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Instagram Ads

Best Call to Action Examples (for More Conversions)

By | Digital Marketing, Facebook Ads, Instagram Ads, Marketing | One Comment

How’s your call to action?

 

When it comes to advertising on Facebook and Instagram, your campaign’s success will be influenced by the actionable phrase you use to not only drive traffic to your offers, deals, and discounts but also your conversions.

Creating a compelling call to action is a copywriting skill that you can learn. So, grab a pencil and a pad of paper and let’s dive into a little lesson about how to write a call to action as well as some real examples getting results online.

 

Overview

  • In this post, you’re going to learn a few copywriting tricks to write actionable headlines for your Facebook and Instagram ads.
  • Also, you’ll get to see examples of powerful Facebook and Instagram call to actions used by top brands so you can find inspiration when creating your own.

 

What is a Call to Action?

A call to action, or CTA, is a phrase thrown around in the digital marketing world which inspires a person reading it to take a specific action.

You’ve probably seen a lot of call to actions in your lifetime. They’re the small sentences, buttons, and links that lead to a sale.

When you’re promoting your services and products online, having killer ad copy makes a significant improvement for your sales, sign-ups, and subscriptions. Call to actions are meant to persuade a person reading or watching it perform a specific task — purchase your product, sign up for a newsletter, book an appointment, or click through to a landing page.

You may not always “close to deal” and make a sale with your call to action, but you will be moving more people in the direction by encouraging them to take action.

 

Always Use a Strong Call to Action

You are probably very familiar with the common call to action phrases used online. These are the typical go-to phrases used at the end of videos and found at the bottom of the ad copy.

How familiar do these sound:

  • Click here
  • Sign up
  • Subscribe
  • Buy now
  • Learn more

If you are spending time and money on your advertising strategy, you are focused on creating a message that builds excitement for your product or service. You might think that using one of these short and blunt CTAs would do the trick.

Wrong.

Remember, the main purpose of a call to action is to: (1) tell people what they should do; and (2) give them the motivation to do it.

The call to action examples to saw above cover (1) perfectly but they fail to motivate someone to click or perform the action you want them to take. If you don’t cover why they should “Click” “Sign up” “Subscribe” “Buy now” or “Learn more” you won’t get the conversions rates you want and need.

Your content is the best place to answer questions and concerns people may have. It’s where you address the specific needs of your buyers or target audience by giving them the information that convinces them to take action.

So, how can you do that?

How to Write a Killer Call to Action

Let’s look at some copywriting tips that you can easily apply to improve your advertising efforts on Facebook and Instagram.

Tip #1: Use strong, actionable verbs

Your CTA has to be strong, clear, and concise. When you’re writing ad copy, you’ll only have a few words to create a message, promote your product or service, and direct attention to a specific action.

Actionable verbs tell your audience exactly what they need to do, such as, download, click, sign up, buy, order, and so on. Tell your audience exactly what you want them to do quickly and briefly.

(Don’t forget, these words are perfect for actionable buttons but they should also be included in other areas, such as the description section of your Instagram ad or throughout your Facebook video ads.)

 

Tip #2: Give motivation to click

Always include a value proposition or unique selling point (USP). In other words, what’s in it for them?

Your USP is going to be an influential part of acquiring new leads and generating more sales. It’s a great way to generate more clicks when you promote your offers.

Examples of this could include a discount for your product or getting something for free (i.e. shipping).

 

Tip #3: Be creative

In a moment, you’ll see some incredible call to actions being used by popular brands. Before you do, don’t be afraid to be creative with your writing.

You should already know which call to actions drive the most engagement to your business, however, mix it up. Keep your ad copy fresh and exciting and see which new words create more traffic to your offers.

Instead of…Try something like…
Buy today!Buy today before everything’s gone!
Subscribe nowSubscribe before your competitors do
Call us for more informationDon’t be shy! We’re just a phone call away!

 

Call to Action Examples

To really understand the key to a good call to action, sometimes learning from others is the best place to find inspiration.

Let’s look at some of the best call to action examples.

#1 – Iterable

Here’s a great example of giving value to an audience

 

Iterable gives their audience a good reason to download their report: learn from the top 100 e-commerce marketers. They also give a quick description of what’s inside their report (i.e. email strategies).

Using copy like this gives people who see it a convincing reason to download the book while in exchange for an email. This is a great tactic for increasing conversions for your email list which you can use for your email marketing strategies.

