important. To help retailers reach more customers on the

network, Instagram has introduced

brand new shopping tools, which will certainly expand in the future. Influencer

marketing is also an increasingly important part of many brands’ advertising strategies and Instagram is rolling out tools in response to this.

To help you in the process of creating Instagram ad campaigns, and to lead you towards greater success, this guide will also show you the steps of setting up and running

campaigns and ads. Read on for tips and tricks to getting the most out of your Instagram advertising, as well as detail about the different ad formats available and more!

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OCTOBER 2010

Instagram launches with the vision of facilitating communication through images

DECEMBER 2010

1M monthly active users

JANUARY 2011

Instagram adds hashtags to help users discover both photographs and each other

SEPTEMBER 2011

10M monthly active users

APRIL 2012

Facebook acquires Instagram for approximately US$1 billion

FEBRUARY 2013

100M monthly active users

JUNE 2013

of Instagram

QUICK HISTORY

Instagram launches video sharing

MARCH 2014

NOVEMBER 2013

Instagram introduces sponsored post advertising, targeting US users

200M monthly active users

DECEMBER 2014

300M monthly active users

SEPTEMBER 2015

400M monthly active users

SEPTEMBER 2015

Instagram ads go global

MARCH 2016

Instagram switches its feed from chronological to algorithmically-driven

JUNE 2016

500M monthly active users

AUGUST 2016

Launch of Instagram Stories

APRIL 2017

700M monthly active users

JUNE 2018

1B monthly active users

JANUARY 2019

500M daily active Stories users

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JUNE 2018

Instagram gets into long-form video content, with the launch of IGTV

MARCH 2019

Instagram introduces Checkout, enabling in-app shopping

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WHO USES Instagram?

Over 60% of all users are aged between 18-34, and 87% are younger than 45. It is a truly global community, with 75% of Instagram users located outside the US, and this global

network is very engaged. In fact, over 60% of users log in daily, making it the second most engaged network after Facebook.

20%

Percentage of users

17% 15%

15%

16%

8

75% 85%

6

YO TH

17%

60%

9%

10%

7% 5%

60%

AGED BETWEEN 18-24

5%

3% 3%

0

13-17

Female

18-24

25-34

LOCATED YOUNGER OUTSIDE THANTHE 45 US

AGED BETWEEN 18-24

35-44

4%

2%

45-54

55-64

75%

Male

1%

LOCATED OUTSIDE THE US

Brands are seeing the value of this audience, and flocking to Instagram in their droves. Even back in 2015, 90 of the top 100 brands in the world had an Instagram account. It’s a platform where brands today simply have to have a presence. Looking at one sector in

L D

1% 1% 65+

60% LOG IN DAILY

96%

8

OF US FASHION BRANDS ARE ON INSTAGRAM

OF USE AT ONE AC

particular, 96% of US fashion brands are on Instagram. And businesses who take their Instagram presence seriously reap

76%

the rewards. Consumers expect businesses to be present and have

96%

a voice on this platform - 80% of users follow at least one business

OF US FASHION OF TEENS account, the highest rate of any social network. And users engage BRANDS ARE ON AGED 13 TO 17 INSTAGRAM with brands on Instagram 10 times more than they do on Facebook, USE INSTAGRAM

54 times more than on Pinterest and 84 times more than on Twitter!

80%

OF USERS FOLLOW AT LEAST ONE BUSINESS ACCOUNT

All this following and engagement doesn’t stop there, however - one third of Instagram users report having purchased an item they first saw on the platform.

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1 Advertising on Instagram therefore offers huge opportunities to businesses of all shapes and sizes, in all sorts of industries. In the following pages of this guide, we take a deep dive into success with Instagram advertising. From the ad formats you can choose, to objectives, targeting and some best practices, it’s all in here - enjoy!

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INSTAGRAM FOR RETAIL AND E-COMMERCE

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75%

LOCATED OUTSIDE THE US

60% LOG IN DAILY

Instagram is THE network where people go to discover products and interact with brands. 80% of users follow at least one business account, which is the highest rate of any social network. And users engage with brands on Instagram at a significantly higher rate than on any other social network. This all means it’s a natural place for retailers and e-commerce businesses to reach their customers.

96%

OF US FASHION BRANDS ARE ON INSTAGRAM

80%

OF USERS FOLLOW AT LEAST ONE BUSINESS ACCOUNT

In response to this, Instagram is constantly developing new tools to meet the needs of retailers. To keep you ahead of the curve, here are some of Instagram’s latest features for retail.

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SHOPPING CHECKOUT: SELL DIRECTLY ON INSTAGRAM Instagram already introduced Product Tags that let users see product information and prices directly in a post or story and click through to your website or app to purchase the item.

