Instagram Advertising Tutorial - Instagram Ads Website Conversion Campaigns 2017

Key Takeaways

all right what's up everyone welcome to our video today we're gonna be going over how to create Instagram website conversion campaigns so basically let's just jump right in when you sign into Facebook when you have your own Facebook page the first thing you need to set up is an ads manager account so you go to facebook.com slash ads slash manager you can see kind of it right here otherwise you can set up a business manager account like I have here I prefer a business manager account because it's what I'm comfortable working with it's really a matter of preference for you but from your Facebook page need a Facebook Ads account and then you need to connect your Instagram account to your Facebook page I pulled up the quick Facebook guide here so basically you're just going into your Facebook page clicking settings in the top right corner Instagram ads down on the left and you're just gonna add your account when you sign in there once you add your account you're able to run ads from that account cuz it connects to your Facebook page and Facebook and Instagram run through the same exact platform here so I only closed this so Facebook and Instagram ads are gonna be running through the same exact platform if you want to set up website conversion campaigns the first thing you need is a conversion in order to set up a conversion you have different things over here we have custom conversions and pixels audiences so with Facebook they have a site-wide pixel you implement and I have this pixel all over the beachfront decor website so it's going to say surf side PPC up here but I implemented the pixel on every single page of the beachfront decor website so all I really have to do is to set up a custom conversion so you would come over here at the top click custom conversions I have a newsletter sign up as a conversion and when someone hits - Thank You page here on the website so someone fills out the form and I have some you know testing 1 2 3 4 5 someone fills out this form and goes the next page they're gonna hit is after subscribe is the Thank You page was gonna say beach front core comp you and I've set up that exact page so you just go into create custom invert conversion include traffic that meets the following condition so you just go basically right here I have a thank you page after the form and I'm using a MailChimp form here that's probably easiest way to get started is using MailChimp form and have it redirect to a new page very simple guides out there for you to follow and once people fill this out they go to that Thank You page and now I have it set up here choose a category lead and that's it and that's what I have set up right here is when someone hits that Thank You page I want this to count so it counts every single day how many people hit that Thank You page and sign up for the newsletter the main thing about your Thank You page is it can't live anywhere else so no one is ever gonna find my Thank You page anywhere else on this website they're only gonna find it after they hit the subscribe button or if they type it in directly which no one's gonna do so that's how you get started with your custom conversion I have it called BFD beachfront accord newsletter signups here and you just have to set up that page as a conversion once you have your Instagram account connected and you have your custom conversion set up now you're ready to start with a website conversion campaign so some of the old campaigns I've worked on here this is really a test account for me so I don't I don't run you know all my campaigns in here I just kind of make videos in this account so what you're going to do is click either right here create campaign or create ad both of them will take you to the same page when you click create campaign you're gonna come into this campaign page right here and it's gonna ask you for your campaign name and objective so basically what you're going for campaign name I'm gonna do beachfront decor March giveaway so I have a giveaway campaign for March over here for conversions what I'm trying to do is drive conversions we don't want to use lead generation on here that's a little little bit different but you can use it but we want to use conversions because I'm sending people to traffic on my website they'll usually give you a little tip down here but you could just click continue split testing is obviously recommended here but this is a very basic bare-bones Instagram campaign setup video so we're not gonna go through some of the advanced things that you can do in Facebook and Instagram ads click continue and you're gonna come to your ad set the way the Facebook and Instagram campaigns work is there's a campaign level an ad set level and an ad level at the campaign level your it's just your objective and your name there's not really much else to it at the ad set level this is where most of everything is set up so your budget and schedule who you're targeting you know all these different things where you want the ad to show up and and then in the ad format the ads go into each individual ad set so you might have a hundred ads and ten ad sets and those ten each ad set has ten ads in it so the ad goes in each ad set and that's what's running for whatever you're targeting so once you come in here the first thing is to name your ad set so I'm just gonna go beach decor we're just gonna pick some Beach to core interests for the website so my conversion like I showed before is the thank-you page here you'll see it down at the bottom you are L contains thank you and once you click that now I'm optimizing for this conversion you don't need to do an offer you can create an offer it's probably better for bigger companies but if you have some type of special promotion going on you offers make a lot of sense for custom audiences I'm gonna play around with a couple of things in here I'm not gonna use any of the retargeting audiences I have so that's up here is kind of your retargeting audiences your email list audience and any look-alike audiences that you want Facebook to build for you based off of your other audiences so locations I'm gonna keep United States you basically have your option for everything when it comes to locations age I'm gonna go 30 and up I'm gonna try to reach a little bit of an older crowd for gender I'm gonna include both genders male and female for language go English all so whatever languages you serve and now here's where kind of the fun part with Instagram advertising comes in is with the detailed advertising you have so actually the first thing you want to do is let's