 

#2 – Neil Patel

Neil Patel’s ad tackles the problem head-on

 

Neil Patel is an online entrepreneur with a number of different successful companies. As you browse through the copy in this ad, you can see a few powerful elements used.

First, the content in the description covers the “why you should sign up” by addressing problems faced by their audience: low traffic and low conversions.

Second, he uses a compelling value proposition. When you sign up for the webinar, you also get a free 23-step framework.

Third, the message makes it clear what you’re going to get out of the webinar. You’ll become a master at customer acquisition.

Try writing some of your Facebook Ads like this and measure the results.

 

#3 – E-Gmat

Know your audience’s needs

 

The call to action used in e-GMAT’s Facebook Ad is a brilliant way to overcome the limited CTA word choice found on the ad itself (i.e. Learn More).

You can see, the ad focuses on the problems their audience experience: getting a low score. In this ad, they use a real example with a specific score to connect with their audience.

Try writing your next call to action like this. If e-GMAT can do it, so can you!

 

#4 – Udemy

Emphasize your deals and discounts

Udemy offers online courses and has ads running quite frequently for discounted courses. This ad makes the call to action enticing because of the 50% which is emphasized in the description and shown in large font on the image.

 

#5 – Design Pickle

Connect the message to the action

DesignPickle uses all different kinds of ads to attract new subscribers to their business. This ad example gives a great example of how to connect your business message with your call to action.

 

#6 – The New York Times

Make small adjustments to the standard CTA

The New York Times uses some of the shortest, simplest text for their Instagram Ad call to actions. Their image emphasizes how much you have to pay for their subscription, a single buck.

Best of all, they use the same CTA as the Instagram button and add just a little more emphasis on “and save”.

 

#7 – Freeletics

Try new ways to write your call to actions

Here’s an example of using a strong call to action in an Instagram Video Ad. Freeletics turns the standard “Start Now” CTA into a more relevant CTA related to their service “Start Training Now”.

Also, take a look at the phrases you leading up to the app download CTA. They use short descriptive text to connect with their target audience: “Get Fit” and “Achieve Your Resolution”.

(This as was obviously released shortly after January 1st.)

 

 

Looking for a better way to convert your audience? Start a conversion focused journey — we can help you take them there

Instagram Sponsored Posts

By | Instagram Ads, Marketing | No Comments

Are you trying to promote your products and services using Instagram Sponsored Posts?

With more than 500 million users engaged daily on the platform, you’ll be able to accurately target and convert new customers to your business.

How can this be true?

Around 60% of Instagram users discover new products and 200 million users are visiting business profiles every day.

Source: Instagram Business

 

In this article, you will learn everything you need to know about Instagram Sponsored Posts:

  • Getting Started with Instagram Sponsored Posts at Your Business
  • Instagram Sponsored Posts vs. Instagram Ads
  • Step-by-Step Tutorial for Creating Instagram Sponsored Posts
  • Use Data to Generate Emotion with Your Audience
  • Tips to Help You Succeed with Your Instagram Account

Getting Started with Instagram Sponsored Posts at Your Business

Instagram Sponsored Posts are the organic posts on your platform you pay to promote to your audience and new audiences.

This is different from creating an Instagram Ad, which involves an entirely different strategy to create and target prospective customers.

The primary focus of Instagram Sponsored Posts is: engagement.

 

Why Use Instagram Sponsored Posts?

If engagement is the primary purpose, you might be wondering how this would benefit you and your business. Often, getting likes and comments are a vanity metric that may not lead to any real conversions.

The ultimate goal of engagement is to have your business shown to more users.

When you start promoting your posts, you’ll get to choose from a limited range of demographics (i.e. Age, Location, Interests). Once published, your posts will show only on Instagram and leads to the URL of your call to action.

 

Instagram Sponsored Posts vs. Instagram Ads

If you are using the traditional ad system provided by Instagram, you may be wondering whether Instagram Sponsored Posts will be worth the money.

Well, Instagram Ads have their place. They are non-intrusive and less likely to annoy your target audience. When you create your ad campaign, your success is measured on awareness, reach and recall instead of follower counts, likes or comments. Also, Instagram is known to have some of the highest engagement across all advertising platforms and yields the best ROI.

If you’re new to Instagram advertising, you may want to consider signing up for an online course to you figure it all out.

