Guide to run full-length Instagram ads from A - Z 2020

Leveraging Instagram ads for your brand is a no-brainer.

Not only do more than one billion people use Instagram every month, but the number of interactions for this application is higher than both Facebook and Twitter.

That's why we want to guide you on the science of advertising on Instagram, which gives you the opportunity to target your content to trusted Instagram users.

Read on to discover:

  • How to set up any type of Instagram ad
  • How much should you pay for Instagram advertising?
  • The most expensive date and time of the year to advertise on Instagram
  • Expert advice for creating powerful Instagram ads


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What is Instagram Advertising?

Instagram first started offering limited advertising in 2013 after it was purchased by Facebook.

But it was not until 2015 that it opened the floodgates and allowed advertising for brands and businesses of all shapes and sizes. Those brands realize that Instagram is a great boon to the business.

And because Instagram is integrated with Facebook Ad Manager, brands can take advantage of Facebook's vast amount of user information to advertise directly to their target audience.

If that's not enough to convince you that Instagram ads are great, here are a few numbers:

  • 75% of users take action on Instagram ads (for example, buying a product or visiting a website)
  • 35% of American adults use Instagram (see below)
Most Americans currently use Facebook, YouTube charts
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The bottom line: If you don't use Instagram ads, you're likely to leave a lot of money on the table.

How much does an Instagram ad cost?

While the cost of your specific Instagram ad will be unique to you (after all, not all ads are the same), the average cost per click for advertising on Instagram is approximately 0.70 - 0.80 dollars This figure comes from an analysis of more than $ 300 million in advertising spending.

Remember, this is only the average cost per click. Your Instagram ad will probably cost less or more depending on many different factors. For example, check how much the cost varies based on the age you choose to target.

CPC CPC by age

This is how cost per click is based on ad position.

Instagram CPCs by location
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Notice something with these graphs? The time of year is the most important factor when it comes to costs. In general, as the year goes by, the cost per click becomes more expensive, with the last quarter of the year often showing the highest cost-per-click.

Types of Instagram ads

Instagram offers five ad formats:

  • Advertising story
  • Image ad
  • Video ad
  • Carousel advertising
  • Advertising collection

Each of these ad formats is paired with User Stories and Stories for unbroken user experience.

Instagram also offers different types of calls to action that can help you collect more potential customers. We will include these in the description of ad formats.

Let's take a look at each of these types of ads and see how they work.

Advertising story

Advertising the instagram story of Louis Vuitton

The call to action button

  • Apply now
  • Book now
  • Contact us
  • Call now (video only)
  • Download

Story Stories on Instagram are full screen ads that appear between User Stories.

With 500 million Instagram users are viewing the Story every day , you have the ability to reach a large audience with your ads!

With Story ads, you can target your audience and choose how often they see your ad. Because Stories expire after 24 hours, they are the ideal format to share offers and promotions for a limited time.

Brands can take full advantage of Instagram Stories, add face filters, video effects and text to create interesting and creative ads.

This allows you to create an Instagram Story ad that looks like your regular posts, creating a seamless experience for your users. A call to action takes the form of a swipe up feature to bring your audience directly to your website from your Story ad.

Image ad

Stitch Fix Mex Instagram photo ad

The call to action button

  • Apply now
  • Book now
  • Call now
  • Contact us
  • Receive guidance
  • looking for more information
  • Get showtimes
  • Download

Image ads allow brands to showcase products and services through compelling imagery.

If you're creating top visual content, Instagram photo ads give you the platform to share that content with more people.

A great example of this comes from Parachute Home, a home linen business. They used image ads for great success when they promoted a 60-night trial for their bedding with a call to action button now.

Parachute's Instagram posts also have a special interface, often displaying their products in beautiful, authentic bedroom spaces and advertising their photos in accordance with this style.

The ads are targeted at men and women between the ages of 18 and 54, with an audience profile based on their core client profiles.

Result? A 3.7x return on ad spend and a clickthrough rate that's twice as high as their ads on other platforms.

Businesses can borrow the Parachute House strategy by creating Custom Audiences and appear similar on Facebook Ad Manager.

Video ad


The call to action button

  • Apply now
  • Book now
  • Call now
  • Contact us
  • Download

Instagram users love the video.