But now Instagram has introduced something even better: Checkout. Still in beta, Checkout lets users purchase the items they discover on Instagram directly in the app without

being redirected to a website. This creates a seamless path from discovery to purchase, and make shopping extra convenient for your Instagram followers.

! Introduced in March 2019 to a handful of

For now, Checkout isn’t available in ads,

retail partners, the Checkout feature will

but we anticipate that it’s only a matter

continue to expand over time to become

of time until it becomes an ad option, as

available to other businesses.

Instagram continues to invest in shopping features and ad tools for retailers.

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DYNAMIC CREATIVE OPTIMIZATION

As a retailer with lots of products to showcase, how can you make sure

you’re delivering the best creative

for each campaign audience and ad

placement? Facebook has introduced

a feature to help you do just that—and like most other Facebook ad features, it’s also available on Instagram. Dynamic Creative Optimization (or DCO for

short) helps you take split testing to the next level.

How does it work? DCO allows advertisers to identify and dynamically deliver the best-performing combinations of creatives to their audiences. Facebook automatically tests each combination of ad elements (image, video, title, description, etc.) and starts to optimize delivery based on what’s seeing the greatest success.

If you’re an advertiser with a lot of creative assets, this is a great way to identify which ones best resonate with your audiences. Read our tips for using DCO on our blog!

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LEVERAGING INFLUENCER CONTENT User-generated content is especially

Marketing with influencers can be

users reporting that seeing a friend post

since users tend to see their content

powerful on Instagram, with 83% of

especially powerful in building trust

about a brand on Instagram influences

as more “genuine” than posts or ads

their decision to check that brand out

produced directly by a brand. Working

on the network. It’s no surprise, then, that

with influencers can also be a great way

influencer marketing has been growing on Instagram, becoming an increasingly

to reach specific audiences: influencers

have a dedicated audience and are seen

important part of many brands’ strategies.

as experts in their domains.

A study found that 80% of marketers found influencer marketing to be effective, and influencers are expected to be a nearly $2 billion market in 2019.

Smart brands will keep this in mind when running influencer marketing campaigns. To maintain the authenticity that is so highly valued by Instagram users, you should consider factors like what the

influencer is known for, their audience reach and demographic—will a campaign with a particular

influencer reach the right users?—and notoriety. And, like any marketing campaign, you should

also keep in mind your specific goals (increase your brand’s reach, generate leads, etc.) when launching an influencer campaign.

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Instagram has already created branded content tools available to some users that let influencers indicate when a post has been sponsored. Good news: this branded content partnership program has now been expanded to be available to all Instagram users, making it easier for brands to work with exactly the influencers who are best for their marketing goals.

To expand on this, Instagram has recently announced “Branded Content Ads”. This new

format makes it possible for brands to actually use influencer-produced content in their own ads, extending the reach of that content beyond the influencer’s own followers. Now

brands will be able to use this content to target more and more specific audiences, adding even more value to influencer posts.

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AD FORMATS

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There are a number of Instagram ad formats to choose from, which means every advertiser has room to be creative! When selecting which ad formats to use in your campaigns, our one piece of guiding advice is this: choose your Instagram ad type with a measurable business goal in mind. What are you trying to achieve with your Instagram advertising? Is it purchases, or lead generation, or

brand awareness? From the outset, make sure you have a clear goal in mind and let it inform how you set up your campaigns and ads.

PHOTO ADS Since Instagram is THE visual social network, there are countless examples of advertisers building visually compelling ad campaigns through simple photo ads. Photo ads

are the simplest form of advertising on

Instagram and appear just like a regular photo post, but with a “Sponsored” tag. When using the Photo ad format, an important consideration is to ensure all ads refer to the brand, using the same color palette and photographic style.

DESIGN RECOMMENDATIONS File type: jpg or png

Minimum image width in pixels: 500

Recommended resolution: Upload the highest-

Minimum image ratio: 4:5

requirements.

Maximum text length: 2200

Maximum file size: 30 MB

Aspect ratio tolerance: 1%

resolution image available that meets ratio

Maximum image ratio: 1.91:1

Text: Two rows of text will be displayed

Max. number of hashtags in text: 30

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VIDEO ADS We live in the age of video. With the added power of sight, sound and motion, video ads should aim to be visually immersive and drive action. Advertisers can also

use videos to build brand awareness, to establish a connection with customers,

and to communicate messages quickly and effectively.