 

These are examples of Instagram Ads

With promoted posts, you can create links and action buttons on the content that is performing well on your account.

You may not have the ability to retarget with Instagram sponsored posts, but you can target general audiences in a specific niche. This is perfect to share more high-performing content with a new audience. When you reach a new audience, you’ll have more people discovering your business.

Having the ability to increase engagement with your account (i.e. increasing followers, likes, and comments), leads to a higher likelihood that they will buy your products and services.

The only challenge is measuring the returns for your sponsored posts. Even though more people are seeing your posts, it doesn’t exactly mean that they are interested in your business. They may have stopped for a moment to like a nice picture or simply enjoyed the content and that’s all.

 

Best Case Scenarios for Using Instagram Sponsored Posts

  • Promote already successful content to reach a wider audience and engagement with new users similar to your current followers
  • Increase brand awareness and business visibility
  • Promote posts with items that can be purchased (remember, you can tag your products in the image allowing users to click and go straight to the product page for a fast check out)
  • Nurture relationships with prospective customers by keeping your posts fresh in their feed
  • Increase an organic post’s social likes and shares to achieve high engagement ratings that will catch your more users’ eyes.

 

Step-by-Step Tutorial for Creating Instagram Sponsored Posts

You can promote any of your Instagram posts directly from the app. To do so, here’s a quick step-by-step tutorial to start creating your own Instagram Sponsored Posts:

1. Choose a post and click on the “Promote” button.

 

2.  If prompted, give Instagram access to your Facebook Ad account.

3. Choose where you want to send people:

 

4. Select your target audience or let Instagram’s algorithms  do it for you (i.e. Automatic)

5. Determine the amount you will spend on your sponsored post (you can spend up to $1000 daily for a maximum of 30 days).

6. Review details and create your promotion.

 

Use Data to Generate Emotion with Your Audience

You can make objective conclusions on the performance of your Instagram Sponsored Posts by measuring the amount of engagement (i.e. Likes and Comments) your posts generate.

This is a quick way to verify that your posts are actually connecting with your target audience. However, try to remember that this is just a vanity metric and you always should dig deeper into your data to determine which posts are actually driving real conversions for your business.

 

Analyzing Content Performance

To check which posts are receiving the most engagement, follow these steps:

  1. Go to your Instagram Profile page.
  2. Click on the settings menu in the top right corner.
  3. Click on “Insights”
  4. Go to “Content”

Here, you’ll see how all your posts are performing and the number of people they reach.

Alternatively, you can view insights for individual posts by selection “View Insights”. Here you’ll see the following metrics:

  • Total Likes
  • Total Comments
  • Total Shares
  • Total Saved
  • # of accounts reached + % of people who weren’t following you
  • Total impressions (i.e. From Home, Profile, Location, etc.)

 

Understand Your Audience

If you switch to the “Audience” tab within your insights settings, you will be able to see your total followers as well as the following metrics:

  • Top locations
  • Age range
  • Gender
  • Time your followers were online (by Day & Hours)

As your posts begin to reach a wider audience and you start to see improved engagement leading to real conversions, this information can help you hone in more accurately on your ideal audience.

 

Tips to Help You Succeed with Your Instagram Account

  1. Improve your results by tweaking what already works then test it all again. Where are you getting the most clicks? Figure out why that post did so well and try to replicate it with future posts.
  2. Test multiple posts at the same time. If you can set up multiple sponsored posts, see which one performs better to get a better understanding of the kind of content your audience enjoys.
  3. Let your sponsored post run for the entire duration so you can get accurate insights to make better decisions.
  4. When you find something that works, don’t be afraid to spend more money. If you discover a sponsored posts that driving more traffic to your desired goal while seeing more conversions, increase your total spend to grow sales and followers fast.

 

Do you want to take your customers on a conversion focused journey? At Voy Media, we focus on getting a direct response and customer acquisition for e-commerce, lead gen campaigns, and mobile strategies. Contact us to learn how we can help you increase your online revenue and increase conversions.

Instagram Ad Specs And Sizing 2019

By | Instagram Ads, Marketing | 2 Comments

What type of campaign will you start in 2019? With Instagram, there are 7 different ad types you can choose from.

Understanding each type of Instagram ad will help you know which layouts to use and why to use them. Keep reading to learn a few tips on how to improve your ROI when advertising on Instagram.