In fact, the time spent watching videos on Instagram has increased 80% compared to 2017.

And Instagram noted. That's why they have made it easier for advertisers to leverage videos for their brand.

A great example of a successful video ad campaign from Lionsgate UK for their movie La La Land.


In order to successfully promote one of the biggest films of the year, the Lionsgate UK team knows that they must target younger audiences (aged 18 to 24). But young people are hardly familiar with Hollywood's great musicals.

Fortunately, the team knew that Instagram users were drawn to topics like romance, travel, and fashion. They used these themes to create 10 short, bite-sized videos. They then target their exact audience.

The results were astonishing:

  • Advertising recovery increased by 24 points
  • Brand awareness increased by 8 points
  • 4 points increase in intention to watch movies
  • Intention to watch movies increased by 12 points in women

Check case study of successful advertising campaigns here for more info.

Carousel advertising

The call to action button

  • Apply now
  • Book now
  • Contact us
  • Call now
  • Download

Rotating ads allow users to swipe through a series of images or videos (like carousel) with a call to action button to connect them directly to your website.

They do some interesting things:

  • Highlight many products
  • Share a multi-sectional story
  • Get an in-depth look at a service for up to 10 photos or videos

Kayla Itsines, founder of Bikini Body Guide, used a series of video carousel ads to drive awareness and download the Sweat: Kayla Itsines Fitness app.

The carousel format allows her to display short fitness sequences showing how users can exercise anywhere (and anytime) with the app.


The campaign is targeted at women aged 18 to 42, reaching 6.4 million and leading to a staggering 21-point increase in brand awareness.

Carousel ads are perfect for a brand that wants to show the versatility of its content and will be suitable for other brands with diverse creative assets, like food and fashion companies.

To know more about this, Check out Kayla's Instagram case study here .

Advertising collection

The call to action button

  • looking for more information
  • Buy, lean on, hold on

Introduced in early 2018, the Instagram Collection ad is a relatively new addition.

The way they work is simple: When users see an ad from your brand, they will have the option to buy the product. directly from the ad .

They combine the power of photos, videos and direct feedback marketing all in one powerful ad.

One brand that has used the Instagram Collection ad for great success is Zattini, an e-commerce clothing store.

instagram advertisement

Using the Collection, they display products and discounts with the goal of increasing sales. The result is a 6.3% increase in conversions. Their Collection Ads also cost 41.9% lower than other ad formats.Anchor point

Check out the case study on this ad campaign here for more info.

How to choose the best type of Instagram ad

Now that you know which Instagram ad formats are available, let's dive into how to choose the best format for you.

It is important to be intentional about your ad format. To help, there's a big question you need to answer that will help you decide:

What is my goal?

Your social media goals are decisions when it comes to your Instagram advertising campaign. It will help you decide what to pursue and, more importantly, not to pursue.

For example, if you're trying to increase brand awareness, you might want to avoid things like Collection ads, because they sell products directly. Instead, you should choose a photo or video ad with a CTA directed to your site. Doing so will help you enhance your brand through engaging content.

But if you are simply trying to sell products, you may want to use Collection ads that allow users to buy products directly from the ad itself.

Or suppose you have many products you are launching and you want to display them. A Carousel ad would be perfect for this because you can show users some captivating pictures of your product.

No matter which ad format you choose, make sure that it fits your goals.Anchor point

Now that you know the different types of Instagram ad formats and how to choose a good one, let's jump into exactly how you can launch a successful Instagram campaign.

How to advertise on Instagram

There are a few different ways you can go about advertising on Instagram. Some routes will open up more tools and options than others.

Below, we'll show you two different ways to create ads on Instagram:

  • With Facebook Ad Manager
  • With Instagram

Let's jump in.

How to advertise on Instagram with Facebook Ad Manager

The Facebook ad manager allows you to create ads that run on both Facebook and Instagram.

You can also customize your audience and other features and track how your ads perform.

If you don't have a Facebook Page, follow our step-by-step guide to setting up a Facebook Page, and you'll get one up and running right away.