Remember to keep your video ads short

and sweet - if your video is too long you will lose the viewer’s attention. The longer your video ad, the less likely you are to achieve good completion rates and ensure your audience gets your whole message. For standalone ads in News Feed, as well as instream video ads, Facebook recommends using video that is 15 seconds or shorter. As you may know, there is also an increasing trend towards 6-second video ads. The

Video ads are also a powerful format on

industry seems to have converged on this

mobile:

length of ad, which is well suited to short,

• Remember to include the “hook”

snappy messages. 6-second video ads

were rated most effective in a 2018 survey of brand marketers, 81% of whom found them “effective” or “very effective.”

right at the beginning to capture the viewer’s attention.

• A best practice is to use captions for audio-off viewing.

DESIGN RECOMMENDATIONS

Video captions: Optional but recommended

Recommended resolution: Upload the highest-

Text: 125 characters

and ratio limits

than 20% text may experience reduced

Video length minimum: 1 second

Vertical videos (with aspect ratio taller than

Video ratio: 9:16 to 16:9

Video sound: Optional but recommended

resolution video available that meets file size

Video thumbnail images that consist of more

Video file size: 4 GB max

delivery

Video length maximum: 120 seconds

2:3) may be masked to 2:3

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CAROUSEL ADS Instagram Carousel ads bring another layer of depth to campaigns, allowing users to swipe through a series of photos or videos within a single ad.

Carousel ads offer advertisers a way to showcase multiple photos and videos with a call to action button in a single ad unit. This format can contain up to ten

elements consisting of videos and photos, with videos capped at 60 seconds. The carousel, however, offers the opportunity to have “more flexibility” in the storytelling

by allowing viewers to swipe to see additional images with a link to a website of the advertiser’s choice.

TIP: Carousel ads on Instagram are slightly different to those on Facebook. With Carousel ads in Instagram, you’ll need to made sure the first image is both impactful and mysterious

enough to cause people to swipe to see the rest. The above example from Delta is a good

one: it combines impactful images that give a strong sense of place with bold text inviting the user to swipe to discover “more.”

DESIGN RECOMMENDATIONS

Image maximum file size: 30 MB

Maximum number of cards: 10

at least 1080 x 1080px

Video file type: Supported file formats

Text: Two rows of text will be displayed.

Minimum number of cards: 2 Image file type: jpg or png

Video maximum file size: 4 GB

Video length: up to 60 seconds

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Recommended resolution: Carousel ratio: 1:1

Images that consist of more than 20% text may experience reduced delivery.

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INSTANT EXPERIENCE Instant Experience (IX), formerly known

Instant Experience enables advertisers to

ad experience developed specifically for

videos that play automatically.

as Canvas, is an interactive, full screen

create fullscreen and in-line immersive

mobile devices. The immersive format

Advertisers can also incorporate photo

helps advertisers to achieve their objectives by offering businesses a ‘digital surface’ on which to paint their multimedia stories. The Canvas experience is initiated with a click on a News Feed or Stories ad.

carousels and panoramic photos that

users can swipe or tilt around to see more, as well as forms, images with tagged

products, text and links. You can also link two or more Instant Experiences so your audience can continue discovering more content.

TIP:

• Instant Experience ads can include many different components: image, video, text, buttons, and more. You can see the design recommendations for each element here. • To simplify things, Instagram offers several templates for each Instant Experience ad objective. You can start there, or begin from scratch to create your own layout. • When using video, design for a vertical format.

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CASE STUDY

For their summer campaign, our client Birchbox looked for new and innovative ways to

advertise. With mobile accounting for 70% of Birchbox’s traffic, MakeMeReach suggested they trial the Canvas format on Instagram (now called Instant Experience).

In their ad creatives, Birchbox wanted to create a natural transition between a video clip of their products lying on the beach, and the offer they were promoting. Thanks to the wide range of ad formats available as part of a Canvas ad (carousel, collection, single images, videos and slideshows), Birchbox had a variety options for creating a seamless ad experience. In terms of the Click-Through-Rate (CTR), the Canvas campaign outdid all the other mobile ad

placements. People were clearly impressed by the creativity of the campaign and intrigued to swipe up and see what they had to offer. Cost-per-Impression

was also impressive at 50% lower than the Canvas

50%

LOWER CPM THAN FACEBOOK CANVAS

on Facebook.

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INSTAGRAM STORIES ADS Unless you’ve been living under a rock for the past couple of years, you’ll know that Stories

are the ‘it’ format. Facebook in fact noted in 2018 that sharing in Stories is set to surpass sharing in Feed (across Facebook and Instagram) at some point in 2019. While this hasn’t

happened quite yet, users around the world have latched on to this new way of posting and interacting, and smart brands are responding in their advertising.