As you read through this article, you will:

  • Learn about the 7 different types of Instagram ads
  • Understand how to set up each ad type and why use it
  • Review the specs and sizing to use for your Instagram ads
  • See examples of Instagram ads in action

Let’s start going through each type of Instagram ads so you can decide which one you should use for your next campaign.

 

1. Single Image Instagram Ads

Photo ads are one of the most popular types of ads found on the platform. It features a single image, some ad copy, and a call-to-action to promote your products, services, or brands.

Why use this type of ad?

The single image Instagram ad is a subtle advertising strategy to add your promoted image in a non-intrusive way. Use this to provide a native experience as your target audience scrolls through their feed.

Try different Instagram ad sizes for your images

Single Image Instagram Ad Specs:

  • Use: .jpg or .png
  • Maximum file size: 30MB
  • Landscape image size: 1200 x 628 pixels
  • Square image size: 1080 x 1080 pixels
  • Vertical Image: 600 x 750 pixels
  • Text limit: 2200 characters (125 is recommended)

Use these Call-to-Actions:

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Get Directions
  • Learn More
  • Get Showtimes
  • Download

 

2. Instagram Video Ads

If you have a .GIF or video file, you can use them to create a stunning ad on Instagram. These are great for grabbing someone’s attention and increasing engagement with your business.

Why use this type of ad?

Instagram video ads are a great way to introduce your business or explain how your product works.

Use GIFs to create a simple explainer video

Instagram Video Ad Specs

  • Use: Video media formats (e.g.: .mp4, h.264, .gif)
  • Landscape video: 600 x 315 pixels (min. Resolution)
  • Square video: 600 x 600 pixels (min. Resolution)
  • Vertical video: 600 x 750 (min. Resolution)
  • file upload size: 4GB
  • Video Captions: optional
  • Video Ratio: 4:5, max. 16:9
  • Video Duration: 60 seconds
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text limit: 125 characters (recommended)
  • Hashtag Number: 30 maximum (Tip: add more hastags in the comments)

 

3. Instagram Carousel Ads

Instagram carousel ads are those with the dots at the bottom encouraging viewers to scroll through the reel of images. There are some clever and creating ways you can use Instagram carousel ads.

Why use this type of ad?

Use Instagram carousel ads to take your audience on a journey through your business, brand, or product. Here’s a great example:

Airsorted creates a brilliant journey in this carousel ad!

Instagram carousel Ads Specs

  • File type: jpg or png
  • Maximum file size: 30MB
  • Minimum Image Width: 600 pixels
  • Image Ratio: 4:5 minimum, max. 16:9
  • Text limit: 2,200 maximum (*although Instagram recommends staying below 90 for optimal delivery)
  • Video Duration: 60 seconds maximum
  • Hashtag Number: 30 maximum (*you can add additional in the comments)

 

 

4. Instagram Slideshow Ad

If you want to take a shortcut by creating motion ads without scripting a video, try Instagram slideshow ads. You can choose up to 10 images and embed music in the background to create a visually appealing video style of ad.

Why use this type of ad?

Unlike the carousel ad type, the Instagram Slideshow Ad automatically plays like a video and takes viewers through each image you choose to upload.

Use Facebook’s Ad setup for your Instagram Slideshow Ads

Instagram Slideshow Ads Specs

  • File type: jpg or png for images; wav, mp3, m4a, flac and ogc for sound files
  • Minimum Image Width: 600 x 600 pixels, max. 1080 x 1080
  • Text limit: 125 maximum
  • Image Duration: up to 50 seconds / image
  • Disclaimer: Avoid copyright infringement by purchasing licensed sounds and music

Pro Tip

You can set up and design your Instagram ads in the Facebook Ads Manager or the Facebook Power Editor. Enjoy total creative freedom for your Instagram Ad campaigns.

 

5. Instagram Lead Ads

When Instagrams users click on the “sign up” feature on the Instagram Lead Ad type, they can collect a lead instantly. However, be sure to have your privacy policy ready to include in the ad setup.

Why use this type of ad?

Generate more leads by capturing contact information directly from Instagram.

Lead Ads open in Instagram to collect contact information

Instagram Lead Ads Specs

  • File type: jpg or png
  • Minimum Image Width: 1080 x 1080 pixels or 1200 x 628 pixels
  • Text limit: 125 maximum
  • Reminder: Don’t forget to include your privacy policy in the ad

 

6. Instagram Stories Image Ads

If you want to capture attention while someone is browsing through stories, there are a few ways to do it. Instagram stories image ads lets you create up to 6 images with a “swipe up” feature that directs interested viewers to a target URL.