Already have a Facebook page? Great! Here's how to connect it to Facebook's Enterprise Manager:

  1. Access
  2. Click on it Create Account.
  3. Enter a name for your business, choose Main Page and enter your business name and email address.
  4. Move through the rest of the flow on board by entering the rest of the required fields.
  5. Find out how add people to Business Manager .

Once that's done, you can move on to the first step to creating your Instagram ad

Step 1: Link your Instagram account to your Facebook Business profile

Move in Business manager Click on the hamburger menu at the top left.

Manage Facebook businesses

Click on it Enterprise settings . You will then be sent to a menu where you can click Instagram account.

Manage Facebook ads

On a new page, you will be able to add your Instagram account. Click on it + Add To do that.

Manage Facebook ads

Add your username and password, then click Next .

To allow one or more of your advertising accounts to use Instagram accounts, check the box next to each advertising account and click Save Changes .

Congratulations! You have just linked your Instagram account with Facebook Ad Manager. However, the fun is not over. Now, you will create ads on your Instagram, this brings us to

Step 2: Choose your goal

To get started, go ahead Ad manager and click + Create .

Manage Facebook ads

From here, you will have the option to create a campaign through Google Guided Creations or Quick Creations.

Manage Facebook ads

These are two different types of workflows that you can choose to help you create and manage your Facebook ads. The difference is as follows:

  • Guided Creation tutorial You go through the exact steps you should take to create a typical Facebook ad campaign. Guided Creation can be very helpful for newer marketers who want a little more guidance.
  • Create fast gives you more control over the creation of your Facebook ad. If you have more experience and have created Facebook ads before, you can choose this ad.

Now, click on Select Creative guide . As you gain more experience and require less holding from Facebook, you can use Quick Create later.

You will now have the option to choose your advertising campaign target. The Facebook ad manager provides a list of goals.

Manage Facebook ads

For Instagram ads, you can choose from the following:

  • Brand awareness. Help promote your brand to users who haven't heard of you.
  • Reach. Show your ad to as many people as possible.
  • Traffic. To click on your website or go to the app store for your application.
  • Installation application Ask users to download your app when they see the ad.
  • Engagement. Increase the number of comments, likes, shares, event responses, and suggestions you receive.
  • Video views. Increase the number of views the video receives.
  • Generate lead. Lets you collect potential customer data from users who click on an ad.
  • Message. Ask users to send a message to your brand.
  • Convert. To sell and convert subscriptions on your website or app.
  • List of sales. Users see ads for products on your Facebook portfolio.
  • Store visit. Help users direct to the mainstream stores you own.

Not sure which to choose? Check how Each goal supports different business goals and find out target have The most meaningful for your company.

Be sure to also watch this video to learn more about defining your goals:


Once you've selected your goals, you'll be prompted to name your campaign.

The default name will only be the goal you have chosen (for example, Belgian brand awareness), but you can choose a detailed name to help you track your campaigns.

Step 3: Identify your audience

The next step is deciding who you want to target with your ad.

Manage Facebook ads

Facebook offers a very powerful set of targeting options that go beyond typical demographic information like age, gender and location. In fact, you can choose to cut your audience by having:

  • Engage with your content
  • Visit your website
  • Follow a specific group or Facebook page
  • Downloaded your application
  • Watched your video
  • Sign up for your newsletter

This allows you to create copies and text messages that apply unique to your potential customers.

Step 4: Choose your ad position

In the Placements section, you can decide where your ad will appear on Facebook and Instagram.

Optional Instagram ad position

You will have two options for this:

  • Automatic location. Your ad will be shown to your audience wherever they are most likely to perform. In general, should run your ad on both Facebook and Instagram .
  • Edit location. You will be able to choose and choose where your ad appears. For example, if you want to limit your ads to appear only in Instagram Stories or on Instagram Feeds, you can choose Edit Location.

This is the window where you can edit your location.

instagram ad placement options

Remember: You can only select mobile devices when creating Instagram ads.

Once you've chosen where you want your ads to go, it's time to choose your budget.

Step 5: Choose your budget and schedule

This section determines how much you want to spend on your advertising and for how long.

Instagram advertising budget setting

You can choose Daily Budget, provide maximum daily spend, or Lifetime budget for an ad with a lifetime set. You can also choose to run ads continuously or only at certain times of the day.