Instagram Stories ads are videos or

Even more than ads in News Feed, Stories

shown between user Stories. The ad takes

the swipe of a thumb and your ad is gone -

needs to be in vertical format. The main

The great thing about this format, however,

images of up to 15 seconds long, that are

ads can be quickly skipped. It only takes

up the entire mobile screen, so media

so you need to capture attention quickly!

difference with Stories (and ads in Stories)

is that you can be more experimental

is that they are ephemeral. Everything about Stories is temporary - and brands

and raw than simple video ads. As such, they’re great for driving awareness.

should take that into account.

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Stories are so popular that it was only a matter of time until Instagram rolled out new ad features for the format. Instagram offers users posting organic Stories all kinds of possibilities for creating immersive and interactive multimedia experiences: GIFs, music, stickers, questions, and more. In March 2019, Instagram announced that Stories polls would be available to advertisers, adding a layer of interactivity to the already-immersive format.

Keep your eyes peeled for more developments, since Instagram will surely continue to innovate when it comes to Stories ads.

TIP:

• Start with the main message. It should be shown during the first 3 seconds of your ad. Get straight to the point to encourage the user to stay!

•

If you’re using video in your Instagram Stories ad, think about it differently to video ads in News Feed. Apart from the obvious difference of shooting in vertical 16:9 format, Stories

videos need to be shorter and more to-the-point. The format also lends itself to making them less formal, with lots of great examples shot as selfies, which are really fun! • Use a simple concept and clear branding.

• Add the graphics and text to your video before posting it, so you can check that everything fits with the aesthetics of your ad.

• Consider your call-to-action. Make sure you leave enough time to read the message on the screen.

• Include a link to your external site, such as a product page or a landing page.

DESIGN RECOMMENDATIONS File type:

Video Length:

• .mp4 or .mov (Video) • .jpg or .png (Photo)

Maximum File Size: • 4GB (Video)

• 30MB (Photo)

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• Maximum: 15 seconds

• Images show for 5 seconds by default

Dimensions:

• Recommended Resolution: 1080 x 1920 • Minimum: 600 x 1067

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CASE STUDY

Our client Bushmills

recently ran a successful Instagram Stories ads campaign in the US, where they work with social media agency Socialyse. The Bushmills campaign leveraged

both the MakeMeReach platform and our full-

service creative offering. With Bushmills, Socialyse ran a traffic campaign promoting the brand and its values. Each of the three Instagram Stories ads featured a carousel made up of three swipeable video cards, creating a sequential story in each of their ads, profiling bartenders who each spoke about upcoming St Patrick’s Day festivities. The final card featured a boomerang video creative, helping the ads blend

89%

LOWER COSTPER-ENGAGEMENT

with other stories from users’ friends. Compared to two non-Stories traffic campaigns run for Bushmills around the same time, the Stories ads campaign proved very engaging for users. With a cost-per-post-engagement 89% lower and a

74%

LOWER COST-PER-CALLTO-ACTION-CLICK

cost-per-call-to-action-click 74% lower than

these other two campaigns, Instagram Stories ads

both arrested the attention of users and drove them to take action. Bushmills were also able to reach their target audience for less, with a cost-per-

thousand-impressions (CPM) 1.25% lower than

1.25%

LOWER COST-PERTHOUSAND-IMPRESSIONS

non-Stories formats.

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3 TAKING STORIES ADS UP A LEVEL! To ensure our clients make the most of the “Stories Revolution” we’ve partnered with Fastory. Fastory provides a suite of tools enabling users to craft quality content at scale, with no

tech skills required. Thanks to our partnership, MakeMeReach clients have the ability to easily create vertical Stories ads in a matter of minutes, importing existing assets and selecting from a catalog of branded overlays. Our partnership with Fastory means MakeMeReach clients will have the ability to build the right creative assets from thousands of possibilities, each tailored to their brand. Combined with the powerful targeting, automation, and reporting available in the

MakeMeReach platform, this partnership means our clients have access to the perfect mix of creative and performance.

MakeMeReach also partnered with Fastory to write a guide on mobile-first marketing.

DOWNLOAD IT HERE!

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CAROUSEL ADS IN INSTAGRAM STORIES With this update, you

can now display up to

3 consecutive pieces of

media (videos or photos)

within a single Instagram Stories ad, mimicking the

current organic experience

1

and allowing you to tell better sequential stories!

2

3

DESIGN RECOMMENDATIONS

Minimum number of cards: 2

pixels) of the top and bottom of the

Ratio: 9:16

Consider leaving roughly 14% (250

image or video free from text and logos

to avoid covering the profile icon or callto-action.

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Maximum number of cards: 3 Recommended resolution: 1080x1920

Images that consist of more than 20% text may experience reduced delivery.

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CASE STUDY

Vans & Social.Lab take

flight with Carousel beta in Instagram Stories.