Why use this type of ad?

This is a great way to get your business to appear in people’s stories and there’s no limitation to how you can design them.

Instagram Stories Image Ads Specs

  • Use: jpg, png
  • Maximum file size: 30MB
  • Recommend image size: 1080 x 1920 pixels
  • Disclaimer: Remember to limit the amount of overlay text in the actual image as you could have your ad rejected. Instead, use Instagram’s text and sticker features to add custom visuals and notes to your ads
  • Ad duration: 5 seconds

 

7. Instagram Stories Video Ads

If you really want to capture attention while people are browsing through their stories, use a video. Something to keep in mind is that many people looking at their stories don’t turn on sound. Keep this in mind to ensure you get your message delivered in the video ad you design.

Why use this type of ad?

Instagram stories video ads are a great way to engage your audience and remind them of your deals and offers.

Instagram Stories Video Ads Specs

  • Use: mp4, mov
  • Maximum file size: 4 GB
  • Recommend image size: 1080 x 1920 pixels
  • resolution: 720p
  • video length: 15 seconds

 

Want to know how much these ads will cost you? Before starting your ad campaign, be sure to check out this article about Instagram Ad Costs.

Instagram Ad Examples

By | Instagram Ads | 5 Comments

Are you looking for incredible Instagram ad examples?

Instead of browsing your Instagram feed in search of sponsored posts to gain industry insights, here you’ll find some of the best Instagram ads used by top brands.

Take note on some of the strategies and styles used in their Instagram ad design.

 

As you read through this article, ask yourself:

  1. Why is this ad so good?
  2. What makes the copy stand out?
  3. Why did they use this design style?
  4. How can I apply this to my next Instagram Ad campaign?

Now, let’s start analyzing some of the best Instagram ad examples.

 

1. Bevel

Why is this ad so good?

Bevel has created an ad design that forces your eyes to look at the left-hand side. The image of a man shaving his face and the simple message below makes this a powerful example for grabbing attention and directing it to the main point: shave your face with the Bevel system.

Key takeaways:

  • Simple, to-the-point copy – This ad makes its points using just 9 words.
  • Identify a customer’s pain points – Giving your audience something to relate to and connecting with the pain points can catch their curiosity and decide you are the solution.
  • Create clever hashtags – Take advantage of using hashtags that can tap into new audiences. Here, we see Bevel making a play on their brand with #BevelWorks.

 

2. Chatbooks

Why is this ad so good?

Chatbooks offers an enticing introduction to their product by offering a free book to first-time buyers. They’re quite clear of the pricing in the text below then follow up with a coupon to get the free book they boldly claim in the image. Brilliant!

Key takeaways:

  • Offer a free introductory product or service – A great way to encourage new customers to your business is by offering something free.
  • Make your offer clear – You have only a few moments to capture someone’s attention and having a clear headline can do the trick.
  • Use coupons – You can see that this ad uses a unique coupon code for their ad, this is great for tracking performance.

 

3Headspace

 

Why is this ad so good?

Headspace’s Instagram ad uses a single word to connect with their audience: anxiety. It’s a sure scroll-stopper to make anyone stop and wonder what it’s all about. The accompanying ad design is complementary to the message indicating that peace of mind can be achieved with your phone.

Key takeaways:

  • Use the right call to action – Headspace is using this ad to promote their and you should use the right CTA for your campaign (i.e. the “Buy Now” feature to achieve direct sales).
  • Keep the design simple – Sometimes a cartoony design can be the right choice. Test different design styles and try to keep it simple while connected to your main message.

 

4. Indiegogo

Why is this ad so good?

Indiegogo’s Instagram ad is extremely bold and eye-catching. The intense red serves as a stop sign while the white text tells you what’s important on the screen.

Key takeaways:

  • Use bold colors – Don’t be afraid to let a single color dominate the screen if you can contrast it with thick text in an easy-to-read color.
  • Make bold statements – Try telling a story with your product, service or brand to connect with people on a deeper level.

 

 

 

5. Instabiz Marketing

Why is this ad so good?