go to placements real quick because as you could see right here our placements still includes Facebook feeds Facebook instant articles all these things so what I want to do is edit my placements here because they're automatically going to put you into the audience network which is a collection of mobile apps and websites where ads are shown some examples they have are like The Huffington Post app so it's a way for your ad format to be pretty visual and it's it's a nice ad on an app so the audience network room you get rid of because we're not targeting apps and websites we're targeting Instagram and Facebook we want to get rid of because we don't run our ads to run on Facebook feeds instant articles right calm we just want to run on Instagram here so get rid of Facebook and now you'll see just Instagram is selected now and it's in the feed and we're ineligible for the story's right now so what you're gonna see now when you change it is your estimated daily reach on Instagram how many people you're gonna reach per day based on your budget and your overall audience size so we're down to just Instagram now let's come back up here to the targeting so in detailed targeting that's where we add all of our interests and different things like that so what you want to do and what I like to do is type in some different things so let's say you do beach decor so I have some different things here you could do an interest oh Sh in Styles beach decor definitely related to this or you could do low end high-end home decor these are behaviors so this is what Instagram says these people purchase high-end home decor usually and they're gonna they basically have data about these people that they're more likely to buy from maybe a Pottery Barn than they are from you know going to the local Marshalls or flea market whereas low and home decor they might be going for something a little bit you know out of season or something that's older or just less expensive and not quite as high of quality so when you're going for interests my recommendation for you is to kind of put a few of these together so let me start let me do you know I want to target people with high-end home decor I want to reach and now my potential reach goes down to 140,000 people so now I want to narrow my audience a little bit further and start targeting some of these beach interests so I've targeted these in the past so there's beach life I love the beach and I'm just going to add a bunch of these here until I get a big enough audience that I feel comfortable with all right so we have a bunch of different audiences here you can do a little bit more research about each individual audience you're targeting it depends on you know what you want to target so right now our potential reaches 140,000 we're targeting people who purchase high-end home decor and also fall into these interests and as you can see down here our detailed targeting criteria is set to allow interest expansion so it's basically saying that we have 65,000 total reach here on Instagram so 140 appears any more of your facebook 65,000 is going to be what we can reach on Instagram right now and since we have this checked right here expand interests when it may increase conversions you always want to check that because Facebook's gonna use their own data to say hey we have an extra 10,000 people here who have some level of interest in what you're offering we're gonna try to offer them the ad and see if they like it as well so Facebook basically uses our data to help you but right now we have a 65,000 based on my budget this is this is a good audience cuz it's it's pretty narrow they're saying it's broad but to me it's pretty narrow this isn't always an exact science up here this arrow so don't follow that it doesn't really follow that well so now we have our audience here we're targeting people who purchase high-end home decor and also have interests in all these different Beach related brands when we go to connections we're gonna add a connection type here and I want to exclude people who like my page so I don't want to reach people who already like beachfront decor because I got a post on my page about you know might giveaway every so often and I don't want to also bombard them with ads so with placements if you haven't done so already you want to edit placements and just select Instagram here it's gonna show up in the feed stories is more of a for video so this isn't gonna be a video campaign it's gonna be an ad campaign you can look here and the Advanced Options exclude certain things that's if you're using the audience network and instant articles you can apply block lists for the audience network if you let's say you don't want to be on Huffington Post like my previous example if there's certain things you don't want to be on if you just want to target users with you know an iOS device or an Android device or specific operating systems you Kendu those I don't use them to opt to you know unless I absolutely have to unless I'm just offering something for Apple users or something for Android users or something along that those lines so deadly budget however much you're willing to spend per day and I recommend setting an end date it's actually a Facebook best practice because then they can pace your budget a little better so if your budgets let's say $700 you could put it out a little bit further let's go we'll keep it here we'll go 660 that seems good and I have a $40 in breathing room my ads gonna run for 33 days 20 dollars a piece this is the max spend is six hundred sixty dollars so definitely not gonna spend more than that and we might end up spending less depending on the overall results and the reason you want to kind of schedule this is because from March to April Facebook's gonna pace your budget to give you the best possible possible results they can so they might see in one day that hey we have a ton of people online today that have a huge interest in this so we're gonna send it out to a bunch of people today and tomorrow then tonight might not be as many so you might spend a little bit less so it's it kind of works like that so once we click continue we're gonna have our ad set all ready to go and we have our campaign objective is website conversions we set up our conversion no offer for right now our audience we set up as high in home decor who also matched some of those different Beach decor audiences placements were just an Instagram budget and schedule we're running for about 34 days and our total budget is six hundred sixty dollars for spend so for our ad the first thing you want to do is name your ad so I'm just gonna do flip-flop ad one so there's different