Social.Lab started testing Carousel ads in Instagram Stories. This beta ad format was

made available to them by MakeMeReach.

They ran an A/B test to see whether this beta ad product could deliver better results than a regular ad in Instagram Stories. And they were amazed by the results: a swipe-up-rate close to double for the new carousel format and a 42% cheaper cost-per-swipe-up.

SWIPE-UP-RATE

COST-PER-SWIPE-UP

COMPARED TO REGULAR ADS IN INSTAGRAM STORIES

CHEAPER

x2

42%

READ THE FULL SUCCESS STORY

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STORIES ADS, SIMPLIFIED Facebook has a tool that makes creating Instagram Stories ads even simpler!

You can leverage your existing ad creatives, saving time and effort. Uploading a single photo or a video, under 15 seconds within Instagram Feed ratios, will trigger Instagram to automatically

provide a full-screen option for the same content on Instagram Stories.

FEED

STORIES

The ad creative will get carried over to Stories, and Facebook’s pixel-matching technology will automatically select a background

gradient to transform the ad into full-screen, vertical format.

If the ad creative is square or landscape, the text from the Instagram Feed or Facebook Feed unit will be added in Stories text font to the bottom of the ad.

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COLLECTION ADS Previously only available on the Facebook feed, now you can run Collection ads on Instagram. Collection ads make it easier for people to discover, browse, and purchase products and services from their mobile device in a visual and immersive way.

The format includes a cover image or video followed by several product images.

When someone clicks on a Collection ad, they’ll land on an Instant Experience—a full screen

experience that drives engagement and nurtures interest and intent.

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There are four templates available for Collections ads:

1

2

INSTANT STOREFRONT

INSTANT LOOKBOOK

For advertisers who want to display

Like a digital version of a print

a catalog of four or more products. Users can browse your products in one place, and you can drive them

catalog and lets people see

your products in action. Use this template to create a strong brand

to your website or app to make a

story.

purchase.

3

4

INSTANT CUSTOMER ACQUISITION

INSTANT STORYTELLING

Drives conversions on your mobile

An engaging way for people to

landing page and encourages

users to take specific action on your website or app.

explore your business by telling

a strong story about your brand through engaging images or videos.

DESIGN RECOMMENDATIONS

Image or Video: The cover image or

video that displays in your collection ad uses the first media asset from your full screen Canvas template.

This asset must have a ratio of 16:9 to 1:1. Headline: Not visible on Instagram Collection ads

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Text: 90 characters

Feed hero image/video: Instagram supports square (1:1), full landscape / horizontal (16:9), and slideshow.

Instagram will not support ratios higher than 1:1 Minimum Image Width: 500px

Minimum Image Height: 500px

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The MakeMeReach

CREATIVE CENTER We’ve made it our mission to make online advertising easier and more powerful. We’ve worked hard to make our platform as userfriendly as possible, and our Creative Center is just one part of that!

This tool eases reporting by visually pointing out which creative is working and which is not. It’s driven entirely by visuals, making

it easier for users to retrieve specific creatives, and to directly perform actions on the associated campaigns. Not only

The MakeMeReach Creative Center is

can users filter and sort creatives based

solution, where our clients can see all their

actions like editing the bid or pausing the

a kind of ‘online pinboard’ within our visual assets in one place.

EDIT YOUR CREATIVES DIRECTLY ON THE PLATFORM

on performances, but they can also take ads which incorporate a specific creative.

EASILY ADAPT YOUR CREATIVES USING DIFFERENT FORMATS

RETRIEVE YOUR ASSETS IN YOUR LIBRARY THANKS TO TAGS: IMAGES, TEXTS, BUTTONS

In green are the creatives with great

performance and the ones in orange

are under-performing on the two KPIs

ALL COUNTRIES

FRANCE

SPAIN

chosen by the advertiser.

INTERESTED

IN THIS FEATURE?

installs

K

$

cost/installs

installs

K

$

cost/installs

installs

K

$

cost/installs

installs

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$

cost/installs

SCHEDULE A DEMO TODAY AND SEE IT IN ACTION! GET A DEMO

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installs

K

$

cost/installs

4

ADVERTISING OBJECTIVES

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As we’re sure you’ll know, Instagram and Facebook are ‘one,’ since Instagram was bought by the social giant in 2012.

As such, Instagram ads have most of the same objectives to choose from as Facebook ads. These include:

BRAND AWARENESS

REACH

Reach people more likely to recall your ads

Show your ad to the maximum

and increase awareness for your brand.

number of people in your audience.