Instabiz Marketing is focused on grabbing your attention by using, well, you can see it. Depending on your brand or the types of people you are trying to connect with, this could work. In this case, travel bloggers and aspiring social media influencers may be the target audience here.

Key takeaways:

  • Focus on your target audience – If you understand your audience, let your images and your message show it.
  • Use caps-lock carefully – Sometimes using too many consecutive caps can come across as spammy and unprofessional.

 

6. QuickBooks

Why is this ad so good?

QuickBooks is known for their tax services and this ad makes a clear statement to self-employed individuals and businesses. In this case, Quickbooks is using their Instagram ads to provide a free trial of their software while indicating the savings it would have come tax time.

Key takeaways: 

  • Include relevant facts – In addition to mentioning the benefits of your product or service, don’t forget to add some key facts based on your customer insights.
  • Use consistent colors – An important part of creating a pleasing image is by aligning similar color throughout the ad image.

 

7. Spotify

Why is this ad so good?

Here’s a great example of using Instagram ads to promote brand awareness. Instead of focusing on subscriptions, sales, or signups, Shopify uses rolling messages to explain what they’re all about. Give this a try.

Key takeaways: 

  • Promote your brand or business – Instagram’s ad costs are reasonable to set up strategic campaigns to increase your exposure.
  • Use motion in your ads – Not seen in the screenshot is the scrolling text that passes by. Using videos and GIFs can enhance the number of interactions with your ad.

 

8.  MyPhotify

Why is this ad so good?

This ad delivers an exceptional before-and-after comparison for the product they have featured. This is a great way for prospective customers to see exactly what they could be purchasing and get them a step closer into your sales funnel.

Key takeaways:

  • Include emojis – emojis are a great way to highlight key elements in your copy while making it fun and interactive.
  • Include comparisons – If you can highlight the key features that will change your customer’s lives, do it!

 

Here are a few more mentionable Instagram ads you should check out:

 

9. EA Sports Insider

 

10. Giltman

 

 

 

11. BizReach

 

12. ThriveHive

 

 

13. Grammarly

 

 

14. Skydive Empuria Brava

 

15. Clever Ecommerce (Instagram Stories Ad)

 

16. Precision Nutrition (Instagram Stories Ad)

 

17. SendGrid

 

18. Vendasta

 

19. Rakez

 

20. Drip CRM

 

21. Artlist

 

 

Before you go, do you want to see some Facebook ad examples? Or, if you want to take your customers on a conversion focused journey, contact us.

Instagram Ad Costs

By | Instagram Ads, Marketing | 3 Comments

Instagram’s paid advertising features offer a powerful marketing tool for businesses looking to reach new customers. If you’re reading this article, you might be wondering what are the costs for Instagram Ads and how to create a successful ad campaign resulting in a satisfying ROI.

With 7 types of Instagram ads to choose from, the amount you’ll spend on Instagram Ads can vary significantly. So, let’s break down everything you need to know about Instagram advertising and how you can conquer the bidding wars while keeping your costs low.

As you read through this article, you will learn about:

  • Instagram advertising costs
  • Instagram ad bidding structure
  • Instagram ad budgets and how to bid
  • Ad delivery optimization
  • Setting Up Ads in the Instagram App
  • Keeping Instagram ad costs low

 

QUICK FACT

The Average CPC (cost per click) for Instagram Ads is about $0.70. Ad prices go up in competitive industries and may be higher in audiences in the 18 to 24, 25 to 34, and 25 to 44 ranges.

Instagram Advertising Costs

Before spending any time or money on Instagram Ads, there’s a burning question in any marketer’s mind: is it worth it?

Research from eMarketer revealed year-after-year growth in revenue for Instagram from their ads. In 2017, advertisers and marketers spent a total of $2.81 billion dollars just on mobile ads alone.

Instagram Ads Revenue 2017 – Image Source

Since Instagram is growing at a considerable rate, it must be bringing in some incredible cash for businesses.

Cost Per Click + ROI

There are many sources online that have analyzed and studied the trends and costs of Instagram Ads. Let’s take a look at the most recent findings.

Here are some of the average CPCs in 2017 for specific industries reported by Brand Networks Inc:

  • Media & Entertainment – $6.44
  • Financial Services – $5.70
  • Telco & Tech – $6.55

Research by AdEspresso found these interesting averages from 2017:

  • Overall average CPC ranges from $0.70 to $1.00
  • Apple devices have the highest CPC
  • CPC for females is much higher than males

Instagram Ad Costs by Day – Image Source

Although Instagram Ads fall under Facebook’s Advertising services, you might be surprised to know that ad costs are much higher on Instagram than Facebook.