A good place to start when thinking about your budget is cost per click (CPC) average on Instagram, varies depending on your audience demographics and when you choose to run ads.

Pro tip: Sunday is the most expensive day to run Instagram ads.

The Facebook ad manager also includes Optimization and Bid strategy options, which help clarify how your budget will be spent. This can be customized, depending on your campaign goals.

As you adjust these options, the Estimated Daily Reach scale in the right column will tell you how many people you can expect to reach each day with your ads.

Step 6: Create your ad

Now it's time to create a real ad.

First, you will want to choose a Facebook page to link your ad to. Facebook will not allow you to create ads without a page.

Select the Facebook page you want to advertise

Once you've done that, you can now choose one of five formats for how you want your ad to look like.

Instagram ad format

Everything becomes quite simple from here:

  • Choose your image or video
  • Create your ad copy
  • Choose a payment option
  • Review your ad
  • Click on it Confirm

Facebook has a guide about Instagram ad formats with all the specs and design requirements you need to make sure your ad looks great. Ad manager also displays technical format requirements when you select images or videos.

You can also choose the call-to-action button and the destination URL that people will reach when they click it.

Call to action advertising on Instagram

Click on it Show advanced options if you want to track conversions via Facebook pixels on your website or Application events . These options will give you information on how your audience will interact with your business after clicking on your ad.

When you have clicked Confirm , congratulations! You have just created your first Instagram ad.

How to advertise on Instagram with Instagram

Instagram also allows you to market directly on their apps.

How? Simple: By promoting an existing post on your Instagram profile.

If you have a well-performing post and get a lot of engagement, promoting it in the app is a quick, easy method to reach more users.

Of course, you will need to have a business profile on Instagram to set this up. But once you do so, you should be able to easily advertise any posts on your feed.

To do so, first go to the post you want to advertise then click advertisement under the post.

Instagram advertising SAD magazine

You may be prompted to log in to your Facebook account to authenticate. Do so if prompted.

From there, choose your target.

Do you want to direct more users to your site or maximize the number of users viewing your posts?

You can also choose to add a call to action button, like Buy Now or Sign Up. If selected, it will appear below the image or video in your post.

Instagram can choose a default audience for your ads, or you can create special audiences for your posts by selecting targeted interests, locations and demographics.Anchor point

Finally, choose your budget and ad duration and press Create an ad .

That's it! You can track the results of the ads in this app in Facebook Ad Manager, along with all your other Instagram ads.

Advertising tips and examples on Instagram

You now have all the technical skills needed to create an Instagram ad. But great advertising is an art, not a science.

Here are some things to keep in mind while creating an ad that appeals to and pleases users.

Know your audience

A good social media ad is defined before you decide on an image or a copy. That's because when you know your audience well, you can create messages that connect with them.

Đó là lý do tại sao rất quan trọng để biết khán giả của bạn sâu sắc và thân mật trước khi bạn bắt đầu quảng cáo cho họ.

Ngoài ra hãy chắc chắn kiểm tra hướng dẫn của chúng tôi để tạo personas khán giả để giúp bạn hiểu đối tượng của mình. Giải pháp nào sản phẩm hoặc dịch vụ của bạn cung cấp cho họ?

Họ cần và muốn gì? Giữ mục tiêu và giá trị của họ trong tâm trí khi bạn tạo quảng cáo của mình.

Sử dụng văn bản một cách khôn ngoan

Một hình ảnh đáng giá ngàn lời nói và đó là một điều tốt, bởi vì bạn không thể sử dụng nhiều văn bản đó trong quảng cáo Instagram của mình. Sử dụng số lượng ký tự chú thích của bạn (2.200 cho hầu hết các bài đăng) một cách khôn ngoan và ghi nhớ đối tượng của bạn.

Tìm hiểu cách viết lời kêu gọi hành động hiệu quả sẽ thu hút khán giả của bạn nhấp vào quảng cáo và truy cập trang web của bạn, mua hàng hoặc tải xuống ứng dụng.

Sử dụng hashtag

Tất cả chúng ta đều có lỗi khi thỉnh thoảng đối xử với hashtag như suy nghĩ lại, nhưng đừng đánh giá thấp sức mạnh của họ!