TRAFFIC

APP INSTALLS

Increase the number of visits to your website

Send people to an app store where

or get more people to use your app. With traffic

they can download your app.

as your objective, you can: • Send people to your website • Increase engagement in your app

VIDEO VIEWS

ENGAGEMENT

Promote videos that show behind-the-scenes

Get more people to see and

footage, product launches or customer stories.

engage with your post or Page. On

Use the video views objective to put the Facebook

Instagram, engagement is only

algorithm to work delivering your ad to people

available for posts.

within your target audience most likely to watch it.

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4 MESSAGES

CONVERSIONS

Have users ‘click-to-Messenger,’ getting

Get more people to use your website,

more people to have conversations with your

Facebook app, or mobile app. To track

business. Generate leads, drive transactions,

and measure conversions, use the

answer questions or offer support, via

Facebook Pixel or app events.

direct one-to-one Facebook Messenger communication with your prospects.

CATALOG SALES Show products from your catalog based

LEAD GENERATION

on your target audience.

Collect lead information, such as email addresses, from people interested in your business. Using some of the ad formats we mentioned above, use the Lead Generation objective to deliver your ad to users within your target audience who are most likely to

STORE TRAFFIC

fill your lead form.

Promote multiple business locations to people who are nearby.

PHOTO

VIDEO

CAROUSEL

STORIES

COLLECTION

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Lead Generation

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Catalog Sales

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Store Visits

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4

THE FRANCHISE FEATURE Only on MakeMeReach! If you own a number of different stores

and want to run an Instagram campaign across all of your business locations,

splitting the budget can be a challenge. For Store Traffic campaigns, Facebook Ads manager only allows you one global budget that the algorithm splits depending on how your ads are performing, but not based on store location. Setting up a separate budget for each individual location takes a ton of time and manual work.

We have good news for you!

MakeMeReach has come up with a solution! With the MakeMeReach Franchise Feature, you can easily optimize, cap, and control the individual budgets of each store location, within one Instagram ad campaign.

GLOBAL BUDGET

SINGLE CAMPAIGN

AUTOMATED PROCESS

When using the Franchise Feature, separate ad sets will be created automatically for each of your stores, saving you time and giving you the peace of mind that you’re not overspending

for your smaller stores or underinvesting for your flagship ones. And all of your advertising will be organized within the campaign. Get in touch with us to find out how the Franchise Feature can work for you!

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5

CHOOSE YOUR TARGET

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Instagram ads have all the same targeting options as Facebook ads (you might be picking up a theme here!). These include targeting based on location, demographics, interests and behavior, as well as the ability to build lookalike audiences and more.

Choosing the right audience and ensuring your ads are relevant to that audience is crucial if you’re going to see success with your Instagram advertising. If you’re an

e-commerce business who sells women’s jewelry, there’s no point targeting an audience made up of both men and women between the ages of 18-65 in the US. Trying to push your ads to such a broad audience will likely lead to low engagement and a poor Relevance Score—calculated based on the positive and negative feedback Facebook expects an ad to receive from its target audience—and, ultimately, poor results. Note that the Relevance Score will be replaced by three new metrics as of April 30, 2019 to

provide more nuanced insights to advertisers: quality, engagement rate, and conversion rate rankings. But these new metrics will play the same role that the Relevance Score has. BUY

GET YOUR TARGETING RIGHT WITH THE FACEBOOK PIXEL You won’t be able to accurately target your Instagram ads without the Facebook pixel correctly installed on your website.

The pixel is an analytics tool that consists of code

you install on your website. Once correctly installed, the pixel fires to track site visitors, providing you with data you can use to retarget those users with Instagram (and Facebook) ads in the future, as well as see what they’re doing on your site when they return. It allows you to measure cross-device

conversions, deliver your ads BUYto people most likely to take action, generate Custom Audiences from website visitors and much more.

For more information download our expert guide to installing the Facebook pixel. We also provide a pixel installation service for clients.

Don’t have the necessary technical skills in-house to install the pixel properly? We can take care of it for you! Find out more about this offer here

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BUY

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Here are a few ideas to get targeting right:

TARGET PEOPLE YOU KNOW ALREADY Business contacts and subscribers who haven’t bought before:

It’s likely your business has a list of newsletter of blog subscribers. Create a list of these who have never bought from you. These people are your ‘low hanging fruit,’ since they have previously shown an interest in your business but are yet to take action and purchase. Create a custom audience on Facebook and drive traffic to your store by showcasing your newest items, highlighting your best sellers, or advertising a special offer for new customers.

NOTE: make sure you’re complying

with European GDPR regulations! You can find out more about them here.

GDPR

Repeat customers:

Put together a list of your customers who have placed multiple orders with you. You could show your appreciation by targeting them with ads providing early access to new products or exclusive sales. You can automate a lot of this list creation (not only for repeat customers) using the Facebook pixel.

