Purpose: To guide through the process of creating an Instagram ad campaign from scratch.
Speaker Background: Owns a Facebook and Instagram advertising agency with over $50 million spent on ads and $200 million in revenue generated for clients.
Key Point: Instagram advertising is a skill that takes practice; initial campaigns may not work as expected.
Preparation
Recommended to take notes while watching the video.
Important to understand potential problems and mistakes that can occur.
Setting Up a Meta Ad Account
If you don’t have a Meta ad account, find a video link in the description for setup instructions.
Ads Manager Overview
Ads Manager: The best place to create Instagram ad campaigns.
Access: Navigate via Meta Business Suite > All Tools > Ads Manager.
Stages of an Instagram Ad Campaign
Campaign Level
Ad Set Level
Ad Level
Campaign Level
Click the green "+ Create" button to start.
Buying Type:
Default is auction (recommended over reservation).
Auction means paying based on competition for ad space.
Campaign Objective:
Choose the objective based on desired outcomes (e.g., leads or sales).
Avoid selecting traffic if you want leads; choose leads for better targeting.
Naming: Name your campaign clearly to avoid confusion later.
Special Ad Categories: Select if your ads fall under credit, employment, housing, social issues, elections, or politics to avoid account issues.
Campaign Details:
Buying Type: Auction.
Campaign Objective: Leads.
Consider adding a campaign spending limit for beginners.
Ad Set Level
Give the ad set a representative name.
Conversion Location: Where you want to send people to generate leads (e.g., website, Messenger, Instant Forms).
Performance Goal: Default is maximizing conversions (leads).
Budgeting:
Daily budget is recommended for better management and scaling.
Suggested budget should be comfortable for potential loss.
Targeting:
Select location, age, and interests.
Utilize Advantage Plus Audience for more flexible targeting.
Ad Level
Identity: Ensure the correct Facebook page and Instagram account are selected.
Ad Setup:
Choose to create a new ad or use an existing post.
Manual upload images or videos for ad creatives.
Creative Formats:
Start with single image or video; consider carousel ads for more dynamic content later.
Primary Text and Headlines:
Use testimonials, value propositions, and clear calls to action.
Call to Action: Choose the appropriate button (e.g., learn more).
Destination URL: Make sure it directs to the correct landing page.
Publishing and Monitoring
After setting up, publish the ad and wait for Meta to review it.
Monitor results through Ads Manager, focusing on cost per lead or purchase.
Testing Ads: Create multiple ads with variations in creative, offer, and other elements to find what works best.
Conclusion
Create your ads following the video guidance and monitor their performance.
Practice the skills learned to improve over time.
Check video description for additional resources, examples, and further training materials.