Thêm hashtag vào bài đăng trên Instagram giúp tăng trung bình 12,6% mức độ tương tác . Và một hashtag có thương hiệu (một hashtag duy nhất cho công ty hoặc chiến dịch của bạn) có thể tăng cường sự tham gia và nhận thức.

Bạn có thể sử dụng tối đa 30 hashtag trên mỗi bài đăng, nhưng hãy nghĩ rằng chất lượng hơn số lượng. Hãy thử các hashtag có liên quan đến đối tượng của bạn và phổ biến trong ngành của bạn. Nắm vững nghệ thuật hashtag với hướng dẫn của chúng tôi để sử dụng hashtag Instagram cho doanh nghiệp .


Bạn có thể chia các tương tác của mình với người dùng trên phương tiện truyền thông xã hội thành hai loại:

  • Phản ứng tham gia. Khi bạn trả lời các bình luận, đề cập và tin nhắn trực tiếp trên phương tiện truyền thông xã hội.
  • Chủ động tham gia. Khi bạn thực hiện bước đầu tiên và tham gia với những người dùng khác. Nó đặc biệt hữu ích để tăng tiếng vang xung quanh các chiến dịch hoặc ra mắt sản phẩm cụ thể.

Hãy chắc chắn làm cả khi mọi người phản ứng và tham gia vào quảng cáo của bạn. Điều này sẽ xây dựng thương hiệu của bạn và cho mọi người biết rằng bạn không chỉ là một thương hiệu vô danh khác.

Để biết thêm, hãy chắc chắn đọc bài viết của chúng tôi về sự tham gia phương tiện truyền thông xã hội .

Hãy kiên định

Bạn có biết 60% các thương hiệu hàng đầu sử dụng cùng một bộ lọc cho mỗi bài đăng? Đó là bởi vì tính nhất quán giúp củng cố hình ảnh thương hiệu của bạn.

Mỗi yếu tố của quảng cáo của bạn nên thể hiện bạn là ai với tư cách là một công ty. Hình ảnh, thông điệp và giai điệu đều quan trọng.

Nhưng giữ cho nó tươi

Thật dễ dàng để gắn bó với một quảng cáo kẻ giết người. Nó hoạt động rất tốt! Kết bạn thật nhiều! Nhưng quảng cáo, như túi salad trộn trong tủ lạnh của bạn, chỉ tốt trong thời gian dài.

Chuyển đổi quảng cáo của bạn thường xuyên, mỗi tuần hoặc hai lần để ngăn khán giả điều chỉnh chúng.

Lợi ích khác của việc thay đổi quảng cáo thường xuyên, bên cạnh việc khiến khán giả quan tâm, là bạn sẽ biết quảng cáo nào hoạt động tốt nhất. Hãy thử các chú thích, định dạng và đối tượng khác nhau.

Đo lường hiệu suất và tối ưu hóa

Giống như quảng cáo trên Facebook , bạn có thể xem hiệu suất của quảng cáo Instagram của mình trong Trình quản lý quảng cáo Facebook.

Theo dõi hiệu suất và điều chỉnh khóa học khi cần thiết là phần quan trọng nhất của bất kỳ chiến lược quảng cáo nào.

Nhưng có rất nhiều lý do khác để kiểm tra phân tích Instagram của bạn thường xuyên. Nó giúp bạn đặt ra các mục tiêu và mục tiêu thực tế cho từng chiến dịch mới, giành lợi thế với các đối thủ cạnh tranh (bằng cách để mắt đến những gì họ đang làm) và chứng minh ROI cho sếp hoặc các thành viên trong nhóm của bạn.

Kiểm tra bản sao quảng cáo và sáng tạo của bạn

Giống như bạn nên giữ mọi thứ mới mẻ bằng cách thử nghiệm các định dạng quảng cáo và chiến dịch mới khác nhau, bạn cũng nên thử nghiệm với bản sao quảng cáo và hình ảnh khác nhau trong cùng một chiến dịch.

Có phải học hỏi nhiều hơn nữa chuyển đổi tốt hơn so với cửa hàng trực tuyến ngay bây giờ Điều gì về các mô tả sản phẩm khác nhau, hashtags hoặc sao chép cơ thể? Hoặc màu sắc và hình ảnh khác nhau?