Old customers and unsubscribers:

Take, for example, the list of people who have previously unsubscribed from your communications. Put together a custom audience and target them with an Instagram ad that (re)builds awareness around your business, or offers incentives. Again, with all of this make sure you are GDPR compliant.

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TARGET PEOPLE WITH SIMILAR INTERESTS TO YOUR CUSTOMERS A lookalike audience based on your best customers:

Who are your most valuable customers? Who are the ones you want more of? Make a list of them based on your own filters and create a lookalike audience to target with your

Instagram campaign. Let the powerful Facebook algorithm find people amongst its 2 billion users who are similar to your best customers! Lookalike Audiences can range from 1-20% of the total population of the country you’re targeting, with 1% being the closest match to your seed audience.

TARGET PEOPLE BASED ON THEIR INTERESTS Your closest competitors:

Use those brands as interest keywords to build a target audience of interested people.

Repeat customers:

Getting to know your buyer personas and their overall interests is a good idea. That way you can build a picture of their daily lives and identify where there might be links between a likelihood to purchase your product and a particular leisure interest.

The Facebook pixel is crucial to making the most of targeting across the Facebook network. Without having it properly installed on your website, you won’t be able to effectively build audiences of users you’ve already interacted with or fully track the effectiveness of your advertising efforts, for example. Download our complete guide for everything you need to know.

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DOWNLOAD IT HERE!

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CASE STUDY

Our client Glovo decided to

quickly scale their business, adding more than 100 cities in just over a year. Because their model requires both new users of the service as well as delivery people (called “Glovers”), they had to be smart about how they targeted their ads on Instagram and Facebook.

To get both users and Glovers on board, and ensure each new location started off with a bang, Glovo followed a two-stage targeting approach for their Instagram and Facebook advertising campaigns. In the first stage, focusing on individual suburbs at a time, Glovo used broad targeting. Then, in the second stage, they built on this initial audience with lookalikes and additional interest-based groups. Focusing on video ads and Stories, the creatives clearly explained Glovo’s unique selling proposition, dropping in logos from key brands of the products they deliver to build trust. The hyper-local targeting strategy, combined with clear and concise messaging in the creatives, increased relevancy and led to great results.

24% LOWER COSTPER-INSTALL

REACH US AT

25% LOWER COST PER SIGN UP

makemereach.com

60%

LOWER COST PER FIRST ORDER

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6

SET BUDGET AND BID

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The next step to seeing success in your

Once you’ve set up your target audience,

Instagram advertising is setting your

you’re essentially preparing your ads to

budget and bid. When it comes to this

enter a virtual auction, to compete against

part of the setup process, it’s important to

other advertisers who want to show their

understand that it’s a ‘balancing game.’

ads to the same audience.

The analogy of an offline auction can be helpful:

In that case the highest bidder always wins, but in the Facebook and Instagram auction, this is not always the case. How much you are willing to bid is certainly a key factor, but Facebook also has other interests they need to balance, apart from simply making as much money as possible at every auction. Facebook wants to balance your objective (to show your

ad to as many people as possible within your target audience) with its own objectives, which include not spamming everyone to death with salesy ads. They want to increase

engagement from and between users, as well as maximize time spent on the platform. Simply showing ads with the highest bids would not help them achieve these objectives.

For more detail on getting your bid right, and winning more often in the Instagram ad auction, download our eBook: ‘The Ultimate Guide to Facebook & Instagram Ad Bidding’. From explaining the Facebook auction, to detailing different bid types

and strategies, this is your one-stop-shop resource to getting your bidding right!

LEARN:

• What bidding has to do with advertising on Instagram and Facebook. • Why bidding is part of a bigger ‘balancing game’ when it comes to you winning in the Facebook auction. • Why the highest bid doesn’t always win in the Facebook auction. • Choosing between the 3 main bid types: CPC, oCPM and CPA. Which situation is right for each? • When to choose lowest cost (or automatic) bidding, and when it might be useful to try lowest cost.

DOWNLOAD THE FREE EBOOK

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Auto-promote in the MakeMeReach

AUTOMATION CENTER

6

MakeMeReach offers a whole set of automation tools to save you time and improve campaign efficiency. As well as being able to automate bidding and reallocate budgets between ad sets for example, another rule you can set up in our Automation Center is auto-promote. Here, you’re able to set conditions around the promotion (or “Boost”) of organic posts. Whenever an Instagram or Facebook post hits a specific number of interactions, impressions, reactions, or other condition you set, it will be added as a creative in a running campaign.

Now you can leverage your best-performing

organic posts, without the effort of monitoring them manually.