Just take a look at the average costs based on ad placement:

 

Instagram vs. Facebook Ad Costs by Placement – Image Source

Did you notice the far left and right columns? Those are the costs for Instagram ads which have significantly higher averages than Facebook.

However…

Instagram ads typically receive far more engagement than Facebook ads as well as other platforms providing ad services (i.e. Google+, Pinterest, LinkedIn, and Twitter):

User interactions by social platform – Image Source

So, are Instagram ads really worth it?

According to Salesforce, they saw higher conversions on their Instagram Ads (1.5% CTR) in comparison to their Facebook Ads (0.84% CTR).

Simply Measured produced an Instagram Industry report and found that photos result in a higher engagement rate than videos.

Also, this report on Instagram shows that Instagram users who see photos from a person, rather than a brand, have a 4.5% higher chance of converting. This rate increases to 9.6% if they interact with that photo.

These are all important facts to review when considering your Instagram Ad campaign. However, something to remember is that higher conversions come with a price this is also crucial when bidding for ad prices.

Instagram Ad Bidding Structure

Since Instagram Ads is based on the Facebook Ad platform, the ad bidding structure is very much the same.

When you publish your Instagram ad campaign, you’ll be accessing the worldwide auction for user’s attention.

How are Instagram costs determined?

There are 3 factors that determine the costs of your Instagram ads, they are:

  1. Your campaign’s bid. The more you’re willing to pay, the more your ads will be delivered.
  2. Relevance score. All ads’ receive a relevance score which will impact to cost of your ad as well as how Facebook prioritizes the delivery in the bidding wars.
  3. Estimated action rates. Using Facebook’s algorithms, your ads will have an estimated action rate which measures a variety of factors and affects how much your ads will cost.

This is just a brief overview of how the bidding system works for Instagram and Facebook ads. Keep reading to dive deeper into bidding and how to determine the best budget for your campaign.

 

 

Instagram ad budgets and how to bid

There are many advantages to Instagram ads, especially when setting up your ad budget and spending it on bids. The main advantages are:

  • Scalable pricing
  • Self-serve and instant advertising
  • Enhanced insights and reporting
  • Highly targeted and refinable audience

For those of you reading and have never created an ad on Instagram before, you’ll have to link your Instagram account to your Facebook page. To do that, you’ll have to log in to your Ads Manager account in Facebook Business.

Once your billing account created in the Ads Manager, you can link it to your Instagram account to create promotions and ads from the app. Alternatively, you can stay in the Ads Manager or go to the Power Editor to create new ads.

 

Setting Up Instagram Ads

Instagram’s bidding system is a part of the Facebook advertising network. This uses an auction system that predetermines prices. What this means for you is that once you set your ad campaign budget (either by day or for the entire duration of the campaign) and your bid, this will determine the maximum amount you will spend to achieve your ad objective.

When creating your Instagram Ads, the first step is to establish your budget. This is completely customizable based on your own needs. Here are the two types of ad budgets you can choose:

  1. Daily budget. Facebook spends up to the pre-selected amount to deliver your ads daily until your campaign expires.
  2. Lifetime budget. The total amount you will spend during the entire campaign duration.

Once you have determined your budget, the next step is to select your ad’s duration. You have two more choices:

  1. Run my ad set continuously starting today
  2. Set a start and end date

If you’re just running a brand awareness campaign, using 2. would be the go-to choice. Any kind of special offer or limited time deal, use 1.

Advanced Scheduling & Budget Options

There are a few advanced features you can choose when setting up your Instagram ads. For example, you can optimize your delivery style so that your ads are displayed either once per day or multiple times.

Once you choose your ad placement, you’ll have the ability to edit these delivery methods: Conversions, Link Clicks, Post Engagement, Impressions, Brand Awareness, and Daily Unique Reach. Each option has a different billing system.

  • You are charged for the amount of ads Facebook delivers to people most likely to convert.
  • Link Clicks. You are charged for the amount of ads Facebook delivers to people most likely to click.
  • You are charged for the amount of impressions you obtain.
  • Post Engagement. You are charged for impressions or post engagements (i.e. likes, comments, shares, etc.).
  • Brand Awareness. You are charged for the amount of ads Facebook delivers to people who would be most interested in your business or brand.
  • Daily Unique Reach. You are charged for the amount of new.