ad formats a carousel allows you to update or upload multiple images to use as ads we're gonna use a single image here for Instagram the recommended ad specs and they'll usually show you here this is actually for Facebook but for Instagram the recommended ad specs are 1080 by 1080 it's a square image size so down here and the Instagram feed ad preview you'll see a little bit more of how it make let me upload my image first and right here is my ad flip flop wall hook so it's gonna upload the number one thing I tell people about ads all the time is don't put text on your ads use a visual ad like mine is gonna be very visual it's just gonna be a picture of the flip flop wall hooks your ad will actually perform better if you don't put text on it and it might also get disapproved Facebook's pretty strict about you know how they do basically their ads because they want they want the text to surround the ad like this the text the headline you have a call to action and even a description at the bottom so you get all these different text areas so they want you to use something very visual so people see it and they're like okay your eyes are drawn to this flip flop wall hanger that's what my eyes are drawn to all right so once it uploads now you kind of set everything for it the Instagram account will show up here so I'm running it from beachfront decor our website URL up here is giveaway and what I'm going to do is just add a little bit of UTM tracking to it so UTM tracking allows you to track your campaign into Google Analytics so what I'm gonna do is March Facebook giveaway and my UTM source is just gonna be Facebook now if we were running different ad sets and different ads I would add a little bit more to it but for now that's this is a good link for me because I'm gonna be able to see how my giveaway is doing and I'm just running one ad I'm just running one ad said I'm not gonna test a ton right now not really a best practice your best practice is to maybe set up at least two ad sets if not three and set up at least two ads if not three so I'd recommend you set up more than what I'm doing right now but I'm just showing you basically a one to one one campaign one ad set one ad how it kind of all works and how you set everything up so this is our URL here let's copy it we're gonna paste it right in here they're gonna automatically try to pull in your text but you could just type in here anyway so you could do enter our a month lead giveaway and they actually pulled this text right here enter your email address for a chance to win new beachtek or item every single month and I'll just do from beach front decor so perfect so call to action let's do sign up splay link we can just do beachfront decor comm slash giveaway maybe one person types it in so it's worth doing but who knows so down here you're gonna see track all conversions for my Facebook pixel so like I mentioned earlier my Facebook pixel site-wide and in the earlier step here in the ad set we set up our conversion as beachfront decor newsletter signups one of the cool things you can do is if you want to set up this can if you want to set up let's say you have an e-commerce website where you're driving sales and an e-commerce website where you're driving leads like this one you can set up multiple conversions and have campaigns optimized for different conversions which is awesome so you definitely want to do that you definitely want to implement sales and do all those different whatever your most important KPIs are implement all them because you can always optimize for them separately when you're in your own Instagram account so you're gonna see down here enter your email address for a chance to win sign up and here's our ad our display link beachfront DeCordova way we're doing a little bit of Google Analytics UTM tracking here this is basically it for the ad so now we're done here we're gonna click place order usually you get approved pretty quickly with Facebook the campaign should start running within 10 minutes so it's gonna say my order has been placed not quite approved but I should get an approved message pretty soon so a pending review once you see that go away it's starting to run and let's just see what the Instagram post looks like so over here you could always see what your Instagram post looks like when you're at the ad set level so beachfront decor posted closest beachfront decor it basically looks like a post not the greatest image up at the top here but I just kind of this quickly so enter your email address for a chance to win a new beach decor item every single month from beachfront decor here's my ad it doesn't look exactly like this because you can see it your ad may not appear the way you created it so there's gonna be a sign-up button as well and people can click the ad and come through the website when they get here March 2017 giveaway hopefully they enter their email address so at gmail.com testing 1 2 3 4 5 they subscribe now once they subscribe they go to my thank-you page like I mentioned above and that's basically it so once you have it set up in here you're gonna be in your account this is your campaign beachfront decor March giveaway here's an ad set that we're targeting your you can edit your ad set quickly you could see kind of some different things about your campaign here when you click into your ad set you see your ads so I never actually named this ad so let's just rename it all right so there we go that's perfect some more information over here about who we're targeting some different things along those lines so once you get in here you'll become more comfortable when the first time you look in here might look you know like rocket science but it's pretty simple once you start getting used to everything a lot of different buttons to press a lot of different things to do but hopefully this helps you get kind of a high-level overview about how to create website conversion campaigns on Instagram it's you know to get started it might be a little difficult but once you'll see you see like the way I did it it looked pretty simple probably so it's not very difficult it's just a matter of getting started and getting going as always if you need help you could always contact us and be sure to subscribe to the Surfside PPC channel our YouTube channel we're gonna have tons of videos coming out related to online marketing so always something new to learn always things changing I'm sure by the time this video gets out there Instagram might have changed there change your whole platform already and moved it off of Facebook or something so hopefully you learned something today and I appreciate you joining me