CREATE A NEW RULE Rule name

Target

Action(s)

Ad

Notification

Condition(s) CTR

Equal

Time range

Attribution window: 1 day (default), 28 days

Reapply after

Today

Networks

0

1 day

Apply on:

INTERESTED

IN THIS FEATURE?

SCHEDULE A DEMO TODAY AND SEE IT IN ACTION! GET A DEMO

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7

INSTAGRAM ADS BEST PRACTICES

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Instagram is a hugely popular social network, with a massive number of highly engaged users. It’s a place you simply need to be!

To finish this guide on a high, here are five quick best practices to getting the most out of

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your advertising on Instagram!

1

HAVE A STRONG CONCEPT AND STICK TO IT

Compelling ads on Instagram communicate a brand message succinctly and clearly, and give a straightforward path to

action. The best ads don’t really look like ads at all, and include

more than just a salesy message. Identify the core elements of your brand and build messages throughout your ads that stick to these. Don’t flip-flop from one wildly different message to

another adcross ad campaigns, but focus on building a brand narrative that your customers and prospects can buy into.

2

CELEBRATE YOUR BRAND LOOK & FEEL Make sure your ads are clearly branded, and keep strong

brand consistency across campaigns. Establish connective elements across your images and videos — things like an

identifiable color palette, composition or photographic style will help to build brand recognition over time. Use well-crafted ads to enhance the equity of your business on Instagram. Ads do best when they’re well shot, interesting to

look at and artistic. What you create should draw people in and keep them wanting more.

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7

FOCUS ON REAL BUSINESS OUTCOMES

Before you start any Instagram advertising, ask yourself the question: what business outcome am I trying to drive? Do I want purchases of my product, downloads of my app or greater awareness of my brand? Based on your answer, choose your ad format and objective accordingly. Being unclear on what you are really trying to achieve with your Instagram advertising, is a sure way to waste your ad budget!

KEEP IT CONTEXTUAL

4

Think about the context in which your ads will be seen. Will they be in the Instagram Feed or in Stories? Are you targeting them to be seen at a certain time of day, or a particular location? Use all of this context to speak to the user when and where they are. Doing this will help your ad connect and be more relevant to the user’s experience.

5

ENGAGE PEOPLE

Once your Instagram ads are up and running, your job is not over! Keep the ‘social’ in social media by engaging Instagram users and responding to people who comment on your ads, for example. Build two-way interaction with users, and give them the kind of experience they won’t easily forget!

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8

THINK BEYOND JUST INSTAGRAM

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One of the most important things to keep in mind when advertising on

Instagram is not to think

of those ad campaigns in

isolation. Today’s customer journey is 3D, zig-zagging from one network to another. A single ad click, on one network, never leads to purchase.

Think of Instagram as one component in a crosschannel ads strategy.

Your Instagram ads will be even more effective if you combine them with ads on other networks.

By playing on the strengths of each network, you improve your chances of reaching the right

customers at the right

time and seeing results.

The experience of our client TAMMY & BENJAMIN attests to this.

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CASE STUDY

Social media networks serve as the number one source of purchase inspiration and, when coupled with the high-purchase intent of Google search, great things happen for e-commerce businesses. This is what TAMMY & BENJAMIN proved with the successful Black Friday campaign they ran on MakeMeReach.

On Instagram and Facebook, starting in September, the MakeMeReach Managed

Service team first ran a traffic campaign to drive awareness and fill the top of the funnel with potential customers using Facebook Link ads, Carousel ads and Instagram Stories ads.

On Google, the strategy focused on driving brand searches on Google, leveraging warm

audiences from the Facebook campaigns. The Google campaigns also introduced an “up to 50% off” offer before Black Friday. This strategy ensured a strong brand story across channels and re-engagement of users already inspired on social, while also providing a compelling offer to convert searchers with high purchase intent.

... WITH UNIFIED SOCIAL & SEARCH STRATEGY.

230% LIFT IN SALES

COMPARED TO BLACK FRIDAY 2017

+

90% LIFT IN SALES

COMPARED TO BLACK FRIDAY 2017

The strong results of their campaign speak to the strength of combining search and social! Watch a video about TAMMY & BENJAMIN’s Black Friday campaign success.

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Advertising today needs to

BE UNITED

You need a coherent vision of the customer journey that combines all your online advertising data, fully leveraging it to make the most of each network’s strengths. We are building a solution that integrates channels to help clients build holistic

strategies that centralize all your digital marketing processes and performances.

MakeMeReach is the ideal Digital Marketing smart suite to empower you as you build and execute your Ads Journey!

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READY TO TAKE YOUR ONLINE ADS TO THE NEXT LEVEL ? GET A DEMO

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