Standard or Accelerated Instagram Ads

Next, you may have the option to set up Standard or Accelerated ads depending on the set up you created earlier. If you choose standard, which is recommended, it will follow the scheduling parameters you selected in the beginning of you ad set up.

However, if you want your ads posted more frequently and whenever Facebook can push out your ad, the accelerated option is best for you. If you do this, your ad budget may be used quickly and this can lead to a very costly campaign.

Sticking with the Standard delivery type will ensure your ad budget gets used evenly throughout each day.

Manual or Automatic Bidding

Again, new Instagram advertisers should start with automatic mode before experimenting with Manual mode. Automatic bidding will keep costs low while Facebook’s algorithms work to reach as much as your target audience as possible. Manual mode does have the potential to maximize an ad budget but it may not reach as many people.

  • Automatic Bidding. Use this if you aren’t sure how much your campaign will cost or how quickly you want to use your ad budget. Facebook will automatically optimize your budget to keep ad costs low and results high.
  • Manual Bidding. If you have the data and experience to change the metrics for your bids or you’re trying to achieve a specific goal, this is it. You can see Facebook’s recommendations while you experiment with metrics to seek a bidding strategy that fits your goals. Remember, you don’t have to follow Facebook’s recommendations, try bidding on the low end and collect your data to make better decisions for your business.

Optimizing for Conversions: Maximum or Average

If you chose to optimize the delivery of your ads for conversions, you’ll see two more choices for bid amounts: Maximum or Average. This will determine the pacing of your ads.

Experiment with both options to get the best ROI – Image Source

  • Maximum Bid. Facebook’s algorithms will maximize your ad delivery without risking the cost to go over the amount you bid.
  • Average Bid. Facebook’s algorithms will pace your budget to give you an optimal ROI.

Facebook’s unique pacing algorithms will learn the most effective ads over time. This way, you can get the most out of your budget.

Smartly.io summarizes the key difference between Maximum and Average Bid types – Image Source

Setting Up Ads in the Instagram App

If you want to quickly and easily set up Instagram ads you can do so directly from your Instagram account. You’ll have less control over some of the features offered on the Facebook Ad platform but you can create some effecting promotions this way.

Step 1. Create your promotion. Just like adding a new post or image to your Instagram page, you can choose to create a new post or promote one of your previously published posts. You can also choose to create promotions for your Instagram stories, too.

Step 2. Choose your destination. You have 3 choices for sending a click to your ad: Your Profile, Your Website, or Your Direct Messages.

If you choose “Your Website”, pick a call to action that fits the destination of your URL:

 

Step 3. Select target audience. The next step involves choosing between automatically targeting similar followers of your Instagram account or creating a custom audience. If you don’t have much experience, choose automatic.

Step 4. Decide your ad budget and duration. Here you’ll notice two sliding scales which adjust your ad’s Budget and Duration. Above, you’ll see Instagram providing you with an automatic estimate as to how many people your ad will reach.

Step 5. Review and approve your ad. That’s it! If you’re satisfied with your ad setup, you can approve the ad and review insights shortly after it goes live.

Keeping Instagram Ad Costs Low

Now that you have all this knowledge on Instagram ads, here’s how you can put it all together and keep your ad costs low when using Facebook’s Ad Manager:

  1. Experiment with bidding options. If you’re new to Instagram advertising or you haven’t started an ad campaign before, use Automatic Bidding to keep bidding costs low. Once you have gained some experience and obtained some data on your ad performance, you can begin to experiment with Manual Bidding to really optimize your Instagram ads.
  2. Always optimize ads for conversions. You can choose from a variety of optimization settings and choosing “conversions” will set you up for getting the most out of your campaign. Typically, Facebook takes control of your ads and will automatically optimize your campaigns so you can get more results at a lower cost. Facebook’s algorithms have become extremely powerful at delivering ads to the right people, however, there’s always room to optimize your own ads by improving your Instagram ad designs.
  3. Minimize ad frequency. If you decide to optimize your ads based on Reach or Brand Awareness, you’ll have the option to control “Frequency Capping”. To prevent your audience from getting bored and losing interest in your ads, try to minimize your ad frequency to 3-6 days.

Want to take your customers on a conversion focused journey? Get in touch.